Merci Maman - Meta Ads Audit Dashboard

KEY INSIGHT: Highly Profitable but Structurally Fragile

ROAS is 7.27x — for every €1 spent, €7.27 comes back. Click-only ROAS is 5.29x.
This account is VERY profitable. However, structural gaps threaten future performance:
• No active pixel detected — tracking data reliability is at risk
• Q1 CPA rose 36% vs Q4 — steeper than last year's 16% rise
• Creative refresh urgently needed (70 days since newest ad)
• 3 "retargeting" campaigns have no custom audience (false RTG)

52.1

Grade D — Poor

Reported ROAS

7.27x

VERY profitable

Click-only ROAS

5.29x

Click revenue / total spend

Total Revenue

€565,559

Click: €411,795 / View: €153,764

Total Spend

€77,813

Net profit: €487,746

Purchases

5,786

Click: 4,214 / View: 1,572

Avg CPA

€13.45

AOV: €97.75 | Post-view: 27.2%

KILLER STAT: No Active Pixels Detected

Tracking data is unreliable. Despite strong ROAS, the absence of a verified
pixel means conversion data may be incomplete or inaccurate. Fix this first.

Category Scores

Pixel / CAPI 37.5 (F) — LIMITED DATA

37.5%

Creative 36.6 (F)

36.6%

Structure 62.5 (C)

62.5%

Audience 66.7 (C)

66.7%

Funnel 75.0 (B)

75.0%

Category Radar (Current vs Potential)

Quick Wins (52 min total)

15 min

Meta Pixel

No active pixels detected. Tracking data is unreliable.

15 min

Format Diversity

Only 1 format (unknown). Meta recommends at least 3 formats.

10 min

Exclusion Audiences

0/6 prospecting ad sets exclude audiences. Prospecting budget likely reaching existing customers.

10 min

False Retargeting

3/8 non-ASC retargeting campaigns have NO custom audience — effectively prospecting in disguise.

2 min

ASC Customer Cap

Verify existing customer budget cap is set (recommended ≤20% for growth) on 9 ASC campaigns.

Confidence Summary

VERIFIED

CALCULATED

ESTIMATED

UNVERIFIED

Pixel / CAPI Health — Score: 37.5 (F)

CRITICAL: No Active Pixels Detected

The audit found 0 active pixels on this account. This is the single most
important issue to fix. Without a verified pixel, all conversion data
(purchases, ROAS, CPA) may be unreliable or incomplete.

Action: Install and verify the Meta Pixel immediately (15 min fix).

Active Pixels

CRITICAL — none detected

CAPI Status

Unknown

Requires manual verification

Attribution Windows

90%

28/31 ad sets use 7d/1d (recommended)

Checks Evaluated

2 / 10

8 require manual verification

Pixel / CAPI Checks Detail

Check	Severity	Result	Value	Detail	Confidence

Creative (Diversity & Fatigue) — Score: 36.6 (F)

Total Creatives

417

Active ad creatives

Formats Used

Only "unknown" format detected

Creative Freshness

70 days

No new creative in 70 days

Overall CTR

1.57%

Above 1.0% benchmark

Creative Check Results

Format Distribution

Creative Volume / Ad Set

2.2 avg

3 ad sets below 3 ads — insufficient for optimization.

Video Creatives

None

No video creatives. Essential for Reels/Stories.

Creative Fatigue

+11.2%

CTR improving: 1.54% early vs 1.72% recent.

Social Proof

0/417 use organic posts. Missing social proof.

Text Overlay / USP

0/417 have text. Add USP to creatives.

Advantage+ Creative

No enhancements enabled. Test for auto-optimization.

Persona-Creative Match

0/276

Different creative sets across audiences — good.

Creative Freshness

70 days

Urgent refresh needed — Meta recommends every 2-4 weeks.

Creative Checks Detail

Check	Severity	Result	Value	Detail	Confidence

Account Structure — Score: 62.5 (C)

Active Campaigns

Out of 19 total — fragmented

CBO Adoption

93%

13/14 campaigns use CBO

ASC Campaigns

6 active — Advantage+ tested

Avg Daily Budget

€25.00

Per ad set (above €10 minimum)

Overlapping Ad Sets

1 pair

1/2 ad set pairs share similar targeting.

Misaligned Objectives

VideoViews campaign (OUTCOME_ENGAGEMENT) — verify funnel support.

Budget Utilization

63%

Some budget going unspent — review targeting breadth.

Attribution Setting

94%

15/16 ad sets use recommended 7d/1d.

Placement Distribution

Spend across platforms: Facebook 57.1%, Instagram 41.9%, Audience Network 1.0%

Facebook

57.1%

Instagram

41.9%

Audience Network

1.0%

Structure Checks Detail

Check	Severity	Result	Value	Detail	Confidence

Audience & Funnel — Audience: 66.7 (C) | Funnel: 75.0 (B)

Audience Overlap

3/120 pairs similar — good separation

Advantage+ Audience

81%

13/16 ad sets use A+ targeting

Exclusion Audiences

0/6 prospecting ad sets have exclusions

False Retargeting

3 / 8

3 "RTG" campaigns have no custom audience

Post-View Attribution

27.2%

Healthy click-driven conversions

Funnel Budget Split

100% Prosp.

Growth-oriented budget allocation

Platform Mix

IG 42% / FB 57%

Appropriate for target age ~42

ASC Campaigns

9 total

Verify ≤20% existing customer cap

False Retargeting Warning

3/8 non-ASC retargeting campaigns have NO custom audience:
  • NM.|Products|Social|Retargeting|IT|Conversions_CatalogSales|Italy
  • NM.|Products|Social|Retargeting|DE|Conversions_CatalogSales|Germany-NEW2
  • NM.|Products|Social|Retargeting|FR|Sales_CatalogSales|FRANCE

These are effectively prospecting campaigns disguised as retargeting.
Add custom audiences (website visitors, purchasers) to make them true RTG.

Attribution: Post-Click vs Post-View

Post-View Attribution Risk

Metric	Value	Assessment
Post-View Purchases	1,572 / 5,786 (27.2%)	HEALTHY
Reported ROAS	7.27x	PROFITABLE
Click-Only ROAS	5.29x	PROFITABLE
Post-View Revenue	€153,764	MONITOR

True vs False Retargeting Campaigns

Campaign Name	Status
NM.\|Products\|Social\|Retargeting\|UK+DE\|Sales_Website_Purchase\|UK+DE	TRUE RTG
NM.\|Products\|Social\|Retargeting\|Tier3\|Sales_Website_Purchase\|Tier3	TRUE RTG
NM.\|Products\|Social\|Retargeting\|FR\|Sales_Website_Purchase\|FRANCE	TRUE RTG
NM.\|Products\|Social\|Retargeting\|UK\|Conversions_CatalogSales\|UK	TRUE RTG
NM.\|Products\|Social\|Retargeting\|IT\|Conversions_Website_Purchase\|Italy\|New	TRUE RTG
NM.\|Products\|Social\|Retargeting\|IT\|Conversions_CatalogSales\|Italy	FALSE RTG
NM.\|Products\|Social\|Retargeting\|DE\|Conversions_CatalogSales\|Germany-NEW2	FALSE RTG
NM.\|Products\|Social\|Retargeting\|FR\|Sales_CatalogSales\|FRANCE	FALSE RTG

Audience & Funnel Checks Detail

Check	Severity	Result	Value	Detail	Confidence

Campaign Performance Overview (19 Campaigns)

ROAS by Campaign (Reported vs Click-Only)

Spend vs Click-Only ROAS (Bubble = Purchases)

ROAS Calculation Tree

ROAS CALCULATION
├── Total Spend:              €77,813.40    (API field: spend)
├── Purchase Value (Total):   €565,559.24   (API field: action_values where action_type=purchase)
├── Purchase Value (Click):   €411,795.31   (API field: action_values, attribution=7d_click)
├── Purchase Value (View):    €153,763.93   (= Total - Click)
├── Reported ROAS:            7.27x         (= Total Purchase Value / Spend)
├── Click-Only ROAS:          5.29x         (= Click Purchase Value / Spend)
├── Purchases (Total):        5,786         (API field: actions where action_type=purchase)
├── Purchases (Click):        4,214         (API field: actions, attribution=7d_click)
├── Purchases (View):         1,572         (= Total - Click)
├── Implied AOV:              €97.75        (= Total Purchase Value / Total Purchases)
└── Net Profit:               €487,745.84  (= Revenue - Spend)

Full Campaign Table (sorted by spend descending)

Campaign ▲▼	Spend ▲▼	Impressions ▲▼	Clicks ▲▼	CTR ▲▼	Purchases ▲▼	Revenue ▲▼	CPA ▲▼	ROAS Total ▲▼	ROAS Click ▲▼	Frequency ▲▼

Trends & Seasonality Analysis

Seasonality Context

Your Q1 CPA rose 36% vs Q4 — steeper than last year's 16% rise,
suggesting a structural issue beyond normal seasonality.

6-Month Performance Trends (Sep 2025 — Mar 2026)

Monthly ROAS (6-month)

Monthly CPA (6-month)

Monthly CPM (6-month)

Monthly Spend (6-month)

Year-over-Year Comparison (This Year vs Last Year)

ROAS: This Year vs Last Year

CPA: This Year vs Last Year

CPM: This Year vs Last Year

Spend: This Year vs Last Year

Quarterly Year-over-Year Comparison

Period	Spend (Previous)	Spend (Current)	Spend Change	ROAS (Previous)	ROAS (Current)	ROAS Change	CPA (Previous)	CPA (Current)	CPA Change
Q4 2024 vs Q4 2025	€96,729	€84,752	-12.4%	3.97x	8.13x	+105.0%	€23.08	€11.63	-49.6%
Q1 2025 vs Q1 2026	€67,830	€42,088	-38.0%	3.47x	5.98x	+72.3%	€26.75	€15.85	-40.7%

Q1 CPA Concern: 36% Rise vs Q4

Q4 2025 average CPA: €11.63
Q1 2026 average CPA: €15.85
Change: +36.3%

Last year (Q4 2024 → Q1 2025) the same Q4-to-Q1 rise was only 16%.
This year's 36% rise suggests a structural issue beyond normal post-holiday
seasonality. Likely causes: creative staleness (70 days), audience fatigue,
and missing pixel/CAPI data.

Seasonality vs Structural Verdict

ROAS Trend

IMPROVING

ROAS improved massively YoY. Q4 2025 ROAS (8.13x) is +105% vs Q4 2024 (3.97x). Q1 2026 ROAS (5.98x) is +72% vs Q1 2025 (3.47x). The account is performing far better than last year.

CPA Trend

MIXED

CPA improved massively YoY (Q4: -50%, Q1: -41%). However, Q1 CPA rose 36% vs Q4 — steeper than last year's 16% seasonal rise. Watch for structural CPA creep from creative fatigue.

CPM Trend