DATA PROVENANCE — Skin&Out Meta Ads Audit
==========================================

Account:        skin&out (act_791436091675446)
Currency:       EUR
Timezone:       Europe/Paris

3-LAYER ANALYSIS:
  Layer 1 (Scoring):  2025-12-02 to 2026-03-02 (3 months)
  Layer 2 (Trends):   2025-09-02 to 2026-03-02 (6 months, monthly)
  Layer 3 (YoY):      2024-09-02 to 2026-03-02 (18 months, monthly)

API:            Meta Marketing API v21.0
Pull method:    Insights-based entity discovery (spend > 0 filter)
                — 32 API calls in 81 seconds
Pull timestamp: 2026-03-03 ~17:18 UTC+1

LAYER 1 DATA (Scoring — 3 months):
  Account-level insights (default + 7d_click attribution)
  22 campaigns with spend > 0 (batch metadata via ?ids=)
  61 ad sets with spend > 0 (batch metadata with targeting)
  441 ads with spend > 0 (batch metadata)
  327 unique creatives
  91 daily insight rows
  22 placement breakdown rows
  1 pixel

LAYER 2 DATA (Trends — 6 months monthly):
  7 account-level monthly rows
  103 campaign-level monthly rows

LAYER 3 DATA (YoY — 18 months monthly):
  19 account-level monthly rows

ROAS CALCULATION:
  Source field:   action_values where action_type = "purchase"
  Formula:        purchase_value / spend
  NEVER used:     total action_values (includes non-purchase actions)
  Cross-check:    purchase_roas field from API (match: 0.0000 diff)

ATTRIBUTION:
  Default:        7d_click + 1d_view (Meta default)
  Click-only:     action_attribution_windows: ["7d_click"]
  View derived:   Default total - Click only
  Post-view:      59.6% of purchases are view-through (VERY HIGH)

SANITY CHECKS (all passed):
  1. ROAS field validation:    PASS (API 2.8144x = Manual 2.8144x)
  2. AOV check:                PASS (EUR 65.58, expected EUR 35-60, slightly above)
  3. Spend reconciliation:     PASS (campaign sum = account total, diff EUR 0.00)
  4. Attribution split:        59.6% post-view (very high — key finding)
  5. False retargeting:        1 flagged ("Adsteroid | Retargeting | Catalogue NEW"), 2 valid RTG

SCORING:
  Engine:         55-check weighted scoring (V3)
  Overall:        52.1/100 (Grade D — Poor)
  Categories:
    Pixel/CAPI:   37.5/100 (F) [LIMITED DATA — 2/10 evaluated]
    Creative:     52.7/100 (D) [10/15 evaluated]
    Structure:    60.0/100 (C) [12/18 evaluated]
    Audience:     50.0/100 (D) [4/8 evaluated]
    Funnel:       43.8/100 (D) [4/4 evaluated]

KEY FINANCIAL METRICS:
  Spend:          EUR 67,363.99
  Revenue:        EUR 189,590.02
  ROAS:           2.81x (marginally profitable)
  Click-only ROAS: 1.16x (BARELY ABOVE BREAKEVEN)
  Purchases:      2,891
  AOV:            EUR 65.58
  CPA:            EUR 23.30
  Net Profit:     EUR 122,226.03

CRITICAL FINDING:
  59.6% of reported purchases come from post-view attribution.
  Reported ROAS of 2.81x drops to just 1.16x on click-only basis.
  This means most revenue is attributed to ad impressions rather than clicks.

YOY CONTEXT (WORSENING TRENDS):
  Q4 2024 vs Q4 2025: Spend +64.1%, ROAS -1.5%, CPA +7.7%
  Q1 2025 vs Q1 2026: Spend +9.2%, ROAS -8.1%, CPA +17.0%
  Efficiency is declining while spend has increased significantly.

SEASONALITY:
  CPA stable between Q4 and Q1 (EUR 23 → EUR 23), consistent with
  last year's pattern. No seasonal distortion detected.

Bug fixes applied (from prior audits):
  - funnel.py M-AT1: Fixed double-counting (use 7d_click sub-field, not value)
  - funnel.py M-FA1: ASC campaigns excluded from false RTG flags
  - funnel.py: Only count purchase action_type (not omni_purchase)

Data pull optimization applied:
  - Use insights endpoint to discover entities with spend > 0
  - Batch-fetch metadata via ?ids= endpoint (50 IDs per call)
  - Reduced API calls from 200+ to 32
  - Fixed ad_id KeyError on paginated responses (filter with .get())