{ "overall_score": 52.1, "grade_letter": "D", "grade_label": "Poor", "category_scores": { "pixel_capi": { "score": 37.5, "grade": "F", "total_checks": 10, "evaluated": 2, "na_count": 8, "limited_data": true }, "creative": { "score": 52.7, "grade": "D", "total_checks": 15, "evaluated": 10, "na_count": 5, "limited_data": false }, "structure": { "score": 60.0, "grade": "C", "total_checks": 18, "evaluated": 12, "na_count": 6, "limited_data": false }, "audience": { "score": 50.0, "grade": "D", "total_checks": 8, "evaluated": 4, "na_count": 4, "limited_data": false }, "funnel": { "score": 43.8, "grade": "D", "total_checks": 4, "evaluated": 4, "na_count": 0, "limited_data": false } }, "radar_scores": { "pixel_capi": { "current": 1.0, "potential": 5.0 }, "creative": { "current": 2.0, "potential": 4.0 }, "structure": { "current": 3.0, "potential": 5.0 }, "audience": { "current": 2.0, "potential": 5.0 }, "funnel": { "current": 2.0, "potential": 5.0 } }, "killer_stat": { "check_id": "M-AT1", "text": "60% of your reported purchases come from users who saw your ad but never clicked. Your reported ROAS of 2.8x may actually be closer to 1.2x on a click-only basis." }, "results_count": { "pass": 15, "warning": 6, "fail": 11, "na": 23 }, "total_checks": 55, "quick_wins_count": 5, "quick_wins": [ { "check_id": "M01", "name": "Meta Pixel installed", "fix_time_minutes": 15, "detail": "No active pixels detected. Tracking data is unreliable." }, { "check_id": "M25", "name": "Format diversity", "fix_time_minutes": 15, "detail": "Only 1 format (unknown). Meta recommends at least 3 formats." }, { "check_id": "M23", "name": "Exclusion audiences", "fix_time_minutes": 10, "detail": "Only 0/19 prospecting ad sets (0%) exclude audiences. Prospecting budget is likely reaching existing customers \u2014 exclude purchasers and website visitors from prospecting campaigns." }, { "check_id": "M-FA1", "name": "False retargeting detection", "fix_time_minutes": 10, "detail": "1/3 non-ASC retargeting campaigns have NO custom audience. These are effectively prospecting campaigns disguised as retargeting: Adsteroid | Retargeting | Catalogue NEW." }, { "check_id": "M-ST3", "name": "ASC+ existing customer budget cap", "fix_time_minutes": 2, "detail": "Found 4 ASC campaigns (2 active). Verify that an existing customer budget cap is set (recommended <=20% for growth). Without a cap, ASC will default to spending on existing customers who would have purchased anyway." } ], "checks": [ { "check_id": "M01", "category": "pixel_capi", "check_name": "Meta Pixel installed", "severity": "critical", "result": "fail", "value": "0 active pixels", "detail": "No active pixels detected. Tracking data is unreliable.", "evidence": {}, "quick_win": true, "fix_time_minutes": 15, "confidence": "UNVERIFIED", "human_title": "Pixel installation status", "category_display": "Pixel / CAPI Health" }, { "check_id": "M02", "category": "pixel_capi", "check_name": "CAPI active", "severity": "critical", "result": "na", "value": "CAPI status unknown", "detail": "CAPI status cannot be fully verified via API. Deploy CAPI Gateway for 30-40% data recovery.", "evidence": {}, "quick_win": true, "fix_time_minutes": 15, "confidence": "UNVERIFIED", "human_title": "Server-side tracking (CAPI) status", "category_display": "Pixel / CAPI Health" }, { "check_id": "M03", "category": "pixel_capi", "check_name": "Event deduplication", "severity": "critical", "result": "na", "value": "Requires manual verification", "detail": "Event deduplication (event_id matching) requires Events Manager verification. Not available via API.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Event deduplication between Pixel and CAPI", "category_display": "Pixel / CAPI Health" }, { "check_id": "M04", "category": "pixel_capi", "check_name": "EMQ score", "severity": "critical", "result": "na", "value": "Not available via API", "detail": "Event Match Quality scores are not available via the Marketing API. Check Events Manager manually. Target: >=8.0 for Purchase event.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Event Match Quality score", "category_display": "Pixel / CAPI Health" }, { "check_id": "M05", "category": "pixel_capi", "check_name": "Domain verification", "severity": "high", "result": "na", "value": "Requires Business Manager check", "detail": "Domain verification status not fully available via API. Verify in Business Manager.", "evidence": {}, "quick_win": true, "fix_time_minutes": 5, "confidence": "UNVERIFIED", "human_title": "Domain verification in Business Manager", "category_display": "Pixel / CAPI Health" }, { "check_id": "M06", "category": "pixel_capi", "check_name": "AEM configured", "severity": "high", "result": "na", "value": "Requires Events Manager check", "detail": "AEM configuration (top 8 prioritized events) requires manual verification in Events Manager.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Aggregated Event Measurement configuration", "category_display": "Pixel / CAPI Health" }, { "check_id": "M07", "category": "pixel_capi", "check_name": "Standard vs custom events", "severity": "high", "result": "na", "value": "Requires Events Manager check", "detail": "Event configuration details (standard vs custom) require manual verification.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Standard vs custom event usage", "category_display": "Pixel / CAPI Health" }, { "check_id": "M08", "category": "pixel_capi", "check_name": "CAPI Gateway", "severity": "medium", "result": "na", "value": "Requires manual verification", "detail": "CAPI Gateway deployment status not available via API. Check Events Manager for server-side event sources.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "CAPI Gateway deployment", "category_display": "Pixel / CAPI Health" }, { "check_id": "M09", "category": "pixel_capi", "check_name": "iOS attribution window", "severity": "high", "result": "pass", "value": "89% using 7d_click/1d_view", "detail": "54/61 ad sets use 7d click / 1d view (recommended setting).", "evidence": { "7d_click_1d_view": 54, "1d_click_only": 7, "other": 0, "not_set": 0 }, "quick_win": true, "fix_time_minutes": 2, "confidence": "VERIFIED", "human_title": "iOS attribution window configuration", "category_display": "Pixel / CAPI Health" }, { "check_id": "M10", "category": "pixel_capi", "check_name": "Data freshness", "severity": "medium", "result": "na", "value": "Requires Events Manager check", "detail": "Real-time event lag cannot be determined via the Marketing API snapshot.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Data freshness and event lag", "category_display": "Pixel / CAPI Health" }, { "check_id": "M25", "category": "creative", "check_name": "Format diversity", "severity": "critical", "result": "fail", "value": "1 formats", "detail": "Only 1 format (unknown). Meta recommends at least 3 formats.", "evidence": { "formats": [ "unknown" ] }, "quick_win": true, "fix_time_minutes": 15, "confidence": "VERIFIED", "human_title": "Ad creative format diversity", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M26", "category": "creative", "check_name": "Creative volume per ad set", "severity": "high", "result": "warning", "value": "Avg 6.7 ads/adset", "detail": "Average 6.7 ads per active ad set. 10 ad set(s) below recommended 5 ads.", "evidence": { "avg_ads_per_adset": 6.7, "adsets_under_3": 2, "adsets_under_5": 10 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Number of creatives per ad set", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M27", "category": "creative", "check_name": "Video aspect ratios", "severity": "high", "result": "fail", "value": "No video creatives", "detail": "No video creatives found. Video is essential for Reels/Stories placements.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "ESTIMATED", "human_title": "Video aspect ratio coverage (9:16 for Reels)", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M28", "category": "creative", "check_name": "Creative fatigue", "severity": "critical", "result": "pass", "value": "CTR change: -8.3%", "detail": "CTR stable or improving (-8.3%). Early: 1.41%, Recent: 1.29%, Frequency: 0.0.", "evidence": { "ctr_early": 1.409, "ctr_late": 1.291, "ctr_change_pct": -8.3, "frequency_late": 0 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Creative fatigue detection", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M29", "category": "creative", "check_name": "Hook rate (video)", "severity": "high", "result": "na", "value": "Not available via API", "detail": "Video hook rate (skip rate in first 3 seconds) requires Ads Manager breakdown. Check video_p25_watched_actions for proxy.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Video hook rate (3-second retention)", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M30", "category": "creative", "check_name": "Social proof / organic boosting", "severity": "medium", "result": "fail", "value": "0% boosted", "detail": "Only 0/327 (0%) creatives use organic posts. Boosting organic content adds social proof (likes, comments, shares).", "evidence": { "with_story_id": 0, "total": 327 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Social proof through organic post boosting", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M31", "category": "creative", "check_name": "UGC content", "severity": "high", "result": "na", "value": "Requires manual review", "detail": "UGC vs corporate creative classification requires visual inspection. Target: >=30% UGC/social-native content.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "User-generated content (UGC) proportion", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M32", "category": "creative", "check_name": "Advantage+ Creative", "severity": "medium", "result": "warning", "value": "0 with enhancements", "detail": "No creatives using Advantage+ Creative enhancements. Test enabling for automated format/text optimization.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Advantage+ Creative enhancements", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M-CR1", "category": "creative", "check_name": "Creative freshness", "severity": "high", "result": "pass", "value": "Newest ad: 3 days", "detail": "Most recent ad created 3 days ago. Fresh creative is being tested.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Creative freshness (days since newest ad)", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M-CR2", "category": "creative", "check_name": "Frequency \u2014 Prospecting", "severity": "high", "result": "na", "value": "No frequency data", "detail": "Frequency data not available in insights.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Ad frequency for prospecting audiences", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M-CR3", "category": "creative", "check_name": "Frequency \u2014 Retargeting", "severity": "medium", "result": "na", "value": "No frequency data", "detail": "Frequency data not available.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Ad frequency for retargeting audiences", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M-CR4", "category": "creative", "check_name": "CTR benchmark", "severity": "high", "result": "pass", "value": "CTR: 1.30%", "detail": "Overall CTR is 1.30% \u2014 above 1.0% benchmark.", "evidence": { "ctr": 1.297, "clicks": 180136, "impressions": 13885837 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Click-through rate vs industry benchmark", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M-CR5", "category": "creative", "check_name": "Creative-demographic alignment", "severity": "high", "result": "na", "value": "Requires age/gender breakdown", "detail": "Age/gender engagement vs conversion breakdown not available in current data pull. Requires separate insights query with age,gender breakdown per creative.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Creative-demographic alignment", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M-CR6", "category": "creative", "check_name": "Text overlay / USP presence", "severity": "medium", "result": "fail", "value": "0% with text", "detail": "Only 0/327 (0%) creatives have text/USP. Creatives lack context \u2014 add text overlays with value propositions.", "evidence": { "with_text": 0, "total": 327 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "ESTIMATED", "human_title": "Value proposition in ad text", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M-CR7", "category": "creative", "check_name": "Persona-creative match", "severity": "medium", "result": "pass", "value": "0/1830 identical pairs", "detail": "Different creative sets across audience segments \u2014 good persona matching.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Creative differentiation across audiences", "category_display": "Creative (Diversity & Fatigue)" }, { "check_id": "M11", "category": "structure", "check_name": "Campaign count", "severity": "high", "result": "fail", "value": "16 active campaigns", "detail": "16 active campaigns \u2014 too fragmented. Each campaign competes for budget and audience. Consolidate to <=5 per market/funnel stage.", "evidence": { "active_campaigns": 16, "total_campaigns": 22 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Number of active campaigns (consolidation)", "category_display": "Account Structure" }, { "check_id": "M12", "category": "structure", "check_name": "CBO vs ABO", "severity": "high", "result": "pass", "value": "75% CBO", "detail": "12/16 active campaigns use CBO (Campaign Budget Optimization). Good \u2014 lets Meta optimize budget across ad sets.", "evidence": { "cbo_count": 12, "abo_count": 4 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Campaign Budget Optimization (CBO) adoption", "category_display": "Account Structure" }, { "check_id": "M13", "category": "structure", "check_name": "Learning phase", "severity": "critical", "result": "na", "value": "Learning phase data not available", "detail": "learning_phase_info not returned for active ad sets. Check Ads Manager directly.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Learning phase health across ad sets", "category_display": "Account Structure" }, { "check_id": "M14", "category": "structure", "check_name": "Learning resets", "severity": "high", "result": "na", "value": "Requires edit history", "detail": "Learning phase reset detection requires campaign edit history, which is not available from a single data snapshot.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Learning phase reset frequency", "category_display": "Account Structure" }, { "check_id": "M15", "category": "structure", "check_name": "Advantage+ Sales", "severity": "medium", "result": "pass", "value": "4 ASC campaigns", "detail": "Found 4 ASC/Advantage+ campaigns (2 active). ASC is being tested.", "evidence": { "asc_campaigns": [ "FR - Adsteroid | ASC+", "FR - B2M-[SKIN&OUT]-[CPA] - ASC+ Campagne", "FR - Adsteroid | ASC+ | Bento", "Adsteroid | ASC+ | Temps forts" ] }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Advantage+ Shopping Campaigns testing", "category_display": "Account Structure" }, { "check_id": "M16", "category": "structure", "check_name": "Ad set consolidation", "severity": "high", "result": "fail", "value": "16 overlapping pairs", "detail": "16/17 ad set pairs share similar targeting. Significant audience overlap \u2014 your ads are competing against each other. Consolidate similar ad sets.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Ad set audience overlap / cannibalization", "category_display": "Account Structure" }, { "check_id": "M17", "category": "structure", "check_name": "Budget distribution", "severity": "high", "result": "pass", "value": "Avg EUR 67.00/day", "detail": "All 10 ad sets with budgets are >=EUR 10/day. Average: EUR 67.00/day.", "evidence": { "under_5_eur": 0, "under_10_eur": 0, "avg_budget_eur": 67.0 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Minimum daily budget per ad set", "category_display": "Account Structure" }, { "check_id": "M18", "category": "structure", "check_name": "Objective alignment", "severity": "high", "result": "warning", "value": "2 misaligned", "detail": "2 active campaigns use non-sales objectives: OUTCOME_TRAFFIC, OUTCOME_LEADS. Ensure these support the purchase funnel.", "evidence": { "misaligned": [ { "name": "FR - Adsteroid | Noto trafic", "objective": "OUTCOME_TRAFFIC" }, { "name": "FR - Adsteroid | Lead BtoB pharma", "objective": "OUTCOME_LEADS" } ] }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Campaign objective alignment with sales goal", "category_display": "Account Structure" }, { "check_id": "M33", "category": "structure", "check_name": "Advantage+ Placements", "severity": "medium", "result": "pass", "value": "96% automatic", "detail": "22/23 ad sets use Advantage+ Placements (automatic). Letting Meta optimize placement distribution.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Advantage+ Placements usage", "category_display": "Account Structure" }, { "check_id": "M34", "category": "structure", "check_name": "Placement review", "severity": "medium", "result": "pass", "value": "6 platforms active", "detail": "Placement breakdown available across 6 platforms: {'instagram': '77.1%', 'facebook': '21.4%', 'audience_network': '1.5%', 'threads': '0.0%', 'messenger': '0.0%', 'unknown': '0.0%'}.", "evidence": { "spend_by_platform": { "audience_network": 1005.08, "facebook": 14398.34, "instagram": 51960.46, "messenger": 0.05, "threads": 0.07, "unknown": 0.0 } }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Multi-platform placement distribution", "category_display": "Account Structure" }, { "check_id": "M35", "category": "structure", "check_name": "Attribution setting", "severity": "high", "result": "pass", "value": "87% correct", "detail": "20/23 active ad sets use 7d click / 1d view (recommended).", "evidence": {}, "quick_win": true, "fix_time_minutes": 2, "confidence": "VERIFIED", "human_title": "Attribution window standardization", "category_display": "Account Structure" }, { "check_id": "M36", "category": "structure", "check_name": "Bid strategy", "severity": "high", "result": "pass", "value": "4x NOT_SET, 12x LOWEST_COST_WITHOUT_CAP", "detail": "Bid strategies: 4x NOT_SET, 12x LOWEST_COST_WITHOUT_CAP.", "evidence": { "NOT_SET": 4, "LOWEST_COST_WITHOUT_CAP": 12 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Bid strategy optimization", "category_display": "Account Structure" }, { "check_id": "M37", "category": "structure", "check_name": "Campaign frequency", "severity": "high", "result": "na", "value": "No frequency data", "detail": "Frequency data not available.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Overall campaign frequency control", "category_display": "Account Structure" }, { "check_id": "M38", "category": "structure", "check_name": "Breakdown reporting", "severity": "medium", "result": "na", "value": "Requires process review", "detail": "Breakdown reporting frequency (monthly/quarterly/never) cannot be determined from an API snapshot. Recommend monthly review of age, gender, placement breakdowns.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Breakdown effect monitoring", "category_display": "Account Structure" }, { "check_id": "M39", "category": "structure", "check_name": "UTM parameters", "severity": "medium", "result": "na", "value": "Requires ad URL inspection", "detail": "UTM parameter presence requires checking ad preview URLs or URL templates, which are not in the current data pull. Add UTMs at campaign level.", "evidence": {}, "quick_win": true, "fix_time_minutes": 5, "confidence": "UNVERIFIED", "human_title": "UTM parameter implementation", "category_display": "Account Structure" }, { "check_id": "M40", "category": "structure", "check_name": "A/B testing", "severity": "medium", "result": "na", "value": "Requires Experiments review", "detail": "A/B testing activity requires checking Meta Experiments tool. Not available via standard campaign/ad set data.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "A/B testing activity", "category_display": "Account Structure" }, { "check_id": "M-ST1", "category": "structure", "check_name": "Budget adequacy", "severity": "high", "result": "fail", "value": "Avg CPA: EUR 23.30", "detail": "7/8 ad sets have budget <2x CPA (EUR 23.30). Budgets too low for meaningful optimization. Consolidate or increase.", "evidence": { "avg_cpa": 23.3, "adequate": 1, "inadequate": 7 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Budget adequacy for learning phase exit", "category_display": "Account Structure" }, { "check_id": "M-ST2", "category": "structure", "check_name": "Budget utilization", "severity": "medium", "result": "fail", "value": "49% utilization", "detail": "Average budget utilization: 49%. 10 ad sets below 60%. Significant budget waste \u2014 audiences too narrow or bids too low.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Budget utilization rate", "category_display": "Account Structure" }, { "check_id": "M19", "category": "audience", "check_name": "Audience overlap", "severity": "high", "result": "warning", "value": "37% overlap", "detail": "94/253 pairs (37%) have similar targeting. Some overlap detected \u2014 may cause auction self-competition.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "ESTIMATED", "human_title": "Audience overlap between ad sets", "category_display": "Audience & Targeting" }, { "check_id": "M20", "category": "audience", "check_name": "Custom Audience freshness", "severity": "high", "result": "na", "value": "No audience data", "detail": "Custom audience data not available. Cannot verify freshness.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Custom audience data freshness", "category_display": "Audience & Targeting" }, { "check_id": "M21", "category": "audience", "check_name": "Lookalike source quality", "severity": "medium", "result": "na", "value": "No audience data", "detail": "Audience data not available. Cannot evaluate lookalike source quality.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Lookalike audience source quality", "category_display": "Audience & Targeting" }, { "check_id": "M22", "category": "audience", "check_name": "Advantage+ Audience", "severity": "medium", "result": "pass", "value": "91% with Advantage+", "detail": "21/23 ad sets (91%) use Advantage+ Audience / targeting automation. Testing broad audiences alongside manual targeting.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Advantage+ Audience automation", "category_display": "Audience & Targeting" }, { "check_id": "M23", "category": "audience", "check_name": "Exclusion audiences", "severity": "high", "result": "fail", "value": "0% with exclusions", "detail": "Only 0/19 prospecting ad sets (0%) exclude audiences. Prospecting budget is likely reaching existing customers \u2014 exclude purchasers and website visitors from prospecting campaigns.", "evidence": {}, "quick_win": true, "fix_time_minutes": 10, "confidence": "VERIFIED", "human_title": "Purchaser exclusion from prospecting", "category_display": "Audience & Targeting" }, { "check_id": "M24", "category": "audience", "check_name": "First-party data & ESP sync", "severity": "high", "result": "na", "value": "No audience data", "detail": "Audience data not available. Cannot verify CRM upload or ESP sync.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "CRM / first-party data sync freshness", "category_display": "Audience & Targeting" }, { "check_id": "M-AU1", "category": "audience", "check_name": "Placement-audience coherence", "severity": "medium", "result": "pass", "value": "IG 77% / FB 21%", "detail": "Platform split: IG 77% / FB 21%. Target age ~41 \u2014 platform mix is appropriate.", "evidence": { "instagram_pct": 77.1, "facebook_pct": 21.4, "avg_target_age": 41.1 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "VERIFIED", "human_title": "Placement-demographic alignment (IG vs FB)", "category_display": "Audience & Targeting" }, { "check_id": "M-AU2", "category": "audience", "check_name": "Demographic reach vs conversion alignment", "severity": "high", "result": "na", "value": "Requires age/gender breakdown", "detail": "Demographic reach vs conversion alignment requires insights with age,gender breakdown, which is not in the current data pull.", "evidence": {}, "quick_win": false, "fix_time_minutes": 0, "confidence": "UNVERIFIED", "human_title": "Demographic reach vs conversion efficiency", "category_display": "Audience & Targeting" }, { "check_id": "M-AT1", "category": "funnel", "check_name": "Post-view vs post-click attribution ratio", "severity": "critical", "result": "fail", "value": "59.6% post-view", "detail": "59.6% of your reported purchases come from users who saw your ad but never clicked. Your reported ROAS of 2.81x is likely inflated \u2014 click-only ROAS is 1.16x. This means your actual return may be 1.65x lower than reported.", "evidence": { "purchases_click": 1168, "purchases_view": 1723, "total_purchases": 2891, "post_view_pct": 59.6, "reported_roas": 2.81, "click_only_roas": 1.16, "value_click": 78172.24, "value_view": 111417.78 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Post-view attribution inflation risk", "category_display": "Funnel & Strategy" }, { "check_id": "M-FA1", "category": "funnel", "check_name": "False retargeting detection", "severity": "critical", "result": "warning", "value": "1/3 false RTG", "detail": "1/3 non-ASC retargeting campaigns have NO custom audience. These are effectively prospecting campaigns disguised as retargeting: Adsteroid | Retargeting | Catalogue NEW.", "evidence": { "false_rtg": [ "Adsteroid | Retargeting | Catalogue NEW" ], "true_rtg": [ "FR - Adsteroid | Retargeting", "BE - Adsteroid | Retargeting" ], "asc_exceptions": [] }, "quick_win": true, "fix_time_minutes": 10, "confidence": "CALCULATED", "human_title": "False retargeting campaign detection", "category_display": "Funnel & Strategy" }, { "check_id": "M-ST3", "category": "funnel", "check_name": "ASC+ existing customer budget cap", "severity": "high", "result": "warning", "value": "4 ASC campaigns", "detail": "Found 4 ASC campaigns (2 active). Verify that an existing customer budget cap is set (recommended <=20% for growth). Without a cap, ASC will default to spending on existing customers who would have purchased anyway.", "evidence": { "asc_campaigns": [ "FR - Adsteroid | ASC+", "FR - B2M-[SKIN&OUT]-[CPA] - ASC+ Campagne", "FR - Adsteroid | ASC+ | Bento", "Adsteroid | ASC+ | Temps forts" ] }, "quick_win": true, "fix_time_minutes": 2, "confidence": "ESTIMATED", "human_title": "ASC existing customer budget cap", "category_display": "Funnel & Strategy" }, { "check_id": "M-ST4", "category": "funnel", "check_name": "Funnel-stage budget split", "severity": "high", "result": "pass", "value": "Prosp: 100% / RTG: 0% / Ret: 0%", "detail": "Prospecting gets 100% of budget \u2014 healthy growth-oriented split. RTG: 0%, Retention: 0%.", "evidence": { "stage_budgets": { "prospecting": 670.0, "retargeting": 0.0, "retention": 0.0 }, "stage_campaigns": { "prospecting": [ "FR - Adsteroid | ASC+", "FR - Adsteroid | ADV+ Patch XL", "FR - Adsteroid | ADV+ Kit IN", "FR - Adsteroid | ADV+ Bento", "FR - Adsteroid | Noto trafic", "FR - Adsteroid | Acquisition - Test", "FR - Adsteroid | Lead BtoB pharma", "FR - Adsteroid | Media Ads", "FR - Adsteroid | ASC+ | Bento", "BE - Adsteroid | ADV+ Acquisition", "FR - Adsteroid | Masque Cica", "FR - Adsteroid | ADV+ NC", "FR - Adsteroid | ADV+ Patchs" ], "retargeting": [ "FR - Adsteroid | Retargeting", "BE - Adsteroid | Retargeting", "FR - Adsteroid | R\u00e9engagement" ], "retention": [] }, "prosp_pct": 100.0, "rtg_pct": 0.0, "ret_pct": 0.0 }, "quick_win": false, "fix_time_minutes": 0, "confidence": "CALCULATED", "human_title": "Prospecting vs retargeting budget split", "category_display": "Funnel & Strategy" } ], "sanity_checks": { "check_1_roas": "PASS", "check_2_aov": "PASS", "check_3_spend": "PASS", "check_4_attribution": { "total_purchases": 2891, "click_purchases": 1168, "view_purchases": 1723, "post_view_pct": 59.6, "reported_roas": 2.81, "click_roas": 1.16 }, "check_5_false_rtg": { "flagged": 1, "asc_exceptions": 0, "true_rtg": 2, "flags": [ "Adsteroid | Retargeting | Catalogue NEW" ] }, "all_pass": true, "summary": { "spend": 67363.99, "revenue_total": 189590.02, "revenue_click": 78172.24, "revenue_view": 111417.77999999998, "purchases_total": 2891, "purchases_click": 1168, "purchases_view": 1723, "reported_roas": 2.8144, "click_roas": 1.1604, "api_roas": 2.814412, "implied_aov": 65.58, "post_view_pct": 59.6 } }, "financial_summary": { "total_spend": 67363.99, "total_revenue": 189590.02, "click_revenue": 78172.24, "view_revenue": 111417.77999999998, "total_purchases": 2891, "click_purchases": 1168, "view_purchases": 1723, "reported_roas": 2.8144, "click_roas": 1.1604, "implied_aov": 65.58, "post_view_pct": 59.6, "currency": "EUR" }, "confidence_summary": { "VERIFIED": 17, "CALCULATED": 10, "ESTIMATED": 4, "UNVERIFIED": 24 }, "seasonality_context": "Your CPA is stable between Q4 and Q1 (\u20ac23 \u2192 \u20ac23), consistent with last year's pattern." }