WARNING: Profitable on Paper but Structurally Fragile
Skin&Out shows 2.81x ROAS but only 1.16x on click-only basis.
59.6% of purchases are post-view attributed. With a Grade D (52.1/100)
structure, urgently address attribution inflation and structural
weaknesses before scaling.
Reported ROAS
2.81x
Marginally profitable
Click-only ROAS
1.16x
Barely breakeven — WARNING
Total Revenue
€189,590
Click: €78,172 / View: €111,418
Total Spend
€67,364
Net profit: €122,226
Purchases
2,891
Click: 1,168 / View: 1,723
Post-View %
59.6%
AOV: €65.58 | CPA: €23.30
KILLER STAT: 60% of Purchases are Post-View (Attribution Inflation)
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.
This is a critical attribution inflation risk — the real return on ad spend
may be dramatically lower than what Meta reports.
Category Scores
Pixel / CAPI
37.5 (F) — LIMITED DATA
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
0/19 prospecting ad sets exclude audiences. Prospecting budget likely reaching existing customers.
10 min
False Retargeting
1/3 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 4 ASC campaigns.
Financial Overview — Attribution Deep Dive
Total Spend
€67,364
3-month period
Total Revenue
€189,590
Click: €78,172 | View: €111,418
Reported ROAS
2.81x
Includes post-view attribution
Click-Only ROAS
1.16x
Barely breakeven
Total Purchases
2,891
Click: 1,168 | View: 1,723
CPA
€23.30
Cost per acquisition
AOV
€65.58
Average order value
Net Profit
€122,226
Revenue minus spend
Attribution: Post-Click vs Post-View (Purchases)
Attribution: Post-Click vs Post-View (Revenue)
ATTRIBUTION INFLATION WARNING
59.6% of purchases are post-view attributed. This is VERY HIGH.
Post-view conversions count users who merely saw your ad (even scrolled past)
and later purchased. These may have purchased regardless of the ad.
• Reported ROAS: 2.81x (includes all post-view)
• Click-only ROAS: 1.16x (removes post-view inflation)
• The gap is 1.65x — your true ROAS may be dramatically lower
• Industry best practice: post-view should be <30% of total conversions
Post-View Attribution Risk Assessment
| Metric | Value | Assessment |
|---|
| Post-View Purchases |
1,723 / 2,891 (59.6%) |
VERY HIGH |
| Post-View Revenue |
€111,418 / €189,590 |
58.8% POST-VIEW |
| Reported ROAS |
2.81x |
AMBER |
| Click-Only ROAS |
1.16x |
BARELY BREAKEVEN |
| ROAS Gap (Inflation) |
1.65x |
HIGH INFLATION |
ROAS Calculation Tree
ROAS CALCULATION
├── Total Spend: €67,363.99 (API field: spend)
├── Purchase Value (Total): €189,590.02 (API field: action_values where action_type=purchase)
├── Purchase Value (Click): €78,172.24 (API field: action_values, attribution=7d_click)
├── Purchase Value (View): €111,417.78 (= Total - Click)
├── Reported ROAS: 2.81x (= Total Purchase Value / Spend)
├── Click-Only ROAS: 1.16x (= Click Purchase Value / Spend)
├── Purchases (Total): 2,891 (API field: actions where action_type=purchase)
├── Purchases (Click): 1,168 (API field: actions, attribution=7d_click)
├── Purchases (View): 1,723 (= Total - Click)
├── Implied AOV: €65.58 (= Total Purchase Value / Total Purchases)
└── Net Profit: €122,226.03 (= Revenue - Spend)
Quick Wins — 52 Minutes Total
How to Use This List
These 5 fixes can be implemented in under an hour and will improve your account score, tracking accuracy, and budget efficiency. Prioritize by order shown — pixel/tracking issues first, then audience refinement.
15 min
1. Meta Pixel Installed (M01)
No active pixels detected. Tracking data is unreliable. Install and verify the Meta Pixel immediately. Without a verified pixel, all conversion data (purchases, ROAS, CPA) may be unreliable or incomplete.
15 min
2. Format Diversity (M25)
Only 1 format (unknown). Meta recommends at least 3 formats (image, video, carousel). Add video creatives for Reels/Stories and carousel for product showcases. This unlocks more placements and improves CPM efficiency.
10 min
3. Exclusion Audiences (M23)
0/19 prospecting ad sets exclude audiences. Prospecting budget is likely reaching existing customers who would have purchased anyway. Exclude purchasers (180-day) and website visitors from prospecting campaigns.
10 min
4. False Retargeting Detection (M-FA1)
1/3 non-ASC retargeting campaigns have NO custom audience: "Adsteroid | Retargeting | Catalogue NEW". This is effectively a prospecting campaign disguised as retargeting. Add custom audiences (website visitors, purchasers) to make it true retargeting.
2 min
5. ASC+ Existing Customer Budget Cap (M-ST3)
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. Campaigns: FR - Adsteroid | ASC+, FR - Adsteroid | ASC+ | Bento, Adsteroid | ASC+ | Temps forts, FR - B2M-[SKIN&OUT]-[CPA] - ASC+ Campagne.
Confidence & Methodology
How We Score
Each check is evaluated and assigned a confidence tier based on the data source. The overall score (52.1/100) is a weighted average of all evaluated checks across 5 categories. Checks marked "N/A" are excluded from scoring but flagged for manual verification.
Verified
17
Directly confirmed via Meta API
Calculated
10
Derived from API data with formulas
Estimated
4
Inferred from partial data
Unverified
24
Requires manual verification
Confidence Tier Distribution
Check Results Distribution
Confidence Tier Definitions
VERIFIED
Data directly confirmed via Meta Marketing API. Highest reliability.
CALCULATED
Derived from API data using standard formulas (e.g., ROAS = revenue/spend).
ESTIMATED
Inferred from partial data or heuristics. May need manual confirmation.
UNVERIFIED
Requires manual verification in Meta Ads Manager or Events Manager. Not available via API.
Scoring Methodology
The overall score is computed as the weighted average of 5 category scores:
| Category | Score | Grade | Checks Evaluated | N/A (Excluded) |
|---|
| Pixel / CAPI | 37.5 | F | 2 / 10 | 8 |
| Creative | 52.7 | D | 10 / 15 | 5 |
| Structure | 60.0 | C | 12 / 18 | 6 |
| Audience | 50.0 | D | 4 / 8 | 4 |
| Funnel | 43.8 | D | 4 / 4 | 0 |
Sanity Checks
| Check | Status | Details |
|---|
| ROAS Calculation | PASS | API ROAS (2.81x) matches calculated ROAS (2.81x) |
| AOV Reasonableness | PASS | Implied AOV €65.58 is within reasonable bounds |
| Spend Verification | PASS | Sum of campaign spend matches total account spend |
| Attribution Split | WARNING | 59.6% post-view — very high attribution inflation risk |
| False RTG Detection | WARNING | 1 flagged false retargeting campaign |
Trends & Seasonality Analysis
Seasonality Context
Your CPA is stable between Q4 and Q1 (€23 → €23), consistent with
last year's pattern.
Monthly Performance Trends (Sep 2025 — Mar 2026)
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 |
€40,928 |
€67,156 |
+64.1% |
2.79x |
2.75x |
-1.5% |
€21.58 |
€23.24 |
+7.7% |
| Q1 2025 vs Q1 2026 |
€48,700 |
€53,181 |
+9.2% |
3.18x |
2.92x |
-8.1% |
€19.50 |
€22.82 |
+17.0% |
YoY Verdict: DECLINING / WORSENING
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%
Spending is increasing significantly while efficiency is declining.
ROAS is dropping year-over-year and CPA is rising in both quarters.
The account is scaling spend but not scaling results proportionally.
Seasonality vs Structural Verdict
ROAS Trend
DECLINING
ROAS fell YoY in both Q4 (-1.5%) and Q1 (-8.1%). Efficiency is deteriorating as spend increases. The account is spending more to get less return.
CPA Trend
WORSENING
CPA rose +7.7% in Q4 and +17.0% in Q1 year-over-year. Cost per acquisition is trending upwards, suggesting audience saturation or creative fatigue.
Spend Trend
GROWING
Q4 spend surged +64.1% YoY, Q1 grew +9.2%. Budget is expanding but without proportional efficiency gains — scaling is premature given structural weaknesses.
Q4-to-Q1 Seasonal
SEASONAL
CPA stable between Q4 and Q1 (€23 → €23), consistent with last year's pattern. The Q4-to-Q1 transition is within normal seasonality.
Monthly Year-over-Year Detail
| Month |
Previous Year ROAS |
Current Year ROAS |
ROAS Change |
Previous Year CPA |
Current Year CPA |
CPA Change |
Previous Year CPM |
Current Year CPM |
CPM Change |