30-day audit of Facebook and Instagram advertising. Key findings, creative insights, and a prioritised action plan.
Current account-level metrics across all Meta campaigns.
Three areas with the highest impact on performance
These three issues are the primary drivers of the current CPA and ROAS underperformance.
A single ad (Carousel - Bath Copy) is absorbing $640 of the $904 total spend while delivering a $64.06 CPA. Meanwhile, the Thoughtful Gifts carousel achieves 4.06x ROAS at $23.24 CPA on just $139 spend. Budget allocation is severely misaligned.
The account-wide frequency is 7.49x, meaning the average person has seen the same ads nearly 8 times. Frequency above 3x causes ad fatigue, rising CPMs, and declining conversion rates. The remarketing ad set is even higher at 7.64x.
Only $124 of the $904 budget goes to top-of-funnel prospecting. The warm audiences are saturated (shown by high frequency), but new traffic to refill the funnel is severely underfunded. A healthy e-commerce ratio is 60-70% prospecting, 30-40% remarketing.
UGC video content is dramatically outperforming carousel ads. These are the formats to double down on.
Best-performing creative at $16.25 CPA on $65 spend. UGC video format drives high engagement and purchase intent. Despite a low 3.3% hook rate, viewers who watch are highly qualified buyers.
Highest ROAS creative in the account at $22.22 CPA. Strong 12.4% hook rate. Demonstrates that product-focused UGC with a real person resonates strongly with the target audience.
Best catalog ad at $23.24 CPA. The "Thoughtful Gifts" product set consistently outperforms "Bath Gifts" by 2x on ROAS. Gift-intent positioning is a clear winner.
Only 6 ads are currently running across the entire account. Best practice for this spend level is 10-15 active ads with 3-5 creatives per ad set. More creative variety gives Meta's algorithm better signals to optimise against, and reduces fatigue on any single ad.
Performance across all four ad sets, highlighting the TOF vs. remarketing disparity.
| Ad Set | Type | Spend | Purchases | CPA | ROAS | Freq. |
|---|---|---|---|---|---|---|
| Thoughtful Gifts | Remarketing | $139 | 6 | $23.24 | 4.06x | 2.98x |
| US Remarketing (VC/A2C/IC) | TOF Remarket | $87 | 5 | $17.44 | - | 7.64x |
| Bath Gifts | Remarketing | $641 | 10 | $64.06 | 1.91x | 6.66x |
| US Lookalike 2% | TOF Prospecting | $34 | 0 | - | - | 1.55x |
Prioritised by expected impact
These changes address the three critical findings and can be implemented this week.
Reduce Bath Gifts budget by 50% and redirect to Thoughtful Gifts. At 4.06x vs 1.91x ROAS and $23 vs $64 CPA, this single change could significantly improve blended account performance.
The Bath Gifts carousel at 6.66x frequency has been seen too many times. Either refresh the creative entirely with new imagery and copy, or pause and redirect budget. Continuing at $64 CPA is unsustainable.
Currently only 14% goes to prospecting. Increase to 40-50%. The TOF campaign already delivers 5.26x ROAS at $24.74 CPA. More prospecting rebuilds the warm remarketing pools that are currently saturated.
Build on creative winners and expand audience reach.
Bath UGC - BTD 3 (7.24x ROAS) and Bath Tray Tia (8.13x ROAS) prove UGC video is the winning format. Commission new variations with different creators, product angles, and stronger opening hooks to improve the 3.3% hook rate.
The 2% Lookalike has zero purchases on $34 spend. Expand to 3-5% lookalikes, add interest-based targeting (bath products, self-care, gift shopping), or test broad targeting. Cost cap strategy reduces risk on broader audiences.
Test ASC at $20-30/day using top-performing creatives (UGC videos + Thoughtful Gifts carousel). Advantage+ Shopping Campaigns have consistently outperformed manual campaigns and could unlock new scale at better efficiency.
Set maximum 3x frequency per 7 days on remarketing ad sets. Tighten purchaser exclusion windows from 180 days to 7-14 days. This reduces wasted impressions and targets users who are more likely to convert.