Bottom Line
Yesterday was bad. 0.82x blended ROAS on $5,963 spend. You spent $5,963 and got $4,909 back -- every dollar lost ~$0.18 in gross profit. All three active campaigns are below breakeven. The alarming part: traffic quality is fine. CTR is 1.77%, CPM is $14.83, CPC is $0.84. Clicks are cheap and plentiful. Something is breaking after the click -- landing page, checkout, offer, or inventory. That diagnosis needs to happen before anything changes on the Meta side.
Account -- Yesterday (March 17)
Blended ROAS
0.82x
Floor: 1.82x | Goal: 2.0x
Total Spend
$5,963
Revenue: $4,909
CTR
1.77%
Target: >1.5% -- healthy
CPM
$14.83
Target: <$25 -- healthy
CPC
$0.84
Target: <$1.50 -- healthy
Frequency
1.76
Target: <3.0 -- no fatigue
Impressions
401,963
Reach: 228,982
ROAS vs Targets
Campaign Performance
| Campaign |
Status |
Yesterday Spend |
Yesterday ROAS |
7-Day Spend |
7-Day ROAS |
7-Day Purchases |
CTR |
CPC |
Signal |
| [CONTROL] 2026-01-10 |
PAUSED |
$2,623.57 |
0.83x |
$38,971.40 |
1.08x |
577 |
2.18% |
$0.78 |
KILL CANDIDATE |
| [TEST] 2026-03-08 |
ACTIVE |
$669.17 |
0.78x |
$11,788.93 |
1.69x |
250 |
1.52% |
$0.82 |
WATCH |
| [CONTROL] 2026-03-17 |
ACTIVE |
$2,670.28 |
0.82x |
$2,670.28 |
Day 1 |
29 |
1.52% |
$0.91 |
TOO EARLY |
Context Layer
Klaviyo email sent March 17?
Unknown -- needs confirmation. If yes, real ROAS is worse than reported (email inflates Meta attribution 20-40%).
Active promotion or sale?
Unknown -- confirm with Mink. No sale context would explain the low conversion rate.
Inventory issues on key SKUs?
Unknown -- Shopify data not pulled. Low inventory would suppress conversion rate independent of ad quality.
Creative fatigue?
No -- frequency is 1.76, well below the 3.0 warning threshold. Not the problem.
Traffic quality issue?
No -- CTR 1.77%, CPM $14.83, CPC $0.84. Ads are delivering quality clicks cheaply. The break is post-click.
Actions for Mink
1
Approve pause on [CONTROL] 2026-01-10. $38,971 spent in 7 days at 1.08x ROAS -- that's the biggest spender and the worst performer. It's the primary source of bleed. I need your approval before touching it. Say go and I'll flag it for immediate pause.
2
Diagnose the post-click break before changing anything else. Traffic is healthy -- the problem is on the landing page, checkout, or offer. Check Shopify conversion rate for March 17. If sitewide CR dropped, the ads aren't the issue. This is the most important thing to figure out today.
3
Confirm: was the $2,670 spend on [CONTROL] 2026-03-17 intentional? That's a large budget for a brand new campaign with zero history. If this was meant to be a controlled test at lower spend, the budget needs to be corrected. Day 1 data is noise -- not judging performance yet, just flagging the spend level.
4
Confirm Klaviyo send status for March 17. If an email went out, Meta is attributing some of those 66 purchases to ads when email drove them. The true Meta ROAS could be even lower than 0.82x.
5
Hold on [TEST] 2026-03-08. 7-day ROAS is 1.69x -- still below breakeven, but the best of the three. Yesterday's 0.78x is a single bad day. Do not pause this one yet. Needs 3 more days of data before any action.
Note on Top 5 / Bottom 5 Ads: Ad-level data isn't included in the current daily pull -- the script only captures campaign-level metrics. To add a top 5 / bottom 5 ad breakdown to every report, the pull script needs to be updated to hit the Meta API at the ad level. That's an Atlas task. Once it's pulling ad-level data (spend, ROAS, CTR, CPM, frequency per ad), this report will automatically include the breakdown.