Conversion Funnel
May 1–31, 2026 · All campaigns
Campaign Performance
All campaigns ranked by spend
| Campaign | Type | Spend | Purchases | Revenue | ROAS | CPA | Verdict |
|---|---|---|---|---|---|---|---|
| mk | optimal | iv | Active | $36,300 | 1,569 | $153,046 | 4.22x | $23.14 | SCALE |
| mk | sandbox | creative | ii | Sandbox | $30,697 | 1,333 | $128,239 | 4.18x | $23.03 | SCALE |
| mk | asc+ | cost.nineteen | Active | $11,197 | 433 | $42,256 | 3.77x | $25.86 | SCALE |
| mk | asc+ | master | Active | $3,163 | 96 | $8,893 | 2.81x | $32.95 | KILL |
| mk | asc+ | cost.twenty | Active | $2,982 | 112 | $10,020 | 3.36x | $26.62 | WATCH |
| mk | asc+ | cost.twentyfive | Active | $1,934 | 102 | $9,175 | 4.74x | $18.96 | SCALE |
| mk | scaling test | maxc | 45+ | Scaling | $1,502 | 57 | $5,475 | 3.65x | $26.35 | WATCH |
| mk - retargeting | Retargeting | $474 | 6 | $1,085 | 2.29x | $79.06 | KILL |
| mk | asc+ | cost.eighteen | Active | $105 | 4 | $330 | 3.14x | $26.27 | WATCH |
| mk | sandbox | creative | Sandbox | $7 | 0 | $0 | — | — | TEST |
Campaign Architecture
Two main workhorses: optimal | iv ($36.3K, 4.22x) and sandbox | creative | ii ($30.7K, 4.18x) drove 78% of purchases with nearly identical efficiency.
ASC+ campaigns (cost.nineteen, cost.twenty, cost.twentyfive, master, cost.eighteen) collectively spent ~$19.4K, drove 747 purchases at blended ~3.6x ROAS. The cost.twentyfive variant at 4.74x ROAS is worth scaling.
Retargeting at $474 spend is underweight — only 6 purchases. At 2.29x ROAS, it's technically positive but the volume suggests the audience pool is thin or the setup needs review.
Key Observations
+ 54.7% IC→Purchase rate — outstanding. Over half of people who initiate checkout complete the purchase. The funnel after ATC is healthy.
⚠ ATC→IC drop is steep at 23.8% — 76% of add-to-carts don't reach checkout. This is the biggest leak. Possible causes: shipping cost surprise, account creation requirement, or payment friction.
+ CPC under $0.65 is efficient for the food/gift vertical. The ASC+ campaigns with CTRs 2–4% suggest strong creative-audience match.
− Retargeting gap: Only 0.5% of spend on retargeting. At 2.72% click→purchase CVR, retargeting cart abandoners (76% of ATC drops) could be a quick win.
Priority Actions
| P | Action | Impact | Effort |
|---|---|---|---|
| P0 | Increase retargeting budget to $2–3K/mo — target ATC abandoners with dynamic product ads | HIGH | Low — setup exists |
| P0 | Audit checkout flow — 76% ATC drop-off is the #1 revenue leak. Test shipping transparency, guest checkout | HIGH | Medium — requires store changes |
| P1 | Scale cost.twentyfive ASC+ variant — 4.74x ROAS at $1.9K spend, lowest CPA at $18.96 | MEDIUM | Low — duplicate + increase budget |
| P1 | Test ASC+ cost.twentyfive with new creatives — current CTR of 3.90% suggests creative quality is strong | MEDIUM | Medium — creative production |
| P2 | Test Google Ads Shopping — highest-intent channel for food/gift products, Meta CVR of 2.72% suggests strong demand | MEDIUM | Medium — new platform setup |
Cross-Platform Expansion Plan
KPI projections for TikTok, Reddit, Pinterest, and Google Ads — derived from May 2026 Meta performance (4.06x ROAS, $24 CPA, 1.4% CTR, $97 AOV).
Short-form video native. Brot Box's unboxing content and "haul" format maps perfectly. Algorithm favors engagement-heavy food/beverage content.
Repurpose top-performing Meta video creatives. Test Spark Ads with creator UGC. Start with ASC campaign type if available, otherwise manual broad targeting.
Niche subreddit targeting (r/Charcuterie, r/food, r/snacks, r/giftideas). High purchase intent in gift/holiday threads. Brot Box's "perfect gift" angle is strong here.
Focus on gift-giving subreddits Q3–Q4 lead-up. Use "real person" ad creative (not polished Meta content). Leverage Reddit's AMA/conversational ad format.
Visual discovery platform with strong purchase intent. Gift boards, charcuterie inspiration, holiday planning — Brot Box is a natural fit. Long pin lifespan (months vs days).
Create dedicated "gift guide" and "charcuterie board ideas" pins. Leverage seasonal spikes (Mother's Day, Christmas, Valentine's). Use Rich Pins with real-time pricing.
Highest intent channel. Capture "charcuterie box delivery," "gift boxes," "meat and cheese gifts" search traffic. Shopping Ads + Search + Performance Max.
Launch Shopping Ads (free listings + paid). Build Search campaigns around gift/food delivery intent keywords. Add Performance Max in month 2+. Use Meta's top-converting landing pages.
Combined Monthly Projection (All Platforms)
| Platform | Budget Range | Target CPA | Target ROAS | Risk | Ramp Time | Best Use Case |
|---|---|---|---|---|---|---|
| TikTok | $15–25K | $20–28 | 3.5–5.0x | Medium | 1–2 weeks | Unboxing/ASMR content, viral potential |
| $5–10K | $30–45 | 2.0–3.0x | High | 3–4 weeks | Gift/holiday subreddits, niche targeting | |
| $5–10K | $22–32 | 3.0–4.5x | Low | 4–6 weeks | Gift guides, seasonal spikes, long pin life | |
| Google Ads | $10–20K | $22–35 | 3.0–5.0x | Low | 2–3 weeks | Search intent capture, highest scalability |
KPIs are estimated using Meta's May 2026 performance as a baseline, adjusted for each platform's known CPM/CPC ranges, audience intent level, and creative format requirements. TikTok and Pinterest typically have lower CPMs than Meta but different conversion behavior. Reddit has higher CPMs but niche purchase intent. Google captures the highest intent with search-based CPCs. Actual performance will vary — these are starting targets for month-one campaigns, not guarantees.