May 1–25, 2026 (Month-to-Date)
Total Spend
$68,540
25 days
Revenue
$281,417
all channels
ROAS
4.11x
strong
Purchases
2,945
~118/day
Cost / Purchase
$23.27
efficient
CTR
1.38%
107K clicks
Impressions
7.76M
Adds to Cart
22,617
$3.03 cost/ATC
Checkouts Initiated
5,408
$12.67 cost/IC
View Content
24,981
$2.74 cost/VC
| Campaign | Spend | Revenue | ROAS | Purchases | CPA | CTR | CPC | Verdict |
|---|---|---|---|---|---|---|---|---|
| mk | optimal | iv | $26,127 | $113,565 | 4.35x | 1,154 | $22.64 | 1.24% | $0.64 | SCALE |
| mk | sandbox | creative | ii | $25,049 | $105,439 | 4.21x | 1,116 | $22.45 | 1.12% | $0.68 | SCALE |
| mk | asc+ | cost.nineteen | $10,323 | $36,932 | 3.58x | 397 | $26.00 | 2.24% | $0.67 | OPTIMIZE |
| mk | asc+ | cost.twenty | $2,767 | $9,389 | 3.39x | 106 | $26.10 | 3.76% | $0.55 | OPTIMIZE |
| mk | asc+ | cost.twentyfive | $1,278 | $6,021 | 4.71x | 67 | $19.08 | 3.63% | $0.64 | SCALE |
| mk | scaling test | maxc | 45+ | $1,502 | $5,475 | 3.65x | 57 | $26.35 | 1.67% | $0.39 | WATCH |
| mk | asc+ | master | $1,148 | $4,351 | 3.79x | 45 | $25.52 | 4.41% | $0.43 | OPTIMIZE |
| mk - retargeting | $254 | $244 | 0.96x | 3 | $84.60 | 2.33% | $1.43 | KILL |
| mk | asc+ | cost.eighteen | $84 | $0 | 0.00x | 0 | — | 4.20% | $0.42 | KILL |
| mk | sandbox | creative | $7 | $0 | 0.00x | 0 | — | 1.38% | $0.49 | SANDBOX |
🏆 Two Clear Winners at Scale
optimal | iv and sandbox | creative | ii drive 78% of revenue ($218K combined) at 4.2-4.4x ROAS. These are the backbone — protect them, don't touch them. Combined CPA of $22.54 is the benchmark everything else should match.
🚀 Hidden Gem: cost.twentyfive
4.71x ROAS at $19.08 CPA — the most efficient campaign in the account. Only $1,278 spend but returning 4.71x. Scale immediately. Increase budget by 3-5x and let Meta's algorithm find more of these buyers. The $23.75-$42.22 cost cap range is clearly the sweet spot.
📊 Strong Account-Level Health
4.11x blended ROAS on ~$68.5K spend. 54.5% checkout-to-purchase rate is excellent (industry avg ~45%). AOV of $95.56 suggests healthy mix of subscriptions and one-time purchases. At 2,945 purchases, you're generating significant customer data for the pixel.
🔴 Retargeting Campaign = Money Pit
0.96x ROAS, $84.60 CPA (3.6x worse than account average). $254 spent to generate $244. Kill this campaign immediately or rebuild from scratch with proper dynamic product retargeting. Standard retargeting clearly isn't working for this account.
⚠️ ASC+ Cost Cap Campaigns Underperforming
cost.eighteen ($18 cap): 0 purchases on $84 spend. cost.nineteen ($19 cap): 3.58x ROAS — decent but $26 CPA is 12% above account average. cost.twenty ($20 cap): 3.39x ROAS at $26.10 CPA. The cost cap is creating a ceiling on delivery while not improving CPA vs. uncapped campaigns. The uncapped campaigns (optimal | iv and sandbox | creative | ii) actually have lower CPAs ($22.64 and $22.45 respectively).
📉 ATC-to-Checkout Drop at 23.9%
22,617 adds to cart but only 5,408 initiate checkout. That's a 76% drop-off at the cart stage — significantly worse than the VC→ATC rate of 90.5%. This suggests either: (a) shipping cost surprise at cart, (b) upsell friction, (c) the cart experience has issues on mobile, or (d) high proportion of window shoppers being retargeted.
| Ad Set | Spend | Purchases | CPA | Issue |
|---|---|---|---|---|
| mk | opti | i | $467 | 9 | $51.85 | 2.2x worse than avg CPA. Kill. |
| archive | hwc ugc | $715 | 34 | $21.03 | Actually efficient. Keep. |
| bread iv | a | $483 | 17 | $28.40 | 22% above avg. Scale down or refresh creative. |
| bread vii - Copy | $333 | 14 | $23.76 | Borderline. Monitor closely. |
| unboxing i | if/then | $109 | 8 | $13.63 | 🔥 Best CPA in account. Scale! |
🔔 Frequency: 5.97 — Elevated
Average user has seen your ads ~6 times in 25 days. This is above the 3-4x sweet spot for ecommerce. At this frequency, you're at risk of ad fatigue. CPC is still reasonable ($0.64), but watch for CTR decline week-over-week.
📈 Reach: 1.3M unique users
With 7.76M impressions across 1.3M people, you're saturating a relatively small audience. The ASC+ campaigns are doing most of the broad reaching while sandbox campaigns refine creative against segmented audiences.
🔄 Creative Rotation Strategy
The sandbox campaigns have dozens of ad variants in tiny spend buckets ($0.01-$5 each). This is exactly right for creative testing. But the winning creatives need to be promoted into the scaling campaigns faster. The "unboxing i | if/then" ad set at $13.63 CPA proves there's better creative waiting to be scaled.
| P | Action | Expected Impact | Effort | Detail |
|---|---|---|---|---|
| P0 | Kill retargeting campaign | +$254/mo profit | Low | 0.96x ROAS burning cash. Turn off campaign ID 120255093080750586. Either rebuild with dynamic product retargeting (DPA) or allocate budget to top performers. |
| P0 | Scale cost.twentyfive 3-5x | +$12K-24K/mo revenue | Low | 4.71x ROAS at $19 CPA is the account's most efficient campaign. Increase daily budget from ~$51 to $150-250. Monitor for ROAS decay — the $23.75-$42.22 cost cap range is clearly working. |
| P0 | Kill mk | opti | i ad set | +$467/mo saved | Low | $51.85 CPA, 2.2x worse than account average. Within the scaling test campaign. Ad set ID 120228622409690586. |
| P1 | Investigate cart abandonment | +15-25% revenue | Medium | 22,617 ATC → 5,408 IC = 76% drop. Check: shipping costs at cart, mobile cart UX, any surprise fees. Each 1% improvement in ATC→IC rate = ~$2,800 more revenue at current spend. Implement abandoned cart emails if not already. |
| P1 | Remove cost caps or test higher caps | Better delivery + lower CPA | Low | cost.eighteen/cost.nineteen/cost.twenty all have higher CPAs than uncapped optimal|iv and sandbox|creative|ii. The cost caps are constraining delivery. Test removing caps on one ASC+ campaign or raising to $30+. The algorithm clearly finds better customers when uncapped. |
| P1 | Promote winning sandbox creatives to scaling campaigns | Lower blended CPA | Medium | "unboxing i | if/then" at $13.63 CPA, "bread v |" at $17.98 CPA. These winning creatives are trapped in $100-300 ad sets. Move them into optimal|iv or sandbox|creative|ii to scale them. The data is clear — some creative angles dramatically outperform others. |
| P2 | Expand audience with new ASC+ campaign | Incremental scale | Medium | Frequency at 5.97x signals audience saturation. Launch a fresh ASC+ campaign at $25 cost cap (not $18-20) with top 5 creatives from the sandbox. This gives Meta a new optimization surface to find fresh audiences without the baggage of the old campaigns. |
Account is healthy at 4.11x ROAS. Two campaigns doing the heavy lifting at scale. May's trajectory is strong — on pace for ~$350K revenue at current spend levels.
Three P0 actions take 10 minutes total: kill retargeting, kill opti|i ad set, scale cost.twentyfive. Net impact: ~$720/mo saved + potential $12-24K revenue upside.
Cart abandonment. Fixing the ATC→IC drop from 23.9% to even 35% would add ~$45K/month in revenue without spending another dollar on ads. This is a site/CRO problem, not an ads problem.