GiftBox · Meta Weekly Review · 10

Performance Overview

Spend

$21,196

↓ 14.2% vs $24,714

Revenue

$66,778

↑ 1.6% vs $65,733

ROAS

3.15

↑ 18.4% vs 2.66

Purchases

470

↓ 17.0% vs 566

AOV

$142

↑ 22.4% vs $116

ROAS recovered strongly 2.66 → 3.15 (+18%) as BOF Klaviyo EOFY spend was pulled back ($7,668 → $2,757) and its efficiency improved (1.94 → 3.02) — the right call.
Revenue held flat despite 14% less spend, meaning every dollar worked harder this week — spend efficiency is up across the board.
Purchase volume down (-17%) but AOV up 22% ($116 → $142) — higher-ticket items converting; likely Advantage+ surfacing better product mix.
TOF INT Video/Image nearly doubled spend ($1,789 → $3,490) but ROAS dropped 6.53 → 4.12 — still solid, watch for saturation.
BOF | PUR | WINTER ESSENTIALS | KLAVIYO at ROAS 0.85 needs immediate attention — flagged for pause.

Ad Set	Spend	Purchases	Revenue	ROAS	ROAS pw	Freq	CTR%	Signal
TOF A+ \| EOFY 2026	$7,693	178	$21,810	2.84	2.48	2.42	1.11%	Scale
TOF INT \| Video/Image (Max Value)	$3,490	46	$14,378	4.12	6.53	2.15	2.18%	Monitor
BOF Klaviyo + ATC \| EOFY 2026	$2,757	81	$8,334	3.02	1.94	3.73	1.51%	Monitor
TOF A+ Audience \| Minions Jun26	$2,206	43	$6,088	2.76	2.94	1.96	1.26%	Hold
BOF PUR \| WINTER ESSENTIALS \| ATC/VC	$1,434	34	$4,556	3.18	1.97	2.44	1.45%	Scale
TOF A+ Audience \| Clearance	$1,114	44	$4,292	3.85	4.47	2.01	2.56%	Scale
TOF INT \| Ovaro Home (Max Value)	$1,065	9	$3,735	3.51	—	1.72	1.49%	Scale
TOF INT \| DPA (Max Value)	$684	18	$2,182	3.19	2.67	1.56	1.49%	Hold
BOF Minions Jun26	$496	13	$1,186	2.39	1.67	2.51	1.38%	Monitor
BOF PUR \| WINTER ESSENTIALS \| KLAVIYO	$257	4	$218	0.85	1.35	1.89	1.43%	Pause

Ad Set	Frequency	CTR%	ROAS	Status	Note
BOF \| Klaviyo + ATC \| EOFY 2026	3.73	1.51%	3.02	Watch	Freq still elevated (was 5.45 last week) — monitor closely, refresh BOF creative if freq hits 4.0
TOF \| INT \| Video/Image (Max Value)	2.15	2.18%	4.12	Strong	ROAS stepped down from 6.53 as spend doubled — healthy, CTR solid. Watch ROAS floor at ~3.5x
TOF \| A+ \| EOFY 2026	2.42	1.11%	2.84	Healthy	Stable frequency, ROAS improving — good pool depth, keep scaling
BOF \| Minions Jun26	2.51	1.38%	2.39	Marginal	Below 2.5x ROAS threshold — refresh BOF Minions creative or consolidate into main BOF
BOF \| PUR \| WINTER ESSENTIALS \| KLAVIYO	1.89	1.43%	0.85	Pause	ROAS 0.85 — burning budget. Pause immediately, reallocate to BOF ATC/VC (ROAS 3.18)

#	Action	Ad Set	Reason
1	Pause	BOF \| PUR \| WINTER ESSENTIALS \| KLAVIYO	ROAS 0.85 — spend inefficient, reallocate to BOF ATC/VC
2	Scale	TOF \| A+ \| EOFY 2026	ROAS 2.84, freq stable 2.42 — room to push budget
3	Scale	TOF \| A+ Audience \| Clearance	ROAS 3.85, low freq 2.01 — underserved, scale budget
4	Scale	BOF \| PUR \| WINTER ESSENTIALS \| ATC/VC	ROAS 3.18 (up from 1.97) — budget freed from KLAVIYO adset
5	Monitor	BOF \| Klaviyo + ATC \| EOFY 2026	Freq 3.73 — if hits 4.0, brief BOF creative refresh
6	Monitor	TOF \| INT \| Video/Image	ROAS step-down as spend grew — watch floor at 3.5x

Risk	Severity	Mitigation
BOF Klaviyo creative fatigue (freq approaching 4.0)	Medium	Brief 2–3 BOF refreshes this week via creative-refresh
TOF INT Video/Image ROAS dilution as spend scales	Medium	Set soft ROAS floor alert at 3.5x; don't auto-scale past $4k
Post-EOFY demand softening — July seasonality	Low-Med	Lean on Clearance + Winter Essentials adsets to maintain volume