| Ad Set | Spend | Purchases | Revenue | ROAS | ROAS pw | Freq | CTR% | Signal |
|---|---|---|---|---|---|---|---|---|
| TOF PUR | PROMO | $1,682 | 12 | $4,342 | 2.58 | 2.78 | 1.87 | 2.46% | Hold |
| TOF PUR | DPA | $832 | 10 | $5,145 | 11.74 | 3.05 | — | 3.21% | Scale |
| TOF PUR | Furniture (IMG/VID) | $816 | 11 | $5,550 | 14.15 | 5.37 | — | 3.98% | Scale |
| TOF ATC | Furniture | $668 | 4 | $1,800 | 2.69 | 0 | 1.75 | 6.26% | Monitor |
| BOF PUR | DPA RMKT | $386 | 5 | $2,580 | 12.40 | 2.52 | — | 5.09% | Scale |
| TOF LPVs | BAU | $211 | 1 | $140 | 0.66 | 1.56 | 1.51 | 2.59% | Monitor |
| BOF PUR | PROMO DPA RMKT | $206 | 0 | $0 | 0 | 24.47 | 3.33 | 3.86% | Pause |
| Ad Set | Frequency | CTR% | ROAS | Status | Note |
|---|---|---|---|---|---|
| BOF | PUR | PROMO DPA RMKT | 3.33 | 3.86% | 0 | Pause | High freq + zero purchases — audience exhausted on this promo. Pause now. |
| TOF | PUR | DPA | — | 3.21% | 11.74 | Top Performer | Catalogue DPA crushing it — scale budget, keep creative fresh via catalogue feed |
| TOF | PUR | Furniture (IMG/VID) | — | 3.98% | 14.15 | Top Performer | Best CTR + best ROAS in account — hero creative, push budget here |
| TOF | ATC | Furniture | 1.75 | 6.26% | 2.69 | Monitor | Highest CTR in account but low ROAS — ATC objective, track downstream conversion rate |
| TOF | PUR | PROMO | 1.87 | 2.46% | 2.58 | Hold | Slightly down from 2.78 — holding steady, stable frequency, no action needed |
| # | Action | Ad Set | Reason |
|---|---|---|---|
| 1 | Pause | BOF | PUR | PROMO DPA RMKT | Freq 3.33, zero purchases — wasting budget on exhausted audience |
| 2 | Scale | TOF | PUR | Furniture (IMG/VID) | ROAS 14.15, CTR 3.98% — best performer, has headroom to scale |
| 3 | Scale | TOF | PUR | DPA | ROAS 11.74, catalogue converting exceptionally well |
| 4 | Scale | BOF | PUR | DPA RMKT | ROAS jumped to 12.40 — highly qualified retargeting pool, push budget |
| 5 | Monitor | TOF | LPVs | BAU | ROAS 0.66 — awareness objective accepted, but review if budget tightens |
| Risk | Severity | Mitigation |
|---|---|---|
| DPA retargeting pool may deplete if top TOF adsets don't keep filling funnel | Medium | Maintain TOF PUR PROMO + DPA spend to feed BOF pool |
| PROMO adset ROAS declining (2.78 → 2.58) — July post-promo softening | Low | If drops below 2.0x, refresh creative or pause and reallocate |
| TOF ATC Furniture has high CTR but weak conversion to purchase | Medium | Check landing page — is the furniture collection page converting? |