Paid Media Report
TerraSlate Paper, Meta ad account act_24540744. Direct-response e-commerce, so the headline is ROAS and cost per website purchase. Use the range selector to switch the window; the sales, audience and delivery sections update instantly.
Executive summary
Account snapshot
Campaign performance
Top 8 campaigns by spend for the selected window, ranked as pulled. "All other campaigns" groups the remaining sales, retargeting, traffic and awareness campaigns (traffic and awareness deliver views, not purchases).
| Campaign | Purch | Cost/purch | ROAS | Spend | CTR | CPC |
|---|
Ad performance
Top 8 ads by spend for the selected window. Remaining ads are grouped below.
| Ad | Spend | Purch | Cost/purch | ROAS | CTR |
|---|
Creative & fatigue
Creative health for the last completed week (Jul 27 to Aug 2), read against weekly CTR and ROAS (account-current; does not change with the range selector). "Construction Ad 12-7-23" is still the top purchase driver (12 purchases at $88.66, 3.69x ROAS) but its CTR is soft at 0.35% and its cost per purchase rose versus July's $66.25, so it is holding volume on tiring creative and is the first refresh candidate. "Catalog - Paper", the dynamic catalog ad, holds a healthier 0.88 to 0.94% CTR band.
| Ad | Weekly CTR (Jul 27 to Aug 2) | Signal |
|---|---|---|
| Construction Ad 12-7-23 | 0.35% (cost/purch $88.66 vs $66.25 in July) | Refresh candidate |
| Catalog - Paper | 0.88% to 0.94% band | Stable |
Placement & platform
| Platform | Spend | CTR | CPC | CPM |
|---|
| Top positions | Spend | CTR | CPC |
|---|
Device
| Device | Spend | CTR | CPC |
|---|
Demographics
| Age | Spend | CTR | CPC |
|---|
| Gender | Spend | CTR | CPC |
|---|
Geography
Top 10 states by spend.
| State | Spend | CTR | CPC |
|---|
Dayparting
Full 24 hours, advertiser time zone (Pacific).
| Hour (PT) | Spend | CTR | CPC |
|---|
Data trust
Account-level, current state (does not change with the range selector). The "TSP Facebook Pixel Official" dataset is active and fired browser-side today, but its server-side / Conversions API signal has not fired since January 17, 2025. Conversions blocked browser-side are not being recovered server-side, so purchases and ROAS in every range above are understated floors.
| Dataset / pixel | Browser signal | Server (CAPI) signal | Verdict |
|---|---|---|---|
| TSP Facebook Pixel Official | Active, fired today | Stale since 2025-01-17 | Under-tracked |
Gap for JV: the MCP dataset-quality endpoint returned no EMQ match-quality scores for this account, so none is reported rather than guessed. Verify EMQ per event in Events Manager and confirm whether Conversions API is disconnected.
Opportunities
Account-level, current state. Meta Opportunity Score: 0 / 100. Recommendations sorted by score lift (points).
| Fix | Estimated impact | Points |
|---|---|---|
| Set up Conversions API Gateway (server-side tracking) | Median 16.8% lower cost per result | 28 |
| Raise budget on 6 budget-limited ad sets | More results for the budget | 5 |
| Turn on Advantage+ creative (standard enhancements) across 10 ads | 11% lower cost per result | 3 |
| Turn on Advantage+ audience across ~20 Sales ad sets | 6% lower cost per purchase each | 1 ea |
| Add 9:16 sound-on video to Reels ads | 8% lower cost per result | 1 ea |
| Fix 2 ad sets not delivering + enable Advantage+ placements | Delivery re-enabled / up to 69% lower cost per result | 1 ea |
Action list
- Fix conversion tracking first. The pixel's server-side signal has been dark since Jan 2025; CAPI Gateway is the single biggest opportunity (+28 points). Every ROAS figure here is measured through an under-reporting pixel.
- Refresh the "Construction Ad 12-7-23" creative. Top purchase driver in every window (62 purchases in July, 12 last week), but CTR is soft at ~0.33 to 0.35% and cost per purchase rose to $88.66 last week from $66.25 in July. Queue a new variant while it is still profitable at 3.7 to 5.0x ROAS.
- Scale the retargeting and lookalike winners. "Retargeting 4.7.2022", "Waterproof Paper II" and "Retargeting 4-5-23" sit well above the blended ROAS line across all ranges and several are budget-limited.
- Prune or consolidate the zero-return tail. The catch-all and CBO duplicates repeatedly spend with little return; Meta flags a fragmentation fix on Menu Boards worth ~18% lower cost per purchase.
- Trim desktop and dead placements. Desktop runs a ~0.05% CTR and $8 to $11 CPC in every window; right-hand column and marketplace add little. Shift toward mobile Feed and Reels.
- Push delivery into the cheap evening hours. 7 PM to 1 AM Pacific is consistently the best value; the 4 AM to 1 PM block (most of the budget) is the most expensive and least engaging.
- Turn on Advantage+ audience and 9:16 Reels video. Low-effort, compounding wins Meta flags across many ad sets, once tracking is fixed.
- Fix the two non-delivering ad sets. A combined detailed-targeting error is stalling delivery at no extra cost to resolve.
Paid Media Report
TerraSlate Paper, Google Ads. This channel mirrors the Facebook report but on Google's model: cost, conversions, conversion value, ROAS (value / cost) and cost per conversion. Same four section groups, same Monday-to-Sunday date toggle. It is built and waiting for the Google Ads data source.
Executive summary
The 3 to 4 biggest storylines for the selected window - best-ROAS campaign, biggest cost drain, and what changed - written once the numbers are in.
Account snapshot
Will show cost, impressions, clicks, CTR, average CPC, conversions, conversion value, ROAS, cost per conversion, and search impression share. Currency and timezone confirmed at connect time.
Campaign performance
One row per campaign with its type (Search, Performance Max, Shopping, YouTube / Video, Demand Gen), cost, conversions, conversion value, ROAS and CPA - ranked by ROAS. Result types are never cross-compared.
Keywords & search terms
Top keywords and the actual search terms that triggered them (Search campaigns), with cost, conversions and ROAS - a Google-only view the Facebook channel does not have. Highlights wasted spend on irrelevant terms.
Ads & assets
Best responsive search ads and Performance Max asset groups by conversions and ROAS, plus asset strength where available.
Network & placement
Spend and conversions split by network - Google Search vs Search Partners vs Display vs YouTube - and top placements.
Device
Mobile / desktop / tablet split by cost, conversions and ROAS.
Demographics
Age and gender by cost and conversions, where the campaign types expose it.
Geography
Top states / regions by cost and conversions.
Ad schedule
Full 24-hour dayparting in the account timezone, with best and worst value windows called out.
Conversion tracking
Conversion action health, Enhanced Conversions status and tag firing - so ROAS and CPA above can be trusted. Gaps flagged for manual check, never guessed.
Optimization score
Google Optimization Score out of 100 and its recommendations - Google's equivalent of Meta's Opportunity Score - sorted by expected uplift.
Action list
6 to 8 specific, numbered recommendations synthesizing everything above, referencing real campaigns and numbers, once the data is connected.