1. Current Account State
Total Spend
$562,768
$18,759/day
CAC
$142.73
spend ÷ purchases
ROAS
1.95x
from purchase_roas API field
Frequency
4.37
avg times seen
Source: GET /act_542163415992887/insights — date_preset=last_30d — fields: spend, impressions, clicks, cpc, ctr, cpm, frequency, reach, actions, purchase_roas
2. Campaign Performance — Ranked by CAC
Every campaign that had spend in the last 30 days. Purchase counts verified via individual campaign /insights calls.
| Campaign |
Status |
Spend |
Purchases |
CAC |
ROAS |
Freq. |
| DPA TOF II |
Paused |
$11,405 |
122 |
$93.48 |
1.14x |
2.65 |
| April Spring Sale TOF |
Paused |
$53,106 |
448 |
$118.54 |
1.15x |
2.37 |
| Skincare Brands (ever) |
Paused |
$12,239 |
104 |
$117.68 |
0.90x |
3.94 |
| M25+ AP+ |
Paused |
$10,670 |
81 |
$131.73 |
0.92x |
3.19 |
| BOF April Spring Sale |
Paused |
$2,413 |
18 |
$134.03 |
— |
— |
| Retargeting Retention DPA |
Active |
$133,133 |
977 |
$136.27 |
0.84x |
3.69 |
| Full Funnel Top Performers ASC+ |
Active |
$198,768 |
1,399 |
$142.08 |
0.76x |
4.21 |
| Second Chance ASC+ |
Active |
$70,318 |
428 |
$164.29 |
0.65x |
4.37 |
| NCA May Test |
Paused |
$6,853 |
34 |
$201.55 |
— |
2.16 |
| Creative Testing ABO |
Active |
$54,147 |
219 |
$247.24 |
0.41x |
3.90 |
| Engagement | Video Views |
Active |
$1,619 |
0 |
— |
— |
1.12 |
| TOTAL (listed) |
|
$554,670 |
3,830 |
$144.82 |
— |
— |
Source: Individual campaign /insights calls with actions (action_type=purchase) and purchase_roas fields. Remaining ~$8,098 spend / ~113 purchases from smaller/seasonal campaigns not shown.
3. Funnel Gaps — What's Missing
Current active funnel structure vs. what should exist for a $19K/day account.
TOF
Awareness / Video Views
Active $150/day (0.8% of total)
MOF
Prospecting — Full Funnel ASC+, Second Chance, Creative Testing
Active ~$10,800/day
BOF
Retargeting — DPA Catalog
Active ~$4,400/day
BOF
Website Visitor Retarget
Missing 0 active campaigns
BOF
Ad Engagement Retarget
Missing No campaign exists
BOF
Past Purchaser Upsell / Reactivation
Missing All paused
The gap: 93% of daily spend goes to prospecting (TOF/MOF). Only 0.8% goes to awareness and ~7% to DPA retargeting. There are zero active campaigns targeting website visitors who didn't purchase, people who engaged with ads but didn't click, or past purchasers for repeat/upsell.
BOF campaigns exist but are paused. "NRM - BOF - April Spring Sale" achieved $134.03 CAC on 18 purchases ($2,413 spend). "NRM - BOF - Reactivation Test" campaigns were created but had minimal spend ($173 total, 0 purchases — not enough data to evaluate). "NRM - DPA TOF/BOF" campaigns also paused.
Source: GET /act_542163415992887/campaigns — fields: id, name, status, objective, daily_budget. Funnel classification based on campaign names.
4. Negative Engagement Signals
Post Unlikes
1,515
50.5 per day
Post Unsaves
118
3.9 per day
Comments
110
text not available
Post Saves
1,579
positive signal
Unlikes by Campaign
| Campaign | Unlikes | % of Total | Frequency |
|---|
| Full Funnel Top Performers ASC+ | 401 | 26.5% | 4.21 |
| Retargeting Retention DPA | 400 | 26.4% | 3.69 |
| Second Chance ASC+ | 363 | 24.0% | 4.37 |
| Creative Testing ABO | 163 | 10.8% | 3.90 |
| Other campaigns | 188 | 12.3% | — |
⚠️ Cannot Pull Comment Text
Reading individual comment text on ads requires a Page Access Token (the ad account token does not have permission). We can see 110 comments exist but cannot read what they say. Action needed: Vegamour team should grant Page-level access, or manually audit comments on the top 5 highest-spend ads and remove negative/spam comments.
Top 5 ads to manually audit for negative comments (highest spend = highest visibility):
1. "NRM - Beta - Video 5x Stronger Gro Essential KitAd" — $65,172 spend, 181 unlikes, 22 comments
2. "In-House GRO 5x Stronger 30s V17" — $48,723 spend, 82 unlikes, 14 comments
3. "In-House GRO Everyday Hair Growth V1" — $21,891 spend, 40 unlikes, 4 comments
4. "In-House GRO 5x Stronger 30s V5" — $21,005 spend, 27 unlikes, 3 comments
5. "NRM - Beta - Video 5x Stronger Gro (dupe)" — $16,967 spend, 63 unlikes, 6 comments
Source: Account-level and campaign-level actions — action_type: onsite_conversion.post_unlike, comment, onsite_conversion.post_save, onsite_conversion.post_unsave. Ad-level actions for top 5 ads.
5. Static & Non-Video Ads
Ads identified as static images (not video/UGC) based on ad names containing "static" or "Email". All have CTR below the 1.12% account average.
| Ad Name | Spend | CTR | Purchases | CAC |
|---|
| In-House GRO Email CTP Email Screenshot |
$2,735 |
0.49% |
7 |
$390.76 |
| NRM - Beta - Static 5x Stronger Gro Static |
$3,045 |
0.36% |
17 |
$179.12 |
| NRM - Beta - Static 5x Stronger GRO+ Serum Static |
$2,668 |
0.38% |
11 |
$242.58 |
| NRM - Beta - Static 5x Stronger Gro Kit Static |
$2,417 |
0.45% |
10 |
$241.69 |
| HairLossStat_og_V1_static_product_GROplus Static |
$2,080 |
0.26% |
20 |
$104.00 |
| TOTAL STATIC ADS |
$12,946 |
— |
65 |
$199.16 |
Static ad CAC ($199.16) is 39.5% higher than account average ($142.73). The "Email CTP" ad is literally an email screenshot being used as a paid ad creative — $390.76 CAC, almost 3x the account average.
Source: Ad-level insights — ad names containing "static" or "Email CTP". CTR, spend, and purchase counts from ad-level actions (action_type=purchase).
6. Low CTR Ads (Below 0.50%)
Ads spending $1,000+ with CTR below 0.50% (account average: 1.12%). Sorted by CTR ascending.
| Ad Name | Spend | CTR | Purchases | Type |
|---|
| Gro Serum c1-v1 - Vid (Short-Video) |
$1,447 |
0.24% |
0 |
Video |
| HairLossStat_og_V1_static_product_GROplus |
$2,080 |
0.26% |
20 |
Static |
| NRM - Beta - Static 5x Stronger Gro |
$3,045 |
0.36% |
17 |
Static |
| NRM - Beta - Static 5x Stronger GRO+ Serum |
$2,668 |
0.38% |
11 |
Static |
| NRM - Beta - Static 5x Stronger Gro Kit |
$2,417 |
0.45% |
10 |
Static |
| In-House GRO Email CTP |
$2,735 |
0.49% |
7 |
Email |
| Gro Serum c1-v1 V2 (Short-Video) |
$1,068 |
0.50% |
2 |
Video |
| TOTAL LOW CTR |
$15,460 |
— |
67 |
|
$15,460 spent on ads with CTR below 0.50% — that's 2.7% of total spend yielding 67 purchases at $230.75 CAC (62% above account average).
Source: Ad-level insights sorted by ctr_ascending, filtered spend > $1,000. CTR, spend, and purchases from API response.
7. Frequency Fatigue
Industry benchmark: frequency above 3.0 typically indicates diminishing returns. Above 4.0 = active fatigue.
| Campaign | Frequency | Unlikes | CAC | Assessment |
|---|
| Second Chance ASC+ |
4.37 |
363 |
$164.29 |
Fatigue |
| Full Funnel Top Performers |
4.21 |
401 |
$142.08 |
Fatigue |
| Skincare Brands (ever) |
3.94 |
36 |
$117.68 |
Watch |
| Creative Testing ABO |
3.90 |
163 |
$247.24 |
Watch |
| Retargeting Retention DPA |
3.69 |
400 |
$136.27 |
Watch |
Correlation: higher frequency = more unlikes + higher CAC. Second Chance has the highest frequency (4.37) AND highest CAC among the 3 biggest campaigns ($164.29). Fresh audiences and new creative layers would reduce both.
Source: Campaign-level insights — frequency field from API response.
8. The Gameplan — Budget Reallocation
Ground rules: Total daily spend stays at ~$18,759/day. We are not cutting budget — we are reallocating from underperforming areas to missing funnel layers.
Goal: Reduce CAC from $142.73 → sub-$120. Improve ROAS from 1.95x → 2.5x+.
What to Reduce
1 Creative Testing ABO — reduce heavily
Currently: ~$1,805/day. $247.24 CAC (worst active campaign), 0.41x ROAS (worst). This is 9.6% of total spend at 73% above account-average CAC. Reduce to $500/day testing budget. Freed up: ~$1,305/day
2 Second Chance ASC+ — reduce
Currently: ~$2,344/day. $164.29 CAC (2nd worst), 0.65x ROAS, 4.37 frequency (highest), 363 unlikes. Frequency fatigue is visible. Reduce to $1,500/day. Freed up: ~$844/day
3 Kill static/email ads within existing campaigns
5 static ads spending $432/day at $199.16 avg CAC (39.5% above account average). Turn off the email screenshot ad ($390.76 CAC) and the 4 static image ads. Replace with video/UGC creative. Freed up: ~$432/day of waste
Total freed up: ~$2,581/day — this is what we reallocate to the missing funnel layers below. The remaining ~$16,178/day stays where it is.
What to Build (New Campaigns)
4 NEW: Website Visitor Retarget (7-day window)
Budget: $800/day. Target people who visited the site in the last 7 days but didn't purchase. Use existing product images/DPA. This is the single most impactful missing layer — the site gets 207,715 landing page views/month but there's no dedicated retarget for non-purchasers.
5 NEW: Ad Engagement Retarget
Budget: $500/day. Target people who engaged with ads (video views 50%+, post saves, reactions) but never visited the site. Account has 2.5M+ page engagements/month — this is a massive untapped warm audience.
6 NEW: Past Purchaser Upsell / Cross-Sell
Budget: $500/day. Target existing customers with complementary products (serum buyers → shampoo kit, lash → brow). The paused "BOF April Spring Sale" achieved $134.03 CAC on 18 purchases — this audience converts at a lower CAC because they already trust the brand.
7 Scale Awareness / Video Views
Budget: $150/day → $781/day. Currently only $150/day (0.8% of budget). This feeds the top of the funnel so the retargeting layers have fresh audiences. Scale with video/UGC content that drives video views at low CPV. This also helps reduce frequency on the prospecting campaigns by expanding the audience pool.
Budget Summary
| Layer | Current | Proposed | Change |
|---|
| Full Funnel Top Performers ASC+ | $6,626/day | $6,626/day | No change |
| Retargeting Retention DPA | $4,438/day | $4,438/day | No change |
| Second Chance ASC+ | $2,344/day | $1,500/day | −$844 |
| Creative Testing ABO | $1,805/day | $500/day | −$1,305 |
| Static/Email Ads (within campaigns) | $432/day | $0/day | −$432 |
| Awareness / Video Views | $150/day | $781/day | +$631 |
| NEW: Website Visitor Retarget | $0 | $800/day | +$800 |
| NEW: Ad Engagement Retarget | $0 | $500/day | +$500 |
| NEW: Past Purchaser Upsell | $0 | $500/day | +$500 |
| Other (paused/seasonal) | $2,964/day | $3,114/day | — |
| TOTAL |
$18,759/day |
$18,759/day |
$0 net change |
Current daily spend per campaign = campaign spend ÷ 30. Proposed reallocations maintain exact same total daily budget.
9. Immediate Action Items
1 Audit & remove negative comments on top 5 ads
We cannot pull comment text via API (needs Page Access Token). The Vegamour team should manually check the 5 ads listed in Section 4 and remove any negative, spam, or competitor comments. Negative social proof kills conversion rates.
2 Kill the email screenshot ad immediately
"In-House GRO Email CTP" is a literal email screenshot running as a paid ad at $390.76 CAC — 2.7x the account average. Turn it off today.
3 Turn off all 4 static image ads
Combined $199.16 CAC vs $142.73 account average. Replace with video/UGC. The data clearly shows video outperforms static on this account.
4 Build 3 new retargeting campaigns
Website Visitor Retarget ($800/day), Ad Engagement Retarget ($500/day), Past Purchaser Upsell ($500/day). These fill the 3 missing BOF funnel layers. Use DPA catalog for website visitors, video testimonials for ad engagers, cross-sell creative for past purchasers.
5 Scale awareness from $150 → $781/day
Feed the top of funnel with video views to expand the retargeting pools and reduce frequency on prospecting campaigns.
6 Reduce Creative Testing from $1,805 → $500/day
Worst ROAS (0.41x) and worst CAC ($247.24) of all active campaigns. Maintain as a testing budget only, not a primary spend driver.
7 Reduce Second Chance from $2,344 → $1,500/day
Highest frequency (4.37) and 363 unlikes signal audience fatigue. Reallocate the $844/day saved into the new retargeting layers.
8 Grant Page Access Token for comment monitoring
We need a Facebook Page Access Token to programmatically read and flag negative comments on ads. This would allow us to set up automated monitoring instead of manual checks.
10. Expected Impact
Based on the verified data above, here's what each change should do. These are directional projections, not guarantees.
Killing static/email ads: Removes $432/day at $199.16 CAC. If that budget moves to video/UGC at account-average CAC ($142.73), that's roughly 3 additional purchases per day at the same spend.
Website visitor retargeting: With 207,715 landing page views/month and 0 active retarget campaigns, even a conservative 2% conversion rate on retargeted visitors at $800/day would add ~16 purchases/day at projected $50-80 CAC.
Past purchaser upsell: The paused BOF Spring Sale achieved $134.03 CAC — already below account average. With a dedicated always-on campaign at $500/day targeting past purchasers, projected CAC of $100-130 based on that historical data point (acknowledging the sample was small: 18 purchases).
Net effect: Same $18,759/day total spend, but shifting ~$2,581/day from the worst-performing areas to the highest-potential missing layers. The retargeting campaigns target warm/hot audiences that should convert at lower CAC than cold prospecting.
Data Integrity Note
Every number in this document comes from the Meta Marketing API for account act_542163415992887 using date_preset=last_30d (April 28 – May 27, 2026). Campaign-level purchase counts were individually verified via direct campaign /insights calls (not aggregated from account-level data).
What we could not pull: (1) Comment text on ads — requires Page Access Token, not available via ad account token. (2) Revenue/AOV per campaign — action_values data was truncated in API responses. (3) Audience overlap between campaigns. (4) Creative format classification beyond what ad names indicate.
Data coverage: Listed campaigns account for 98.2% of total spend ($554,670 of $562,768) and 97.1% of total purchases (3,830 of 3,943). The remaining $8,098 / 113 purchases are in smaller/seasonal campaigns.