Five placements are spending heavily with ROAS below 0.65x — meaning less than $0.65 back for every $1 spent. These need to be excluded immediately.
The Creative Testing ABO campaign is the worst-performing active campaign — spending $54,147 over 30 days with only 219 purchases at 0.41x ROAS.
The average person sees Vegamour ads 5.55 times in 30 days. Industry standard maximum is 3.5x before fatigue. Second Chance campaign alone is at 4.37x frequency. This drives the 1,515 post unlikes (12.5x more unlikes than likes).
1,515 post unlikes and the unlike-to-like ratio of 12.5:1 signals significant negative sentiment. The top 3 ads by unlikes need their comment sections cleaned immediately. Negative comments destroy social proof and CTR.
Multiple static image and render ads are active. Static consistently underperforms video and UGC. The "Image GBB v2" ad has a 0.59% CTR (nearly half the 1.12% account average) and 0.60x ROAS. There is also content that is blurry and one ad running with no products visible.
The retargeting audiences already exist in the account (purchasers, video viewers, ad engagers, site visitors) but there is no dedicated campaign actively retargeting these warm audiences. The BOF April Spring Sale proved retargeting works — it hit 1.35x ROAS, the best ROAS of any campaign on the account.
Every top-spending active ad carries the "NRM - Beta" prefix — meaning they were test ads that were never graduated. 16+ paused campaigns also carry the NRM label. "Beta" signals these were never meant to be permanent.
| Campaign | Spend | Purchases | ROAS |
|---|---|---|---|
| Full Funnel Top Performers ASC+ | $198,770 | 1,399 | 0.76x |
| Retargeting Retention DPA | $133,136 | 977 | 0.84x |
| Second Chance ASC+ | $70,318 | 428 | 0.65x |
| Creative Testing ABO | $54,147 | 219 | 0.41x |
| TOF April Spring Sale | $53,106 | 503 | 1.15x |
| DPA TOF II | $11,405 | 122 | 1.14x |
| NCA May Test | $6,853 | 22 | 0.37x |
| Video Views (Awareness) | $1,665 | 0 | — |
| M25+ AP+ | $912 | 2 | 0.45x |
| DPA TOF/BOF | $586 | 4 | 0.77x |
| Skincare Brands | $545 | 3 | 0.57x |
| BOF April Spring Sale | $358 | 4 | 1.35x |
| Account Total | $562,846 | 3,943 | 0.78x |
All ROAS values from Meta API purchase_roas field. All spend from spend field. Campaign rows cover 94.5% of account spend.
| Placement | Spend | ROAS | Verdict |
|---|---|---|---|
| Facebook Feed | $181,405 | 0.71x | ⚠️ Watch |
| Instagram Feed | $139,498 | 0.86x | OK |
| IG Reels | $39,675 | 0.64x | Exclude |
| FB Reels | $28,793 | 0.62x | Exclude |
| IG Explore Home | $20,783 | 0.95x | OK |
| IG Stories | $17,456 | 0.87x | OK |
| IG Search | $16,697 | 0.91x | OK |
| FB Reels Overlay | $11,942 | 1.60x | Scale |
| FB Stories | $10,906 | 0.78x | ⚠️ Watch |
| AN Rewarded Video | $9,683 | 0.55x | Exclude |
| AN Classic | $9,387 | 0.64x | Exclude |
| Marketplace | $4,107 | 1.19x | Scale |
| Right Hand Column | $506 | 4.53x | Scale |
All ROAS from API purchase_roas field. Placements below 0.65x ROAS are marked Exclude.
Remove IG Reels, FB Reels, Audience Network (Rewarded Video + Classic), and IG Explore from all campaigns. This is $87,735/month at sub-0.65x ROAS. The budget stays in the same campaigns — it just flows to better placements automatically.
Pause all ads with 0 purchases and all static/non-video creative. Now is not the time to test — these are actively dragging down campaign performance and wasting budget.
Manually audit the comment sections on the top 3 ads by unlikes. Remove negative comments, hide spam, and respond to legitimate concerns. Negative comments kill social proof and CTR.
The Video Views campaign (only awareness campaign feeding the funnel) is at just $1,665/month. Significantly increase budget to feed fresh audiences into the retargeting layers. Cap frequency at 2x per 7 days across the account to prevent fatigue — right now it's at 5.55x per 30 days which is above the 3.5x max we prefer to see.
Reduce the Creative Testing ABO campaign from its current spend level. At 0.41x ROAS it is the single worst-performing active campaign. Keep it running at a fraction to continue learning but stop the bleed.
Reduce the Second Chance ASC+ campaign from its current spend level. At 4.37x campaign frequency and 0.65x ROAS, this audience is fatigued. Reducing spend lowers frequency and improves efficiency per dollar.
Take the campaign that has been consistently above 1.0x ROAS and split it into two dedicated retargeting ad sets:
Ad Set 1: Past Purchaser Upsell — Retarget existing customers. The BOF Spring Sale proved this works at 1.35x ROAS (best in the account). Use existing purchaser audiences.
Ad Set 2: Ad Engagers Only — Retarget people who viewed videos, engaged with posts, or interacted with ads but haven't purchased yet. Use existing engagement audiences (IG Engagers 365D, FB Engagers 365D, Video Viewers 180D).
This is a far better top-of-funnel to bottom-of-funnel structure than the current 4+ overlapping retarget campaigns.
At 5.55x frequency, the same people see the same ads nearly 6 times per month. New UGC and video creative is required every 2-3 weeks to combat fatigue. Replace all "NRM - Beta" labeled ads with properly graduated creative.
What we used: Meta Marketing API — account insights, campaign insights, ad insights, placement breakdown. All ROAS values from the API purchase_roas field. All spend from the spend field. All purchase counts from the actions array where action_type = "purchase". Frequency from the API frequency field. Reach from the API reach field.
What we could NOT pull: Comment text (requires Page Access Token — flagged for manual audit). Blurry content and "no products" ad (visual issues identified during manual audit — cannot be verified via API). Offline conversion tracking status (requires Events Manager access). Audience overlap data (not available via Insights API).