A large advertiser is running conversion campaigns across Meta Ads Manager using Facebook Feed, Instagram Reels, and Stories placements. Over the last 4 weeks, spend increased, but reported business outcomes did not keep pace, and the Account Executive wants a structured way to analyze campaign performance and identify where the gaps are.
Last month, the advertiser spent $1.2M and generated 24M impressions, 360K link clicks, 18K landing page views, 7,200 purchases, and $864K in attributed purchase value. This month, spend rose to $1.5M, impressions to 30M, and clicks to 420K, but landing page views only increased to 19K, purchases fell to 6,300, and attributed purchase value declined to $756K. CTR moved from 1.50% to 1.40%, CPC from $3.33 to $3.57, landing page view rate from 5.0% to 4.5% of clicks, purchase conversion rate from 40.0% to 33.2% of landing page views, and ROAS from 0.72x to 0.50x.
Stakeholders are asking whether the issue is audience quality, creative fatigue, placement mix, on-site conversion friction, or attribution/reporting changes.