Meta Ads Performance Review
Magnifiscent UK · act_466067486116405 · GBP · Apr 20, 2026
Purchase ROAS
3.24x
Daily Purchases
16.0
Cost per Purchase
£23.33
Daily Spend
£402.47
CPM
£7.47
Frequency
2.40x
The weekend generated 18 purchases per day at a cost per purchase of £27.42 and a Purchase ROAS of 3.51. All three metrics are materially better than both the baseline and the prior 7-day decline period.
Weekend Verdict
Performance is genuinely recovering. However, the improvement is despite the fragmented structure, not because of it.
ROAS & Cost per Purchase — Three Periods
Account-Level Metrics — Period Comparison (Daily Averages)
| Metric | Baseline (Mar 20–Apr 9) | 7-Day Prior (Apr 10–16) | Weekend (Apr 18–20) | vs Baseline | vs 7-Day Prior |
|---|---|---|---|---|---|
| Daily Spend | £597.73 | £563.73 | £493.60 | -17.4% | -12.4% |
| Daily Purchases | 13.3 | 11 | 18 | +35.5% | +63.6% |
| Purchase ROAS | 3.05x | 2.55x | 3.51x | +15.3% | +37.9% |
| Cost per Purchase | £44.99 | £51.25 | £27.42 | -39.0% | -46.5% |
| CPM | £13.18 | £13.65 | £9.56 | -27.5% | -30.0% |
| Frequency | 5.82x | 5.19x | 3.21x | -44.8% | -38.1% |
The most dramatic turnaround is in P2 Scaling Winners — ROAS jumped from 2.23 to 4.22. Retargeting is the standout performer with a ROAS of 5.89 and cost per purchase of just £15.17.
| Campaign | Spend | Purchases | ROAS | CPP |
|---|---|---|---|---|
| P1 – Creative Testing | £759.37 | 24 | 3.02x | £31.64 |
| Retargeting | £151.67 | 10 | 5.89x | £15.17 |
| Lumamax Testing | £208.78 | 5 | 2.32x | £41.76 |
| P2 Scaling Winners | £360.97 | 15 | 4.22x | £24.06 |
| March Spring Offerspaused | — | — | — | — |
ROAS by Campaign — Baseline vs Weekend
Weekend Spend Distribution
Retargeting — Ad Set Detail (Weekend)
| Ad Set | Spend | Purchases | CPP | ROAS | Freq | LPV→ATC | ATC→IC | IC→Purch |
|---|---|---|---|---|---|---|---|---|
| 24.1 - Winning Video | £110.12 | 8 | £13.77 | 7.05x | 2.19 | 55.1% | 23.3% | 80.0% |
| 30.11 - NEW BAN Founder Content | £41.64 | 2 | £20.82 | 2.82x | 1.64 | 46.2% | 25.0% | 33.3% |
The weekend improvement in P2 Scaling is real, but it is being driven by a handful of ad sets that are beginning to exit the learning phase. 24 of 31 ad sets still generated zero purchases while consuming budget.
Meta's recommendation system has issued four separate fragmentation warnings, covering 30, 17, 9, and 5 ad sets respectively. Meta estimates consolidation would deliver a 13% lower cost per purchase.
Meta Warnings Issued
4
Estimated CPP Saving
13%
Account-Wide Waste
£142.79
Top 3 Adsets = Spend
61.2%
Total Ad Sets
31
Budget Wasted
£46.55
Waste Rate
17.1%
P2 Scaling Winners — Ad Set Distribution (Weekend)
| Ad Set | Spend (3 days) | Purchases | Cost per Purchase | ROAS | Status |
|---|---|---|---|---|---|
| 35 Cost Cap | £88.11 | 5 | £17.62 | 3.42x | Converting |
| 5.4 - Transform Home Zenplug | £46.32 | 1 | £46.32 | 1.27x | Converting |
| 7.4 - Many Benefits Zenplug | £32.22 | 2 | £16.11 | 2.57x | Converting |
| 14.4 - iMessage Notification LumaMax | £22.92 | 1 | £22.92 | 5.93x | Converting |
| 14.4 - Us Vs Them Star ZenPlug | £17.35 | 1 | £17.35 | 9.74x | Converting |
| 14.4 - Sold Out 10x LumaMax | £10.53 | 2 | £5.26 | 34.56x | Converting |
| 14.4 - Myth vs Fact Oil LumaMax | £8.29 | 1 | £8.29 | 30.65x | Converting |
| 14.4 - Warning Best ZenPlug | £6.37 | 0 | — | — | Zero Purchases |
| 14.4 - X Signs Scent Upgrade LumaMax | £5.98 | 0 | — | — | Zero Purchases |
| 14.4 - Copy-Led Expensive LumaMax | £5.54 | 0 | — | — | Zero Purchases |
| Remaining 21 ad sets | £89.16 | 3 | £29.72 | — | Converting |
Your media buyer made five specific claims about the account structure and CBO efficiency. Each has been assessed against the live performance data.
"I don't think the audience etc is a thing of fragmentation — it is set out this way so we know which ad sets are working"
This conflates creative testing with ad set fragmentation. Testing creatives should use multiple ads within a single ad set, not 30+ separate ad sets within a scaling campaign.
"The structure is fine"
Meta's own recommendation system issued four separate fragmentation warnings on this account, covering 30, 17, 9, and 5 ad sets respectively.
"Good now"
Performance has improved significantly over the weekend. ROAS of 3.51 and cost per purchase of £27.42 are genuinely strong numbers.
"Nothing is wasted as things are battling each other"
Budget waste is quantifiable and significant. £142.79 (9.6% of weekend spend) went to ad sets that generated zero purchases.
"We are being super efficient with budget since it's CBO"
CBO is a budget allocation mechanism, not a fragmentation solution. CBO works best when choosing between a few stable, optimised ad sets — not 31 simultaneously learning ones.
Pause the 24 ad sets in P2 Scaling that received spend over the past 7 days but generated zero purchases. Retain only the proven performers: 35 Cost Cap, 7.4 Many Benefits Zenplug, 14.4 Sold Out 10x, 14.4 Us Vs Them Star, and 14.4 iMessage Notification.
Expected Impact
Estimated 13% CPP reduction per Meta's own recommendation
Do not launch new ad sets in P2 Scaling for at least 7 days. Each wave of new ad sets triggers a learning phase that degrades the entire campaign's efficiency for 7–10 days. The Apr 14 batch is still exiting learning.
Expected Impact
Prevents recurrence of the Apr 10–16 performance decline
Add new creative as additional ads within existing P1 Creative Testing ad sets, not as new ad sets. P1 is correctly structured for testing and is now the account's primary volume driver at £253/day spend and 8 purchases/day.
Expected Impact
Maintains creative testing without triggering fragmentation