01
YTD Overview
$2.10M
Total Spend
$2,098,241.61
13,199
Purchases
pixel-attributed
$158.97
Cost Per Purchase
YTD average
$1.43M
Pixel Revenue
$1,432,527.41
0.68x
Pixel ROAS
pixel-attributed only
$108.53
Avg Order Value
pixel AOV
02
Monthly Performance
Data Note: Monthly totals sum to $2,090,209.44 / 13,169 purchases. The YTD account-level total is $2,098,241.61 / 13,199. The $8K / 30 purchase difference (0.38%) is due to Meta's cross-boundary attribution windows. Monthly figures used for trend analysis; account-level for YTD totals.
Monthly Spend
Cost Per Purchase by Month
| Month | Spend | Purchases | CPA | Impressions | Link Clicks | Add to Cart | Checkout |
|---|
| January | $262,003 | 1,279 | $204.85 | 9,781,133 | 77,288 | 6,945 | 4,375 |
| February | $291,944 | 868 | $336.34 | 11,476,834 | 127,471 | 4,971 | 3,091 |
| March | $358,402 | 2,626 | $136.48 | 15,478,268 | 123,589 | 14,213 | 9,774 |
| April | $465,591 | 3,521 | $132.23 | 22,810,891 | 193,748 | 13,456 | 10,564 |
| May | $565,821 | 4,131 | $136.97 | 28,709,671 | 312,819 | 18,801 | 12,803 |
| June (1-15) | $146,448 | 744 | $196.84 | 10,371,476 | 83,370 | 2,882 | 1,996 |
| Monthly Sum | $2,090,209 | 13,169 | $158.72 | 98,628,273 | 918,285 | 61,268 | 42,603 |
03
Recent Performance Windows
Last 7 Days
$140.90
CPA
$50,441 spend / 358 purchases
Last 30 Days
$143.47
CPA
$488,654 spend / 3,406 purchases
YTD Average
$158.97
CPA
$2,098,242 spend / 13,199 purchases
Trend: Recent CPA ($140-$143) is running 10-12% below the YTD average ($158.97), indicating improving efficiency as the account scales.
04
Agency Performance
Campaign coverage: 91.2% of YTD spend ($1.91M of $2.10M). Remaining 8.8% is uncategorized or from campaigns not returned in the paginated API response.
LSG
$127.97
$545,410 spend
4,262 purchases
6 campaigns
Best CPA
NRM
$172.64
$512,212 spend
2,967 purchases
9 campaigns
PREV
$178.19
$796,320 spend
4,469 purchases
8 campaigns
Key Insight: LSG delivers 35% lower CPA than PREV ($127.97 vs $178.19) and 26% lower than NRM ($172.64). LSG's "Audience Testing" campaign alone has 2,495 purchases at $112.18 CPA, the best-performing campaign in the account.
05
Campaign Performance Rankings
| # | Campaign | Agency | Spend | Purchases | CPA | Grade |
|---|
| 1 | Audience Testing | LSG | $279,900 | 2,495 | $112.18 | A |
| 2 | Lash DPA Broad | PREV | $16,459 | 126 | $130.63 | A |
| 3 | DPA TOF/BOF | NRM | $34,672 | 256 | $135.44 | A |
| 4 | Creative Testing | LSG | $230,438 | 1,591 | $144.84 | A |
| 5 | Lash Evergreen | PREV | $22,278 | 148 | $150.53 | B |
| 6 | Spring Sale | PREV | $13,766 | 90 | $152.95 | B |
| 7 | DPA Broad Jan2025 | PREV | $85,542 | 556 | $153.85 | B |
| 8 | Second Chance ASC+ | LSG | $10,495 | 68 | $154.33 | B |
| 9 | Top Performers ASC+ | LSG | $16,816 | 108 | $155.71 | B |
| 10 | Broad AP+ (TOF) | NRM | $309,805 | 1,977 | $156.70 | B |
| 11 | April Spring Sale | NRM | $48,393 | 305 | $158.67 | B |
| 12 | Evergreen Broad | PREV | $32,100 | 195 | $164.61 | C |
| 13 | DPA Evergreen Sep2024 | PREV | $450,019 | 2,523 | $178.37 | C |
| 14 | BOF MW0414 | NRM | $20,007 | 107 | $186.98 | C |
| 15 | Traffic Broad | PREV | $124,793 | 638 | $195.60 | C |
| 16 | Hair Evergreen Nov2025 | ? | $59,634 | 275 | $216.85 | D |
| 17 | NCA May Test | NRM | $51,641 | 201 | $256.92 | D |
| 18 | VV Interest | PREV | $51,364 | 193 | $266.13 | D |
| 19 | BETA | NRM | $20,061 | 68 | $295.01 | F |
| 20 | Skincare Brands | NRM | $6,297 | 18 | $349.84 | F |
| 21 | Beauty & Wellness | NRM | $1,652 | 3 | $550.69 | F |
| 22 | M25+ AP+ | NRM | $19,684 | 32 | $615.13 | F |
| 23 | Video Views (Engagement) | LSG | $7,758 | 0 | N/A | VV |
| Total (23 campaigns) | | $1,913,575 | 11,973 | $159.83 | |
Grade: A = CPA under $150 | B = $150-$165 | C = $165-$200 | D = $200-$300 | F = $300+. Coverage: 91.2% of total YTD spend.
06
Purchase Funnel
"Add Payment Info" pixel fires inconsistently (5,290 events vs 13,169 purchases), so it is excluded from the funnel. All numbers from monthly sum.
View Content
494,836
100%
Add to Cart
61,268
12.4% of views
Initiate Checkout
42,603
69.5% of ATC
Purchase
13,169
30.9% of checkout
30.5%
Cart Abandonment
ATC to Checkout drop
69.1%
Checkout Abandonment
Checkout to Purchase drop
2.66%
View to Purchase
overall conversion rate
07
Campaign Status Map
Currently Active
LSG | Top Performers ASC+ New | $5K/day
LSG | Creative Testing | ABO
LSG | Engagement | Video Views | $250/day
LSG | Audience Testing (just created Jun 15)
Recently Paused
LSG | Second Chance ASC+ | $500/day
NRM | TOF Broad AP+ | $8,500/day
NRM | M25+ AP+ | $400/day
PREV | DPA Evergreen Sep2024
PREV | Traffic Broad Aug2024
PREV | VV Interest Aug2024
08
Key Findings
1. Scale Absorption is Working. Spend grew 2.16x from Jan ($262K) to May ($566K) while CPA actually IMPROVED from $204.85 to $136.97. The account handles scale well.
2. LSG is the Clear Winner. $127.97 CPA across 4,262 purchases, 26-35% cheaper than NRM ($172.64) and PREV ($178.19). Their "Audience Testing" campaign ($112.18 CPA on 2,495 purchases) is the single best campaign in the account.
3. February Was the Worst Month. $336.34 CPA on only 868 purchases. Likely a creative/audience fatigue cycle that was corrected in March.
4. June CPA is Climbing. $196.84 through June 15. Higher than the Mar-May average ($135) but only 15 days of data. Worth monitoring whether this is a seasonal shift or early signal.
5. NRM has 4 F-Grade Campaigns. M25+ AP+ ($615 CPA), Beauty & Wellness ($551), Skincare Brands ($350), and BETA ($295). Combined $47.7K spend on 121 purchases. All now paused.
6. 69.1% Checkout Abandonment. Of the 42,603 people who initiate checkout, only 13,169 complete the purchase. This is the biggest funnel leak and a CRO opportunity.
7. PREV Still Running Legacy Campaigns. $796K (38% of total) on 8 campaigns from Aug-Sep 2024 and Jan 2025. DPA Evergreen Sep2024 alone is $450K at $178.37 CPA. These are running on legacy audiences/creatives.
8. Pixel ROAS is 0.68x. This is standard for DTC beauty on Meta. Meta's value comes from demand generation, brand halo driving Google purchases, and post-purchase subscription LTV, not direct pixel ROAS.
09
Engagement Metrics (YTD)
10
Scale Trajectory
Q1 (Jan-Mar)
$912K
4,773 purchases
$191.15 CPA
Q2 to Date (Apr-Jun 15)
$1.18M
8,396 purchases
$140.39 CPA
Q2 is outperforming Q1 on all metrics. Spend increased 29% ($912K to $1.18M), purchases increased 76% (4,773 to 8,396), and CPA improved 27% ($191.15 to $140.39). The combination of LSG's campaigns and scale efficiencies is driving this improvement.