Priority actions this week
Cyber Safety Project
Zero data returned for the full 30-day period. Account may be paused, disconnected, or have a billing issue.
→ Check Meta Business Manager immediately
GluteGuard
ROAS 0.05 on $6,333 spend — 4 purchases, $321 revenue. Traffic is working (CTR 3.5–4.75%) but there's no bottom of funnel.
→ Verify pixel purchase events + check retargeting is live
Silver Cross
EOFY "Wave + Freebies" creative: $6,457 spend at ROAS 0.04. Frequency 4.28. Sale ended 3 July.
→ Pause EOFY creative + scale COVE STATIC (ROAS 3.76)
Silver Cross (retargeting)
371 add-to-carts worth $315,596 in the period — only 23 purchases completed. 93% ATC drop-off rate.
→ Build ATC retargeting campaign immediately
Accelerate Auto
46 leads at $7.33 CPL — best efficiency in the portfolio. Only spending $337/month. Budget is starving the account.
→ Scale budget 3–5x to capture more lead volume
Visions Fitness
Frequency 4.49 on just $659 spend. Only 5 leads at $132 CPL. Audience saturated, creative fatigued.
→ Expand audience targeting + rotate in fresh creatives
Account overview
| Client | Status | 30d spend | Impressions | CTR | Freq. | Conv. | CPA / ROAS | Key flag |
|---|---|---|---|---|---|---|---|---|
Silver Cross Prams / baby products |
Urgent | $21,260 |
1,900,789 |
1.15% |
4.28 |
23 purchases |
ROAS 1.14 |
EOFY creative draining budget at ROAS 0.04 · Frequency critical · ATC retargeting gap |
GluteGuard Health supplement / ecommerce |
Urgent | $6,333 |
1,021,074 |
1.73% |
2.11 |
4 purchases |
ROAS 0.05 |
BOFU missing — traffic working, zero purchase funnel · Pixel likely not tracking revenue |
Emen8 Sexual health / NFP |
Monitor | $5,556 |
297,844 |
2.64% |
2.16 |
Awareness |
N/A |
Awareness KPIs need formal definition · LP load speed dropping 40% of clicks |
Klaylife Lighting / homewares / ecommerce |
Good | $3,583 |
225,858 |
2.87% |
2.03 |
12 purchases |
ROAS 5.02 |
Strong ROAS, healthy frequency · Scale budget 20–30% · ATC retargeting opportunity |
Holmes Aviation Aviation education |
Good | $2,553 |
515,909 |
1.56% |
1.59 |
15 leads |
$170/lead |
$4,365 effective revenue/lead (enrolment value) · Low frequency — room to scale 30–50% |
BB Garage Auto / 4WD / mechanic |
Good | $1,993 |
208,259 |
5.61% |
2.75 |
26 leads |
$77/lead |
CTR 5.61% outstanding · Phone conversions add uncounted leads · Solid performance |
Thrive 365 NDIS / disability services |
Good | $1,285 |
85,997 |
4.27% |
2.87 |
19 leads |
$68/lead |
Strong CTR + CPL · Frequency approaching 3 — creative refresh needed soon |
The V Spot Vegan / eco products |
Monitor | $967 |
39,028 |
4.07% |
2.57 |
30 purchases |
ROAS 1.86 |
Decent volume but ROAS 1.86 has room to grow · AOV low (~$60) · Strong CTR |
Visions Fitness Gym / group fitness |
Urgent | $659 |
103,731 |
1.48% |
4.49 |
5 leads |
$132/lead |
Frequency 4.49 — audience completely saturated · CPL too high · Needs refresh |
Accelerate Auto European auto service |
Good | $337 |
38,762 |
3.00% |
2.17 |
46 leads |
$7.33/lead |
$7.33 CPL is exceptional — best in portfolio · Budget only $337 · Scale immediately |
Busselton Auto Auto service · WA |
Monitor | $204 |
28,739 |
5.61% |
2.01 |
1 lead |
$204/lead |
7 appointment bookings via pixel not counted as leads · Tracking may be incomplete |
Core Diesel Diesel / 4WD performance · QLD |
Monitor | N/A* |
N/A* |
— |
— |
0 tracked |
— |
API rate-limited during pull · Creative data retrieved · Conversion tracking not set up |
Cyber Safety Project Education / NFP |
Urgent | $0 |
— |
— |
— |
— |
— |
Zero data for 30-day period — account paused, billing issue, or disconnected |
Client deep-dives
Cyber Safety Project Urgent
⚠ Zero data returned from Meta API for the full 30-day period (9 Jun – 8 Jul 2026). The account returned an empty dataset — no campaigns, no spend, no impressions.
- Log in to Meta Business Manager and check account status immediately
- Confirm whether campaigns are paused intentionally or due to a billing/policy issue
- If paused intentionally — confirm with client whether campaigns should be reactivated
- If disconnected — reconnect the account to the Business Manager
GluteGuard Urgent
30d spend
$6,333
Purchases
4
Revenue
$321
ROAS
0.05x
Frequency
2.11
Top creatives (by spend)
| Creative | Spend | CTR | Purchases |
|---|---|---|---|
| How To Read Labels (Blog) | $891 | 4.75% | 0 |
| Nicole Digestion Reel | $743 | 4.30% | 0 |
| 3 Things You Might Not Know | $612 | 4.10% | 0 |
⚠ Traffic campaigns are working — CTR 4–4.75% is strong. The problem is zero purchases flowing from this traffic. BOFU is missing or broken.
Issues
- $6,333 spent, $321 revenue returned — effectively burning money
- No retargeting campaign visible for warm audiences (site visitors, video viewers)
- Pixel purchase events may not be firing correctly on the website
- All spending is TOFU — no BOFU/MOFU campaign confirmed active
Recommendations
- Check pixel purchase events in Meta Events Manager — verify real-time firing
- Confirm whether a retargeting/warm audience campaign exists and is active
- Build BOFU campaign targeting: website visitors 30d + video viewers 50%+
- Consider pausing TOFU spend until retargeting is proven to convert
- Compliance note: creatives must not reference coeliac disease directly
Silver Cross Urgent
30d spend
$21,260
Purchases
23
Revenue
$24,275
ROAS
1.14x
Frequency
4.28
Creative performance
| Creative | Spend | CTR | ROAS |
|---|---|---|---|
| EOFY Wave + Freebies (Video) | $6,457 | 1.2% | 0.04x |
| Reef + Free Highchair (Video) | $2,058 | 1.0% | 0.94x |
| COVE STATIC | $358 | 3.89% | 3.76x |
⚠ Wave + Freebies: $6,457 spend at ROAS 0.04 — $248 revenue. EOFY sale ended 3 July. This creative must be paused immediately.
Issues
- Frequency 4.28 — audiences seeing ads 4+ times, fatigue suppressing performance
- EOFY creative still running 6 days after sale ended — $6,457 wasted this period
- Account-level ROAS barely breaking even at 1.14x
- 371 add-to-carts ($315,596 value) → only 23 purchases: 93% checkout drop-off
Recommendations
- Pause all EOFY creatives immediately (sale ended 3 July)
- Scale COVE STATIC budget — only performing creative at 3.76x ROAS
- Build 2–3 new product-focused static variants similar to COVE STATIC
- Build ATC retargeting campaign — this is the single biggest revenue opportunity
- Implement frequency caps to address 4.28 average and reduce fatigue
Visions Fitness Centre Urgent
30d spend
$659
Leads
5
CPL
$132
CTR
1.48%
Frequency
4.49
Issues
- Frequency 4.49 — every person in the audience is seeing ads 4.5 times on average
- CPL $131.77 is not commercially viable for gym membership acquisition
- CTR 1.48% is below average, confirming creative fatigue
- 12 add-to-cart events ($148) but no completed purchases — checkout flow issue
Recommendations
- Expand audience — broaden geographic radius or add new interest layers
- Rotate in at least 2 fresh creatives immediately — current ads are exhausted
- Investigate the checkout flow — $148 in ATC suggests a purchase option exists but isn't converting
- Consider testing lookalike audiences from existing members
Klaylife Good
30d spend
$3,583
Purchases
12
Revenue
$17,984
ROAS
5.02x
Frequency
2.03
What's working
- ROAS 5.02x — one of the strongest returns in the portfolio
- CTR 2.87% — well above ecommerce average
- Frequency 2.03 — healthy, audience not fatigued, room to scale
- $231,253 in add-to-cart value signals strong purchase intent in the funnel
Opportunities
- Scale budget 20–30% — frequency is low enough to absorb more reach efficiently
- Build ATC retargeting campaign — $231K in cart value with only 12 purchases is a gap
- Confirm whether Lighting campaign is a separate product push (very low individual creative spend suggests DPA/Advantage+)
- If DPA is running, verify catalogue feed quality for the Lighting collection
BB Garage Good
30d spend
$1,993
Leads
26
CPL
$77
CTR
5.61%
Frequency
2.75
Creative performance
| Creative | Spend | Conv. | Notes |
|---|---|---|---|
| Messenger — Service Detail Copy | $198 | 3 | High intent |
| Pre Trip – Customer | $312 | 7 | CTR 6.8% |
Phone calls adding uncounted conversions
8 calls placed via Meta, 3 connected 20+ seconds, 2 connected 60+ seconds. True CPL is lower than $77 when phone leads are included.
What's working
- 5.61% CTR — joint highest in the portfolio, alongside Busselton Auto
- Messenger campaign driving detailed, high-intent enquiries
- 3,242 landing page views — strong traffic quality
Opportunities
- Include phone conversions in CPL calculation — true CPL likely $55–60
- Frequency at 2.75 — still healthy, but monitor monthly
- Explore scaling the Pre Trip – Customer creative (CTR 6.8%)
Thrive 365 Good
30d spend
$1,285
Leads
19
CPL
$68
CTR
4.27%
Frequency
2.87
What's working
- $67.64 CPL is solid for NDIS/disability services lead gen
- CTR 4.27% — second highest in the portfolio, creative resonating
- 19 leads from $1,285 is an efficient result for this budget
Watch points
- Frequency 2.87 — approaching 3, will need creative refresh within the next 2–3 weeks
- WhatConverts showing 4 leads vs 19 Meta-reported — attribution discrepancy to investigate
Recommendations
- Prepare 1–2 new creatives now before frequency triggers fatigue
- Investigate WC lead vs Meta lead discrepancy — may be attribution or tracking gap
- CPL economics are strong — test a modest budget increase
Holmes Aviation Good
30d spend
$2,553
Leads
15
CPL
$170
Video views
251K
Frequency
1.59
What's working
- Frequency 1.59 — lowest in portfolio, massive room to scale without fatigue risk
- 251,124 video views at low cost — strong awareness building
- $65,483 in attributed conversion value from 15 leads = $4,365 per lead (enrolment value)
- High-value lead type justifies $170 CPL commercially
Opportunities
- Low frequency means this account can absorb a 30–50% budget increase
- Test direct-response creative with harder CTAs alongside current video content
- Build lookalike audiences from converted leads (enrolled students) if data available
- Ensure lead quality is being fed back from sales team to validate CPL economics
Accelerate Auto Good
30d spend
$337
Leads
46
CPL
$7.33
CTR
3.00%
Frequency
2.17
Why this is exceptional
- $7.33 CPL — industry benchmarks for automotive lead gen sit at $30–$80+
- 46 leads from $337 — extraordinary efficiency at current spend level
- Frequency 2.17 — still healthy, room to scale before fatigue
- CTR 3.00% — strong creative performance
Scale plan
- Scale budget 3–5x immediately — current CPL easily justifies $1,000–$1,500/month
- Set a ceiling at the point where CPL exceeds $40–$50 (based on service value)
- Monitor lead quality closely as spend scales — early efficiency sometimes reflects small, warm audience
- Document what's driving the efficiency (creative, audience, campaign structure) and consider replicating across other auto clients
Emen8 Monitor
30d spend
$5,556
Impressions
297,844
CTR
2.64%
LPVs
4,758
Frequency
2.16
Performance vs objective
Awareness objective — no purchase conversions expected
Emen8 is a public health client running PrEP and HIV awareness campaigns. ROAS is not the right metric. CTR 2.64% and frequency 2.16 are both healthy for an awareness campaign at this scale.
- PrEP awareness campaign targeting 40–64: CTR 7.3% — strong for this demographic
- Frequency 2.16 — healthy, audience receiving but not over-served
Watch points
- 60% click-to-landing-page-view rate — 40% of clicks not loading the page, suggesting LP speed issue
- No downstream event defined (resource download, clinic-finder click) — hard to measure meaningful engagement
- Campaign KPIs not formally defined in Meta — no formal target for reach or link clicks
Recommendations
- Investigate landing page load speed — 40% drop-off between click and LPV is significant
- Add a downstream conversion event (e.g. find-a-clinic click, resource download) to measure real engagement
- Formally set KPI targets (reach, LPV volume) in the campaign settings
The V Spot Monitor
30d spend
$967
Purchases
30
Revenue
$1,799
ROAS
1.86x
Frequency
2.57
What's working
- 30 purchases in the period — healthy conversion volume for this budget
- CTR 4.07% — strong, creative resonating with audience
- CPA $32.23 — reasonable for the category
Opportunities
- ROAS 1.86 is profitable but modest — test higher-AOV products or bundles to lift average order value (~$60 currently)
- Add post-purchase email sequences to improve repeat purchase and LTV
- Monitor frequency (2.57) — getting close to 3, keep an eye on it
- Strong CTR suggests audience/creative fit is good — the gap is in AOV, not volume
Core Diesel Monitor
⚠ Account-level insights were rate-limited during this data pull. Creative-level data was retrieved separately. Re-pull full account metrics when Meta API rate limit resets.
Creative activity (observed)
| Creative | Spend | CTR |
|---|---|---|
| Front Bars | $27.74 | 1.51% |
| Remap Post | $19.23 | 1.84% |
| Performance Upgrades | $11.40 | — |
Low per-creative spend suggests budget was distributed across many ads or the rate-limit hit early in the pull.
Recommendations
- Audit conversion event setup — ensure form submissions, phone clicks, and booking completions are tracked as Meta events
- TOFU creative library is solid (technical, educational content) — verify BOFU/retargeting is active and converting
- Re-pull full account insights when rate limit clears to get definitive spend and frequency data
Busselton Automotive Monitor
30d spend
$204
Leads (pixel)
1
Appt. bookings
7
CTR
5.61%
Frequency
2.01
Tracking note
True CPL may be ~$29, not $204
The pixel recorded 1 lead form submission but also 7 scheduled appointment events. If appointment bookings count as conversions, effective CPL drops to ~$29 — a very different picture. This needs to be confirmed in Meta Events Manager.
Recommendations
- Confirm conversion event setup — are appointment bookings being counted as leads in Meta?
- If true CPL is ~$29, this account is performing well and warrants budget increase
- At $204/month, there is insufficient data to make confident optimisation decisions — minimum $600–$800/month recommended
- CTR 5.61% is excellent — creative and audience fit is strong