Answers from real Meta ad audits
Questions brand owners ask about their Meta ads, answered with numbers from real ad accounts, anonymised.
Inside the Account, No. 1: Why did my giveaway lower my account ROAS?
A giveaway took account ROAS from 4.64 to 3.55: small orders, buyers moved from other campaigns, and $5,193 spent at 1.45 after the bonus ended.
Why did my ROAS drop when I increased my Meta ads budget?
In one audit, spend over $5,000 a day returned 1.26, then 1.02, against a 1.39 break-even. Why ROAS drops as you increase a Meta budget: diminishing returns.
Why don't my Meta ads purchases match Shopify?
In a real audit, Meta credited the ads with 76% of the store's orders. Why Meta ads purchases don't match Shopify, and how to check yours in 10 minutes.