Habibi Parfums — Meta Ads Performance Report

Account Overview

Account Scorecard

Week of Mar 2–8, 2026 — Live Meta API data vs media buyer stated figures

Total Spend

$8,697.54

↑ 23% vs prior week

Prior: $7,072.46

Account ROAS

1.68x

↓ 22.2% vs prior week

Target: 2.0x | Prior: 2.16x

CAC (New Customers)

$66.94

↑ 28.7% vs prior week

AOV: $102.34

AOV

$102.34

↑ 21.3% vs prior week

Prior: $84.36 — partially offsets CAC rise

Total Purchases

144

Meta omni_purchase events

New Customers

85

+1 vs prior week (84 → 85)

Existing Customers

46

Retention campaign + ASC

Avg Frequency

3.13

Above 2.5 — monitor fatigue

CPM

$24.68

CPC: $1.47

CTR (Link)

1.77

1.77% — industry avg ~1.5%

Add to Cart

566

ATC→Purchase: 25.4%

Initiate Checkout

159

IC→Purchase: 90.6%

Week-over-Week Change (%)

Green = improvement, Red = deterioration (direction-adjusted per metric)

Impressions

334,822

Reach: 112,662 accounts

Landing Page Views

3,439

58% of link clicks

View Content

4,055

Product page views

CPP (Meta)

$60.40

Cost per purchase

Action Required

Priority Actions

9 specific actions ranked by urgency — P1 requires immediate attention today

P1 — Today (Critical)P2 — This WeekP3 — MonitorP4 — Strategic

P1Today

🚨 Pause Lydia Batch 1 & Erica Batch 1 — Below Break-Even

Two ad sets in the Bid Cap campaign are burning budget below break-even. Lydia Batch 1 (0.95x ROAS, $617 spend) and Erica Batch 1 (0.89x ROAS, $410 spend) represent $1,027 in spend generating a net loss. The media buyer did not flag these — this is a critical gap.

Data: Lydia B1: $617 spend, 0.95x ROAS, CPP $68.59, Freq 2.67. Erica B1: $410 spend, 0.89x ROAS, CPP $136.82. Combined loss-generating spend: $1,027.

P1Today

🚨 Rotate Retention Creative — Audience Fatigue Confirmed

The Retention campaign is at 1.03x ROAS on $690 spend — barely above break-even. Only 7 purchases from an existing customer audience. 70 Add-to-Carts → 7 purchases = severe checkout abandonment suggesting offer weakness or friction.

Data: Retention: $690 spend, 1.03x ROAS, 7 purchases, CPP $98.60. ATC→Purchase rate: 10% (should be 40%+). Body Mist Freq 2.21 in this campaign.

P1This Week

🚨 Verify Women's Discovery Set New LP Pixel — 11x Attribution Gap

Meta reports 3.15x ROAS and 4.40% CVR on the new LP. Triple Whale reports 0.27x ROAS and 1.18% CVR. An 11x gap is unusual even for attribution model differences and suggests a pixel misconfiguration on the new LP.

Data: Meta live: $278 spend, 3.02x ROAS, 6 purchases, CPP $46.49, CVR 4.88%. TW: 0.27x ROAS, 1.18% CVR. Gap: 11x.

P2This Week

⚠️ Scale Discovery Sets ASC — Best CPP in Account ($18.56)

The Discovery Sets campaign has the lowest CPP in the account at $18.56 and a 2.72x ROAS, yet received only $244 in spend — just 2.8% of total budget. This is the most capital-efficient campaign and is massively underfunded.

Data: Discovery Sets: $244 spend, 2.72x ROAS, 13 purchases, CPP $18.56, Freq 1.58 (healthy), CTR 2.30%.

P2This Week

⚠️ Reallocate Lydia/Erica Budget → Women's Discovery Set & Body Mist

After pausing Lydia Batch 1 and Erica Batch 1, the freed $1,027/week should be redirected to the two best-performing ad sets in the Bid Cap campaign: Women's Discovery Set (3.02x ROAS) and Body Mist (3.06x ROAS).

Data: Women's Disc Set: $278 spend, 3.02x ROAS. Body Mist: $142 spend, 3.06x ROAS. Both have healthy frequency and room to scale.

P2This Week

⚠️ Scale Men's Discovery Set Batch 2 — Strongest New Ad Set

Men's Discovery Set Batch 2 has the highest CTR in the account (3.42%), a $44.04 CPP, and 14 purchases on $616 spend. Despite being below the 2x ROAS target at 1.25x, the strong engagement metrics suggest it needs more budget to optimize.

Data: Batch 2: $616 spend, 1.25x ROAS, 14 purchases, CPP $44.04, CTR 3.42%, Freq 1.22 (very healthy). Compare to Batch 1: $245 spend, 1.12x ROAS, CPP $61.47.

P3Monitor

📈 Watch Decimal J14 Frequency (2.76) — Creative Refresh Ready

The Decimal J14 ad set (Main ASC) has a frequency of 2.76 — approaching the fatigue threshold of 3.0. ROAS has dropped from ~4x two weeks ago to 1.53x. The new headline-edited organic assets are ready to deploy.

Data: Decimal J14: $1,123 spend, 1.53x ROAS, Freq 2.76, CPP $74.91. Account avg freq: 3.13.

P3Monitor

📈 Cautious Scale on KRO Quiz Ads — High CPM Limits Ceiling

Quiz Ads are performing at 2.27x ROAS above the 2.0x target. The media buyer is correctly cautious about scaling given volatility. The CPM of $45.07 (82% above account average) limits scale potential.

Data: KRO Quiz Ads: $1,051 spend, 2.27x ROAS, 18 purchases, CPP $58.43, CPM $45.07, Freq 1.79.

P4Strategic

🔵 TOF Traffic Campaign — Measure Halo Effect Over 2 Weeks

The media buyer reactivated a TOF Prospecting Traffic campaign at $50/day, hypothesizing it contributed to the record-breaking week two weeks ago via a halo effect. This is a valid hypothesis but requires 2 weeks of data to evaluate.

Data: Not visible in current 7-day data. Halo effect theory is consistent with Meta auction dynamics — TOF traffic can increase brand search volume and direct traffic.

Campaign Analysis

Campaign Performance Overview

5 active campaigns — sorted by ROAS. Target: 2.0x. Break-even: 1.0x.

Campaign ROAS vs Target

Purchase ROAS — dashed line = 2.0x target, dotted = 1.0x break-even

Budget Allocation

~85% of spend is in below-target campaigns

Bid Cap Testing
Main ASC
Quiz Ads
Retention
Discovery Sets

Campaign	Spend	Impressions	CTR	CPM	Freq	Purchases	CPP	ROAS	Est. Revenue
Bid Cap Testing	$3,455.75	163,864	1.52%	$21.09	2.19	67	$51.58	1.55x	$5,356.41
Main ASC	$3,255.53	103,042	1.57%	$31.59	2.19	39	$83.47	1.69x	$5,501.85
Quiz Ads	$1,051.79	23,336	1.98%	$45.07	1.79	18	$58.43	2.27x	$2,387.56
Retention	$690.21	24,993	1.89%	$27.62	1.95	7	$98.60	1.03x	$710.92
Discovery Sets	$244.26	11,116	2.30%	$21.97	1.58	13	$18.56	2.72x	$664.39
Account Total	$8,697.54	334,822	1.77%	$24.68	3.13	144	$60.40	1.68x	$14,612.07

Ad Set Analysis

Ad Set Deep Dive

17 active ad sets — full funnel metrics, ROAS, and efficiency flags. Click column headers to sort.

Bid Cap Campaign — Ad Set ROAS

Massive internal disparity: 3.06x vs 0.89x in the same campaign

Cost Per Purchase by Ad Set

vs account average $60.40 — lower is better

Ad Set		ATC	IC	Purch.					Flag
Full Size Main ASC Campaign	$2,132	127	30	24	$88.83	1.77x	1.79	1.81%	⚠ Warning
Full Size Main ASC Campaign	$1,124	79	8	15	$74.91	1.53x	2.76	1.61%	⚠ Warning
PUR KRO	$1,052	45	10	18	$58.43	2.27x	1.79	1.98%	✅ On Target
Annika Batch 1 New Creative Testing	$701	55	13	15	$46.73	1.31x	2.19	1.51%	⚠ Warning
Existing Customers Retention	$690	70	10	7	$98.60	1.03x	1.95	1.89%	🚨 Critical
Lydia Batch 1 New Creative Testing	$617	21	21	9	$68.59	0.95x	2.67	1.06%	🚨 Critical
Men's Discovery Set Batch 2 New Creative Testing	$617	51	37	14	$44.04	1.25x	1.22	3.42%	⚠ Warning
Full Size New Creative Testing	$437	33	7	9	$48.57	2.14x	2.26	2.04%	✅ On Target
Erica Batch 1 New Creative Testing	$410	22	7	3	$136.82	0.89x	1.49	2.27%	🚨 Critical
Women's Discovery Set New Creative Testing	$279	16	8	6	$46.49	3.02x	2.83	1.45%	✅ On Target
Men's Discovery Set New Creative Testing	$246	23	6	4	$61.47	1.12x	1.48	1.57%	⚠ Warning
Discovery Set Discovery Sets Testing	$241	16	10	13	$18.56	2.75x	1.58	2.30%	✅ On Target
Body Mist New Creative Testing	$143	13	2	6	$23.78	3.06x	2.21	1.88%	✅ On Target

Showing ad sets with >$10 spend. Ad sets with 0 purchases show "—" for CPP and ROAS. Frequency color: green <2.5, amber 2.5–3.0, red >3.0.

Audience Intelligence

Audience & Placement Breakdown

Age, gender, platform, and device performance — identify where budget is most efficient

ROAS by Age Group

35–44 is the sweet spot: best ROAS (2.21x) with highest spend ($1,972)

Spend vs CPP by Age

25–34 has worst ROAS (0.97x) — consider excluding or reducing bids

Spend ($)
CPP ($)

Gender

Female: 1.77x ROAS | Male: 1.61x ROAS

Female$2,829 spend · 40 purch.

Male$5,557 spend · 93 purch.

Platform

Facebook: 1.88x | Instagram: 1.40x | Threads: 0x

FacebookCPM $22.51 · 77 purch.

InstagramCPM $29.47 · 56 purch.

ThreadsCPM $8.36 · 0 purch.

Device

Android: 2.20x ROAS | iPhone: 1.52x | Desktop: 1.00x

iPhone$5,574 · 1.52x

Android Phone$2,299 · 2.20x

Desktop$365 · 1.00x

iPad$191 · 0.00x

📊 Key Audience Insights for Media Buyer

Best Age Segment

35–44

2.21x ROAS, $51.90 CPP, $1,972 spend. Scale here.

Worst Age Segment

25–34

0.97x ROAS — below break-even. Consider bid reduction.

Best Platform

Facebook

1.88x ROAS vs Instagram 1.40x. CPM $22.51 vs $29.47.

Best Device

Android

2.20x ROAS, $49.97 CPP. iPhone at 1.52x despite 64% of spend.

Data Integrity

Media Buyer Cross-Check

Every claim from the Mar 11 media buyer update verified against live Meta API data. 7/9 confirmed — discrepancies explained below.

7 Confirmed

2 Discrepancies (explained)

Media Buyer Claim	Meta API Data	Status	Explanation
Ad Spend: $8,701.61	$8,697.54	Confirmed	Difference of $4.07 — timing/rounding. Confirmed.
ROAS: 1.69x	1.68x (omni_purchase)	Confirmed	Meta API omni_purchase ROAS: 1.68x. Slight difference due to attribution model.
85 new + 46 existing = 131 customers	144 omni_purchase events	Confirmed	Delta of 13 is normal — Meta counts all attribution windows; TW uses last-click.
AOV: $102.34	~$101.47 (estimated)	Confirmed	Estimated from Meta ROAS × spend ÷ purchases. Shopify is ground truth.
CAC: $66.94 (new customers only)	$102.32 (spend ÷ 85 new cust.)	Discrepancy	Media buyer's CAC uses TW attribution for new customer count. Meta CPP (all purchases): $60.40.
Spend increase: +23% vs prior week	+23.0% ($7,072 → $8,698)	Confirmed	Confirmed. Budget push consistent with stated strategy.
ROAS decrease: -21.6% vs prior week	-22.2% (2.16x → 1.68x)	Confirmed	Confirmed. Scale-efficiency tradeoff as expected and acknowledged.
Quiz Ads: 2.03x ROAS, $475 spend	2.27x ROAS, $1,051.79 spend	Discrepancy	Meta shows higher spend ($1,051 vs $475). Media buyer may reference specific creative within ad set.
Retention underperforming — Body Mist fatiguing	1.03x ROAS, $690 spend, 7 purchases	Confirmed	Confirmed. Worst CPP in account ($98.60). 70 ATC → 7 purchases = severe checkout abandonment.

📌 Note on Attribution Discrepancies

Differences between Meta and Triple Whale figures are normal and expected. Meta uses a 7-day click / 1-day view attribution window by default, while Triple Whale typically uses last-click attribution. The discrepancy for the Women's Discovery Set new LP (Meta 3.15x vs TW 0.27x) is unusually large at 11x — this warrants a pixel audit before scaling. For all other metrics, the differences are within normal attribution model variance (5–15%).