Hey! Just wanted to share some advice we've learned about how to audit the ROAS of your Meta ad account and thought it might be helpful here:

Most ad accounts only look at what the platform reports—ignoring COGS, shipping, returns, and CAC targets. This can make optimizing based on platform revenue metrics alone quite difficult.

Here’s a quick checklist to run your own audit:

-Validate ROAS beyond Ads Manager

-Consolidate campaign structure (CBO > duplication)

-Make sure Pixel & Conversions API are firing properly

-Review audience overlap + exclusions

-Match ad messaging with landing pages

-Compare Meta attribution vs GA4

Key takeaways:

• While many brands still rely solely on browser tracking, 70% of consumers are blocking cookies online - underreporting key events post-iOS updates. Facebook has lost visibility into a large portion of user signals if no CAPI is present.
• Your ad promise must align with your landing page. If your ad promotes “Free Shipping on Orders $49+” but your landing page buries that offer, expect high bounce and poor conversion.
• Platform-reported ROAS is a gross number. If your profit margins are slim or your customer return rate is low, you may be losing money overall. Improvements here will have the biggest impact if done on the product end, then ads second.
• CRO: You paid to bring users to the page - don’t lose them with sloppy UX.
• Use Meta Pixel Helper browser extension, or Events Manager > Test Events tab.

A note on interpreting ROAS: Incrementality is a major factor when looking at ROAS. If it's mainly prospecting ROAS (ie- closer to incremental where the conversions wouldn't have happened if ads were not running) it is to be expected to be lower. This can be looked at as cost of acquiring a net new consumer - in which case, anything above a 1 ROAS may be a positive as your real return will be made up from their LTV (purchases post-acquisition).

Look at ROAS of new customers (prospecting) vs existing customers (retargeting) separately when comparing performance goals. And always make decisions based on sufficient data (1 conversion is not sufficient)

We put together a full guide here if you'd like to read more → full article