Headline numbers
Tidewell Swimwear, Meta. This week 2026-10-19 to 10-25 vs last week 2026-10-12 to 10-18. Conversion: purchase, 7 day click 1 day view, same both weeks. Target CPA $35.00.
| Meta total | Last week | This week | Change |
|---|---|---|---|
| Spend | $3,600.00 | $4,500.00 | +$900.00 |
| Purchases | 105 | 126 | +21 |
| Revenue | $9,450.00 | $11,340.00 | +$1,890.00 |
| CPA (spend / purchases) | $34.29 | $35.71 | +$1.42 |
| Target CPA (your input) | $35.00 | $35.00 | none |
| ROAS (revenue / spend) | 2.63 (9,450 / 3,600 = 2.625) | 2.52 (11,340 / 4,500 = 2.52) | -0.11 |
| CTR (link clicks / impressions) | 1.11% | 1.03% | -0.08 pts |
| CPM (spend / impressions x 1,000) | $13.85 | $14.38 | +$0.53 |
Rule: totals are sums of M1 to M3; ratios are recomputed from the sums; changes use the rounded values shown, half up. No total frequency: reach is not summed across campaigns, because one person can be in several.
Campaign table
| Campaign | Week | Spend | CTR | CPM | Frequency | Purchases | CPA | ROAS |
|---|---|---|---|---|---|---|---|---|
| M1 Prospecting - Broad | last | $2,000.00 | 1.00% | $12.50 | 2.00 | 50 | $40.00 | 2.25 |
| M1 Prospecting - Broad | this | $2,400.00 | 0.80% | $13.33 | 2.50 | 48 | $50.00 | 1.80 |
| M1 Prospecting - Broad | change | +$400.00 | -0.20 pts | +$0.83 | +0.50 | -2 | +$10.00 | -0.45 |
| M2 Retargeting - 30d | last | $600.00 | 1.50% | $20.00 | 3.00 | 30 | $20.00 | 4.50 |
| M2 Retargeting - 30d | this | $600.00 | 1.50% | $18.18 | 3.30 | 33 | $18.18 | 4.95 |
| M2 Retargeting - 30d | change | $0.00 | 0.00 pts | -$1.82 | +0.30 | +3 | -$1.82 | +0.45 |
| M3 Advantage+ Shopping | last | $1,000.00 | 1.20% | $14.29 | 1.40 | 25 | $40.00 | 2.25 |
| M3 Advantage+ Shopping | this | $1,500.00 | 1.30% | $15.00 | 1.54 | 45 | $33.33 | 2.70 |
| M3 Advantage+ Shopping | change | +$500.00 | +0.10 pts | +$0.71 | +0.14 | +20 | -$6.67 | +0.45 |
What moved
Rule: every campaign's spend, CPA and ROAS change, ranked by absolute percent change ((this - last) / last), by script.
| Rank | Campaign | Metric | Last | This | Change | Percent change |
|---|---|---|---|---|---|---|
| 1 | M3 | Spend | $1,000.00 | $1,500.00 | +$500.00 | +50.0% |
| 2 | M1 | CPA | $40.00 | $50.00 | +$10.00 | +25.0% |
| 3 (tie) | M1 | Spend | $2,000.00 | $2,400.00 | +$400.00 | +20.0% |
| 3 (tie) | M1 | ROAS | 2.25 | 1.80 | -0.45 | -20.0% |
| 3 (tie) | M3 | ROAS | 2.25 | 2.70 | +0.45 | +20.0% |
| 6 | M3 | CPA | $40.00 | $33.33 | -$6.67 | -16.7% |
| 7 | M2 | ROAS | 4.50 | 4.95 | +0.45 | +10.0% |
| 8 | M2 | CPA | $20.00 | $18.18 | -$1.82 | -9.1% |
| 9 | M2 | Spend | $600.00 | $600.00 | $0.00 | 0.0% |
The 3 largest changes, 5 items listed because a tie spans the cutoff at rank 3 (values in the table above): 1. M3 Spend rose after the budget raise on 10-19 (your note). 2. M1 CPA rose, now above the $35.00 target. 3. M1 Spend rose. 4. M1 ROAS fell. 5. M3 ROAS rose.
Signal to check (M1): frequency rose from 2.00 to 2.50 while CTR fell from 1.00% to 0.80%. Your note says the same creative has run in Prospecting since 09-28. A fatigue signal worth checking, not a proven cause.
Next week
- M1: test fresh creative against the creative running since 09-28. Read CTR and CPA.
- M3: hold the raised budget one more week. Read CPA against the $35.00 target.
- M2: no change. Read frequency (3.30).
Questions for you
- Did anything else change this week that is not in your notes, such as a promotion or a site change?
Word count
| Count | Value |
|---|---|
| Prose words, Headline numbers through Questions for you, excluding tables and headings (counted by script) | 236 |
| Limit | under 250 |
Needs your decision
- Approve before anyone changes budgets, pauses ads or posts this note.