Total spend
£281.30
Across 6 creatives
Weighted ROAS
4.67×
Driven by single asset
Blended CPA
£70.33
Cost per purchase
Critical finding, 83% of spend generating zero return
£185.23 of £281.30 total spend has delivered zero purchases. Strip out the single converting ad and the account ROAS is 0.00×. The account is not underperforming, it is fundamentally misconfigured at the conversion layer.
ALPHA ASSET: 100% OF ACCOUNT REVENUE
SOLE REVENUE GENERATOR
Experience longing | Adventure angle | Image ad
CAPITAL LEAKS: HIGH SPEND, ZERO RETURN
Experience & community | Content video
7 checkouts initiated, strong intent shown but zero conversions. Messaging-offer mismatch suspected.
£101.18 lost
Solo traveller | Loneliness + community | Alex
Highest CTR (4.02%), 7 checkouts, resonates at attention phase but fails at conversion. Landing page integrity issue.
£73.83 lost
Experience longing | Image v2 + Louie + Adventure
No checkout activity across all three variants. Zero funnel progression.
£9.71 lost
Total recoverable capital: £185.23, recommended reallocation: 70% to winner scale, 30% to new angle tests
ANGLE PERFORMANCE COMPARISON
| Messaging angle | Total spend | Purchases | ROAS | Verdict |
|---|
| Adventure angle | £104.63 | 4 | 12.79× | Scale |
| Community angle | £175.01 | 0 | 0.00× | Kill |
| No planning needed | £1.66 | 0 | 0.00× | Inconclusive |
CONVERSION FUNNEL
Checkout dropout crisis
12.5% checkout-to-purchase rate vs 35 to 50% industry standard. You are losing 3 out of every 4 buyers at the final step. Primary issue: conversion layer failure, not traffic quality.
IMMEDIATE ACTION PLAN
1
Kill 5 of 6 ads today. Reallocate £185.23, 70% (£129.66) to winner and direct variants, 30% (£55.57) to new adventure angle tests.
2
Abandon all community-focused messaging immediately. Market responds to individual aspiration and adventure, not social connection.
3
Fix checkout within 72 hours, implement one-click checkout (Shop Pay, PayPal Express), add trust signals above fold, disclose all pricing before checkout button.
4
Install Facebook Pixel AddToCart event immediately. Currently flying blind through the most critical part of the funnel, zero add-to-cart data across all ads.