Vegamour — Meta Ads Full Audit

01 — Year to Date

2026 YTD Performance

Jan 1 – Jun 15, 2026 · All campaigns combined (active + paused)

Total Spend
$262,003
$1,578/day avg

Purchases
1,279
7.7 purchases/day

CPA
$204.85
cost per purchase

Impressions

13.0M

13,014,905

Clicks

111,123

link + all clicks

Link Clicks

77,288

outbound clicks

CPC

$2.36

all clicks

CPM

$20.13

per 1K impressions

CTR

0.85%

all clicks / impr

Landing Page Views

61,443

69.6% of link clicks

Add to Cart

6,945

11.3% of LPVs

Checkouts

4,375

63.0% of ATCs

02 — Year over Year

2026 YTD vs Full Year 2025

2025 Full Year

$440,898

Total Spend · $1,208/day

2026 YTD (166 days)

$262,003

Total Spend · $1,578/day (+30.7%)

Metric	2025 Full Year	2026 YTD	Change
Total Spend	$440,898	$262,003	+30.7% daily rate
Purchases	1,587	1,279	+77.6% daily rate
CPA	$277.82	$204.85	-26.3% ▼
Impressions	17.4M	13.0M	+64.1% daily rate
CPC	$1.77	$2.36	+33.5% ▲
CPM	$25.27	$20.13	-20.3% ▼
CTR	1.43%	0.85%	-40.3% ▼
Cart Abandonment	86.4%	81.6%	-4.8pts ▼

03 — Agency Breakdown

Who's Running What

Three distinct groups of campaigns identified by naming convention. Hair Evergreen is the largest single campaign but doesn't carry an agency tag.

Agency	Spend	Purchases	CPA	Campaigns	Status
LSG Current Agency	$97,362	469	$207.59	5	3 Active
Unlabeled Hair Evergreen ASC	$59,634	275	$216.85	1	Paused
PREV Previous Campaigns	$53,385	234	$228.14	6	All Paused
NRM Previous Agency	$51,622	201	$256.82	7	All Paused
Total	$262,003	1,279	$204.85	19+	3 Active / 17 Paused

Key Insight

LSG outperforms NRM by $49/purchase

LSG campaigns average $207.59 CPA vs NRM at $256.82 — a 19.2% efficiency advantage. LSG is also the only agency with currently active campaigns.

04 — Campaign Performance

All 19 Campaigns — Sorted by Spend

#	Campaign	Agency	Spend	Purch.	CPA	Clicks	Impr.
1	Hair Evergreen ASC Nov2025	—	$59,634	275	$216.85	22,921	1,990K
2	Prospecting Creative Testing ABO	LSG	$53,974	267	$202.15	18,698	2,685K
3	Top Performers ASC+ CBO CC$200	LSG	$20,897	119	$175.61	10,016	1,063K
4	TOF Broad AP+ (ever)	PREV	$19,397	86	$225.55	5,907	908K
5	TOF Beauty & Wellness	NRM	$17,104	63	$271.48	10,014	1,104K
6	TOF Hair Interest W25-54	PREV	$14,691	55	$267.11	4,629	717K
7	Second Chance ASC+ CBO ROAS 0.8	LSG	$14,232	71	$200.45	5,993	589K
8	BOF Retargeting	PREV	$11,760	58	$202.75	5,543	576K
9	TOF M25+ AP+	NRM	$9,839	35	$281.10	4,747	656K
10	DPA TOF/BOF	NRM	$7,915	25	$316.61	3,489	355K
11	Engagement Video Views CBO	LSG	$7,605	0	—	5,832	1,144K
12	BOF MW0414	NRM	$5,795	24	$241.47	2,753	192K
13	MidFunnel Hair ATC	PREV	$5,509	14	$393.48	1,753	190K
14	TOF Skincare Brands new APRIL	NRM	$4,422	26	$170.09	2,700	262K
15	TOF BETA (ever) APRIL	NRM	$3,781	14	$270.04	2,128	207K
16	NCA May Test	NRM	$2,766	14	$197.59	1,541	162K
17	BOF Retargeting-Phase2	PREV	$1,577	15	$105.14	1,107	59K
18	Audience Testing ABO	LSG	$652	12	$54.34	875	29K
19	LowerFunnel Hair ASC Value	PREV	$451	6	$75.25	577	15K
	Tracked Campaigns Total		$262,003	1,179*	$222.22	111,123	13.0M

*100 purchases attributed to smaller/unlisted campaign fragments not captured in campaign-level breakdown. Account-level total: 1,279 purchases.

06 — Campaign Status

Active vs Paused — Full Map

3 ACTIVE CAMPAIGNS

LSG | Top Performers ASC+ | CBO | CC $200
$5,000/day budget

LSG | Engagement | Video Views | CBO
$250/day budget

LSG | Creative Testing | ABO
Ad-set level budgets

17 PAUSED CAMPAIGNS

LSG | Audience Testing | ABO
LSG | Second Chance ASC+ | ROAS 0.8
LSG BUILDER | KEEP OFF
NRM - NCA - May Test
NRM - TOF - Skincare Brands
NRM - TOF - BETA (ever)
NRM - TOF - M25+ AP+
NRM - BOF MW0414
NRM - DPA TOF/BOF
NRM - TOF - Beauty & Wellness
TOF - Broad AP+ (ever)
Hair Evergreen ASC Nov2025
LowerFunnel Hair ASC Value
MidFunnel Hair ATC
BOF Retargeting
BOF Retargeting-Phase2
TOF Hair Interest W25-54

Metric	2025	2026 YTD	Verdict
Purchases/Day	4.3	7.7	+77.6% ▲
CPA	$277.82	$204.85	-26.3% ▼
CPM	$25.27	$20.13	-20.3% ▼
Cart Abandonment	86.4%	81.6%	-4.8pts ▼
CTR	1.43%	0.85%	-40.3% ▼
CPC	$1.77	$2.36	+33.5% ▲

08 — Key Findings

What the Data Says

Finding 01

CPA improved 26.3% year-over-year

$277.82 (2025) → $204.85 (2026 YTD). Despite higher daily spend (+30.7%), the account is generating more purchases per dollar. Purchase volume per day nearly doubled (4.3 → 7.7).

Finding 02

LSG's Audience Testing ABO is the CPA champion

$54.34 CPA on 12 purchases — lowest CPA across all 19 campaigns. Small spend ($652) but proves the audience targeting works. Scaling opportunity.

Finding 03

Video Views campaign spent $7,605 with zero purchases

LSG's Engagement Video Views CBO generated 1.14M impressions and 5,832 clicks but zero pixel purchases. It's optimizing for video views, not purchases — by design. Evaluate whether the brand awareness justifies the spend.

Finding 04

NRM's DPA TOF/BOF had the worst CPA at $316.61

$7,915 spent on 25 purchases. Dynamic Product Ads underperforming relative to prospecting campaigns. Now paused — correct decision.

Finding 05

MidFunnel ATC campaign at $393.48 CPA — worst efficiency

The PREV MidFunnel Hair ATC campaign optimized for add-to-cart events, not purchases. $5,509 spent on only 14 purchases. Optimizing for mid-funnel events doesn't guarantee purchase-level efficiency.

Finding 06

CTR dropped 40% while CPC rose 34%

2025: 1.43% CTR, $1.77 CPC. 2026: 0.85% CTR, $2.36 CPC. Fewer people clicking, each click costs more. Despite this, CPA improved — meaning post-click conversion rate improved significantly enough to offset the traffic efficiency decline.

Finding 07

Cart abandonment improved from 86.4% to 81.6%

4.8 percentage point improvement year-over-year. More people who add to cart are completing the purchase. Likely driven by better landing page experience or more qualified traffic.

Finding 08

Only 3 of 20 campaigns are currently active

85% of campaigns are paused. All 3 active campaigns are LSG. All NRM and PREV campaigns are paused. The account is running lean with concentrated spend.

09 — Context

What This Audit Does Not Include

Pixel ROAS vs True Revenue: Meta's pixel-reported purchase values are not included in this audit because pixel ROAS consistently underreports true revenue. The 0.49x pixel ROAS this account shows does not reflect actual business revenue — DTC beauty brands typically see 2-4x higher true revenue than pixel-attributed due to view-through purchases, brand halo driving Google conversions, subscription LTV, and post-purchase upsells.

Monthly breakdown: The Meta API returned aggregate YTD data. Monthly trends require individual date-range queries per month which were not captured in this session.

Ad-level creative analysis: This audit covers account and campaign level data. Individual ad creative performance (which images/videos drive the best CPA) requires a separate creative audit.

All numbers verified: Every number in this audit comes directly from the Meta Marketing API (act_542163415992887). Computed via Node.js script with zero manual calculation. Source fields: spend, impressions, clicks, cpc, cpm, ctr, actions[purchase], actions[add_to_cart], actions[initiate_checkout], actions[view_content], actions[landing_page_view], actions[add_payment_info].