Sample data: fictional agency and client, generated for demonstration
Weekly performance report
Kindred Roast Co.
2-8 Nov 2026
Platform revenue fell $1,668 to $32,779 and ROAS to 2.60x: Google was softer on all three campaigns and a TikTok tracking gap hid about $834, while Shopify net sales slipped only 1.5%.
Spend
$12,606
vs last week+5.7%
vs 4-wk avg+7.6%
Target $11,500watch
Revenue
$32,779
vs last week-4.8%
vs 4-wk avg-9.2%
Target $36,000off track
ROAS
2.60x
vs last week-10.0%
vs 4-wk avg-15.7%
Target 3.00xoff track
CPA
$27.89
vs last week+11.8%
vs 4-wk avg+18.7%
Target $28.00on track
Conversions
452
vs last week-5.4%
vs 4-wk avg-9.3%
No target set
CTR
1.22%
vs last week-0.9%
vs 4-wk avg-1.8%
Target 1.20%on track
CPM
$12.86
vs last week+0.5%
vs 4-wk avg+0.6%
Target $13.50on track
MER (blended)
3.46x
vs last week-6.8%
vs 4-wk avg-15.4%
Target 3.50xwatch
The 4-week average (5 Oct - 1 Nov 2026) includes Fall Roast launch (15-20 Oct 2026), so it is higher than a normal week.
Summary
- Revenue $32,779, down 4.8% on last week and below the $36,000 target. ROAS 2.60x (target 3.00x) is the lowest of the last 8 weeks and has fallen for 3 weeks in a row since the launch week.
- Spend rose 5.7% to $12,606, 109.6% of the $11,500 weekly budget. Most of the increase was Meta prospecting (+$567).
- Blended MER 3.46x (target 3.50x): Shopify net sales were $43,649 from 658 orders, down only 1.5%, so sales held up better than platform revenue (down 4.8%).
- TikTok reported no purchases on Thu 5 Nov and Fri 6 Nov despite $658 of spend. At its usual CPA that is about 13 purchases, or $834 of revenue, missing from the report.
Trends weekly, last 8 weeks (report week in the accent colour)
Daily spend and revenue last 28 days
Channels 2-8 Nov 2026 vs 26 Oct - 1 Nov 2026
| Channel | Spend | Share | Revenue | ROAS | ROAS vs last wk | CPA | Conv. | CTR | CPM |
|---|---|---|---|---|---|---|---|---|---|
| $6,114 | 48.5% | $13,926 | 2.28x | -5.3% | $32.87 | 186 | 1.19% | $15.33 | |
| $4,256 | 33.8% | $16,777 | 3.94x | -11.1% | $18.27 | 233 | 1.70% | $15.70 | |
| TikTok | $2,236 | 17.7% | $2,076 | 0.93x* | -21.7% | $67.75 | 33 | 0.84% | $7.20 |
| Total | $12,606 | $32,779 | 2.60x | -10.0% | $27.89 | 452 | 1.22% | $12.86 |
* TikTok ROAS as reported: about 13 purchases ($834) were not tracked on Thu 5 Nov and Fri 6 Nov, see Anomalies.
Campaigns sorted by spend
| Campaign | Spend | Revenue | ROAS | ROAS vs last wk | CPA | Conv. | CTR |
|---|---|---|---|---|---|---|---|
| Prospecting | Broad | Advantage+ | $3,674 | $6,043 | 1.64x | -1.5% | $43.74 | 84 | 1.04% |
| GooglePMax | Shopping Feed | $1,968 | $5,232 | 2.66x | -11.6% | $24.60 | 80 | 0.97% |
| GoogleSearch | Non-brand | Coffee Subscription | $1,601 | $3,594 | 2.24x | -10.5% | $33.35 | 48 | 3.97% |
| TikTokSpark Ads | Creator Mix | $1,425 | $1,539 | 1.08x | -19.0% | $59.38 | 24 | 0.92% |
| Subscription | Lookalike Purchasers | $1,378 | $3,658 | 2.65x | -7.8% | $31.32 | 44 | 1.27% |
| Retargeting | Site Visitors | $1,062 | $4,226 | 3.98x | -1.4% | $18.32 | 58 | 1.89% |
| TikTokProspecting | Interest Stack | $811 | $537 | 0.66x | -29.6% | $90.08 | 9 | 0.71% |
| GoogleSearch | Brand | $687 | $7,952 | 11.58x | -11.1% | $6.54 | 105 | 9.11% |
Creative leaderboard best ads by ROAS, plus ads that need attention (at least $150 spend)
Static - Customer Reviews
Meta · Retargeting | Site Visitors
ROAS4.11x
Spend$478
CTR1.96%
CPA$17.71
Carousel - Single-Origin Lineup
Meta · Retargeting | Site Visitors
ROAS3.87x
Spend$584
CTR1.84%
CPA$18.85
New
Static - Free Grinder Offer
Meta · Prospecting | Broad | Advantage+
ROAS2.90x
Spend$588
CTR1.49%
CPA$25.56
Static - Subscribe and Save
Meta · Subscription | Lookalike Purchasers
ROAS2.71x
Spend$689
CTR1.25%
CPA$31.32
Needs attention
Fatigue
UGC - Cold Brew Hack
Meta · Prospecting | Broad | Advantage+
ROAS1.03x
Spend$1,102
CTR0.67%
CPA$68.88
Trend - Pour-over ASMR
TikTok · Prospecting | Interest Stack
ROAS0.66x
Spend$811
CTR0.71%
CPA$90.08
What we noticed
- Google accounts for the largest fall. Google revenue fell $1,852 on flat spend: Search Brand -$847, PMax -$705, Non-brand -$300. Lower Brand revenue often means fewer people searching for the brand, which we will check.
- Extra Meta spend has not paid back yet. Meta revenue rose $801 on $659 more spend: the extra spend returned 1.22x, below the 1.60x break-even ROAS. Prospecting, where most of it went, is the lowest Meta campaign at 1.64x.
- The new "Static - Free Grinder Offer" is our best prospecting ad. In its first week it returned 2.90x ROAS at 1.49% CTR on $588, ahead of "UGC - Morning Ritual" at 1.71x.
- "UGC - Cold Brew Hack" is fatiguing. Its CTR fell to 0.67% from 0.92% over the two weeks before, and it returned 1.03x ROAS on $1,102, the weakest Meta ad this week.
- Retargeting and reviews creative stay the most efficient Meta spend: Retargeting ROAS 3.98x, and "Static - Customer Reviews" leads the leaderboard at 4.11x.
Anomalies automatic checks on daily data
Meta: spend rose
Thu 5 Nov ·
$949 vs usual $778 (+22.0%)
Meta spend ran above its usual level all week because prospecting spend rose 18.2%; Thu 5 Nov was the peak day at $949 vs a usual $778. We will confirm in Ads Manager that the higher budget was intended.
TikTok: no tracked purchases
Thu 5 Nov and Fri 6 Nov ·
0 tracked purchases on $658 spend, usual CPA $49.07
TikTok reported 0 purchases on Thu 5 Nov and Fri 6 Nov while spend continued ($658). Shopify orders on those days were normal, so this looks like a purchase-tracking gap (pixel or Events API) rather than a sales drop.
UGC - Cold Brew Hack: CTR fell (creative fatigue)
2-8 Nov 2026 ·
0.67% vs usual 0.92% (-27.0%)
"UGC - Cold Brew Hack" CTR was 0.67% this week vs 0.92% across the previous two weeks, down 27.0%: a typical sign of creative fatigue.
Next actions
- Fix TikTok purchase tracking first: check the purchase event in TikTok Events Manager for Thu 5 Nov and Fri 6 Nov and ask the client whether anything changed on checkout. Hold TikTok budgets flat until purchases report again.
- Pause "UGC - Cold Brew Hack" and move its budget to "Static - Free Grinder Offer" (2.90x ROAS). Brief two new UGC hooks to replace it.
- Shift budget inside Meta prospecting rather than adding more. Spend is at 109.6% of the weekly budget: ask the client to approve the higher level, or bring spend back to $11,500.
- Check Google before changing bids: Brand search impression share and search volume (Brand revenue fell $847), then search terms for Non-brand and the PMax feed.
- Cut TikTok "Prospecting | Interest Stack" if it stays below break-even. It returned 0.66x on $811, under the 1.60x break-even ROAS; judge it again one week after tracking is fixed.
About this data
- Report week 2-8 Nov 2026 (Monday to Sunday), compared with 26 Oct - 1 Nov 2026 and the average week of 5 Oct - 1 Nov 2026.
- Sources: Meta Ads, Google Ads, TikTok Ads, GA4, Shopify orders. Data covers 31 Aug - 8 Nov 2026.
- Revenue, ROAS, CPA and conversions are as reported by each ad platform (each platform's own attribution, so channels can overlap). MER = Shopify net sales (paid and partially refunded orders, subtotal) / total ad spend, the de-duplicated view.
- CTR = link clicks / impressions. CPM = cost per thousand impressions. Anomalies compare each day with the median of the previous 28 days.