Paid Media Report
Miyagi - Heart Smart Australia, Meta ad account act_510603536638743 (currency AUD, advertiser time zone Australia/Sydney). This is a webinar / high-ticket funnel driven by a health quiz, so the headline is website leads and cost per lead, not ROAS. Webinar attendance and the high-ticket close happen offline and are not in this data. Use the range selector to switch the window.
Executive summary
Account snapshot
Campaign performance
All campaigns for the selected window, ranked by spend. LEAD = website leads (quiz registrations / applications); VID = video views (awareness). ROAS is front-end pixel value only and is not a revenue measure for this funnel.
| Campaign | Result | Cost/result | ROAS* | Spend | CTR | CPC |
|---|
Ad performance
Top 8 ads by spend for the selected window.
| Ad | Spend | Result | ROAS* | CTR |
|---|
Placement & platform
| Platform | Spend | CTR | CPC | CPM |
|---|
| Top positions | Spend | CTR | CPC |
|---|
Device breakdown: Meta returned no impression-device split for this account, so that view is unavailable (not shown rather than guessed).
Demographics
| Age | Spend | CTR | CPC |
|---|
| Gender | Spend | CTR | CPC |
|---|
Geography
Australian states/territories by spend.
| State | Spend | CTR | CPC |
|---|
Dayparting
Full 24 hours, advertiser time zone (Australia/Sydney).
| Hour (AEST) | Spend | CTR | CPC |
|---|
Data trust
Account-level, current state (does not change with the range selector). The pixel is firing cleanly: every lead campaign returns real Website-lead counts (Meta's offsite_conversion.fb_pixel_lead event), so front-end lead tracking is trustworthy. The real limitation is structural, not technical - the pixel cannot see webinar attendance or the high-ticket close, which happen offline. So cost per lead above is reliable, but pixel ROAS is not a revenue measure. Operational flag: the account is near-paused since Aug 1 (see This Week / This Month), so August windows are thin by choice, not by tracking failure.
| Signal | State | Verdict |
|---|---|---|
| Website-lead pixel event | Firing, returns counts on every lead campaign | Healthy |
| Offline webinar / high-ticket close | Not visible to the pixel (closed offline) | CRM gap |
Gap for JV: reconcile quiz leads against webinar registrations, attendance and closed high-ticket sales in the client's CRM / webinar platform to get true cost per attendee and cost per sale. That is the number that should drive budget, not pixel ROAS.
Opportunities
Account-level, current state. Meta Opportunity Score: 93 / 100 (very healthy). The recommendation list is short and low-severity - unsurprising for an account this efficient. Sorted by score lift (points).
| Fix | Estimated impact | Points |
|---|---|---|
| Add 9:16 sound-on vertical video to 3 Reels ads | 8% lower cost per result each | 1 ea |
| Add mixed image + video formats to an ad set | More conversions per dollar | 1 |
The bigger lever is not on this list: the account is near-paused since Aug 1. The single biggest opportunity is simply to resume spend behind the proven quiz creative while cost per lead is this low.
Action list
- Resume spend - this is the headline. The account has been near-paused since Aug 1 (A$207 on Aug 1, nothing Aug 2 to 4, A$220 on Aug 5) after running A$1,600 to A$2,000/day through July at a blended A$7.09 per lead. If the webinar funnel is still live, the biggest lever by far is to turn spend back on behind the proven creative.
- Scale the standout lead creative. "Ad Stack 1 | Hook 1 Body 2 CTA 04" drove 2,528 leads at A$2.57 in July at a 14.35% CTR - the best volume-and-efficiency combination in the account. "TEXT 1 | Application 3" (A$4.74) and "Copy 1: Cholesterol News" (19.48% CTR) are also strong. Feed budget to these angles first.
- Watch the two-campaign split. July leaned on two campaigns: Quiz TOF (5,212 leads at A$5.15, cheap volume) and Website Application (1,896 leads at A$12.42, higher-intent). Confirm with the client which lead type actually converts to webinar attendance and high-ticket sales before rebalancing budget between them.
- Reconcile against the CRM / webinar platform. The high-ticket close is offline, so pull webinar registration, attendance and closed-sale numbers and divide by spend to get true cost per attendee and cost per sale. That is the number that should drive budget, not the 1.14 to 1.84x pixel ROAS.
- Lean into the 55+ and female audience. Spend concentrates on 65+ (A$25,588 in July) and 55-64 (A$16,405), and female (A$39,057 vs A$10,897 male) - exactly right for a heart-health quiz. These brackets also run the highest CTR, so the targeting is working; keep it.
- Hold Facebook Feed as the engine. Feed took A$32,700 of July spend at an 11.23% CTR and A$0.23 CPC; Facebook Reels is the strong second (A$12,679). Instagram runs a much lower 4.69% CTR at 3x the CPC - keep it a minority of budget.
- Apply the two low-effort Meta fixes. Add 9:16 sound-on video to the flagged Reels ads and add a mixed image + video format to an ad set - both are +1-point opportunities on an already-healthy 93/100 account.
- Keep delivery national. NSW, VIC and QLD carry the volume at ~10% CTR and A$0.30 CPC; the account is well-distributed across AU states, so hold that spread and monitor frequency (July ~3.1x).