Post-incident performance warning: Since the May 31 security incident and ~24hr account pause, all four active ads are stuck in Learning Limited status. Total June spend to date: $4,775. Total June purchases: 13 across all ads. The elliptical remains the only ad with a positive ROAS (3.74) — all others show no purchase value attribution. This requires attention from the ad team.
Active campaigns overview
| Campaign |
Type |
Ad sets |
Product focus |
Status |
Notes |
| TOF | Conversions | Website Purchases | Brand Based (WEP Creatives) | Jan'26 |
Top of Funnel Conversion |
LLA1% PRC | M&F | 20-59
AZ – Advantage+
B2C | INT | M&F | 20-59 |
Treadmills, Ellipticals, Exercise Bikes, Home Gym |
Active |
Primary brand campaign running since Jan 2026. Expanded to TFO-made creatives (Leah) from April 2026. |
| AZ – Advantage+ – DPA – Conversions – $1000+ |
Dynamic Product Ads (catalog) |
Advantage+ |
All products $1,000+ |
Active |
Pulls directly from product catalog. Cannot use static images. Treadmill and Elliptical run here. |
June 1–25, 2026 — ad-level performance (live data)
| Ad |
Ad set |
Status |
Spend |
Impressions |
Clicks |
CPM |
Purchases |
Cost/purchase |
ROAS |
Quality ranking |
| Elliptical Static Image |
AZ Advantage+ DPA |
Learning Limited |
$2,225.34 |
211,722 |
5,535 |
$10.50 |
6 |
$370.89 |
3.74
$8,328.44 revenue
|
Average |
| Static Image | Exercise Bikes | 6 April |
B2C INT |
Learning Limited |
$1,258.03 |
70,783 |
2,197 |
$17.78 |
6 |
$209.67 |
— |
Average |
| Static Image | Home Gym | 6 April |
LLA1% PRC |
Learning Limited |
$1,261.21 |
81,995 |
1,841 |
$15.38 |
1 |
$1,261.21 |
— |
Above average |
| Treadmills Static Image | 23 Feb |
AZ Advantage+ DPA |
Learning Limited |
$30.54 |
2,272 |
66 |
$13.44 |
0 |
— |
— |
Average |
| Totals (June 1–25) |
$4,775.12 |
366,772 |
9,639 |
— |
13 |
$367.32 avg |
$8,328.44 attributed* |
* $8,328.44 attributed revenue is from the Elliptical only. Purchase value attribution is missing on Home Gym, Bikes, and Treadmill so their revenue is not being recorded by Meta. Also note: Home Gym has an "Above average" quality ranking, meaning Meta considers the creative itself strong — the problem is conversion, not the ad creative.
June spend distribution
Home Gym$1,261 (26.4%) — 1 purchase
Exercise Bikes$1,258 (26.3%) — 6 purchases at $209 CPP
Treadmills$31 (0.6%) — barely running
Month-by-month performance
March 2026
RevenueBaseline
ROAS—
Elliptical and Treadmill ads live. Learning phase. Limited data in project records.
April 2026 — Soft
Elliptical rev$3,720.00
Bikes rev$3,539.24
Treadmill rev$72.79
Home Gym rev$0 (no data)
Meta Shop sending traffic to Meta Store instead of TFO website. 3 website popups hurting conversions. Both fixed before May.
May 2026 — Breakout
Elliptical rev$71,928.69
Bikes rev$18,645.87
Treadmill rev$18,240.12
Home Gym rev$11,262.94
0% financing + popups removed + Memorial Day creative. Total $120,077. Security incident hit May 31 — account paused ~24 hrs.
June 2026 — Struggling
Spend (to Jun 25)$4,775
Purchases13 total
Avg CPP$367
ROAS (elliptical only)3.74
All 4 ads in learning limited. Home Gym at $1,261 CPP for 1 purchase. Treadmill nearly dead ($30 spend). Attribution broken on 3 of 4 ads.
Revenue by ad — April, May, June 2026
June is partial (Jun 1–25). June Home Gym, Bikes, and Treadmill revenue not attributed by Meta — shown as $0. April Home Gym had no tracked revenue (Meta Store issue).
Elliptical
Treadmill
Exercise Bikes
Home Gym
What happened: April was dragged down by the Meta Shop issue (traffic going to Meta Store, not TFO website) and 3 website popups hurting conversions. May fixed both — plus 0% financing and Memorial Day creative — producing a breakout month. The May 31 incident reset everything and June has not recovered.
May 31 security incident and June impact
Account compromise — direct and downstream damage
On May 31, a fraudulent campaign spent $6,030.02 before being caught. The account was paused for ~24 hours to contain it. That pause — coming right off the best month on record (ROAS 21.46) — reset the learning phase across all campaigns. Three weeks later, all four active ads are still stuck in Learning Limited, total June purchases stand at just 13 on $4,775 in spend, and three of four ads show no purchase value attribution at all. The treadmill ad has essentially stopped running ($30 spend all month). The reimbursement claim for $6,030.02 is still pending with Meta.
| What broke |
Evidence |
Status |
| Learning phase reset on all campaigns |
All 4 ads show "Learning Limited" as of Jun 25. In May they had exited learning and were optimizing well. |
Ongoing |
| Purchase value attribution broken |
Home Gym, Bikes, and Treadmill show no ROAS and no Results Value — Meta isn't recording revenue for these ads even when purchases happen. |
Needs fix |
| Treadmill ad nearly dead |
Only $30.54 spent in 25 days, 2,272 impressions, 0 purchases. Was previously a solid performer. |
Needs attention |
| Home Gym burning budget |
$1,261 spent for 1 purchase = $1,261 CPP. Highest spend of any ad this month with worst result. |
Needs pause or fix |
| $6,030 reimbursement pending |
Meta appeal submitted. No confirmed timeline for resolution. |
Pending |
Change log events and Meta impact
Mar 25, 2026 – Email Marketing
SMS opening messages updated (Klaviyo) — in progress
Indirect support: better SMS warms audiences before Meta retargeting.
Apr 6, 2026 – Meta Ads
TFO creatives uploaded — Home Gym and Exercise Bike ads launched
Positive: Leah now creates ads in-house. New creative signals for Meta to test.
Apr 28, 2026 – Meta Ads
Meta Shop turned off
Potential disruption: removes product discovery touchpoints and may have affected catalog-linked campaign signals.
May 4, 2026 – Website
0% Affirm Financing reinstated (switched from 5% off)
Strong positive: 0% financing is a major conversion driver for $1,000+ fitness equipment. Directly contributed to May's ROAS of 21.46.
May 5, 2026 – Google Ads / Shop App
Google Ads settings turned on; Shop app redirects to website
Positive for overall traffic and conversion data quality feeding back into Meta pixel.
May 12–15, 2026 – Website Dev
FAQ generation large batch + skipped products updated
Positive for landing page quality scores and Meta ad delivery efficiency.
May 18, 2026 – Meta Ads
Memorial Day ad uploaded
Direct positive: up to 40% off + 0% financing messaging. Treadmill and elliptical focus. Contributed to May revenue spike.
May 19 + May 28, 2026 – Website Dev
Meta titles/descriptions updated; "test" removed from treadmill URL
Positive: clean URLs and proper meta data improve landing page quality. Treadmill URL fix ensures Meta links go to a valid indexed page.
May 31, 2026 – Meta Ads
Security incident — account paused ~12–24 hours, $6,030 fraudulent spend
Major negative: disrupted learning phase across all campaigns right after the best month on record. June performance has not recovered 25 days later.
Jun 9, 2026 – Website Dev
~700 URL redirects fixed
Significant positive: broken redirects were silently killing conversions — paid Meta traffic was landing on dead/redirect-chained pages and not converting, sending bad signals to the pixel. Should improve going forward.
Jun 17, 2026 – Website Dev
New vendor pages created
Positive: new brand landing pages give future Meta campaigns better destination pages.
Open items and recommendations
| # |
Issue |
Priority |
Recommended action |
| 1 |
Home Gym ad burning $1,261 for 1 purchase |
Urgent |
Pause or restructure immediately. $1,261 CPP is unsustainable. Budget should be redirected to elliptical or treadmill. |
| 2 |
Purchase value attribution missing on 3 of 4 ads |
Urgent |
Ad team needs to investigate pixel/attribution settings. Without revenue data, Meta can't optimize for high-value purchases — it's optimizing blind. |
| 3 |
Treadmill ad essentially stopped |
High |
$30 spend in 25 days is nearly zero delivery. Ad team to investigate why Meta has deprioritized it and whether the ad set budget needs adjusting. |
| 4 |
All 4 ads in learning limited 25 days post-incident |
High |
Ad team should assess whether campaigns need to be restructured/rebuilt rather than waiting for them to exit learning limited on their own. |
| 5 |
New creatives — pending TFO decision |
Pending |
The ad team has suggested introducing 1–2 new image variations per ad set. Request is recent — worth noting that May was the strongest month on record with the existing creatives, so timing of this suggestion is something to discuss. Decision sits with TFO. |
| 6 |
Only 1 ad per ad set |
Medium |
Recommendation was 2–3 ads per ad set. Leah to create additional creatives based on guidance from Fizza/Arfat once urgent issues are resolved. |
| 7 |
Meta reimbursement $6,030 pending |
Ongoing |
Follow up with Roy/ad team for timeline. Consider chargeback as backup if Meta doesn't resolve in a reasonable timeframe. |
Framework compliance — weekly reports vs. benchmarks
The marketing team provided a Paid Ads Performance Framework and has been sending weekly reports throughout June. Below is a week-by-week comparison against their own benchmarks, along with what actions were recommended and what requires TFO approval to proceed.
Week 1 — Jun 1–7
Spend$1,382
Purchases3
ROAS4.30 ✅
CTR2.61% ✅
CPC$0.68 ✅
Above the ROAS benchmark of 4. Strongest week of June. Post-incident recovery looked promising.
Week 2 — Jun 8–14
Spend$1,343
Purchases5
ROAS2.15 ❌
CTR2.79% ✅
CPC$0.68 ✅
ROAS dropped below 4 benchmark. Team flagged campaign pause disruption, post-peak fluctuation, and a Meta platform outage around Jun 12 as contributing factors.
Week 3 — Jun 15–21
Spend$1,331
Purchases2 (7 checkouts!)
ROAS2.52 ❌
CTR2.38% ✅
CPC$0.67 ✅
7 people reached checkout but only 2 completed. This is a checkout/website issue, not an ad issue. ROAS still below benchmark for second consecutive week.
| Metric |
Framework benchmark |
Jun 1–7 |
Jun 8–14 |
Jun 15–21 |
Triggered? |
| ROAS |
Below 4 = optimize/pause (5–7 days) |
4.30 ✅ |
2.15 ❌ |
2.52 ❌ |
Yes — weeks 2 & 3 |
| CTR |
Below 1% = refresh creative (3–5 days) |
2.61% ✅ |
2.79% ✅ |
2.38% ✅ |
No — all clear |
| CPC |
Above $3 = adjust audience/creative |
$0.68 ✅ |
$0.68 ✅ |
$0.67 ✅ |
No — all clear |
| Checkout drop-off |
Strong clicks, low conversion = review landing page / checkout |
6 initiated, 3 purchased |
5 initiated, 5 purchased |
7 initiated, 2 purchased ❌ |
Yes — week 3 |
| Learning phase |
Stabilize in 3–7 days after major change |
All 4 ads still in Learning Limited as of Jun 25 — 25 days after incident |
Yes — overdue |
What the ad team has recommended (from weekly reports)
Across all three weekly reports, the team has consistently recommended:
• Test new creatives in the B2C and LLA ad sets
• Add one additional ad to the LLA ad set
• Expand audience testing
• Consider a July promotion to drive renewed interest
• Refresh existing ads without a full overhaul
Important context: The ad team requires TFO approval before implementing new creatives or making structural changes to campaigns. These recommendations cannot be actioned without sign-off from Avi or Leah. The question for the meeting is: have these recommendations been formally approved and actioned, or are they still waiting?
New finding — checkout abandonment in week 3
In the week of June 15–21, 7 people initiated checkout but only 2 completed a purchase — a 71% checkout abandonment rate. This is not an ad performance issue. The ads are driving people all the way to checkout. Something is breaking at the final step: payment options, shipping cost, checkout flow, or page speed. This is worth investigating separately from the ad performance conversation, as fixing it could immediately improve ROAS without any changes to the campaigns.
Balanced summary for the meeting
What the team is doing well: Weekly reports are being sent on time, CTR and CPC are healthy across all ads, the creative is working, and they flagged a real Meta platform outage on June 12 that impacted week 2.
What still needs to be resolved: ROAS has been below the 4.0 benchmark for two consecutive weeks. All 4 ads remain in Learning Limited 25 days post-incident. The checkout abandonment issue in week 3 needs urgent attention. The team's recommendations (new creatives, audience testing, July promotion) need a formal approval decision from TFO so they can be actioned.
Key question for the meeting: Are there outstanding approvals TFO needs to give the ad team so they can implement their recommendations?
