Google delivers 2.43x ROAS vs Meta's 1.48x — and Google does it on 23% less spend. Meta has one dominant winner carrying the entire account while 4 ad sets burn money on zero purchases.
| Device | Spend | Purchases | % of Conv | CPA | Revenue | ROAS |
|---|---|---|---|---|---|---|
| Mobile | $2,842.05 | 114.6 | 82.1% | $24.80 | $7,466.20 | 2.63x |
| Desktop | $872.38 | 24.0 | 17.2% | $36.35 | $1,736.60 | 1.99x |
| Tablet | $100.19 | 1.0 | 0.7% | $100.19 | $54.00 | 0.54x |
You're losing 80.5% of impressions to ad rank and 6% to budget. Increasing the daily budget from $70 to $100 and improving ad rank (better assets, more sitelinks) could capture significantly more profitable traffic without hurting ROAS.
Both "Purchase" and "Google Shopping App Purchase" are set to PRIMARY with MANY_PER_CLICK counting. If both fire on the same transaction, Google counts it twice. This could be inflating your 139.6 conversion count. Investigate whether both fire — if so, set one to SECONDARY.
These engagement actions are counted as "conversions" and influence PMax bidding. The algorithm may be optimizing toward YouTube views instead of purchases. Set both to SECONDARY immediately.
| Ad Set | Spend | Purchases | Revenue | ROAS | CPA | Grade |
|---|---|---|---|---|---|---|
| TOF- H&W- Talking Heads | $2,073.46 | 63 | $4,687.39 | 2.26x | $32.91 | WINNER |
| TOF- Interest- PersDev v3 | $125.42 | 2 | $178.60 | 1.42x | $62.71 | OK |
| TOF- H&W- V2 | $37.99 | 1 | $50.00 | 1.32x | $37.99 | OK |
| TOF- Shops v3 | $194.45 | 5 | $256.00 | 1.32x | $38.89 | OK |
| TOF- T-Shirt & Shops | $989.75 | 15 | $1,076.65 | 1.09x | $65.98 | MARGINAL |
| TOF- Shops 2 | $432.11 | 9 | $428.80 | 0.99x | $48.01 | LOSING |
| TOF- Shops (original) | $735.01 | 8 | $677.28 | 0.92x | $91.88 | LOSING |
| Mental Health New Collection | $202.14 | 0 | $0 | 0% | — | DEAD |
| TOF- Interest- MH | $101.93 | 0 | $0 | 0% | — | DEAD |
| Shops & Jeans Copy | $48.21 | 0 | $0 | 0% | — | DEAD |
| Warm- MothersDay | $29.96 | 0 | $0 | 0% | — | DEAD |
| TOTAL | $4,970.43 | 103 | $7,354.72 | 1.48x | $48.26 |
| Shops Version | Spend | Purchases | Revenue | ROAS | Status |
|---|---|---|---|---|---|
| T-Shirt & Shops | $989.75 | 15 | $1,076.65 | 1.09x | Marginal |
| Shops (original) | $735.01 | 8 | $677.28 | 0.92x | Losing |
| Shops 2 | $432.11 | 9 | $428.80 | 0.99x | Breakeven |
| Shops v3 | $194.45 | 5 | $256.00 | 1.32x | OK |
| Shops & Jeans Copy | $48.21 | 0 | $0 | 0% | Dead |
| COMBINED SHOPS | $2,399.53 | 37 | $2,438.73 | 1.02x | BREAKEVEN |
All 5 versions target the same Urban Outfitters/H&M/Free People/Bershka interests. They compete against each other in the same auction, driving up costs. Consolidate to the best performer (v3 at 1.32x) or pause all and redirect budget to Talking Heads.
Mental Health New Collection ($202), Interest-MH ($102), Shops & Jeans Copy ($48), Warm-MothersDay ($30) — all zero sales. Pause immediately.
"Purchase" and "Google Shopping App Purchase" are both PRIMARY with MANY_PER_CLICK. If both fire on the same Shopify transaction, your 139.6 reported purchases could be inflated. Set one to SECONDARY.
YouTube subscriptions and follow-on views are PRIMARY. PMax's algorithm may be chasing YouTube engagement instead of purchases. Set both to SECONDARY.
Remove the Talking Heads ad set and the remaining 10 ad sets combine for 40 purchases at 0.92x ROAS — below breakeven. One ad set is doing all the heavy lifting.
Only 1 purchase on tablet at $100.19 CPA vs $24.80 on mobile. Add a -50% bid adjustment on tablets to reduce waste.
You're missing 86.5% of available impressions — 80.5% lost to rank, 6% to budget. A budget increase from $70 to $100/day and better asset optimization could significantly increase volume at current ROAS levels.
With 103 purchases in 30 days, the pixel has strong signal for high-quality Lookalike audiences (1% LAL of purchasers). These typically outperform interest targeting once the source audience is large enough — and yours is.
Mental Health New Collection, Interest-MH, Shops & Jeans Copy, Warm-MothersDay. Saves $382/month.
YouTube channel subscriptions + YouTube follow-on views → SECONDARY. Stops PMax from chasing engagement.
Check if both "Purchase" and "Google Shopping App Purchase" fire on the same transaction. If yes, set "Purchase" to SECONDARY.
Redirect budget from underperforming Shops ad sets into the proven winner. Target $100-120/day on Talking Heads alone.
Shops original (0.92x, $735) and Shops & Jeans Copy (0%, $48) are bleeding. Keep only Shops v3 (1.32x) and T-Shirt & Shops (1.09x) at reduced budget for testing.
103 purchases gives strong signal. Create a 1% LAL, launch in its own ad set at $20/day with the Talking Heads creative. Test for 7 days.
Only 6% of impression loss is budget-related, but at 2.43x ROAS and 13.5% IS, there's room to capture more volume profitably.
Tablets: $100.19 CPA (1 purchase) vs Mobile: $24.80 CPA (114.6 purchases). Reduce tablet bids to stop overpaying.