1 Project Overview

1.1 This report reviews the results of four advertising campaigns on Facebook and Instagram (Meta Ads) over a period of 45 days (August 1 to September 15, 2026).

The main goals are: 1. Identify when ads start losing effectiveness because audiences see them too many times (Ad Fatigue). 2. Measure the financial return of each ad format (Return on Ad Spend - ROAS). 3. Recommend how to adjust the advertising budget to get better overall results.

2 Campaign Structure and Data

The data simulates a standard export from Meta Ads Manager. It includes both new audience discovery (Prospecting) and existing visitor campaigns (Re-targeting).

3 Key Metrics Guide

3.1 This table explains the main metrics used in this report:

Table 1: Main Digital Marketing Metrics
Metric_Name What_It_Means Why_It_Matters Good_Benchmark
Frequency Average times a person sees the ad Warns when people see the ad too often Keep under 3.5 per week
CTR (%) Percentage of views that clicked Shows how interesting the ad is Above 1.5% is good
CPC (CHF) Average cost for each click Measures the cost to bring people to the website Under CHF 1.20 for new audiences
ROAS Revenue divided by ad spend Measures profit and business return Above 3.0x for retargeting

4 Total Performance Summary

Table 2: Performance Summary by Campaign (45-Day Total)
Campaign Audience Format Total_Spend Impressions Reach Avg_Frequency Total_Clicks Average_CTR Average_CPC Total_Sales Total_Revenue Total_ROAS
Brand_Video_Views Prospecting Reels CHF 5,635.21 516,581 356,688 1.48 6,430 1.24% CHF 0.90 0 CHF 0.00 0.00
New_Customer_Traffic Prospecting Carousel CHF 8,240.37 587,062 402,342 1.49 11,505 1.96% CHF 0.73 112 CHF 10,875.10 1.32
Product_Catalog_Retargeting Retargeting Dynamic CHF 11,397.89 407,794 288,029 1.45 12,556 3.08% CHF 0.93 608 CHF 58,324.71 5.12
Promo_Discount_Offers Retargeting Single_Image CHF 6,857.72 194,519 133,518 1.48 4,404 2.27% CHF 1.61 217 CHF 20,580.69 3.00

5 Performance Charts

5.1 Return on Ad Spend (ROAS) vs. Budget Spent

This chart compares the money spent on each campaign against the return on sales it generated.

6 Ad Fatigue: What Happens When People See Ads Too Often

6.1 When an ad is shown to the same person repeatedly, people stop paying attention and the Click-Through Rate (CTR) drops.

7 Executive Summary: What the Numbers Really Mean

Looking at the last 45 days of performance, the data tells a very straightforward story:

Where the budget goes: Our discovery campaigns (video and carousel) eat up most of our spend just to drive awareness. They bring eyeballs, but they don’t close sales on their own.

Where the money is made: Retargeting (dynamic catalogs and discounts) does the heavy lifting, returning over 5x our investment.

The bottom line: Prospecting acts as our top-of-funnel engine, while re-targeting brings the actual profit.

7.0.1 Quick Adjustments for Next Month

  1. Don’t kill the awareness ads, just feed them right: The video views get us cheap eyeballs. Instead of expecting direct sales from them, we should automatically re-target anyone who watches more than half of a video with our discount offers.
  2. Shift 15% of the budget: Move a small slice of money from our broad prospecting campaigns directly into product catalog re-targeting, where the real money is made.

8 Practical Recommendations

Refresh Product Images Every Two Weeks: People get tired of seeing the exact same ad after just a couple of views. When frequency goes over 1.5, clicks drop fast. Swapping out product frames or background colors every 14 days keeps people interested and clicking.

Use Video Views to Feed Our Retargeting Pool: The video campaign doesn’t close sales on its own, but it gets us cheap attention. Let’s build a custom audience of anyone who watches more than half of the video and hit them later with our discount offers. It’s a smart way to lower acquisition costs.

Shift 15% of the Budget to Retargeting: Let’s move a small slice of our budget away from broad discovery carousels and put it directly into product catalog re-targeting. Since it consistently brings back more than 3.0x ROAS, feeding it a bit more money is a safe, profitable bet.