Sample data. This is the unedited report Ad Account Analyst produced on its bundled sample files, which describe a fictional business, run the same way a subscriber's upload is run (as of 2026-10-14). No AI model and no person touched it. Your own results depend on the exports you upload.
The full download also contains: daily-brief-2026-10-12.md, fatigue-2026-10-12.md, recommendations-2026-10-12.csv, test-plan-2026-10-12.md, weekly-scorecard-2026-10-06_to_2026-10-12.md.
Kill, scale and test calls for 2026-10-12
Your ad accounts · data through 2026-10-12 · currency USD
Recommendations only. This tool reads exported reports and cannot change anything in your ad accounts. A person applies each step in Ads Manager or Google Ads.
Judged on 2026-10-06 to 2026-10-12 (7 days), on ROAS: target ROAS 2.00x. Rules are in config/analyst.ini; each call names the one it used.
4 kill, 3 scale, 1 test. The kill calls cover $350.72 a week of spend above what your target allows.
Note: no target CPA (set targets.target_cpa, or average_order_value with a ROAS target); the zero-conversion kill rule is off
Ranked by weekly impact
| # | Action | Platform | Where | Key metric | Impact / week |
|---|---|---|---|---|---|
| R1 | KILL | Meta | PROS | LAL 1% purchasers | Purchases | ROAS 0.41x on $140.66 | $111.69 |
| R2 | KILL | Meta | PROS | Broad | Purchases > Interest - Home decor | ROAS 1.20x on $255.61 | $102.67 |
| R3 | TEST | Meta | RT | Site visitors 30d | Purchases > Site visitors 30d > Reviews carousel | CTR 1.04%, freq 2.39 | $79.24 |
| R4 | SCALE | Meta | PROS | Broad | Purchases > Broad 25-54 US | ROAS 2.80x on $901.46 | $72.12 |
| R5 | KILL | Meta | PROS | Broad | Purchases > Broad 25-54 US > Static - Fall scents | ROAS 1.20x on $178.35 | $71.01 |
| R6 | KILL | Google Ads | Search - Non-brand > Candle gift sets | ROAS 1.19x on $162.00 | $65.35 |
| R7 | SCALE | Meta | RT | Site visitors 30d | Purchases > Site visitors 30d | ROAS 2.83x on $357.55 | $29.68 |
| R8 | SCALE | Google Ads | PMax - All products | ROAS 2.79x on $193.39 | $15.28 |
R1 · KILL · Meta campaign: PROS | LAL 1% purchasers | Purchases
Do this: In Meta Ads Manager, open the Campaigns tab, find campaign “PROS | LAL 1% purchasers | Purchases” and switch it off.
Why: ROAS 0.41x is at or under the kill line 1.30x (target 2.00x minus 35%). Rule kill_roas_below_target_pct = 35.
Numbers, 2026-10-06 to 2026-10-12: spend $140.66, conversions 1.0, ROAS 0.41x, CPA $140.66, CTR 1.03%, CPM $12.69, frequency 1.08.
Impact: $111.69 a week (spend - conversion value / target ROAS, per 7 days).
Ad “Hand-poured 15s video” inside it ran at 2.29x on $25.32 (only 2 day(s) live, so not proven); consider moving it to another campaign or ad set before switching this off.
Covers 1 ad set inside it; they get no separate call.
Source: work/recommendations.json R1; work/normalized.csv rows N307, N316, N325, N334, N343, N352-N353, N362-N363; export meta-ads-2026-09-30_to_2026-10-12.csv lines 64, 73, 82, 91, 100, 109, 110, 119, 120.
R2 · KILL · Meta ad set: PROS | Broad | Purchases > Interest - Home decor
Do this: In Meta Ads Manager, open the Ad sets tab, find ad set “Interest - Home decor” (campaign “PROS | Broad | Purchases”) and switch it off.
Why: ROAS 1.20x is at or under the kill line 1.30x (target 2.00x minus 35%). Rule kill_roas_below_target_pct = 35.
Numbers, 2026-10-06 to 2026-10-12: spend $255.61, conversions 5.0, ROAS 1.20x, CPA $51.12, CTR 0.89%, CPM $15.55, frequency 1.17.
Impact: $102.67 a week (spend - conversion value / target ROAS, per 7 days).
Ad “Static - Fall scents” inside it ran at 2.13x on $123.82; consider moving it to another campaign or ad set before switching this off.
Covers 2 ads inside it; they get no separate call.
Source: work/recommendations.json R2; work/normalized.csv rows N305-N306, N314-N315, N323-N324, N332-N333, N341-N342, N350-N351, N360-N361; export meta-ads-2026-09-30_to_2026-10-12.csv lines 59, 60, 68, 69, 77, 78, 86, 87, 95, 96 and 4 more.
R3 · TEST · Meta ad: RT | Site visitors 30d | Purchases > Site visitors 30d > Reviews carousel
Do this: In Meta Ads Manager, duplicate ad “Reviews carousel” in ad set “Site visitors 30d” (campaign “RT | Site visitors 30d | Purchases”) and change one thing: the opening hook, the main visual or the headline. Keep the original running until the new ad has spent $50.00, then keep the one with the better ROAS.
Why: creative fatigue (F1 in work/fatigue.json): frequency 1.90 to 2.39 (+25.8%), CTR 1.46% to 1.04% (-28.8%), 2026-09-29 to 2026-10-05 against 2026-10-06 to 2026-10-12. Rule fatigue_ctr_drop_pct = 20.
Numbers, 2026-10-06 to 2026-10-12: spend $275.15, conversions 15.0, ROAS 2.86x, CPA $18.34, CTR 1.04%, CPM $20.50, frequency 2.39.
Impact: $79.24 a week (weekly spend x CTR drop).
Source: work/recommendations.json R3; work/normalized.csv rows N247, N256, N265, N274, N283, N292, N301, N310 and 6 more ranges; export meta-ads-2026-09-30_to_2026-10-12.csv lines 61, 70, 79, 88, 97, 106, 116.
R4 · SCALE · Meta ad set: PROS | Broad | Purchases > Broad 25-54 US
Do this: In Meta Ads Manager, open ad set “Broad 25-54 US” (campaign “PROS | Broad | Purchases”) and edit its daily budget. Average daily spend was $128.78. If the daily budget sits near that, raise it by up to 20% to about $154.54. If the budget is already well above what it spends, delivery is not budget-limited and a raise will not change much; leave it. If the campaign uses Advantage campaign budget, raise the campaign budget instead.
Why: ROAS 2.80x clears the scale line 2.40x (target 2.00x plus 20%) on 41 conversions. Rule scale_roas_above_target_pct = 20.
Numbers, 2026-10-06 to 2026-10-12: spend $901.46, conversions 41.0, ROAS 2.80x, CPA $21.99, CTR 1.33%, CPM $14.34, frequency 1.13.
Impact: $72.12 a week (extra weekly spend x (ROAS / target ROAS - 1), per 7 days).
- Raise in one step, then judge it again after 7 days (rules.test_min_days); efficiency usually drops as spend rises.
Source: work/recommendations.json R4; work/normalized.csv rows N302-N304, N311-N313, N320-N322, N329-N331, N338-N340, N347-N349, N357-N359; export meta-ads-2026-09-30_to_2026-10-12.csv lines 56, 57, 58, 65, 66, 67, 74, 75, 76, 83 and 11 more.
R5 · KILL · Meta ad: PROS | Broad | Purchases > Broad 25-54 US > Static - Fall scents
Do this: In Meta Ads Manager, open the Ads tab, find ad “Static - Fall scents” (campaign “PROS | Broad | Purchases”, ad set “Broad 25-54 US”) and switch it off.
Why: ROAS 1.20x is at or under the kill line 1.30x (target 2.00x minus 35%). Rule kill_roas_below_target_pct = 35.
Numbers, 2026-10-06 to 2026-10-12: spend $178.35, conversions 3.0, ROAS 1.20x, CPA $59.45, CTR 0.91%, CPM $12.43, frequency 1.11.
Impact: $71.01 a week (spend - conversion value / target ROAS, per 7 days).
Source: work/recommendations.json R5; work/normalized.csv rows N304, N313, N322, N331, N340, N349, N359; export meta-ads-2026-09-30_to_2026-10-12.csv lines 58, 67, 76, 85, 94, 103, 113.
R6 · KILL · Google Ads ad group: Search - Non-brand > Candle gift sets
Do this: In Google Ads, go to Campaigns > “Search - Non-brand” > Ad groups, tick ad group “Candle gift sets”, then Edit > Pause.
Why: ROAS 1.19x is at or under the kill line 1.30x (target 2.00x minus 35%). Rule kill_roas_below_target_pct = 35.
Numbers, 2026-10-06 to 2026-10-12: spend $162.00, conversions 3.2, ROAS 1.19x, CPA $50.78, CTR 3.71%, CPM $54.66.
Impact: $65.35 a week (spend - conversion value / target ROAS, per 7 days).
Source: work/recommendations.json R6; work/normalized.csv rows N87, N91, N95, N99, N103, N107, N111; export google-ads-ad-groups-2026-09-15_to_2026-10-12.csv lines 69, 72, 75, 78, 81, 84, 87.
R7 · SCALE · Meta ad set: RT | Site visitors 30d | Purchases > Site visitors 30d
Do this: In Meta Ads Manager, open ad set “Site visitors 30d” (campaign “RT | Site visitors 30d | Purchases”) and edit its daily budget. Average daily spend was $51.08. If the daily budget sits near that, raise it by up to 20% to about $61.30. If the budget is already well above what it spends, delivery is not budget-limited and a raise will not change much; leave it. If the campaign uses Advantage campaign budget, raise the campaign budget instead.
Why: ROAS 2.83x clears the scale line 2.40x (target 2.00x plus 20%) on 19 conversions. Rule scale_roas_above_target_pct = 20.
Numbers, 2026-10-06 to 2026-10-12: spend $357.55, conversions 19.0, ROAS 2.83x, CPA $18.82, CTR 1.17%, CPM $20.05, frequency 1.98.
Impact: $29.68 a week (extra weekly spend x (ROAS / target ROAS - 1), per 7 days).
Raise in one step, then judge it again after 7 days (rules.test_min_days); efficiency usually drops as spend rises.
“Reviews carousel” inside it shows creative fatigue (F1). More budget pushes its frequency up faster; start the refresh test first.
Source: work/recommendations.json R7; work/normalized.csv rows N309-N310, N318-N319, N327-N328, N336-N337, N345-N346, N355-N356, N365-N366; export meta-ads-2026-09-30_to_2026-10-12.csv lines 61, 62, 70, 71, 79, 80, 88, 89, 97, 98 and 4 more.
R8 · SCALE · Google Ads campaign: PMax - All products
Do this: In Google Ads, go to Campaigns, click the budget for campaign “PMax - All products” and edit it. Average daily spend was $27.63. If the daily budget sits near that, raise it by up to 20% to about $33.16. If the budget is already well above what it spends, delivery is not budget-limited and a raise will not change much; leave it. If the campaign uses a shared budget, the raise also feeds the other campaigns on that budget.
Why: ROAS 2.79x clears the scale line 2.40x (target 2.00x plus 20%) on 9 conversions. Rule scale_roas_above_target_pct = 20.
Numbers, 2026-10-06 to 2026-10-12: spend $193.39, conversions 9.4, ROAS 2.79x, CPA $20.64, CTR 1.10%, CPM $7.70.
Impact: $15.28 a week (extra weekly spend x (ROAS / target ROAS - 1), per 7 days).
- Raise in one step, then judge it again after 7 days (rules.test_min_days); efficiency usually drops as spend rises.
Source: work/recommendations.json R8; work/normalized.csv rows N85, N89, N93, N97, N101, N105, N109; export google-ads-campaigns-2026-09-15_to_2026-10-12.csv lines 67, 70, 73, 76, 79, 82, 85.
Held: judged, no change
| Platform | Where | Spend | ROAS | CPA | Reason |
|---|---|---|---|---|---|
| Meta | PROS | Broad | Purchases > Broad 25-54 US > Hand-poured 15s video | $505.66 | 3.81x | $15.80 | ROAS 3.81x clears the scale line 2.40x (target 2.00x plus 20%) on 32 conversions; budgets are set per ad set, so any scale call is made there |
| Google Ads | Search - Non-brand > Soy candles | $233.97 | 2.72x | $21.83 | ROAS 2.72x clears the scale line 2.40x (target 2.00x plus 20%) on 11 conversions; budgets are set per campaign, so any scale call is made there |
| Meta | PROS | Broad | Purchases > Broad 25-54 US > Founder story carousel | $217.45 | 1.74x | $36.24 | ROAS 1.74x is between the kill line 1.30x and the scale line 2.40x |
| Google Ads | Search - Brand | $125.65 | 6.39x | $9.52 | ROAS 6.39x clears the scale line 2.40x (target 2.00x plus 20%) on 13 conversions; not scaled because the campaign name matches never_scale_name_contains (brand) |
| Google Ads | Search - Brand > Brand - exact | $125.65 | 6.39x | $9.52 | ROAS 6.39x clears the scale line 2.40x (target 2.00x plus 20%) on 13 conversions; budgets are set per campaign, so any scale call is made there |
| Meta | RT | Site visitors 30d | Purchases > Cart abandoners 7d > Free shipping static | $107.78 | 2.43x | $26.95 | ROAS 2.43x is above the scale line but on 4 conversions; scaling needs 5 |
| Meta | RT | Site visitors 30d | Purchases > Site visitors 30d > 10% off static | $82.40 | 2.72x | $20.60 | ROAS 2.72x is above the scale line but on 4 conversions; scaling needs 5 |
Mark each call done in the CSV next to this file (done_by, done_on) so the next run can be read against what changed.