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⚠️ Tracking Outage: 1 Apr – 14 Apr 2026 — Data in this report is unreliable
A server crisis (1–9 Apr) caused GTM Kit to be deactivated, taking down all Meta, Google Ads, and GA4 server-side tracking. A Google for WooCommerce plugin installed during emergency repairs also injected a hardcoded consent-denied signal, suppressing tracking even after GTM Kit was restored. Tracking was confirmed clean by Matteo Braghetta on 15 Apr 2026. All data between 1 Apr and 14 Apr should be disregarded for campaign decisions. The last reliable benchmark is the week ending 31 Mar 2026 (Google ROAS 3.01×, GA4 ROAS 2.64×).
📋 Weekly Paid Ads Review
07 Apr – 13 Apr 2026 · 7-day rolling performance summary
Total Spend
R 11 851
GA R 5 903 + Meta R 5 948
-15.1% vs prior
GA Spend
R 5 903
+16.4% vs prior
GA ROAS
2.51x
2.51x ⚠️
+136.8% vs prior
Blended ROAS
1.75x
1.75x 🚨
+59.1% vs prior
Total Revenue
R 20 778
GA R 14 832 + Meta R 5 946
+35.8% vs prior
GA Conversions
10
Dec 2025+ only — prior data unreliable
+232.9% vs prior
Platform Comparison
07 Apr – 13 Apr 2026
| Platform | Spend | Revenue | ROAS |
|---|
| Google Ads | R 5 903 +16.4% | R 14 832 | 2.51x +136.8% |
| Meta Ads | R 5 948 -33.1% | R 5 946 | 1.00x -9.9% |
| Blended | R 11 851 | R 20 778 | 1.75x |
GA4 Site Health
Source of truth — last-click UTM attribution
| Metric | This Period | Prior Period | Change |
|---|
| Paid Sessions | 1,544.0 | 1,798.0 | -14.1% |
| Engagement Rate | 76.8% | 65.6% | +17.1% |
| Bounce Rate | 23.2% | 34.4% | -32.6% |
| GA4 Purchases | 13.0 | 12.0 | +8.3% |
| GA4 Revenue | R 7 476 | R 7 458 | +0.2% |
| GA4 True ROAS | 0.63x | — | — |
| New User % | 58% | — | |
| Mobile % | 64% | — | |
Attribution Check
Attribution inflation: platform ROAS 1.75x vs GA4 True ROAS 0.63x (64% gap). Platform is over-attributing. Use GA4 figure for all decisions.
Google Ads Campaigns
7-day performance · Conversions Dec 2025+ only
| Campaign | Type | Spend | Revenue | ROAS | Convs | AOV |
|---|
| PMax-SalesGeneral | PMax | R 5 818 | R 14 832 | 2.55x | 10 | R 1 485 |
| SEARCH-SALES-v2602 | PMax | R 85 | R 0 | 0.00x | 0 | — |
Meta Ads Campaigns
7-day attributed revenue
| Campaign | Funnel | Spend | Attr. Revenue | ROAS |
|---|
| 2. MOF - # of Conversions | MOF | R 2 797 | R 2 869 | 1.03x |
| 3. BOF | BOF | R 1 063 | R 838 | 0.79x |
| 3. BOF - Catalogue | BOF | R 1 045 | R 1 116 | 1.07x |
| 1. TOF - XC Cat | TOF | R 1 043 | R 1 123 | 1.08x |
Landing Page Performance
Top pages by paid traffic sessions — GA4
| Landing Page | Sessions | Bounce Rate | Engagement Rate | Purchases |
|---|
| — | 6,255.0 | 31.1% | 68.9% | 63.0 |
| — | 1,359.0 | 21.7% | 78.3% | 19.0 |
| — | 1,171.0 | 17.0% | 83.0% | 9.0 |
| — | 1,153.0 | 28.4% | 71.5% | 7.0 |
| — | 1,151.0 | 29.7% | 70.3% | 8.0 |
| — ⚠ High bounce ⚠ No conversions | 1,056.0 | 94.7% | 5.3% | 0.0 |
| — | 986.0 | 51.9% | 48.1% | 8.0 |
| — ⚠ No conversions | 888.0 | 29.2% | 70.8% | 0.0 |
| — | 724.0 | 41.3% | 58.7% | 3.0 |
| — | 555.0 | 54.2% | 45.8% | 4.0 |
Meta Funnel Split
This week
Budget Pacing
Month to date
| Platform | Budget | MTD Spend | Status |
|---|
| Google Ads | R 30 000 | R 10 132 | Underpacing (78%) |
| Meta Ads | R 60 000 | R 13 136 | Underpacing (51%) |
| Total | R 90 000 | R 23 267 | |
Auto-Analysis
Data-driven observations
ROAS Status
Blended ROAS 1.75x is critically below target. Immediate review required. Consider pausing campaigns with ROAS < 1.0x.
Platform Gap
Google is significantly outperforming Meta (2.51x vs 1.00x ROAS). Consider shifting budget toward Google.
Underperforming Meta Campaigns
These Meta campaigns have ROAS below 1.5x: 2. MOF - # of Conversions, 3. BOF, 3. BOF - Catalogue. Check creative frequency and audience saturation.
Google Budget Pacing
Google correctly underspending (78%) while ROAS is below 4x.
Meta Budget Pacing
Meta correctly underspending (51%) while ROAS is below 4x.
Attribution Inflation
Platform ROAS 1.75x vs GA4 True ROAS 0.63x — 64% gap. Platform is over-attributing. Use GA4 figure for budget decisions.
Decision Log
Suggested actions based on this week's data
| Type | Action |
|---|
| Urgent | Pause any campaign with ROAS < 1.0x immediately |
| Urgent | Run full search term review for Google campaigns |
| Urgent | Check for stock issues that may be limiting conversion |
| Flag | Meta: 2. MOF - # of Conversions — ROAS 1.03x — check creative/audience |
| Flag | Meta: 3. BOF — ROAS 0.79x — check creative/audience |