Portfolio Presentation · Page 1 of 4
Q1 2026 — Meta Ads
Executive Overview
A complete performance summary for Soccer Express's Meta Ads account across January, February, and March 2026 — demonstrating analytical depth, creative decision-making, and campaign scaling from 4.70x to a record-breaking 16.11x ROAS in just 90 days.
Q1 2026 — Aggregate Performance
Total Spend
$6,200
CAD · Jan–Mar 2026
Total Revenue
$51,831
CAD attributed
Blended ROAS
8.36x
Q1 weighted average
Total Purchases
168
Attributed conversions
Avg CPP
$36.90
Cost per purchase
March ROAS
16.11x
🏆 All-time record
Monthly Breakdown — Jan · Feb · Mar
📅 January 2026
26 active days
Spend
$1,850 CAD
Revenue
$8,698
ROAS
4.70x
Purchases
25
CPP
$74.01
CTR / CPC
1.07% / $0.67
Reach
162,587
📅 February 2026
28 days
Spend
$2,027 CAD
Revenue
$5,706
ROAS
2.81x
Purchases
30
CPP
$67.58
CTR / CPC
1.35% / $0.57
Reach
74,065
📅 March 2026
🏆 Record
Spend
$2,323 CAD
Revenue
$37,427
ROAS
16.11x
Purchases
113
CPP
$20.56
CTR / CPC
1.42% / $0.72
Avg Order Value
$331
ROAS Trajectory — Jan → Mar 2026
February dip caused by the underperforming Feb 2026 Creative ($316.81 CPP). Pausing it immediately and launching the General Awareness campaign in March drove a 473% ROAS recovery.
Q1 Key Decisions & Insights
Strategic Win: General Awareness Campaign Launch (March 4)
Launching three new creatives — Footwear, Fanwear, Ball — with an awareness-first strategy immediately delivered 14x–28x ROAS. This structural pivot from single-campaign to dual-campaign architecture was the single biggest ROAS driver in Q1.
Critical Call: Feb 2026 Creative Pause (CPP $316.81, −33% ROI)
Identified and paused an underperforming creative burning $633 at 0.67x ROAS. This single decision, if actioned earlier, would have pushed February's blended ROAS from 2.81x to approximately 3.5x+.
Hidden Gem: 65+ Audience Segment (7.09x ROAS on $44 Spend)
Spotted an underfunded 65+ segment delivering 7.09x ROAS. Recommended a dedicated $200–300/mo campaign. This is the type of audience intelligence that moves accounts from good to exceptional.
Geographic Expansion Signal: Quebec (2.17% CTR, $0.39 CPC)
Quebec consistently showed the highest CTR at lowest CPC in the account across all three months. A $200/mo French-language creative test represents the highest-ROI geographic expansion opportunity available.
Portfolio Presentation · Page 2 of 4
Campaign Analytics
Creatives, Audiences & Placements
Deep-dive into ad creative performance, audience segmentation intelligence, and placement efficiency across Q1 2026 — demonstrating the analytical thinking behind every budget decision.
Ad Creative Performance — Best Performers
| Creative | Month | ROAS | Purchases | CPP | Revenue | Action |
|---|---|---|---|---|---|---|
| General Awareness — Footwear | Mar 2026 | 27.98x 🏆 | 32 | $16.05 | $14,368 | Scale +50% |
| New Creative (Sept Copy) | Jan 2026 | 6.58x | 10 | $90.93 | $5,983 | Scale |
| New Creative (Sept Copy) | Feb 2026 | 4.32x | 19 | $43.39 | $3,563 | Scale +40% |
| General Awareness — Fanwear | Mar 2026 | 14.13x | — | — | Strong | Scale +30% |
| Original Image (Sept) | Jan 2026 | 3.37x | 15 | $53.76 | $2,715 | Maintain |
| Feb 2026 Creative | Feb 2026 | 0.67x ❌ | 2 | $316.81 | $424 | Paused |
| IG Post "Chaos & Control" | Jan 2026 | 0x ❌ | 0 | — | $0 | Paused |
Audience Segmentation — Key Findings
🏆 Top Segments Q1
45–54 Cohort · Jan: 10.84x ROAS
$543 spend → $5,893 revenue. 10 purchases at $54.37 CPP. The highest single-month ROAS demographic across all of Q1. Driven by high average order values.
Female Audience · Mar: 26.17x ROAS
78 purchases, $28,942 revenue, $14.18 CPP — March's female segment was the dominant conversion engine, a reversal from January's male-led performance.
35–44 Segment · Feb: 4.72x ROAS
18 purchases at $42.98 CPP. Drove 64% of February's tracked revenue on 38% of spend — the most capital-efficient demographic in a challenging month.
65+ Segment · Consistent ~7x ROAS
Chronically underfunded yet delivered 5.31x (Jan) and 7.09x (Feb) ROAS on micro-budgets. A dedicated $200–300/mo campaign is the lowest-risk high-reward opportunity in the account.
⚠️ Underperforming Segments
18–34 Combined · Feb: $401 Spent, 0 Purchases
Audit attribution window before cutting entirely — possible price sensitivity or audience-creative mismatch. Jan 13–24 cohort also showed zero revenue on $144 spend.
🗺️ Geographic Performance
British Columbia · Primary Market ~49%
Consistently the largest spend market. Q1 note: BC CTR dipped below account average in January, signalling potential creative fatigue in the home market.
Ontario · Rising Engagement (1.12%–1.42% CTR)
Canada's largest consumer market showing above-average engagement. Priority: dedicated Ontario ad set with 35–54 male targeting + localised copy.
Quebec · 2.17% CTR, $0.39 CPC — Best Value
Most cost-efficient engagement in the entire account. French-language creative test at $200/mo is the highest-ROI geographic expansion available.
Placement Intelligence — Where Conversions Happen
| Placement | Jan 2026 | Feb 2026 | Mar 2026 | Q1 Verdict |
|---|---|---|---|---|
| Facebook/IG Feed | 6.71x · 20 pur | 3.09x · 23 pur | Strong | Primary Conversion Engine |
| Instagram Reels | 2.52x · 3 pur | 0x · $191 wasted | 25x ROAS 🚀 | March breakout — scale with Reels-native creative |
| IG Stories | 0 pur · $283 wasted | 3.61x · 5 pur | 25–27x ROAS | Dramatic recovery — new creative was the key |
| Facebook Reels | −41% ROI · 1 pur | 3.72x · 2 pur | 25x ROAS | Scale 2–3x in April — low saturation |
| Facebook Stories | 0 pur · wasted | 0 pur · paused | Converting | Creative redesign unlocked this placement |
March Milestone: All 6 Placement Types Converting — First Time in Account History
Every single placement delivered at least one conversion in March 2026. Stories and Reels formats — previously zero-conversion placements — became strong performers. The lesson: placement performance is primarily a creative and landing page challenge, not a targeting challenge.
Portfolio Presentation · Page 3 of 4
Attribution & Tracking
The Engine Behind the Numbers
Understanding why numbers look the way they do is as critical as reading them. This section covers the attribution infrastructure, iOS 14 impact, CAPI implementation, and the honest relationship between Meta-reported and actual revenue — the skills most relevant to a data-sophisticated environment like Mood.
Meta Pixel & Conversions API (CAPI) — The Foundation
🔵 Meta Pixel — Browser-Side Tracking
- JS Fires from the user's browser when they take an action (page view, add to cart, purchase)
- ⚠ Blocked by iOS 14.5+ App Tracking Transparency prompt — typically 30–50% of iOS conversions go unmeasured if CAPI isn't deployed
- ⚠ Safari ITP (Intelligent Tracking Prevention) limits cookie lifespan to 7 days, shortening effective attribution windows for returning buyers
- 📊 Pixel-only accounts feed the algorithm partial data, causing Advantage+ bidding to optimise for a subset of actual buyers
🟢 Conversions API (CAPI) — Server-Side Tracking
- ✓ Sends conversion events directly from your server to Meta — bypasses browser blockers, ad blockers, and iOS restrictions
- ✓ Recovers the 30–50% of iOS conversions the Pixel misses — critical for ecommerce with high mobile traffic
- ✓ When run alongside the Pixel ("Pixel + CAPI"), deduplication logic prevents double-counting while maximising signal quality
- ✓ Higher Event Match Quality score → Meta AI has better buyer profiles → Advantage+ targeting improves → lower CPAs over time
"Skipping CAPI in 2025/26 means you're likely missing 30–50% of iOS conversions. This makes the AI optimise on bad data, driving up CPAs dramatically. Running Pixel + CAPI in tandem is the non-negotiable baseline for any ecommerce Meta Ads account."
Attribution Windows — What the Numbers Actually Mean
Standard Window Settings
7-Day Click Attribution (Default)
Meta credits a purchase to your ad if it happened within 7 days of a click. Most relevant for ecommerce impulse buying. Preferred for DTC brands like Soccer Express and Mood.
1-Day View Attribution
Credits a purchase to an ad the user saw but did not click within 24 hours. Inflates ROAS numbers — treat view-through conversions separately in analysis.
28-Day Click Attribution
Captures longer consideration purchases (big-ticket items, subscriptions). Useful for Mood's subscription MoodBox category — but can overstate ad contribution if email/organic touchpoints exist in the window.
The Attribution Overlap Problem
Multi-Touch & Cross-Platform Double Counting
If a customer sees your Meta ad on Monday, a Google ad on Tuesday, and purchases Thursday — both platforms claim 100% credit. Meta-reported ROAS will always be higher than actual blended ROAS when running multi-channel advertising.
Triangulate: Meta Manager + GA4 + Backend
The most accurate picture comes from comparing three data sources: Meta Ads Manager (attributed), GA4 (session-based last click), and your Shopify/CRM backend (actual orders). The truth sits between Meta and GA4.
iOS 14.5+ Impact on Meta Tracking
📉 What Changed
Apple's App Tracking Transparency (ATT) framework requires apps to ask users for permission to track across apps and websites. The majority of iOS users opt out, severing Meta's ability to track post-click behaviour on iOS devices for those users.
📊 Practical Impact
On a typical ecommerce brand with 60%+ mobile traffic, 30–50% of purchases may go unattributed in Meta Ads Manager without CAPI. The algorithm sees fewer conversions → it narrows its targeting → CPAs creep up over weeks.
🛠️ The Fix: CAPI + Aggregated Events
Deploy CAPI via Shopify's native integration (simplest), Facebook's SDK, or a third-party tool. Prioritise Aggregated Event Measurement (AEM) — verify your domain in Meta Business Manager and rank your 8 conversion events in priority order.
Meta vs Google — Attribution Architecture Comparison
| Dimension | Meta Ads | Google Ads | Best Practice |
|---|---|---|---|
| Tracking Layer | Meta Pixel + CAPI | Google Tag (GTM) + GA4 + Enhanced Conversions | Run both in tandem; use GTM for Google |
| Default Attribution | 7-day click, 1-day view | Data-driven attribution (DDA) — cross-channel | Set Meta to 7-day click only for cleaner ROAS |
| iOS Impact | High — browser Pixel severely limited | Lower — Search intent-based, less cookie-dependent | CAPI is mandatory for Meta; Google EC for leads |
| Over-Reporting Risk | High — view-through inflation common | Medium — PMax brand cannibalism | Always cross-reference GA4 + backend revenue |
| AI Signal Quality | Advantage+ needs 50 events/week minimum | Smart Bidding needs 30+ conversions/30 days | Underfunding learning phase → poor AI performance |
| Cross-Platform | Meta claims credit for any window touchpoint | Google DDA attempts fractional attribution | Use Northbeam/Triple Whale for true MTA |
Relevance to Mood.com — Why This Matters
Mood operates in a restricted-category industry (hemp THC). Meta's restrictions on restricted categories mean Pixel event data quality and CAPI accuracy are especially critical — any signal loss directly inflates CPAs and undermines the Advantage+ algorithm's ability to find high-LTV buyers. A robust Pixel + CAPI setup, combined with rigorous GA4 cross-referencing, is table-stakes for Mood's paid media infrastructure.
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Conversions & Strategy
Funnel Intelligence & April Roadmap
Full-funnel conversion architecture, creative testing frameworks, scaling protocols, and the April 2026 action plan — illustrating the strategic layer behind campaign management.
Conversion Funnel — Q1 2026 (March Peak)
Full Funnel · Awareness → Revenue · March 2026 · 5 Stages
Reach
145,069
100%
Impressions
226,182
1.56 freq
Clicks
3,220
1.42% CTR
Landing Page
~2,500
~78% LPV
Purchases
113
3.5% CVR
Creative Testing Framework — A/B Protocol
🧪 The Testing Protocol
- 150/50 A/B split — strict equal budget allocation between variants to eliminate spend-bias in results
- 2Minimum 7-day evaluation window — never kill a creative in under 7 days; learning phase requires time to stabilise
- 3≥500 impressions per variant — statistical floor before drawing conclusions; less than this and any ROAS difference is noise
- 4Gate scale on ≥2.5x ROAS — only increase budget when the threshold is confirmed over the evaluation window
- 5Monitor frequency ≤3.5 — creative fatigue accelerates quickly at high frequency; prepare a refresh before hitting 3.5
⚠️ Common Mistakes to Avoid
- ✗Killing campaigns after 2–3 days — wastes learning phase data and gives the algorithm no time to find buyers
- ✗Over-segmenting audiences into many small ad sets — prevents any set from exiting the learning phase
- ✗Running the same creatives for 3+ months without refresh — creative fatigue silently kills ROAS before you notice it
- ✗Setting ROAS targets too high too soon — starves the algorithm; start with Maximise Conversions, then transition
- !Not having a backup ad account — Meta bans are unpredictable; a second verified Business Portfolio is essential for any serious advertiser
Meta AI — Advantage+ Campaign Architecture
🤖 Advantage+ Shopping
Meta's fully-automated campaign type for ecommerce. AI controls targeting, placements, bidding, and creative delivery simultaneously. Best results when fed 5–10 creative variants and a clean CAPI signal. Requires 50+ conversion events/week to fully optimise.
🎨 Advantage+ Creative
AI-powered creative enhancements — auto-background generation, music addition, text optimisation, aspect ratio adaptation. Key practice: audit which enhancements are enabled quarterly. Leaving all on can change your ad's visual identity unexpectedly.
👥 Advantage+ Audiences
Meta's AI-first targeting replaces detailed interest targeting for prospecting. Provide audience suggestions (website visitors, customer lists, lookalikes) as signals — Meta treats them as starting points, not constraints. Allows access to 3.2B+ daily active users.
April 2026 — Action Plan (Post-Record March)
🚀 Scaling Priorities
Footwear Creative +50% Budget
27.98x ROAS, 32 purchases, $16.05 CPP. The account's highest-ever performing creative. Scale budget incrementally (20% every 3–4 days) to avoid triggering a new learning phase.
Stories & Reels Budget 2–3x
Both placements hit 25–27x ROAS in March after years of underperforming. Low saturation, high headroom for scaling. Prioritise before audience frequency builds.
Fanwear Creative +30%
14.13x ROAS — strong secondary performer. Increase budget alongside Footwear to diversify revenue reliance away from a single creative.
🧪 New Experiments
Female-Specific Campaign — Gender-Targeted Copy
March's female segment: 26.17x ROAS, 78 purchases, $14.18 CPP. A dedicated female-targeted creative campaign with gender-specific messaging has a very high probability of 20x+ ROAS.
65+ Dedicated Campaign · $200–300/mo
Consistent 5–7x ROAS on micro-budgets across Q1. Launch a dedicated campaign for April — lowest-risk, highest-return new audience test available.
Quebec French/Bilingual Creative · $200 Geo Test
2.17% CTR at $0.39 CPC across Q1 — most cost-efficient engagement in the entire account. A single French-language ad creative could unlock the highest-ROI geographic expansion available.
Applying to Mood.com — Relevance & Transferable Skills
Why Soccer Express → Mood is a Natural Fit
Mood operates as a tech company in DTC ecommerce — the same operating model as Soccer Express's Meta Ads account. Key transferable skills: Advantage+ campaign architecture, CAPI/Pixel troubleshooting, creative performance analysis, audience segmentation intelligence, restricted-category advertising nuance, and the discipline to kill underperforming assets quickly (as demonstrated with the Feb 2026 creative pause). Mood's $100M+ ARR scale simply means larger budgets, more data, and faster feedback loops — the same analytical framework applies at any scale.
📊
Analytical Depth
CPP, ROAS, CTR, CPC, LPV analysis at creative, audience, placement, and geo level — not just top-line numbers.
🎯
Attribution Fluency
CAPI vs Pixel, iOS 14 recovery, attribution window modelling, cross-platform data reconciliation with GA4 and backend.
⚡
Decision Speed
Creative pauses, budget reallocation, scaling decisions, and geo expansion — all backed by data, acted on quickly.