Nativz
Paid media report · Meta Ads

The ads are showing to the same small group too often, and ad-driven orders fell by half.

Over the last 30 days, Meta ads brought in 1,273 link clicks and 5 tracked orders worth $865, down from 10 orders worth $2,243 in the 30 days before. Spend held steady. The ads reached 17,866 people, 29% fewer than before, and each of them saw the ads about 7 times. The store is still taking orders: the Meta Pixel recorded 23 purchases on the site, but Meta credits only 5 of them to an ad. The next 30 days focus on reaching new DFW buyers and checking order counts against the store.

Prepared for Crystal Creek Cattle Prepared by Nativz Window Sep 8 to Oct 7, 2026 vs Aug 9 to Sep 7
$2,535Meta ad spend+5% vs prior 30 days
5Orders credited to Meta ads10 in prior 30 days
$865Order value credited to Meta ads0.34x return on ad spend, was 0.93x
7.1Times each person saw the ads in 30 daysUp from 4.4
The headline

Same spend, fewer new people, fewer orders.

This covers Meta Ads account 831934160606860, the only paid channel running for Crystal Creek Cattle. It compares Sep 8 to Oct 7 with Aug 9 to Sep 7.

Executive summary

Spend rose 5%, but the ads kept circling the same shoppers. Clicks, carts and orders all fell.

  • The same people are seeing the ads more often. Reach fell from 25,253 to 17,866 people. Each week the group got smaller: from 6,918 people in the week of Sep 8 to 4,866 in the week of Sep 29, when each person saw the ads 6.3 times.
  • Fewer people clicked. Link clicks dropped 23%, from 1,655 to 1,273. The share of viewers who clicked fell from 1.48% to 1.01%, and each click cost $1.99, up from $1.46.
  • Carts and orders halved. Adds to cart fell from 80 to 40 and orders from 10 to 5. Each order took $507 of ad spend, against $241 before, and every $1 of spend returned $0.34 in sales.
  • Three videos drove every order. "If DFW restaurants...", "Inside The Small Combo" and "Skip The Grocery Store" took 67% of spend and brought in all 5 orders. The two box images took 15% of spend and brought in none.
  • The store is still selling. The Meta Pixel is working and recorded 23 purchases on the site from Sep 10 to Oct 7. Meta has not credited an order to an ad since Sep 24, so most recent orders came from people who had not recently clicked or viewed an ad.

Next: Widen who the ads reach so the budget finds new DFW buyers, pause the images that aren't selling, and put spend behind the videos that are. Then check the pixel's order count against the store's real orders.

Meta Ads

Campaign performance.

Two campaigns ran, both built to drive website purchases across DFW ZIP codes. Figures are Meta-reported: an order counts if it happens within 7 days of clicking an ad or 1 day of viewing one. The last few days can still gain orders as those windows close.

By campaign

Sep 8 to Oct 7, 2026

Campaign Spend Reach Link clicks Orders Value ROAS Status Finding
NZ 01 · Website Conversions
New customers, Meta picks the audience		$2,093.4417,3461,0994$749.990.36xWatchCarries 83% of spend and 4 of 5 orders. It reached 17,346 people, down from 24,642, and each saw the ads 6.7 times. Prior 30 days: 8 orders, 0.90x.
NZ 02 · Warm · Website Conversions
Past visitors and people who engaged		$441.881,8721741$115.000.26xFixIts audience is under 2,000 people. Reaching them costs $41.77 per 1,000 views, more than twice the main campaign's $18.06. Its budget was reduced on Oct 7. Prior 30 days: 2 orders, 1.05x.
Total$2,535.3217,8661,2735$864.990.34xPrior 30 days: $2,414.29, 25,253 reached, 1,655 link clicks, 10 orders, $2,243.34, 0.93x.
By creative

Three videos brought in all 5 orders.

Creative (all placements and campaigns combined) Spend Link clicks Click rate Adds to cart Orders Value Status
Video: "If DFW restaurants don't buy their..."$732.744791.58%223$435.99Scale
Video: Inside The Small Combo$577.303381.47%71$314.00Keep
Video: Skip The Grocery Store$381.201461.25%41$115.00Watch
Image: Crystal Classic Small Box$324.69970.32%20$0Pause
Image: Crystal Classic Large Box$61.94140.27%00$0Pause
Eight other recipe and cooking videos$457.451990.77%50$0Testing

The "If DFW restaurants" video produced 3 of 5 orders and 22 of the 40 adds to cart. The two box images drew about 0.3% of viewers to click, against 1.01% for the account overall, and produced no orders.

Trend

Each week, the ads reached fewer people more often.

Weekly spend held at $536 to $680 for ten weeks. Over the same stretch, the number of people reached each week fell from 11,634 to 4,866. With the same budget spread over fewer people, each person saw the ads more and more often, which wears the ads out.

Views per person, weekly

Average number of times each person saw the ads, by week

2.77Jul 28 to Aug 3 · 11,634 reached 3.41Sep 8 to 14 · 6,918 reached 6.26Sep 29 to Oct 4 · 4,866 reached

Orders credited to ads by week, oldest to newest: 1, 2, 3, 2, 3, 2, 3, 0, 2, 0. The chart ends Oct 4 so recent days, which can still gain orders, don't drag the line. The last point covers six days.

Funnel

Fewer shoppers reached the cart, and fewer of those finished.

These are Meta Pixel events from ad visitors over the 30 days, with the prior 30 days for comparison. Bar lengths are for illustration, not to scale.

From ad click to order

1,053 landing page visits became 5 orders.

  1. 1Landing page view1,053

    $2.41 each. 83% of link clicks loaded the page, down from 95% (1,575 visits before). More clicks are dropping off before the page loads.

  2. 2Product viewed376

    36% of visitors opened a product page, down from 40% (634 before).

  3. 3Add to cart40

    11% of product viewers added to cart ($4,838 in cart value), down from 80 people.

  4. 4Checkout started21

    53% of carts moved on to checkout, up from 38%. Shoppers who build a cart are still keen.

  5. 5Order placed5

    24% of checkouts finished, down from 33%. 16 people started checkout and left. Delivery fee, delivery area and order minimum are the first things to check.

Order tracking

The pixel works. The ads get credit for fewer of the orders it sees.

The Meta Pixel last fired on Oct 7 and recorded 23 purchases on the site from Sep 10 to Oct 7. Meta credited 5 of them to someone who had clicked an ad in the prior 7 days or viewed one the day before. The other 18 came from shoppers who had not clicked an ad in the past week or seen one the day before. Pixel counts can include the occasional repeat, so the store's own order list is the true number.

Google Analytics was not recording store purchases when last checked on Sep 23, so this report relies on Meta data for orders.

Fix: Compare the store's order export for Sep 8 to Oct 7 with the pixel's 23 purchases, and connect store sales to Google Analytics so every channel's orders can be counted.

Recommended path

What we recommend for the next 30 days.

Each recommendation is based on a number in this report. Reaching new people comes first, because showing the same ads to the same shoppers is what pulled every other number down.

Primary recommendation

Reach new DFW buyers instead of the same ones.

Each person saw the ads 6.3 times in the week of Sep 29, and weekly reach is less than half of what it was in late July. We will widen the delivery area to the full DFW metro, refresh the best-selling video with new cuts, and pull spend away from creatives that don't sell, so the budget reaches people who haven't seen the brand yet.

What we will do
Rebuild the location list around the real delivery area, pause the two box images, and launch two to three new versions of the "If DFW restaurants" video.
Evidence
Reach fell 29% while spend rose 5%. Three videos produced every order; the box images produced none.
Risk
Low to medium. A wider area can bring cheaper but less ready shoppers at first, so we will watch cost per order weekly.
What we need
Confirmation of the current delivery area (cities or ZIP codes you deliver to).
Next steps

The plan for the next 30 days.

  • Pause the box images. They took $387 and 15% of spend, drew 0.3% of viewers to click, and brought in no orders.
  • Fold the Warm campaign into the main one. Its audience of under 2,000 people costs more than twice as much to reach and returned $0.26 per $1. Its budget was already reduced on Oct 7.
  • Clean up the ZIP code list. 30 of the 231 ZIP codes in both campaigns are outside DFW: Arlington, Virginia (222xx), Saginaw, Michigan (486xx), one in Arkansas and five in South and Central Texas. They cost $10.91 outside Texas this period, and should be replaced with Arlington, TX and Saginaw, TX.
  • Check orders against the store. Match the pixel's 23 purchases with Shopify's order list, and connect store sales to Google Analytics.
  • Fix checkout drop-off. 16 of 21 checkouts were abandoned. Review the delivery fee, order minimum and delivery-area messages at checkout.

Client ask: a Shopify order export for Sep 8 to Oct 7 and confirmation of the delivery area. Everything else is on our side.

Next 30 days

Reach new DFW buyers. Back the videos that sell.

The ads still find interested shoppers. Once they reach more new people with the creative that's working, orders should follow.

Review the plan