Nativz
Paid media report · Meta Ads

The ads were seen more, clicked less, and most of the extra views went to ads that don't sell.

Over the last 30 days, Meta ads brought in 1,242 link clicks and 4 tracked orders worth $711, down from 9 orders worth $1,916 in the 30 days before. Spend held steady and the ads reached about the same number of people, 21,343, but showed to each of them about 7 times. Two videos brought in every order, while one box image and the older recipe videos took over half of all views and brought in none. The store is still taking orders: the Meta Pixel recorded 23 purchases on the site, and Meta credits 4 of them to an ad. The next 30 days focus on moving spend to the videos that sell and checking order counts against the store.

Prepared for Crystal Creek Cattle Prepared by Nativz Window Sep 22 to Oct 21, 2026 vs Aug 23 to Sep 21
$2,526Meta ad spend+3% vs prior 30 days
4Orders credited to Meta ads9 in prior 30 days
$711Order value credited to Meta ads0.28x return on ad spend, was 0.78x
7.1Times each person saw the ads in 30 daysUp from 5.1
The headline

Same spend, same reach, many more views, fewer orders.

This covers Meta Ads account 831934160606860, the only paid channel running for Crystal Creek Cattle. It compares Sep 22 to Oct 21 with Aug 23 to Sep 21.

Executive summary

Meta showed the ads 42% more often to about the same people. Clicks, carts and orders all fell.

  • More views, not more people. The ads reached 21,343 people, up 2%, but were shown 151,712 times, up 42%. Each person saw them 7.1 times, up from 5.1. Views got cheaper ($16.65 per 1,000, down from $22.90), and much of the extra volume went to the box image, which few people clicked.
  • Fewer people clicked. Link clicks fell 21%, from 1,573 to 1,242. The share of viewers who clicked dropped from 1.47% to 0.82%, and each click cost $2.03, up from $1.56.
  • Carts and orders halved. Adds to cart fell from 80 to 42 and orders from 9 to 4. Each order took $632 of ad spend, against $272 before, and every $1 of spend returned $0.28 in sales.
  • Two videos drove every order. "If DFW restaurants..." and "Inside The Small Combo" took 41% of spend and brought in all 4 orders. The small box image took 29% of all views and 17% of spend, and brought in none.
  • New creative is live. Ten new recipe and cooking videos, including quail and short rib, started running on Oct 19. They have had three days and $161 so far, too early to judge.
  • The store is still selling. The Meta Pixel is working and recorded 23 purchases on the site from Sep 24 to Oct 21, including 5 on Oct 19 alone. Meta credited 4 of the 23 to an ad.

Next: Pause the box image, put spend behind the two videos that sell, and give the new videos two weeks before cutting the weakest. 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 22 to Oct 21, 2026

Campaign Spend Reach Link clicks Orders Value ROAS Status Finding
NZ 01 · Website Conversions
New customers, Meta picks the audience		$2,174.7520,5911,1003$595.960.27xWatchCarries 86% of spend and 3 of 4 orders. Reach held at 20,591 (was 20,411), but each person saw the ads 6.9 times, up from 4.7. The new videos launched here on Oct 19. Prior 30 days: 8 orders, 0.85x.
NZ 02 · Warm · Website Conversions
Past visitors and people who engaged		$351.671,8451421$115.000.33xFixIts audience is under 2,000 people. Reaching them costs $34.62 per 1,000 views, more than twice the main campaign's $15.36. Its budget was reduced on Oct 7. Prior 30 days: 1 order, 0.48x.
Total$2,526.4221,3431,2424$710.960.28xPrior 30 days: $2,450.97, 20,976 reached, 1,573 link clicks, 9 orders, $1,916.35, 0.78x.
By creative

Two videos brought in all 4 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..."$667.284591.43%183$349.99Scale
Video: Inside The Small Combo$376.631971.17%91$360.97Keep
Video: Skip The Grocery Store$236.37931.31%80$0Watch
Image: Crystal Classic Small Box$423.381310.30%20$0Pause
Eight older recipe and cooking videos$660.542830.69%40$0Trim
Ten new videos, live since Oct 19$161.40790.77%10$0Testing

The small box image was shown 43,884 times, 29% of all views, about 9 times to each person who saw it, and about 0.3% of viewers clicked. The eight older recipe videos took another 27% of views and 26% of spend with no orders. The large box image has almost stopped spending ($0.82, not shown).

Trend

Views per person peaked in early October and have eased since.

Weekly spend held at $549 to $700 for twelve weeks. Views per person climbed from about 3 in August to 6.65 in the week of Sep 28, then eased to 4.88 by mid-October as weekly reach recovered from 5,242 to 7,684 people. Orders credited to the ads did not recover with it.

Views per person, weekly

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

2.65Jul 27 to Aug 2 · 12,584 reached 6.65Sep 28 to Oct 4 · 5,242 reached 4.88Oct 12 to 18 · 7,684 reached

Orders credited to ads by week, oldest to newest: 2, 2, 3, 2, 2, 1, 5, 0, 2, 0, 1, 0. The chart ends Oct 18 so recent days, which can still gain orders, don't drag the line. One more order was credited on Oct 20.

Funnel

Fewer visitors looked at products, and fewer checkouts 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

989 landing page visits became 4 orders.

  1. 1Landing page view989

    $2.55 each. 80% of link clicks loaded the page, down from 94% (1,482 visits before). More clicks are dropping off before the page loads.

  2. 2Product viewed317

    32% of visitors opened a product page, down from 43% (636 before).

  3. 3Add to cart42

    13% of product viewers added to cart ($4,472 in cart value), about the same rate as before, when 80 people added to cart.

  4. 4Checkout started23

    55% of carts moved on to checkout, up from 40%. Shoppers who build a cart are still keen.

  5. 5Order placed4

    17% of checkouts finished, down from 28%. 19 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 few of the orders it sees.

The Meta Pixel fired through Oct 21 and recorded 23 purchases on the site from Sep 24 to Oct 21. Meta keeps about four weeks of pixel history, so Sep 22 and 23 are not available. Meta credited 4 of the 23 to someone who had clicked an ad in the prior 7 days or viewed one the day before. The other 19 came from shoppers who had not, including all 5 purchases on Oct 19. 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 22 to Oct 21 with the pixel's 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. Moving spend to the creative that sells comes first, because more than half of all views went to ads that brought in no orders.

Primary recommendation

Put the budget behind the videos that sell.

Two videos brought in every order on 41% of spend. The small box image and the eight older recipe videos took 43% of spend and 56% of views with no orders. We will pause the image, trim the older videos that drew the fewest clicks, and let the "If DFW restaurants" and "Inside The Small Combo" videos carry more of the budget, while the ten new videos get a fair test.

What we will do
Pause the small box image, pause the weakest older recipe videos, and review the ten new videos after two weeks, keeping only those that drive adds to cart.
Evidence
The two selling videos drew 1.2% to 1.4% of viewers to click. The image drew 0.3%, and the older recipe videos 0.7%.
Risk
Low. Leaning on fewer videos can tire them out faster, so we will watch views per person and click rate 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 small box image. It took $423 and 29% of all views, drew 0.3% of viewers to click, and brought in no orders.
  • Judge the new videos on Nov 2. The ten videos launched Oct 19 have spent $161 with 1 add to cart so far. Two weeks gives each enough views to compare fairly.
  • 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 $0.33 per $1.
  • Clean up the ZIP code list. 30 of the 231 ZIP codes in both campaigns are outside DFW, mostly in Arlington, Virginia and Saginaw, Michigan. They cost $10.86 outside Texas this period, and should be replaced with Arlington, TX and Saginaw, TX.
  • Check orders against the store. Match the pixel's purchases with Shopify's order list, and connect store sales to Google Analytics.
  • Fix checkout drop-off. 19 of 23 checkouts were abandoned. Review the delivery fee, order minimum and delivery-area messages at checkout.

Client ask: a Shopify order export for Sep 22 to Oct 21 and confirmation of the delivery area. Everything else is on our side.

Next 30 days

Back the videos that sell. Cut the views that don't.

The ads still find interested shoppers, and more of the carts they build reach checkout. Putting spend behind the creative that's working should bring orders back up.

Review the plan