Dr. Greg - Functional Medicine

Reporting Period: 2026-09-07 to 2026-09-13 · Status: draft

Final markdown

# Dr. Greg - Functional Medicine — Weekly Meta Ads Performance
September 7–13, 2026

## Performance Summary

| Metric | Weekly Result |
|---|---|
| Ad Spend | $693.88 |
| Purchases | 6 |
| Cost per Purchase | $115.65 |
| Purchase Conversion Revenue | $282.00 |
| ROAS | 0.41x |
| Impressions | 20,779 |
| Reach | 13,256 |
| Frequency | 1.57 |
| CTR | 3.63% |
| CPC | $0.92 |

## What's Working Well

- Cost per purchase dropped from $137.72 to $115.65, a 16% improvement week over week, while purchase volume held steady at 6 purchases each week.
- Spend came down 16% (from $826.32 to $693.88) with no loss in purchase count, meaning the account is getting the same output for less money right now.
- ROAS improved from 0.34 to 0.41, a 19% lift week over week, driven entirely by that lower spend with flat revenue.
- CTR ticked up from 3.42% to 3.63% and CPC dropped from $1.06 to $0.92, so the creative is connecting with the audience a bit more efficiently this week.

## Strategy Updates to Improve Results

- Purchase revenue is flat at $282 both weeks and ROAS is sitting at 0.41, which means the account is spending more than it's returning. The priority right now should be understanding whether the purchase value being reported ($47 average per purchase) reflects the true downstream value of these customers, or if there is offline/downstream revenue that is not being captured in Meta's reporting. If there is, getting that data connected would change how we read performance entirely.
- With 6 purchases over the week and no appointments or customers recorded in the funnel, there is a gap between what Meta is counting as a purchase event and what is showing up downstream. Worth auditing the purchase event setup to confirm it is firing on the right action and not over-counting or misfiring.
- Frequency is at 1.57 and reach dropped week over week, so the audience is starting to see the same ads more than once. If creative rotation or new audience segments are not introduced soon, efficiency gains seen this week could reverse as fatigue sets in.

## Next Steps

- Audit the purchase conversion event to confirm it is firing correctly and reflects actual completed transactions, not a softer action like a form submit or page view.
- Clarify with the client what the true revenue value per purchase is and whether downstream revenue (consults, programs, etc.) should be factored in, since the current ROAS picture depends heavily on that number being accurate.
- Monitor frequency closely. If it crosses 2.0 next week without new creative in rotation, plan a refresh to protect the CTR and CPC gains made this week.
- Hold spend near current levels for now and watch whether the cost per purchase improvement holds or was a one-week fluctuation given the small sample size of 6 purchases.