January delivered a strong 4.70x ROAS, generating $8,698 revenue on $1,850 spend. The New Creative (Sept Copy) alone delivered a 6.58x ROAS — the highest performing creative in the account's history.
The 45–54 cohort delivered a staggering 10.84x ROAS, driven by high-value orders on Jan 10 and Jan 23. 10 purchases at $54.37 CPP. This segment is the highest-value audience in the account.
Facebook Reels spent $124.57 but returned only $73.33 in revenue — a -41% ROI. Only 1 purchase recorded. This placement is inefficient in January. Pause and redirect budget immediately.
$283 spent with zero purchases. CTR was below average at 0.99%. This is a significant wasted spend — the current Stories creative is driving impressions but zero buying intent. Requires a redesign.
| Ad Creative | Ad Set | Spend | Impressions | Clicks | CTR | CPC | Purchases | CPP | Revenue | ROAS | Action |
|---|
10 purchases at $90.93 CPP with $5,983 revenue — 68.8% of total account revenue on 49% of spend. The 6.58x ROAS is exceptional. Revenue is driven by high average order values, signalling a premium buyer segment responding strongly to this creative.
Highest purchase volume with 15 purchases at $53.76 CPP. More consistent and frequent conversion behaviour. Strong, reliable performer. Maintain current budget and monitor creative fatigue over time.
$74.74 spent, zero purchases. High CTR (2.87%) confirms engagement, but no buying intent generated. Organic-style Instagram post content is not suited for direct-response conversion. Pause and convert to a product-focused format.
$59.87 spent, zero purchases. 210 clicks with no conversions. Brand-awareness post format is not delivering purchase intent. Redirect this budget entirely to the two proven Sept creatives.
| Age | Spend (CAD) | Share | Clicks | CTR | Purchases | Revenue | ROAS | CPP | Rating |
|---|
The 45–54 cohort generated $5,893 revenue on $543 spend — 10.84x ROAS driven by high-value orders. 10 purchases at $54.37 CPP. This is the highest-performing audience segment in the account. Build a dedicated 45–54 ad set for February.
Female audience delivers a strong 6.38x ROAS with 13 purchases at $57.18 CPP — outperforming males in January. This is a significant signal. A dedicated female-targeted creative could unlock further efficiency gains.
$144.46 spent with zero revenue. A 1.39% CTR confirms engagement, but no purchase intent at current price points or creative messaging. Reduce budget allocation and retest with a price-sensitive or entry-level product angle.
1 purchase at $43.04 CPP generating $228 revenue — 5.31x ROAS on a tiny $43 spend. A consistent high-efficiency signal from a severely underfunded age group. A dedicated 65+ campaign is a strong low-risk opportunity.
| Placement | Spend | Share | Impressions | CTR | Purchases | Revenue | ROAS | CPP | Verdict |
|---|
Feed dominates with 20 purchases at $59.23 CPP and $7,943 revenue — 91% of all January conversions on 64% of spend. A 6.71x ROAS makes Feed the account's most reliable and scalable conversion surface. Prioritise Feed budget allocation.
Instagram Reels delivered 3 purchases at $65.88 CPP — a 2.52x ROAS. Above-average CTR (1.29%) with demonstrated conversion ability. Consider testing a dedicated Reels-optimised creative to improve CPP and scale this placement.
$124.57 spent, $73.33 revenue returned. CPP of $124.57 for a single purchase is unsustainable. This placement is operating at a net loss. Pause Facebook Reels budget immediately and redirect to Feed.
The largest zero-conversion placement in January. $283.20 with zero purchases and a below-average 0.99% CTR. The current Stories creative is not designed for conversion. Redesign with a clear product CTA before any budget is reactivated.
| Province | Spend | Share | Impressions | Clicks | CTR | CPC | Priority |
|---|
BC is the primary market at $881 spend with 1,087 clicks. A 0.93% CTR is below the account average, which may indicate creative fatigue or audience saturation in this home market. Consider refreshing the creative for BC-targeted audiences.
Ontario shows a strong 1.12% CTR — above the account average — on $600 spend with 954 clicks. Canada's largest consumer market is clearly engaged. A dedicated Ontario-specific ad set with localized copy is a priority next step.
Quebec delivers the highest CTR at 1.75% with the lowest CPC at $0.39 — the most cost-efficient engagement in the entire account. 337 clicks on just $132 spend. A French-language or bilingual creative test at $200/mo is the highest-ROI geographic expansion available.
Manitoba shows the second highest CTR at 1.74% on only $30 spend — a strong engagement signal from a historically underfunded market. Allocate a $75–100/mo test budget alongside the Quebec expansion to measure conversion depth.
Soccer Express delivered a highly profitable January 2026 — a 4.70x ROAS on $1,850 CAD generated $8,698 in attributed revenue from 25 purchases. The primary revenue engine was the New Creative (Sept Copy) at 6.58x ROAS, which alone accounted for 68.8% of total monthly revenue. The account also benefited from two significant high-value order events on January 10 ($3,167) and January 23 ($1,899), revealing a premium buyer segment with an average order value of $348.
Despite the strong ROAS, the account carries meaningful inefficiency: two Instagram post-style ads contributed $134 in combined spend with zero purchases, and two placements (Instagram Stories and Facebook Reels) wasted a combined $407 with minimal returns. Eliminating these drains would materially improve account-level CPP and ROAS, and free budget for proven assets.
- 🏆 New Creative (Sept Copy) → 6.58x ROAS, $5,983 revenue
- 📈 Account ROAS 4.70x — strong profitability on $1,850 spend
- 🎯 45–54 segment → 10.84x ROAS, account all-time record
- ♀ Female audience → 6.38x ROAS, 13 purchases, $57 CPP
- 📱 Instagram Reels → 2.52x ROAS, 3 purchases, converting
- 💸 $407 wasted: IG Stories ($283) + FB Reels ($124, 0.59x)
- ❌ 2 IG Post ads: $134 total spend, zero purchases
- 📉 CTR 1.07% — below the 1.35% industry benchmark
- 💰 58% of revenue concentrated in just 2 spike days
- 🔒 CPP $74.01 elevated by zero-ROAS creatives and placements
January's performance is defined by a clear two-tier creative split. The two Sept 2025 assets carry the entire account's revenue while two IG organic-style post ads contribute nothing. The New Creative (Sept Copy) generated $5,983 from just 10 purchases — an average order value of $598. This signals a premium buyer segment that is highly responsive but low in purchase frequency. The Original Image (Sept) is a volume converter — 15 purchases at $53.76 CPP with more consistent behaviour. Together these two creatives represent the complete revenue foundation; all budget should be concentrated here until new creatives are validated through a proper A/B methodology.
The 45–54 age cohort stands out as the account's highest-value audience — 10.84x ROAS on $543 spend represents an extraordinary return. Revenue from this segment was heavily concentrated in two high-value orders (Jan 10 and Jan 23), each exceeding $1,500. Understanding what triggered these orders — product type, offer, day of week — is a strategic priority. The female audience at 6.38x ROAS is also a strong performer in January, suggesting a creative and product offering that resonates across gender segments when delivered to the right age bracket.
Feed is the account's unambiguous conversion platform — 6.71x ROAS and 91% of all purchases. Instagram Reels shows early converting potential at 2.52x ROAS and should be watched closely with improved creative. The $407 combined loss from Instagram Stories and Facebook Reels highlights a critical lesson: format fit matters. Stories and Reels require creative specifically designed for those surfaces — product-forward, CTA-led — not repurposed Feed or organic post content. Regionally, Quebec's $0.39 CPC (cheapest in the account) combined with a 1.75% CTR makes it the single most cost-efficient engagement market available for expansion.
1. Scale the New Creative (Sept Copy) +35–40%. At 6.58x ROAS with high AOV ($598/purchase), this creative has significant headroom. Monitor frequency — introduce a creative refresh before it reaches 3.5x to sustain performance.
2. Build a dedicated 45–54 ad set. January's 10.84x ROAS from this segment is the single strongest audience signal in the account. A dedicated campaign targeting 45–54, male + female, using the top two creatives, at $400–500/mo could deliver exceptional returns.
3. Expand into Quebec with targeted creative. $0.39 CPC and 1.75% CTR — lowest cost, highest engagement. A French-language or bilingual creative test at $200/mo is the best geographic expansion opportunity. Low risk, high potential.
4. Investigate high-AOV order triggers. Two orders on Jan 10 and Jan 23 generated $5,066 — 58% of monthly revenue. Understanding what drove those purchases (product type, audience, ad creative, time of day) is a strategic research priority that could unlock a repeatable premium conversion strategy.
5. Test a female-specific creative. The female audience delivered 6.38x ROAS in January. A creative tailored specifically to female soccer players or buyers could push this segment's efficiency even higher and open a new revenue channel.
- IG Post "Chaos & Control" — $74, zero purchases, no ROI
- IG Post "Their Choice" — $59, zero purchases, no ROI
- Facebook Reels — 0.59x ROAS, operating at net loss
- Instagram Stories — $283, zero purchases, redesign required
- New Creative (Sept Copy) +35–40% — 6.58x ROAS proven
- Original Image (Sept) — hold/+10% — reliable 15 purchases
- Feed placement allocation → increase to 75% of total budget
- Dedicate an ad set to 45–54 targeting — 10.84x ROAS signal
- Female-specific soccer creative — leverage 6.38x ROAS signal
- Quebec French/bilingual creative — $200 geo test budget
- Redesigned IG Stories with conversion CTA — product-led format
- Ontario-specific ad set — localized copy, 35–54 targeting
- Audit Jan 10 & Jan 23 high-value orders — product and audience
- Set automated ROAS rules — pause creative if < 2.0x for 3 days
- Review BC targeting — 0.93% CTR suggests possible saturation
- Review ad frequency — pause any ad set exceeding 3.5x
→ ROAS: 4.70x → 5.5–6.0x (eliminating wasted spend and scaling proven creatives)
→ CPP: $74.01 → $50–58 (pausing zero-ROAS ads and non-converting placements)
→ Revenue uplift: +20–30% from scaling proven creative assets and new audience segments
→ $541/mo recaptured from paused IG Posts + FB Reels + IG Stories, redirected to high-ROI assets