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€8,900recoverable
You're leaving about €8,900 on the table.
Your blended ROAS looks fine at 2.4× — but Meta has slipped to 1.2× and is quietly losing money, dragging the average down. Rebalance the spend and most of that comes back.
Do this first
Pause Meta's most fatigued ad sets and move that budget to TikTok and Google, which are both beating benchmark.
ROAS, by platform
Return on ad spend (ROAS)
2.4×
Looks fine — that's the trapMeta's key indicators · tap for the explanation
Insights · click for the evidence
Creative fatigue on MetaImmediate
The same ad sets have run for too long; the audience is saturated.
Evidence: Frequency 4.7 (healthy is <2.5), CTR fell from 1.4% to 0.8%, CPM up 19% in 21 days.
TikTok ↔ Meta attribution overlapNear term
Both platforms take credit for the same sales, so Meta's real contribution is lower than it looks.
Evidence: In-platform conversions add up to 28% more than the real order count in Shopify.
Google is healthy — leave it aloneMid term
Google is above segment at 2.8×; pulling budget from here would be a mistake.
Evidence: CAC stable, conversion 15% above the segment average.
Against your segment · the vertical line is the segment average
Your roadmap
This week
- Pause the 3 most fatigued Meta ad sets
- Shift that budget to TikTok & Google
Next cycle
- Launch 2 fresh creatives to reset Meta frequency
- Deduplicate the TikTok ↔ Meta attribution overlap
This quarter
- Set a frequency cap so ads stay under 2.5
- Only scale Meta back once its ROAS clears 2.0×
Suggested: Meta Ads Manager (frequency & CPM), GA4 for attribution
Illustrative figures for Bloom Cosmetics — your report runs on your own live data.
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