Meta Ads · October 2026 vs September 2026
Northwind Outfitters
Meta Ads — October 2026
Executive summary
Northwind Outfitters closed October 2026 on Meta Ads with $10,500 in spend, 357 conversions, 4.46x ROAS. Against September 2026, ROAS rose +56.5% and Conversion value rose +55.0%. Efficiency improved: more conversions on $10,500 of spend.
Wins
Retargeting - Site visitors was the efficiency standout at 10.89x ROAS on $1,800 of spend and 140 conversions. ROAS moved in the right direction, +56.5% versus the prior period.
Concerns
Traffic - Blog returned 0.53x on $900. That is below a 1.0x payback and is the first place to trim or rebuild.
What changed, and why it might have
ROAS rose +56.5%. Conversion value rose +55.0%. Conversions rose +38.4%. CPA fell -28.4%. The export does not record why. If results jumped while spend fell, that is a hypothesis, not a finding: a shift toward higher-intent campaigns, cheaper clicks, or a change in what counts as a conversion. Confirm the conversion definition was stable before treating the lift as incremental sales.
Breakdown
| Name | Spend | Impressions | Clicks | CTR | Conversions | CPA | ROAS | Conv. value |
|---|---|---|---|---|---|---|---|---|
| Prospecting - Lookalike | $4,200-6.7% | 240,000+14.3% | 3,200+14.3% | 1.33%0.0% | 95+35.7% | $44.21-31.2% | 2.71x+45.4% | $11,400+35.7% |
| Catalog Sales | $3,600+5.9% | 150,000+15.4% | 2,800+27.3% | 1.87%+10.3% | 110+37.5% | $32.73-23.0% | 4.28x+51.5% | $15,400+60.4% |
| Retargeting - Site visitors | $1,800+12.5% | 86,000+16.2% | 2,100+23.5% | 2.44%+6.3% | 140+40.0% | $12.86-19.6% | 10.89x+45.2% | $19,600+63.3% |
| Traffic - Blog | $900-18.2% | 110,000+10.0% | 1,900+26.7% | 1.73%+15.2% | 12+50.0% | $75.00-45.5% | 0.53x+144.4% | $480+100.0% |
Next month
- Reduce or rebuild Traffic - Blog. It spent $900 at 0.53x. Cap it for two weeks and move that budget toward the campaigns above a 2x ROAS.
- Protect budget on Retargeting - Site visitors. At 10.89x, it is carrying the account. Do not let a monthly bid rule starve it.
- Send the client the three numbers that changed most, and one decision you want from them: hold, shift, or test. Keep the rest in the appendix table.