Where the account is today, the structure we run every account on, how your Q4 calendar fits inside it, and what happens in the next 30 days.
Everything we ship lives in this reports archive, newest first, so you can compare any week against the last.
| Campaign Meta, Sep 19 to Oct 18, 7-day click + 1-day engaged view | Ad sets | Spend | Share | Purchases | ROAS | CPA |
|---|---|---|---|---|---|---|
| SA | Scale | Infinity Tool | Volume | 4 | $39,764 | 40% | 463 | 0.90 | $86 |
| IA | Scale | Infinity Tool | Value | 2 | $25,779 | 26% | 263 | 1.16 | $98 |
| SA | New Customer | Volume | ToolKits | 1 | $10,045 | 10% | 67 | 0.96 | $150 |
| SA | MagStuds | 1 | $8,817 | 9% | 134 | 1.47 | $66 |
| SA | tROAS | ToolKits | Value | 1 | $5,767 | 6% | 45 | 1.16 | $128 |
| SA | Scale | Infinity Tool | Value (Oct 8) | 1 | $5,161 | 5% | 59 | 1.04 | $87 |
| IA | tCPA | Partnerships | Volume | 1 | $2,844 | 3% | 25 | 0.64 | $114 |
| SA | ScrewStud Drop | Highest Volume | 1 | $1,273 | 1% | 28 | 2.29 | $45 |
| SA | ScrewStud Drop | Value Optimized | 1 | $621 | 1% | 44 | 5.73 | $14 |
13 ad sets carry all spend today. In August the account ran 61. Fewer ad sets means more purchase signal per ad set, which is the foundation of everything that follows.
Four ad sets ($33,783, 34% of spend) optimize to incremental conversions. That is the same test our structure runs on top ads, so we keep it and give it a clean read.
72 purchases on $1,893 in four days (3.42 ROAS, $26 per purchase). A small read, but a clear sign that new-product drops are worth their own ad window.
$8,817 spend, 134 purchases, 1.47 ROAS against 1.09 for the account. We monitor whether it earns more budget.
Each sale restarts learning. History is scattered across campaigns that are mostly off.
Always on. Sales switch ad sets on and off, not campaigns, so learning carries forward.
| Campaign | Its one job | What goes in | Bid |
|---|---|---|---|
| Engine Consolidated · ACQ | Where the account scales | Every evergreen ad, into the established ad set for its product | ROAS goal |
| Catalog DABA · ACQ | Product feed on its own budget | The full feed | ROAS goal |
| Returning Consolidated · RTN | Existing customers, read on returning revenue | New colors, add-ons, "expand your kit" | ROAS goal |
| Moments Marketing Moments · ACQ | Every sale and drop, as a dated ad set | Sale and drop ads only, never in the engine | ROAS goal |
| Moments Marketing Moments · RTN | The same moment for customers | Early access and customer-only versions | ROAS goal |
| Rescue Underspenders · ACQ | Ads the engine never funded get one more shot | Ads with 2+ weeks of little spend | ROAS goal |
| Test Top Ads · CC | Best ads under a cost per result goal | Top spenders from the engine | Cost cap |
| Test Top Ads · INC | Same best ads on incremental attribution | The same proven ads | ROAS goal |
Every test branches from winning ads into its own campaign and changes one setting. Attribution and bid strategy are never split at the ad set level.
Campaigns split by job and audience. Product categories live one level down, as ad sets inside the engine. Each color drop runs as new ads inside the live moment ad set, plus a customer version in RTN.
ACQ = new customers, RTN = existing customers. mROAS = ROAS goal, CC = cost per result goal. 7DC1EV = 7-day click, 1-day engaged view, our default; INC marks the incremental test. Same token order on every account, so any column in Ads Manager can be searched or grouped by one token.
| Today: campaign / ad set Meta, last 30 days, 7DC1EV | Attribution | Spend | Purch. | Destination | When |
|---|---|---|---|---|---|
| IT | Winners | Scale in SA | Scale | Infinity Tool | Volume | 7DC1EV | $29,455 | 353 | Engine Infinity Tool | Rename now |
| IT | Core IT Winners in IA | Scale | Infinity Tool | Value | Incremental | $21,111 | 217 | Top Ads INC test | Rename now |
| Core All ToolKits | Volume in SA | New Customer | Volume | ToolKits | 7DC1EV | $10,045 | 67 | Engine ToolKits | Rename now |
| SA | MagStuds in SA | MagStuds | 1-day view | $8,817 | 134 | Engine Studs and links | January, on 7DC1EV |
| Core All ToolKits | Min ROAS in SA | tROAS | ToolKits | Value | 7DC1EV | $5,767 | 45 | Engine ToolKits | January merge |
| IT | Core IT Winners in SA | Scale | Infinity Tool | Value (Oct 8) | Incremental | $5,161 | 59 | Top Ads INC test | January merge |
| Scale | Volume | Winners in SA | Scale | Infinity Tool | Volume | 7DC1EV | $5,015 | 48 | Engine Infinity Tool | January merge |
| IT | Sept 26 New Creative in IA | Scale | Infinity Tool | Value | Incremental | $4,668 | 46 | Engine Infinity Tool | New ads to established sets |
| IT | Origin Story in SA | Scale | Infinity Tool | Volume | 1-day view | $4,157 | 55 | Engine Legacy post IDs | January, on 7DC1EV |
| Partnerships | tCPA in IA | tCPA | Partnerships | Volume | Incremental | $2,844 | 25 | Top Ads CC test | Rename now |
| ScrewStud Drop | Highest Volume in SA | ScrewStud Drop | Highest Volume | 7DC1EV | $1,273 | 28 | Moments ACQ AS01 ScrewStud | Now |
| IT | September 2026 | Week 2 in SA | Scale | Infinity Tool | Volume | 7DC1EV | $1,138 | 7 | Underspenders | Next prune |
| ScrewStud Drop | Value Optimized in SA | ScrewStud Drop | Value Optimized | 7DC1EV | $621 | 44 | Moments ACQ AS01 ScrewStud | Now |
Diamonds mark the creative kit approval, five days before each window. The Moments campaign stays on all season; an ad set switches on at its start date and off at its end. Drops (Arctic Camo, Glow Tie-Dye, Perfect Pink, Retro, Blacked Out ToolKit Mini, Real Red, Blue Glow, Navy or Tie Dye) go in as new ads inside the live window.
Built, checked, launched by default into the established ad set for its product.
Earns spend: stays live and gets iterated. Top spenders also go to the Top Ads tests.
Moved in the every-two-weeks prune, so the engine stays lean without throwing away untested creative.
Earns spend there: brief an iteration. Still nothing: off.
Kit approved five days out, ad set built and checked, switched on at the start date.
Window ends: ad set off, campaign stays, winners can re-run next moment.
Meta needs about 50 purchases per ad set per week to learn. At your $89 cost per purchase that is $633 a day per ad set.
At today's $3,336 a day, the budget keeps about 5 ad sets learning. That puts MODL in the medium tier: five standing campaigns now, with the tests added as budget grows.
| Attribution setting today Meta, last 30 days | Spend | Share |
|---|---|---|
| 7-day click, 1-day engaged view | $53,312 | 53% |
| Incremental | $33,783 | 34% |
| Includes 1-day view | $12,974 | 13% |
Running more than one setting is normal and often deliberate. Our job is to read every number on one setting and optimize to the one with the most room.
Short-term performance comes first. Nothing that resets learning happens between Pre-Holidays and Christmas.
| Theme Judge.me reviews, Jun 2020 to Oct 2026 | Mentions | Avg rating |
|---|---|---|
| Versatility, "so many uses" | 449 | 4.94 |
| Camping and outdoor | 414 | 4.89 |
| Travel | 370 | 4.93 |
| Strength and quality | 280 | 4.80 |
| Easy to use | 198 | 4.89 |
| Gifts | 172 | 4.73 |
| Price and value | 147 | 4.12 |
The Holiday Calendar Gap Analysis in this archive has the full read of your Q4 calendar against last season.