Start with the question behind the number

• Why did my Meta ROAS drop?

  A ROAS decline can reflect revenue measurement, conversion delay, auction cost, conversion rate, creative or the offer. First match the account, dates, currency and attribution definition; then separate the numerator from the denominator before changing campaigns.

• Why do my Meta ads get clicks but no purchases?

  Check measurement and the path to purchase before blaming targeting. Clicks establish that someone followed the ad; they do not establish a completed order, sufficient purchase intent or enough evidence to judge profitability.

• Is it creative fatigue or a tracking problem?

  Fatigue is a hypothesis supported by deteriorating response under comparable exposure. A tracking failure changes what you can observe. Verify signal health, store orders and other account changes before using frequency or creative age as proof of fatigue.

• Why does Meta revenue differ from store revenue?

  Meta-attributed purchase value and store revenue answer different questions. Attribution windows, channel credit, timezones, conversion delays, refunds and event quality can all produce a difference. Neither total should silently replace the other.

• Should I move budget while an ad set is learning?

  A budget change should follow sufficient evidence and a clear business guardrail. Check delivery state, conversion delay, recent edits and account economics before reallocating. Respect the learning implications of significant changes; there is no universal safe increase for every account.

• What should an AI Meta ad audit check?

  A useful audit establishes scope and signal quality before diagnosing structure, creative, audience, budget and profitability. Each finding should carry evidence, uncertainty, estimated impact and a practical next step; a large check count alone does not prove coverage.

• How do I safely approve an AI ad change?

  Approval should refer to one explicit, supported action on the correct account. Review evidence, target, before/after values, eligibility and permissions. After execution, inspect the receipt; an uncertain response should be investigated before retrying.

• Does checking CAPI health fix conversion tracking?

  Tracking diagnostics identify evidence to investigate; they are different from operating a server-side event-delivery gateway. Confirm event delivery, matching, deduplication and store reconciliation before deciding what needs repair.

• What should an agency client report explain?

  A client report should show the selected brand and accounts, dates, currency, sources and freshness before its conclusions. Separate observations, estimates and actions, and give the client a clear next decision without exposing another client’s data.

• How do I connect an AI assistant to my ad evidence?

  If available in your account, use the connector URL from Bach.ai Settings → AI assistant connector. Authorize the intended brand, start with a read and compare its scope with the app. The Bach.ai connector is read-only.

Need a broader reference?

Browse the glossary, product FAQ, audit checklist or contact us if the question you need is missing.