| HIGH |
waste |
W2A | Retargeting | CBO |
Active campaign with $300/day budget has ALL adsets paused — zero delivery, pure budget waste risk
bid_snapshot confirms 'ALL ADSETS PAUSED — zero delivery' warning. Campaign is ACTIVE with CAD $300/day budget set, but no adsets are running. No spend appears in 1d/3d/7d data, suggesting delivery has stopped, but the campaign remains active. Risk: if adsets are re-enabled accidentally or budget is forgotten, spend resumes with no oversight. Action: either pause the campaign itself or confirm this is intentional holdover. Low urgency if already delivering nothing, but structural hygiene issue. |
| HIGH |
budget |
WF | Scaling | BidCap | CBO |
WF Scaling BidCap spending $430 CAD over 3d with ROAS 0.45 — severe underperformance vs Testing CBO
3d data: WF Scaling BidCap spent CAD $430.92 ($316.55 USD), generated only $143.98 USD revenue, ROAS 0.45, CPA $105.52 USD. This is 2.25x above the $47 USD graduation CPA threshold. 7d data improves slightly (ROAS 1.0, CPA $53.32 USD) but the 3d trend is sharply negative. By contrast, WF Creative Testing CBO delivered 1d ROAS 2.35 at CPA $25.67. Budget ratio is inverted: the scaling CBO is underperforming the testing CBO. The 'USA | Broad Prospecting | All Winners' adset (3d: $334 CAD, ROAS 0.59, CPA $81.91 USD) is the primary drag. 'WW iTunes | Broad Prospecting | All Winners' adset spent $96 CAD in 3d with zero conversions. Doctrine rule 5 threshold ($65 USD CPA after 7d with 5+ conversions) is being approached. Do not increase budget. Review individual ads via SCOUT for 3-strike confirmation on underperformers. |
| HIGH |
budget |
WF | Scaling | CostCap | CBO |
WF Scaling CostCap spent $2,002 CAD over 7d with ROAS 0.96 and ZERO conversions in 3d window
7d data: spent CAD $2,002.52 ($1,471 USD), revenue $1,413.85 USD, ROAS 0.96, CPA $66.87 USD — already above the $65 doctrine kill threshold. More alarming: 3d data shows $130 CAD spent with ZERO purchases ($0 revenue, ROAS 0.0). 1d data: $67 CAD, ZERO purchases. The conversion engine appears to have stalled completely in the last 3 days despite continued spend. Both active adsets ('WW iTunes | Images | Broad Prospecting' and 'USA | Broad Prospecting | All Winners') show zero 3d conversions. This is a deteriorating scaling CBO that is now spending at a loss with no recent signal. Budget is CAD $1,400/day. At current trajectory this is ~$420 CAD/day in waste. Recommended: reduce budget by 20% immediately pending SCOUT 3-strike review on individual ads. |
| HIGH |
budget |
W2A | Creative Testing | CBO |
W2A Testing CBO is spending 66% more than W2A Scaling CBO while delivering worse ROAS — budget inversion
7d spend: W2A Creative Testing = CAD $6,567 (ROAS 1.01), W2A Scaling = CAD $6,843 (ROAS 0.91). Both are near breakeven. However the Testing CBO is running with LOWEST_COST_WITHOUT_CAP bidding (no cost control) at CAD $1,000/day budget. The 3d data shows W2A Testing ROAS dropped to 0.77 with CPA $50.59 USD — well above the $47 graduation gate. The Testing CBO appears to be consuming significant budget on ads that haven't yet proven themselves, while the Scaling CBO at least has validated winners. W2A total 7d loss: -$394.51 USD on $9,851 USD spend. The destination type is structurally unprofitable at current scale. Consider whether W2A Testing budget should be reduced until conversion efficiency improves. |
| HIGH |
budget |
APP | Purchase | iOS14+ | ABO |
APP campaign 1d ROAS collapsed to 0.54 with CPA $68.36 USD — above kill threshold
1d data: spent CAD $279.18 ($205 USD), revenue $110.26 USD, ROAS 0.54, CPA $68.36 USD, only 3 purchases. CPA is above the $65 USD doctrine kill threshold. 3d ROAS is 0.81 (improving trend: 7d ROAS 0.98 is near breakeven). However the 1d CPA of $68.36 and only 3 purchases on $205 USD spend is a red flag. Note: 7d window is more reliable given attribution lag, and the 7d APP performance is nearly breakeven ($893 revenue vs $909 spend). Do not kill based on 1d alone per doctrine rule 9. Monitor 3d trend closely — if 3d CPA stays above $65 USD for one more day, SCOUT should flag for 3-strike confirmation. Short-term watch: is this a single bad day or trend? |
| MEDIUM |
budget |
WF | Creative Testing | CBO |
WF Testing CBO 7d ROAS is 0.98 (loss) but 1d ROAS 2.35 suggests strong recent recovery — budget allocation needs monitoring
7d: spent CAD $6,573 ($4,828 USD), ROAS 0.98, CPA $61.90 USD (above $47 graduation gate, above $65 kill threshold). 3d: ROAS 1.16, CPA $49.03 USD (improving). 1d: ROAS 2.35, CPA $25.67 USD (strong). The trajectory is sharply improving, driven largely by the 'WF | IN-282 Single Woman' adset (1d: ROAS 2.83, CPA $25.57; 3d ROAS 1.35). The 7d drag appears to be legacy spend from underperforming ads earlier in the week. Do not cut budget — the trend is positive. However, within this CBO, 'WF | IN-288 Sleep Manifestation' adset is a drag (7d: $964 CAD, CPA $101.17 USD, ROAS 0.48 — critical underperformer consuming 14.7% of testing CBO spend with poor returns). SCOUT should have flagged IN-288 adset ads. Confirm those ads are being reviewed for kill. |
| MEDIUM |
waste |
WF | IN-288 Sleep Manifestation (adset within WF Creative Testing CBO) |
IN-288 Sleep Manifestation adset: 7d CPA $101.17 USD on $964 CAD spend — consuming 14.7% of WF Testing budget with 0.48 ROAS
7d data: adset '120244531324940496' spent CAD $964.09 ($708 USD), generated $342.97 USD revenue, 7 purchases, CPA $101.17 USD, ROAS 0.48. This is 2.15x the $47 graduation threshold and well above the $65 kill threshold. The adset has 5+ conversions and 7+ days — doctrine kill criteria are met. This adset alone is responsible for approximately $365 USD in losses over 7 days within the testing CBO. Cross-reference with SCOUT to confirm 3-strike kill signal on underlying ads. If SCOUT has not flagged these, investigate why (starved protection or insufficient per-ad data may be masking the issue at adset level). |
| MEDIUM |
waste |
WF | IN-283 Nurses Second Act (adset within WF Creative Testing CBO) |
IN-283 Nurses Second Act: 7d CPA $112.86 USD on $153 CAD — worst performer in WF Testing CBO
7d data: adset '120244055526830496' spent CAD $153.64 ($112.86 USD), 1 purchase, CPA $112.86 USD, ROAS 0.22. Only 1 conversion makes this borderline on doctrine rule 8 (never judge on 1-2 conversions). However at $112 USD spend with 1 sale, the 2x CPA kill rule (spent $100+ CAD with 0 conversions — doctrine rule 6) is effectively being approached. With ROAS 0.22 this concept appears non-viable in WF. Note: creative_analysis shows IN-283 appears in 'top_concepts' list with 1 count, suggesting it may be a winner in a different context — cross-check which type/adset produced that win before killing. |
| MEDIUM |
structure |
W2A | Scaling | CBO |
'W2A | Top 9 Countries' adset within Scaling CBO showing weak ROAS (0.78 3d, 1.01 7d) vs 'USA | W2A Scaling' (1.62 3d) — CBO distributing budget to weaker adset
7d data: 'USA | W2A Scaling' adset (120243649128450496) — CAD $6,143 spend, ROAS 0.90, CPA $40.66 USD. 'W2A | Top 9 Countries' adset (120243909833930496) — CAD $699 spend, ROAS 1.01, CPA $42.80 USD. However 3d trend shows divergence: USA W2A Scaling ROAS 1.62 vs Top 9 Countries ROAS 0.78. The 'Top 9 Countries' adset is spending ~$237/day (1d data) with ROAS 0.94, vs USA Scaling at $279/day ROAS 0.78. Both are marginally unprofitable. The USA adset's 3d improvement (ROAS 1.62) suggests it's trending better. The mixed-geo adset may be diluting efficiency. Not a critical issue given the 7d window is near breakeven, but worth monitoring for geo-level optimization. |
| MEDIUM |
structure |
WF — No active WF Scaling CBO delivering profitable results |
WF has two scaling CBOs (BidCap + CostCap) both underperforming — WF winners are converting better in the Testing CBO than in Scaling
WF Scaling BidCap (7d ROAS 1.00, 3d ROAS 0.45) and WF Scaling CostCap (7d ROAS 0.96, 3d ROAS 0.00) are both dragging the WF 7d aggregate to ROAS 0.98 loss. Meanwhile, WF Creative Testing CBO delivered 1d ROAS 2.35. This suggests either: (a) the graduates in scaling CBOs have fatigued, (b) bid caps are too restrictive causing poor delivery, or (c) the best-performing ads haven't been duplicated into scaling yet. The SCOUT data shows 3 scaling stars and 12 scaling healthy ads — but the campaign-level data contradicts this. Either those stars are concentrated in the testing CBO (misclassified as scaling), or the scaling CBOs are carrying dead weight that offsets the stars. Recommend cross-referencing SCOUT's 'scaling_fatigue' (1 ad) and 'scaling_watch' (1 ad) flags with these two campaigns specifically. |