$0
Total Spend (Both Weeks)
$620 W1 + $2,357 W2
0
Total Purchases
4 W1 → 40 W2 +900%
0%
Wasted Spend (W2)
$1,280 on zero-purchase countries
$0
Avg Cost per Purchase
$2,357 spend / 40 purchases
Week 2 Budget Allocation
54.3% of Week 2 spend went to countries with zero purchases. Syria alone absorbed 57.7% of all impressions at $0.10 CPM.
Countries with purchases
High-spend, 0 purchases (review)
Low-value, 0 purchases (exclude)
Week-over-Week Comparison
Week 1 ran persona test ads at low budget. Week 2 scaled up 3.8x with purchase-optimized bidding across 166 countries.
Week 1 — Jan 4 – Feb 2 Test Phase
Total Spend$620.52
Impressions878,775
Reach538,500
Avg CPM$0.71
Total Clicks29,977
Avg CTR3.51%
Purchases4
Week 2 — Feb 2 – Feb 9 Scale Phase
Total Spend$2,356.69 +280%
Impressions2,191,358 +149%
Reach1,079,235 +100%
Avg CPM$1.08 +52%
Countries166
Purchasing Countries17
Purchases40 +900%
Ad Set Performance — Week 2
CPM by Ad Set
Purchases by Ad Set
1
Privacy Most Purchases
$457 spend339K impr$1.35 CPM12 purchases$38.10/purchase
12
2
BTC Maxi Strong
$480 spend468K impr$1.03 CPM11 purchases$43.66/purchase
11
3
Security
$490 spend324K impr$1.51 CPM7 purchases$70.02/purchase
7
4
Beginner
$456 spend442K impr$1.03 CPM5 purchases$91.10/purchase
5
5
CompSwitch Best CPM
$474 spend618K impr$0.77 CPM5 purchases$94.72/purchase
5
Privacy drives the most purchases (12) at the lowest cost per purchase ($38.10). BTC Maxi is close behind (11). CompSwitch gets the most impressions but fewer conversions.
Countries with Purchases
Only 17 of 166 countries generated purchases. These are the markets worth investing in.
| Country | Code | Purchases | Spend | Cost/Purchase | Avg ROAS |
|---|---|---|---|---|---|
| 🇺🇸United States | US | 7 | $74.19 | $10.60 | 19.5x |
| 🇻🇪Venezuela | VE | 5 | $65.74 | $13.15 | 28.2x |
| 🇵🇾Paraguay | PY | 4 | $14.62 | $3.65 | 1364.5x* |
| 🇲🇽Mexico | MX | 4 | $30.40 | $7.60 | 23.0x |
| 🇰🇷South Korea | KR | 3 | $16.17 | $5.39 | 26.8x |
| 🇮🇹Italy | IT | 2 | $5.41 | $2.71 | 127.0x* |
| 🇵🇪Peru | PE | 2 | $9.81 | $4.91 | 21.5x |
| 🇬🇷Greece | GR | 2 | $1.22 | $0.61 | 266.4x* |
| 🇸🇻El Salvador | SV | 2 | $4.19 | $2.09 | 80.7x |
| 🇨🇴Colombia | CO | 2 | $20.59 | $10.29 | 9.9x |
| 🇬🇹Guatemala | GT | 1 | $6.36 | $6.36 | 30.0x |
| 🇰🇭Cambodia | KH | 1 | $25.98 | $25.98 | 6.6x |
| 🇪🇨Ecuador | EC | 1 | $19.08 | $19.08 | 13.4x |
| 🇵🇦Panama | PA | 1 | $1.18 | $1.18 | 184.1x* |
| 🇵🇬Papua New Guinea | PG | 1 | $29.15 | $29.15 | 6.0x |
| 🇹🇱Timor-Leste | TL | 1 | $13.61 | $13.61 | 24.8x |
| 🇪🇸Spain | ES | 1 | $3.64 | $3.64 | 41.7x |
* Anomalously high ROAS values may indicate attribution issues. Verify in Meta Events Manager.
US leads with 7 purchases at $10.60/purchase. Latin America (VE, PY, MX, PE, SV, CO, GT, EC, PA) accounts for 22 of 40 purchases (55%).
Top 20 Countries by Spend
| Country | Code | Spend | Impressions | CPM | Purchases | Verdict |
|---|---|---|---|---|---|---|
| Cambodia | KH | $173.11 | 17,683 | $9.79 | 1 | Review |
| Vietnam | VN | $164.03 | 164,264 | $1.00 | 0 | Exclude |
| Venezuela | VE | $156.65 | 93,147 | $1.68 | 5 | Scale |
| Papua New Guinea | PG | $142.22 | 15,051 | $9.45 | 1 | Review |
| Brazil | BR | $141.82 | 63,353 | $2.24 | 0 | Exclude |
| Syria | SY | $122.21 | 1,264,755 | $0.10 | 0 | Exclude |
| United States | US | $107.88 | 13,180 | $8.19 | 7 | Scale |
| Mexico | MX | $88.94 | 21,199 | $4.20 | 4 | Scale |
| Sri Lanka | LK | $84.98 | 25,780 | $3.30 | 0 | Exclude |
| Ecuador | EC | $84.96 | 30,490 | $2.79 | 1 | Review |
| Dominican Republic | DO | $63.11 | 16,317 | $3.87 | 0 | Exclude |
| Myanmar | MM | $55.37 | 10,938 | $5.06 | 0 | Exclude |
| Colombia | CO | $55.20 | 18,991 | $2.91 | 2 | Scale |
| Laos | LA | $52.00 | 13,588 | $3.83 | 0 | Exclude |
| Uzbekistan | UZ | $50.26 | 28,902 | $1.74 | 0 | Exclude |
| Timor-Leste | TL | $47.42 | 24,888 | $1.91 | 1 | Review |
| Peru | PE | $40.36 | 15,148 | $2.66 | 2 | Scale |
| Paraguay | PY | $37.17 | 8,505 | $4.37 | 4 | Scale |
| Guatemala | GT | $32.75 | 12,461 | $2.63 | 1 | Review |
| Nicaragua | NI | $29.07 | 13,206 | $2.20 | 0 | Exclude |
Exclusion Candidates — High Volume, Zero Purchases
These countries received significant impressions or spend but generated zero purchases. Sorted by impressions.
| Country | Code | Impressions | Spend | CPM | Priority |
|---|---|---|---|---|---|
| Syria | SY | 1,264,755 | $122.21 | $0.10 | ! |
| Vietnam | VN | 164,264 | $164.03 | $1.00 | ! |
| Kazakhstan | KZ | 64,179 | $11.01 | $0.17 | 2 |
| Brazil | BR | 63,353 | $141.82 | $2.24 | ! |
| Uzbekistan | UZ | 28,902 | $50.26 | $1.74 | 2 |
| Sri Lanka | LK | 25,780 | $84.98 | $3.30 | ! |
| Bhutan | BT | 22,554 | $25.02 | $1.11 | 2 |
| Kyrgyzstan | KG | 17,063 | $14.53 | $0.85 | 3 |
| Argentina | AR | 16,405 | $28.98 | $1.77 | 2 |
| Dominican Republic | DO | 16,317 | $63.11 | $3.87 | ! |
| Laos | LA | 13,588 | $52.00 | $3.83 | ! |
| Nicaragua | NI | 13,206 | $29.07 | $2.20 | 2 |
| Myanmar | MM | 10,938 | $55.37 | $5.06 | ! |
| Mongolia | MN | 10,567 | $20.07 | $1.90 | 2 |
| Bolivia | BO | 9,103 | $13.98 | $1.54 | 3 |
| Tajikistan | TJ | 8,715 | $4.63 | $0.53 | 3 |
| Turkey | TR | 8,113 | $12.36 | $1.52 | 2 |
| Lebanon | LB | 6,503 | $8.59 | $1.32 | 3 |
| Chile | CL | 5,834 | $18.15 | $3.11 | 2 |
| Canada | CA | 2,918 | $20.79 | $7.12 | 2 |
Excluding the top 6 high-priority countries (SY, VN, BR, LK, DO, MM) would save ~$530/week and cut ~1.5M wasted impressions.
Recommended Actions
-
1
Exclude Syria immediately57.7% of impressions, $122 spend, zero purchases. Biggest single source of waste.
-
2
Exclude Vietnam, Brazil, Sri Lanka, Dominican Republic, Myanmar, LaosCombined $561 spend, zero purchases. High CPM, high volume, no return.
-
3
Review Cambodia and Papua New Guinea ($9+ CPMs)$315 combined spend at extreme CPMs. Each got 1 purchase—likely not sustainable.
-
4
Shift more budget toward Privacy and BTC Maxi ad setsTogether they drive 23 of 40 purchases (57.5%). Privacy has the best cost/purchase at $38.
-
5
Verify ROAS attribution for outlier countriesParaguay (1364x), Greece (266x), Panama (184x) ROAS values seem unrealistic for a $149-169 product.
-
6
Investigate delivery status—all ad sets currently pausedBeginner/CompSwitch/Security = pending_review. BTC Maxi/Privacy = not_delivering. Resume ASAP.
Key Takeaway
The campaign scaled spend 3.8x week-over-week and purchases grew 10x (4 → 40), which is a strong signal. But over half the budget is going to countries that don't convert. By excluding the top waste countries and reallocating toward the 17 purchasing markets, cost per purchase should drop significantly from the current $59 average.
Best Market
US — $10.60/purchase
Best Ad Set
Privacy — $38.10/purchase
Potential Savings
$530+/week from exclusions