MyPrize Meta Creative Performance Audit

Two Ad Accounts | $18.99M Meta Spend (FY2025) | 584 AND Gather Creatives Analyzed

Executive Summary

Monthly Performance (FY2025)

L30 and L60 Performance

Campaign Performance (FY2025)

Account Comparison: MP1 vs MP2

Performance Trend by Creative Launch Date

L60 Performance Snapshot

AND Gather Creative Portfolio: Format Performance

AND Gather Creative Portfolio: Theme Performance

Top Performers by Account

MP2 Standout Low-CPIC Performers

Cross-Channel Performance (Account-Level L365)

L30 Performance Update

Channel Strategy Recommendation: Consolidate Around Meta

Meta accounts for 95% of total IC volume and has a built-in creative engine that is compounding in efficiency. AND Gather's creative portfolio has driven CPIC from $133 in August to $76-78 in February, a 43% improvement in six months. That trajectory is the product of a feedback loop between creative production and platform optimization that does not exist on Snapchat or Reddit.

The case for concentrating spend on Meta is straightforward: the ad engine is working and getting better. Every new creative AND Gather produces feeds the algorithm more signal. More signal means better delivery. Better delivery means lower CPIC. That flywheel doesn't spin on channels where we're not producing the creative and don't have the same optimization infrastructure.

Snapchat and Reddit serve a role in reach diversification, and Reddit's corrected ~$86 CPA suggests real efficiency there. But neither channel has the scale, the creative feedback loop, or the optimization depth that Meta provides at $18.99M annual spend. Our recommendation: continue to invest the majority of budget in Meta where the creative engine and the media engine are compounding together. Treat Snapchat and Reddit as incremental test channels with capped budgets, and validate their true contribution through incrementality testing before increasing allocation.

What's New vs. the February Deck

Account Structure Assessment

The two-account structure (MP1 and MP2) is justified by current scale. $18.99M in annual Meta spend (FY2025) is sufficient to support independent optimization, testing, and audience segmentation. However, the accounts show some redundancy in creative themes and could benefit from clearer role differentiation.

Current Structure:

• MP1: 254 creatives, $3.32M spend, $113.81 CPIC. Stronger on Gameplay and Platform themes. Appears to be test-and-learn account.
• MP2: 330 creatives, $3.73M spend, $99.74 CPIC. Heavier ambassador allocation, lower cost per IC. Appears to be scaled account.

Observation:

The cost per IC difference ($14.07 or 12.4%) is meaningful but not substantial enough to justify account consolidation. However, the accounts are running overlapping creative themes (Gameplay, Platform, AI) without clear optimization separation. Recommend maintaining two accounts but implementing clearer testing protocols: designate MP1 as primary test account for new themes/formats, and MP2 as the scale account for proven performers.

Creative Distribution Recommendation:

• Ambassador/JH: Allocate 60% to MP2 (where it performs $34.99 CPIC better), 40% to MP1 for brand awareness spillover.
• FTP: Keep at MP2 where CPIC is $11.58 better; reduce MP1 allocation to testing only.
• AI Creative: Keep balanced; MP2 performance has improved 27% ($32 CPIC) over MP1 in recent builds, suggesting iterative learning. Increase MP2 allocation as version improves.
• Gameplay: Run as stable across both accounts; high volume supports both testing and scale.
• Platform: Audit underperformers on both (especially MP2 at $147.15 CPIC). Consolidate to top 3–5 variations before increasing spend.

Media Buying Assessment

The account structure, consolidation roadmap, and optimization approach outlined in the existing audit are sound. The accounts are running at justified scale, targeting is sensible (broad audience, let creative determine message), and consolidation from 55 campaigns to 4–6 will reduce operational complexity and improve signal-to-noise in optimization.

Stabilization & Performance:

Post-June crisis, the accounts have stabilized at blended FY2025 CPIC of $113.13. This is reasonable for performance marketing at this scale. L30 Meta CPIC is $121.75, and February creative CPIC is $76-78, both showing meaningful improvement from the FY2025 baseline. The 6.5x IC-to-purchase conversion ratio indicates healthy downstream conversion and suggests the Initiated Checkout event is predictive of revenue.

Creative as the Growth Lever:

Media efficiency is constrained by creative fatigue and reach, not by targeting or audience quality. The six-month data shows clear performance degradation in June-July (creative slowdown), recovery in August (creative expansion), and sustained scale Sept+ (new creative velocity). This pattern is diagnostic: the limiting factor is creative output, not media buying.

Media Buying Assessment:

After reviewing the account structure, campaign architecture, and performance data, our assessment is that the current media buying is being managed competently. The pricing structure appears to be at or below market for accounts at this scale and complexity. We don't believe AND Gather taking over media buying would add meaningful efficiency gains relative to the time and bandwidth required on our end. The current buying team has stabilized post-June, is implementing structural improvements, and has driven CPIC from peak inefficiency in June to stable $113-$121 range. The account ran 55 campaigns across FY2025 with a 264% efficiency spread between best and worst performers, confirming the consolidation opportunity is real and material.

AND Gather produces 100% of the creative for these accounts. Creative velocity, theme allocation, and format optimization are the levers that move performance. That's where our value is concentrated. Taking on media buying would dilute focus from the work that's actually driving results.

Recommendation: Maintain Existing Structure

Keep the current media buying team in place. AND Gather will continue to drive creative production and optimization. To ensure continued alignment and improvement, we're building the following cadence into our engagement:

Quarterly Account Structure Audits (every 90 days): Full review of campaign architecture, optimization signals, targeting strategy, and consolidation progress. We'll flag structural opportunities and inefficiencies before they compound. Each audit will include updated CPIC trend data and theme-level performance analysis.

Monthly Creative Audits: Performance review of the active creative portfolio across both accounts. Format and theme CPIC analysis, fatigue detection, new creative recommendations, and spend allocation guidance by theme. This keeps the creative engine aligned with what the algorithm is rewarding.

This gives us consistent visibility into the account without taking on the operational overhead of media buying. If the data starts showing structural problems that the current team isn't addressing, we'll flag it. But right now, the machine is working. Our job is to keep feeding it better creative.

Audit Follow-Up Notes

Historical Context & Creative Fatigue

During our readout, the team confirmed that the omni-channel strategy was originally adopted because Facebook was believed to be saturated. The FY2025 data tells a different story. The June spike to $162.56 CPIC and subsequent recovery in August were driven by creative fatigue and velocity, not audience exhaustion. When new creative was introduced in August, performance stabilized immediately. A rolling reach report confirms this: the account was not hitting a ceiling on new eyeballs. It was recycling the same creative until it stopped working.

• June-July: Creative velocity slowdown. Efficiency degraded to $131-162 CPIC despite stable reach.
• August: AND Gather creative expansion began. Delivery and reach expanded. Performance stabilized at $118.
• September+: Sustained new creative supply unlocked new audience cohorts and maintained $115-125 CPIC at $1.5-2.4M monthly spend.

Increased volume and diversity of creative is what drives new reach, not channel diversification. Rolling reach is creative-limited, not audience-limited. As long as AND Gather maintains 5-10 new tested creatives per theme per month, reach will remain stable. If creative velocity slows, efficiency will degrade predictably, as it did in June.

Reddit Data Correction

During the readout, the MyPrize team flagged that the Reddit data presented in our initial audit was using an incorrect conversion event, which inflated the cost per conversion and understated efficiency. The corrected in-platform numbers show Reddit running at approximately $86 CPA, making it the most efficient non-Meta channel. We have updated the L365 channel table above to reflect the deck figures ($442K spend, 2,330 leads, $94.61 CPL). The MyPrize team is confirming the correct conversion event for Reddit so we can align reporting going forward.

Conversion Event Value & Data Access

Not all conversions are created equal. Each channel optimizes to a different event (Meta: Initiated Checkout, Snapchat: Add to Cart, Reddit: Leads), and our audit does not yet have clarity on how these events map to actual revenue. The 6.5x IC-to-Purchase ratio in Meta suggests IC is predictive of downstream value, but without cohort-level analysis we cannot confirm whether this holds across channels and creative themes.

Event Value Hierarchy (Proposed):

• Registration: Account creation. Early-funnel signal. Lowest quality but widest reach.
• Add to Cart / Snap ATC: High-intent signal. User has selected a product. Medium cost.
• Lead / Reddit: Expression of interest via form. Medium signal quality.
• Initiate Checkout / Meta IC: First-time funding attempt or checkout start. Highest-intent signal. Current primary optimization target.
• Purchase / Deposit: Completed funding or paid entry. Actual revenue event.

Funnel Structure

Our recommendation remains: consolidate under a single conversion objective (IC) and let creative serve different funnel stages naturally. Gameplay content targets engaged players (consideration). Ambassador content targets brand lookalikes (awareness). Platform content targets intent-stage users (decision). Rather than forcing different campaign objectives per funnel stage, let the algorithm optimize to IC and let creative do the segmentation work.