Northwind · Weekly campaign analysis
May 5–11, 2026 · Prepared by Clarai · Every number verified against source
- Client:
- Northwind (fictional)
- Stack:
- Meta Ads · Google Ads · GA4
Executive summary
Sessions dropped 34% week-over-week on the back of a softening Meta campaign, but blended ROAS held above target because Google Search picked up the slack. Two paused Meta ad sets need attention before the weekend; Google Shopping is the channel to put more into.
Recommended actions
The most important part: what to actually do this week, in priority order.
- This week
Re-enable the two paused Meta prospecting ad sets and refresh their creative: the existing assets have been live for 28 days, well past Northwind's fatigue threshold.
- This week
Shift €600 of weekly budget from Meta retargeting (over-served) to Google Shopping (limited by feed coverage, not by budget cap).
- Next 2 weeks
Brief the design team for two new Meta creative concepts targeting the new-customer segment, since AOV is being propped up by returning traffic.
- Watch
Track new-customer share of revenue daily. If it stays below 42% next week, treat Meta prospecting as a deeper problem, not just a temporary dip.
Key metrics
Verified dataHow we know this
Sessions
GA4 · sessions, May 5–11 vs the prior week. Counted from the raw event stream.
Verified against source
How we know this
Conversions
GA4 · key-event conversions, May 5–11 vs the prior week.
Verified against source
How we know this
Revenue
GA4 · purchase revenue, May 5–11 vs the prior week.
Verified against source
How we know this
Blended ROAS
Total revenue ÷ total ad spend across Meta and Google.
Verified against source
How we know this
Avg. order value
Revenue ÷ conversions.
Verified against source
How we know this
Meta ROAS
Meta Ads account · purchase ROAS, pulled directly from the ad platform.
Verified against source
How we know this
Google Ads ROAS
Google Ads account · conversion value ÷ cost.
Verified against source
How we know this
Cost per conversion
Total ad spend ÷ conversions.
Verified against source
Channel breakdown
| Channel | Spend | Revenue | ROAS |
|---|---|---|---|
Meta Ads How we know this Meta Ads Meta Ads account · spend and revenue for the week. ROAS = revenue ÷ spend. Verified against source Spend held flat, ROAS dropped from 3.80. Two ad sets paused mid-week without replacement creative. | €7,420 | €15,580 | 2.10 |
Google Search How we know this Google Search Google Ads account · Search campaigns. ROAS = conversion value ÷ cost. Verified against source Strong week. Branded queries up 18%, generic prospecting holding steady. | €3,100 | €15,030 | 4.85 |
Google Shopping How we know this Google Shopping Google Ads account · Shopping campaigns. ROAS = conversion value ÷ cost. Verified against source Best-performing channel of the week. Limited by inventory feed, not budget. | €2,180 | €11,210 | 5.14 |
What changed
Verified dataMeta is the entire story of the down week. ROAS fell from 3.80 to 2.10 and revenue from the channel was down 41%, dragging the overall numbers down even though Google made up most of the gap on a much smaller spend.
Two prospecting ad sets in Meta were paused on Tuesday and never switched back on, which removed about 38% of Meta's weekly impression volume.
Google Search filled the gap. Conversions on Search were up 14% week-over-week, and Google Shopping had its strongest week since launch.
Why it changed
AI interpretationClarai's reading of the verified numbers above. Treat these as informed hypotheses, not as additional facts.
This most likely comes down to reach, not quality. The creative and audience are performing as before, and half the prospecting set has been switched off for three days.
AOV likely climbed because the remaining traffic was mostly returning customers rather than new ones. That lifts revenue per visit, but it can hide that new-customer acquisition is down.
Google's tailwind appears partly seasonal (week 19 historically out-performs week 18 for Northwind) and partly the result of the new Shopping feed shipped on April 28.
How we verified this
Every figure in this analysis was computed in code from the raw platform data, then re-checked against the source after generation. The sessions, conversions, and revenue numbers reconcile to GA4. The spend and platform-ROAS figures reconcile to the native ad-platform reports. No AI hallucinations. No rounded-up wins.
Northwind is a fictional client built for illustration. No real campaigns, customers, or revenue figures are represented here.
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