Josh Berg

Alex is asking why ROAS slipped this week — what's the cleanest answer?

Hilda · Lead Analyst · Hedgehog AI

It's two things, not one — be upfront about both. One, Meta efficiency is dropping because creative is aging (top 3 ads are >3 months, frequency 4.2, CTR down -22% WoW). Two, Google spend was pacing a little hotter mid-month before we re-capped, so the denominator is bigger. The fix is already in the plan — shoot + ship new UGC-style creative this week, and we've throttled Google back. Want me to draft a one-paragraph response you can send her?

Josh Berg

Yes please.

Hilda · Lead Analyst · Hedgehog AI

Here's a draft: "Good question Alex — ROAS this week is ~4.0x vs 4.2x last week. Two things going on, not one problem. Meta creative is showing fatigue (CTR down 22% WoW on top 3 ads, which have been live 3+ months), and Google spend paced a bit hotter mid-month before we adjusted caps back. Refresh shoot is briefed for this week and we're already running the creative rotation — expect a recovery within 7-10 days. No structural issue with the account."