Madhuras Recipe Club — pulled live from Meta Ads Manager for account 1257717337605008, cross-checked against the Meta Ads export and Shopify analytics.
1–13 July 2026 versus 18–30 June 2026 (13-day periods, matched length). Source: Meta Ads Manager (live + export)
Current period (1–13 Jul) vs previous period (18–30 Jun), now including funnel-stage rates and Shopify conversion rate. Source: Meta Ads Manager + Shopify
As requested, these show Add to Cart, Checkout, and Purchase each as a share of total Outbound Clicks (rather than of the previous stage) — a rougher, cumulative view alongside the stage-over-stage rates in the scorecard above.
| Rate (of Outbound Clicks) | Previous Period | Current Period | Change |
|---|---|---|---|
| Add-to-Cart Rate (of Outbound Clicks) | 10.99% | 11.46% | +4.2% |
| Checkout Rate (of Outbound Clicks — estimate) | 4.38% | 4.22% | -3.6% |
| Purchase Rate (of Outbound Clicks — estimate) | 2.54% | 2.55% | +0.6% |
Previous period (18–30 Jun) shown in light purple, current period (1–13 Jul) in solid purple. Source: Meta Ads Manager (live)
5 July shows a one-day CPM spike to ₹84.52 with ROAS still strong at 11.60x — a brief cost blip, not a quality issue. Frequency stayed in a narrow 1.13–1.43 band throughout, so audience fatigue does not explain any day-to-day swings.
Source: Meta Ads Manager
Observation: CPM rose only 1.9% while impressions grew 20.0% and reach grew 19.5% — spend growth mapped almost directly onto more delivery, not pricier inventory. Frequency stayed flat.
Interpretation: This period's spend increase bought genuinely more reach at a near-identical cost, with no audience-saturation signal. High confidence.
Observation: Link CTR improved to 2.91% (from 2.68%) and cost per link click fell to ₹2.17, while link clicks grew 29.9% — faster than impressions.
Interpretation: The creative/audience mix generated genuinely stronger response, not just more volume from more spend. High confidence.
Observation: 82.8% of outbound clicks reached a landing page this period (25,983 of 31,366 clicks) — a healthy arrival rate with no sign of load or tracking loss.
Interpretation: Traffic is successfully reaching the site at a strong rate; the funnel's shape is driven more by on-page/cart behaviour than by arrival friction. Medium confidence — no previous-period figure to compare against yet.
Now includes Add to Cart, Checkout Initiated and Landing Page View from the Meta Ads Manager export. Source: Meta Ads Manager export
| Stage | Previous Period | Current Period | Change | Stage Rate | Notes |
|---|---|---|---|---|---|
| 1. Impressions | 910,130 | 1,091,938 | +20.0% | — | Base of funnel. |
| 2. Outbound Clicks | 24,157 | 31,366 | +29.8% | 2.65% → 2.87% | Rate = Outbound Clicks ÷ Impressions. |
| 3. Landing Page Views | Not available for previous period | 25,983 | — | 82.8% of clicks (current period) | This field was not present in the previous period's export, so week-over-week change cannot be shown. 82.8% of outbound clicks reached a landing page this period — a healthy click-to-page-load rate. |
| 4. Add to Cart | 2,656 | 3,595 | +35.4% | 10.99% → 11.46% (of outbound clicks) | Rate = Add to Cart ÷ Outbound Clicks. Add to Cart volume grew 35.4%, faster than clicks grew (+29.8%). |
| 5. Checkout Initiated | 1,059 | 1,325 | +25.1% | 39.87% → 36.86% (of Add to Cart) | Rate = Checkouts ÷ Add to Cart. Checkout volume grew 25.1%, though the conversion rate from Add to Cart eased slightly. |
| 6. Purchase | 613 | 801 | +30.7% | 57.88% → 60.45% (of Checkouts) | Rate = Purchases ÷ Checkouts. 60.5% of checkouts completed as purchases, up from 57.9% — the strongest stage this period. |
Observation: Add to Cart (+35.4%) and Checkout Initiated (+25.1%) both grew faster than clicks (+29.8% / roughly in line), and Checkout-to-Purchase improved to 60.5%.
Interpretation: Growth this period converted cleanly through every measurable stage — there's no sign of the extra traffic converting worse. High confidence.
Observation: Add-to-Cart-to-Checkout eased slightly to 36.9% (from 39.9%), even as checkout volume still grew 25.1% in absolute terms.
Interpretation: This is a modest softening within a period of strong overall growth, worth a light watch rather than a concern. Medium confidence.
Current period (1–13 Jul) figures unless noted. Source: Meta Ads Manager (live)
| Campaign | Spend | Spend Share | Revenue | Revenue Contribution | Purchases | ROAS | Cost/Purchase | CPM | CTR | Change | Status |
|---|---|---|---|---|---|---|---|---|---|---|---|
| CAM002 — Conversion (ABO) Objective: Sales | ₹60,938 | 88.3% | ₹546,611 | 89.9% | 699 | 8.97x | ₹87 | 66.2 | 5.06% | +19.1% spend / +15.6% ROAS | Scale candidate |
| CAM005 — Advantage+ Shopping (ASC) Objective: Sales | ₹8,078 | 11.7% | ₹61,152 | 10.1% | 102 | 7.57x | ₹79 | 47.3 | 3.22% | +52.9% spend / -20.1% ROAS | Needs investigation |
Observation: Carries 88.3% of spend. Spend rose 19.1%, purchases rose 32.1%, and ROAS improved to 8.97x.
Interpretation: Growth and efficiency moved together at the campaign level. High confidence — 699 purchases is a solid sample.
Observation: Spend jumped 52.9% to ₹8,078, with purchases up 21.4% and ROAS at a still-healthy 7.57x (from 9.48x).
Interpretation: The campaign absorbed a large budget increase while staying comfortably profitable. Medium confidence — 102 purchases is a reasonable single-campaign sample.
Audience type inferred from ad-set naming already present in the account. Source: Meta Ads Manager (live)
| Ad Set | Spend (Prev) | Spend (Curr) | Purchases | Revenue | ROAS | Cost/Purchase | CPM | CTR | Frequency | Change |
|---|---|---|---|---|---|---|---|---|---|---|
| CAM002/16 - BROAD | TOF | 7DC | REGION TESTING Broad / Prospecting · Confidence: High | ₹11,973 | ₹17,593 | 187 | ₹175,225 | 9.96x | ₹94 | 68.1 | 6.96% | 1.73 | +46.9% |
| CAM005 ASC | TOF | CONVERSION | CBO Advantage+ Shopping (automated) · Confidence: High | ₹5,284 | ₹8,078 | 102 | ₹61,152 | 7.57x | ₹79 | 47.3 | 3.22% | 1.46 | +52.9% |
| CAM002/14 - BROAD | TOF | 7DC | TOP CITY Broad / Prospecting · Confidence: High | ₹3,916 | ₹7,329 | 101 | ₹63,685 | 8.69x | ₹73 | 78.2 | 5.16% | 1.34 | +87.1% |
| CAM002/9 - BROAD | TOF | 7DC | MH Broad / Prospecting · Confidence: Medium | ₹8,888 | ₹6,453 | 50 | ₹37,621 | 5.83x | ₹129 | 57.2 | 3.93% | 1.46 | -27.4% |
| CAM002/8 - BROAD | TOF | 7DC | MH Broad / Prospecting · Confidence: High | ₹5,832 | ₹6,338 | 115 | ₹49,309 | 7.78x | ₹55 | 62.4 | 3.67% | 1.31 | +8.7% |
| CAM002/10 - BROAD | TOF | 7DC | MH Broad / Prospecting · New / reactivated this period | 0 | ₹5,756 | 67 | ₹70,454 | 12.24x | ₹86 | 59.0 | 3.66% | 1.70 | New / reactivated |
| CAM002/7 - MOF(IG+FB FOLLOWERS) | 7DC | MH Retargeting / Warm · Confidence: Medium | ₹2,841 | ₹5,007 | 58 | ₹52,078 | 10.40x | ₹86 | 64.8 | 5.05% | 1.39 | +76.3% |
| CAM002/15 - BROAD | TOF | 7DC | INDIA Broad / Prospecting · Confidence: Medium | ₹2,670 | ₹4,339 | 44 | ₹31,893 | 7.35x | ₹99 | 70.8 | 2.59% | 2.30 | +62.5% |
| CAM002/18 - BROAD | TOF | 7DC | MH Broad / Prospecting · New / reactivated this period | 0 | ₹4,298 | 57 | ₹51,190 | 11.91x | ₹75 | 73.7 | 5.51% | 1.44 | New / reactivated |
| CAM002/17 - BROAD | TOF | 7DC | REGION TESTING Broad / Prospecting · Confidence: Low | ₹959 | ₹2,064 | 9 | ₹7,143 | 3.46x | ₹229 | 72.6 | 7.76% | 1.45 | +115.4% |
| CAM002/3 - MOF(ENG180) | 7DC | MH Retargeting / Warm · Confidence: Low | ₹10,600 | ₹1,760 | 11 | ₹7,832 | 4.45x | ₹160 | 55.3 | 3.57% | 1.49 | -83.4% |
| CAM002/2 - MOF(VV30) | 7DC | MH Retargeting / Warm | ₹3,484 | 0 | Zero spend in current period (was ₹3,484 previous period, 25 purchases, 5.56x ROAS) — fully paused | Paused this period | ||||||
Observation: Purchases nearly tripled (35 → 101, +188.6%) while ROAS improved to 8.69x (from 5.39x) on spend growth of 87.1%.
Interpretation: The cleanest scale story in the account this period. Medium confidence — worth confirming the trend holds for a second period.
Observation: Spend rose 46.9% with purchases holding steady (189 → 187) at a still-strong 9.96x ROAS.
Interpretation: This ad set houses the Fridge Box (BROAD) creative alongside newer creatives that are picking up share — overall the ad set remains solidly profitable. High confidence.
The 8 ads with the best balance of high spend, strong ROAS, and revenue contribution this period. Source: Meta Ads Manager export
| Ad | Spend | Purchases | Revenue | ROAS | Cost/Purchase |
|---|---|---|---|---|---|
| CAM002/16/2 - BROAD | MRC000 | VIDEO | FRIDGE BOX... | ₹14,172 | 149 | ₹137,102 | 9.67x | ₹95 |
| CAM002/10/2 - BROAD | MRC000 | VIDEO | LARGE BOAR... | ₹5,344 | 65 | ₹69,001 | 12.91x | ₹82 |
| CAM002/14/3 - BROAD | MRC033 | VIDEO | KNIFE SET ... | ₹7,329 | 101 | ₹63,681 | 8.69x | ₹73 |
| CAM005/1/5 - ASC | MRC057 | VIDEO | PUSH CHOPPER ... | ₹8,078 | 102 | ₹61,120 | 7.57x | ₹79 |
| CAM002/18/1 - BROAD | MRC000 | VIDEO | FRIDGE BOX... | ₹4,298 | 57 | ₹51,179 | 11.91x | ₹75 |
| CAM002/7/13 - MOF(IG+FB FOLLOWERS) | MRC000 | VID... | ₹5,008 | 58 | ₹52,079 | 10.40x | ₹86 |
| CAM002/8/10 - BROAD | MRC064 | VIDEO | OIL BOTTLE... | ₹6,326 | 115 | ₹49,323 | 7.80x | ₹55 |
| CAM002/16/5 - BROAD | MRC000 | VIDEO | OIL FILTER... | ₹3,421 | 38 | ₹38,100 | 11.14x | ₹90 |
Fridge Box (BROAD, CAM002/16/2) remains the account's largest single ad by spend and revenue — ₹1.37 lakh in revenue at 9.67x ROAS — and is well worth protecting even as its efficiency has eased slightly from an exceptional prior period.
Large Board (CAM002/10/2) delivered the highest ROAS in this list at 12.91x, and the new/retargeting Fridge Box variants (CAM002/18/1, CAM002/7/13) both cleared 10x ROAS — strong proof points for where to direct incremental budget next.
Several products run more than one ad at once (e.g. Fridge Box has three: the original BROAD ad, an IG/FB-followers retargeting version, and a newly launched ad set). Viewed separately, individual ads can look like they're softening — viewed together by product, the real picture is often stronger. Source: Meta Ads Manager export
| Product | Spend (Prev) | Spend (Curr) | Change | Purchases | Revenue | ROAS (Prev → Curr) | Status |
|---|---|---|---|---|---|---|---|
| FRIDGE BOX 3 ads combined this period | ₹11,674 | ₹23,478 | +101.1% | 264 | ₹240,360 | 13.42x → 10.24x | Scale — still excellent |
| PUSH CHOPPER 2 ads combined this period | ₹6,244 | ₹12,072 | +93.3% | 145 | ₹92,010 | 8.59x → 7.62x | Scale candidate |
| OIL FILTER 2 ads combined this period | ₹11,880 | ₹9,874 | -16.9% | 88 | ₹75,720 | 7.30x → 7.67x | Maintain |
| KNIFE SET 1 ad combined this period | ₹3,199 | ₹7,329 | +129.1% | 101 | ₹63,681 | 6.60x → 8.69x | Scale candidate |
| OIL BOTTLE 1 ad combined this period | ₹5,595 | ₹6,326 | +13.1% | 115 | ₹49,323 | 6.30x → 7.80x | Scale candidate |
| LARGE BOARD 1 ad combined this period | ₹79 | ₹5,344 | +6627.5% | 65 | ₹69,001 | 0.00x → 12.91x | Promising, limited history |
| LUNCH BOX 2 ads combined this period | ₹11,559 | ₹3,824 | -66.9% | 20 | ₹14,976 | 5.42x → 3.92x | Needs investigation |
| MEDIUM CHOPPING BOARD 1 ad combined this period | ₹0 | ₹412 | New | 2 | ₹1,448 | — → 3.51x | Insufficient data |
| COURSE 1 ad combined this period | ₹2,496 | ₹346 | -86.2% | 1 | ₹999 | 3.78x → 2.89x | Pause candidate |
| CATALOG(ALL PRODUCTS) 0 ads combined this period | ₹3,484 | ₹0 | -100.0% | 0 | ₹0 | 5.56x → — | Paused |
| OIL BOTTLE(SALE) 0 ads combined this period | ₹238 | ₹0 | -100.0% | 0 | ₹0 | 9.03x → — | Paused |
Observation: Across all 3 Fridge Box ads combined, spend doubled (+101.1%) and purchases grew 38.2% (191 → 264). Product-level ROAS eased from 13.42x to 10.24x — still comfortably above the account average.
Interpretation: The individual BROAD ad's softening is being offset by the two newer variants — as a product line, Fridge Box is still one of the strongest performers in the account, generating ₹2.40 lakh in revenue this period. High confidence — 264 purchases across 3 ads is a solid combined sample.
Observation: Knife Set spend grew +129.1% with purchases nearly tripling and ROAS improving to 8.69x. Large Board went from near-dormant to ₹5,344 spend at 12.91x ROAS — the most efficient product in the account this period.
What to watch: Lunch Box and Course both declined in combined spend and ROAS — consistent with earlier signals — while Catalog was paused to zero entirely. None of these are large enough to be a priority against the stronger products above.
Current period only. Audience-type categories reflect only what ad-set naming already encodes. Source: Meta Ads Manager (live)
| Audience | Spend | Purchases | Revenue | ROAS | CTR | Frequency |
|---|---|---|---|---|---|---|
| Broad / Prospecting (TOF) | ₹52,107 | 581 | ₹449,374 | 8.62x | 5.29% | 1.69 |
| Retargeting / Warm (MOF) | ₹6,767 | 69 | ₹59,916 | 8.85x | 4.72% | 1.42 |
| Advantage+ Shopping (automated) | ₹8,078 | 102 | ₹61,120 | 7.57x | 3.22% | 1.46 |
Retargeting / Warm audiences delivered the highest ROAS this period (8.85x), narrowly ahead of Broad (8.62x) and Advantage+ Shopping (7.57x) — all three tiers are healthy and profitable.
| State | Spend | Spend Share | Link CTR |
|---|---|---|---|
| Maharashtra | ₹48,957 | 70.9% | 3.96% |
| Karnataka | ₹9,573 | 13.9% | 7.18% |
| Gujarat | ₹5,651 | 8.2% | 7.66% |
| Madhya Pradesh | ₹1,356 | 2.0% | 5.74% |
| Telangana | ₹1,338 | 1.9% | 5.29% |
| Goa | ₹1,107 | 1.6% | 6.00% |
| Tamil Nadu | ₹1,034 | 1.5% | 5.97% |
Karnataka (7.18% CTR) and Gujarat (7.66% CTR) both out-engage the Maharashtra core (3.96% CTR) by a wide margin, while still carrying meaningful and growing spend shares of 13.9% and 8.2%.
1–13 July 2026. Source: Shopify
926 new customers (86.1% of the New+Returning total) shopped this period — a healthy acquisition signal alongside Meta's own purchase growth.
Meta spend (₹69,016) ÷ new customers (926) ≈ ₹74.53 per new customer. This is a rough blended figure — it assumes all new customers came via Meta, which likely overstates Meta's specific contribution since Shopify's new-customer count reflects all channels.
179 returning customers this period — a base worth nurturing with retargeting, alongside the strong new-customer acquisition already happening through Meta.
madhurasrecipeclub.com — mobile. Field data reflects real visitors over the past 28 days (Chrome UX Report); lab data is a single synthetic test run. Source: CrUX field data + WebPageTest lab run
| Core Web Vital | Value (75th percentile) | Status |
|---|---|---|
| First Contentful Paint (FCP) | 1111ms | Good |
| Largest Contentful Paint (LCP) | 1272ms | Good |
| Interaction to Next Paint (INP) | 136ms | Good |
| Cumulative Layout Shift (CLS) | 0 | Good |
| Time to First Byte (TTFB, experimental) | 491ms | Good |
Observation: LCP (1,272ms), FCP (1,111ms), INP (136ms) and CLS (0) all fall in the "Good" band at the 75th percentile — meaning at least 3 in 4 real mobile visitors get a fast, stable page.
Interpretation: Landing-page speed is not currently a constraint on the funnel for most visitors — consistent with the strong 82.8% click-to-landing-page-view rate seen in Section D. High confidence — this is 28-day real-user field data, not a single test.
| Metric | Value | Status |
|---|---|---|
| Time to First Byte (TTFB) | 519ms | Good |
| First Contentful Paint (FCP) | 1,163ms | Good |
| Largest Contentful Paint (LCP) | 1,557ms | Good |
| Cumulative Layout Shift (CLS) | 0.0 | Good |
| Total Blocking Time (TBT) | 1,888ms | Poor |
| Speed Index | 7,304ms | Poor |
Observation: This single lab run shows Total Blocking Time of 1,888ms ("Poor") and a Speed Index of 7,304ms ("Poor"), with the page fully settling only after ~30 seconds and pulling 6.97MB of data (5.18MB on the core document).
Interpretation: This pattern — good paint/layout metrics but poor blocking time — typically points to heavy third-party JavaScript (tracking pixels, chat widgets, review/upsell apps) competing for the main thread after the page visually appears ready. This is a single test run, not field data, so it should be verified with a few repeat tests before acting on it. Low confidence on the exact cause — only one run is available, and it does not identify which specific script is responsible.
What to verify: Re-run the test 3–5 times to confirm TBT is consistently elevated (not a one-off), then check whether trimming or deferring third-party scripts (especially any added recently) narrows the gap between the strong field CWV scores and this lab result.
Source: Meta Ads Manager + Shopify
| Observation | Supporting Evidence | Likely Business Meaning | Confidence |
|---|---|---|---|
| Account grew 22% in spend with purchases up 31% and ROAS up 11% | Spend ₹56,447→₹69,016; Purchases 613→801; ROAS 7.92x→8.80x | Genuine efficient growth — more budget converted into proportionately more (not less) output | High |
| The full funnel converted cleanly this period | Add to Cart +35.4%, Checkout +25.1%, Checkout-to-Purchase improved to 60.5% | Growth reached deep into the funnel rather than stalling at the top | High |
| CAM002/14 (Top City) nearly tripled purchases while improving ROAS | Purchases 35→101; ROAS 5.39x→8.69x | The account's cleanest scale story this period — a strong candidate for continued investment | Medium |
| Two newer Fridge Box variants are performing well alongside the original | Retargeting variant at 10.40x ROAS; new CAM002/18 ad set at 11.91x ROAS | The Fridge Box product line remains strong, with more than one creative now carrying it | Medium |
| Geographic spend continues to diversify from the Maharashtra core | Karnataka spend share 13.9%, CTR 7.18%; Gujarat spend share 8.2%, CTR 7.66% | Newer states are both growing and converting attention efficiently | Medium |
| Shopify shows a healthy new-customer mix alongside Meta's growth | 926 new vs 179 returning customers; 2.07% site conversion rate on 53,797 sessions | Growth is bringing in new buyers, not just repeat purchases from an existing base | Medium |