9.9x ROAS on Meta Ads with a full-funnel e-commerce setup
On a full-funnel e-commerce account, Meta Ads generated 424 purchases at a $2.23 cost per purchase, for $9,323 of conversion value: a 9.9x ROAS. Every step of the funnel was tracked, from 7,179 add to carts to purchase. The best ad set delivered 133 purchases at $1.62 each, 27% below the account CPA.
By Zakaria Driouch ·
Key numbers
- Purchases
- 424
- Cost per purchase
- $2.23
- ROAS
- 9.9x
- Conversion value
- $9,323
- Best ad set
- 133 purchases · $1.62
- Add to carts tracked
- 7,179
- Leads
- 284 at $3.33
- IG profile visits
- 2,760
The goal
Sell at the lowest cost per purchase, with the whole funnel visible, not only the final sale.
What I did
- Every funnel step tracked: add to cart, checkout and purchase. When sales drop, this shows exactly where people leave.
- Secondary signals tracked too: leads and Instagram profile visits. Not everyone buys on the first visit, and these signals show interest beyond the purchase.
- Budget moved to the ad sets with the lowest cost per purchase.
The results
424 purchases at $2.23 each, for $9,323 of conversion value: a 9.9x return on ad spend. 7,179 add to carts were tracked.
The best ad set delivered 133 purchases at $1.62, 27% below the account CPA. On the side, the account also generated 284 leads at $3.33 and 2,760 Instagram profile visits.
What to take from it
Tracking the whole funnel is what makes optimization possible: you can only fix the step you can see.
Here too, the budget decision comes from the gap between the average and the winner: $2.23 vs. $1.62.
Screenshots from Ads Manager
Real data. Campaign names and account details masked. Click to enlarge.
Questions about this case
What ROAS did this account reach?
9.9x: $9,323 of conversion value for 424 purchases at a $2.23 cost per purchase.
What does full-funnel tracking mean on Meta Ads?
Tracking every step between the ad and the sale (add to cart, checkout, purchase) with the Meta Pixel and Conversions API, so you can see where people drop off.
What was the best ad set's cost per purchase?
$1.62 per purchase, for 133 purchases: 27% below the $2.23 account average.
Want the same work on your account?
For brands investing $1,500+/month in ads. Tell me what you sell, your monthly budget and your goal. I reply personally, no sales call.