My Meta Ads ROAS dropped from [previous] to [current]. Audit what changed and surface fixes.
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My Meta Ads ROAS dropped from 4.2 to 2.8 last month. Audit what changed: landing page conversion, ad-to-page message match, attribution windows, and surface specific fixes.
- Landing page conversion rate analysis (week-over-week).
- Ad-to-page message match audit.
- Attribution window changes that may explain the drop.
- Ranked recovery actions.
What you're trying to do
ROAS drops have 3 causes: the page got worse, the ads got worse, or the attribution changed. Most diagnostics jump to one and miss the other two. A structured audit checks all three and tells you which moved — so you fix the actual problem, not the loudest symptom.
Things to watch out for
- Attribution shifts: iOS, Meta and Google attribution updates can mask real performance.
- Page-side regressions: recent site changes, theme app updates and slowdowns.
- Ad-side regressions: creative fatigue, audience saturation and post-iOS audience drift.
- Statistical significance: Fudge waits for enough data before declaring a cause.
How Fudge does it
Fudge reads ad traffic and conversions from Google Analytics, alongside the changes made to your landing pages, without changing anything, and ranks the likely causes by evidence. Landing page fixes are drafted in your theme for you to preview and publish; changes to the ads themselves stay in your ad platform.
What a ROAS optimization audit actually fixes
When ROAS drops on Meta Ads, check the ad-to-page handoff and attribution as well as the ads themselves. The audit walks the entire flow (landing page conversion, ad-to-page message match, attribution windows, audience overlap) and surfaces specific fixes ranked by evidence.
When to run this audit
Run the ROAS audit if your Meta Ads ROAS has dropped (e.g., 4.2 → 2.8), plateaued, or never been rigorously assessed. Especially worth doing before scaling spend — diagnosing leaks before pouring fuel in.
What makes a great audit
- Landing page conversion check — paid traffic hitting pages not tuned for paid conversion.
- Ad-to-page message match — the ad creative and landing page should mirror each other.
- Attribution window review — iOS 14 changes, model changes, view-through vs click-through.
- Audience overlap — paid audiences competing against each other.
- Specific actionable fixes: ranked by evidence.
Common mistakes to avoid
The biggest mistake is blaming the ads when the landing page is the problem. Check the landing page before rewriting the ads; it’s the part you control most directly.
The second mistake is fixing without measurement. ROAS audits need before-and-after data to validate. Compare the numbers before and after each fix.
Pair this with advertorial landing page and email funnel audit — three tools for full paid-traffic optimization.
Fudge runs this as part of its conversion rate optimization work.