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Project and campaign background
The online bookshop already had a website and experience with search advertising but had not tried paid social. The task was to test the new channel and move from collecting contacts to catalogue sales.
The task: to test a new sales channel
The team first tested Facebook and Instagram lead forms. After identifying workable combinations, they added conversion and catalogue sales campaigns. These measure different funnel stages: contact costs cannot be directly compared with purchase costs.
From lead forms to catalog
- Launched and tested lead forms on Facebook and Instagram.
- Tested combinations of audiences, messages and advertising formats.
- Added conversion campaigns and catalog sales.
- Materials from both channels — Meta and Google Ads — have been preserved.
The archive describes individual days with a budget of $200-$300, but does not contain enough revenue definition and attribution to calculate an accurate ROAS. Therefore, we do not use the ROAS indicator of 4.5 and the statement about doubling the budget here.
What the screenshot confirms
The Meta catalogue-sales row shows 10,465 purchase events, $23,127.39 in spend and $2.21 per event. These are platform metrics for the selected campaigns, not combined results across channels. Separate lead, traffic and other goal rows are not added to purchase events.
A platform purchase event does not establish payment, absence of returns or profit. Assessing store economics requires reconciliation with orders, margins and returns. The Google screenshot uses a different conversion model and is not presented as additional paid orders.
The result in context
10,465 purchase events for $2.21 in catalog Meta campaigns. These are results from one project, not a guarantee for another business. We do not invent unpublished dates, costs or scope of work.
Screenshots and campaign materials
For your business
Similar products do not guarantee similar advertising economics. Before launch, we review your market, offer, budget and lead-handling process.