A brand was making ad decisions from screenshots of Ads Manager. This project pulled all the Meta data into one place and built a dashboard that shows what actually makes money.
PAID SOCIAL // META ADS API → BIGQUERY → LOOKER
The six big tiles show the numbers a media buyer checks every morning.
The video chart shows where viewers stop watching each ad.
The donut and bars show which placements and age groups actually buy.
Creative decisions were made in meetings with screenshots: click rates here, costs there. Nobody knew where viewers stopped watching each video, or which placements wasted money.
We pulled the full Meta Ads data into BigQuery — down to placements, audiences and video views — and built a dashboard that connects ad spend to actual purchases.
The Meta Ads data is pulled into BigQuery every day, including placements, audiences and video views. SQL turns it into clear reports, shown in Looker Studio, with alerts on top.
Campaign → ad level, plus placements, demographics and video metrics.
Scheduled pulls, backfilled 24 months for trend context.
Retention-curve, placement and audience models in SQL.
Six pages: account, creative, placements, audiences, funnel, alerts.
CPA-breach and creative-fatigue alerts to Slack.
Two more pages: the creative ranking table and the alerts page. Built in HTML with sample data.
PAID SOCIAL // RANKED BY CPA, NOT CLICKS
| CREATIVE | SPEND | PURCH | CPA | 3-SEC HOLD | ST |
|---|---|---|---|---|---|
| UGC — ROUTINE HOOK | $6,120 | 282 | $21.7 | 41% | ● |
| DEMO — 15S | $4,480 | 196 | $22.9 | 36% | ● |
| FOUNDER — TALKING HEAD | $3,910 | 157 | $24.9 | 33% | ● |
| STATIC — OFFER CARD | $2,660 | 84 | $31.7 | — | ● |
| MOTION — FEATURES | $2,140 | 61 | $35.1 | 22% | ● |
AUTOMATION // FATIGUE + CPA RULES → SLACK
Frequency crossed 3.4 with CPA up 18% in five days. Suggest: refresh creative or widen window.
$21.7 CPA across 280+ purchases. Cleared for a +20% scale test.
Meta API landed 07:00. 18,442 rows. 0 errors.
UGC — Routine Hook carried the week at $21.7 CPA; the static offer card is paying rent it cannot afford at $31.7.
Retarget frequency is the watch-item at 3.4 and climbing — fresh cuts land Monday before it compounds.
Every video ad shows where viewers drop off, so hooks are judged on data, not opinions.
Feed, Reels and Stories each show their own cost and sales, so budget goes where it works.
The daily review went from five browser tabs to one dashboard.
NOTE: CLIENT DETAILS GENERALISED · ALL NUMBERS ARE SAMPLE DATA · DASHBOARDS ARE HTML RECREATIONS
If your ad meetings run on screenshots, this same dashboard can be built for your account.