The Scenario
A DTC skincare brand runs Meta Ads. Over 6 weeks, ROAS dropped from 4.2× to 1.8×. The media buyer says "the algorithm is broken." The CMO wants a real diagnosis.
The Brief
Conduct a systematic diagnosis. Decompose ROAS into its component parts (CPM, CTR, CPC, CVR, AOV), identify which lever(s) moved, and propose hypotheses for each.
Deliverables
- A ROAS decomposition: ROAS = Revenue / Spend = (Clicks × CVR × AOV) / (Impressions × CPM / 1000)
- A week-by-week trend table (invented but plausible) showing which metric deteriorated
- At least 4 hypotheses for the decline, with the data you would check to confirm each
- A recommended action plan to recover ROAS within 2 weeks
Submission Guidance
A declining ROAS is a symptom, not a diagnosis. If CPM went up, that is a demand-side issue (competition, audience fatigue). If CVR went down, the problem is on the landing page. Show this thinking.
Submit Your Work
Your submission is graded against the rubric on the right. If you pass, you get a public Badge URL you can share on LinkedIn. There is no draft save, so work offline first and paste your finished response here.