After managing ad spend across dozens of e-commerce brands, these are the 3 mistakes I see killing ROAS over and over:

1. Running the same creative for 3+ weeks.

Creative fatigue is the #1 reason CPMs spike and CTR drops. Your audience sees the same ad 8 times and stops clicking. We rotate creatives every 5-7 days minimum. If you're not doing this, you're lighting money on fire.

2. Optimizing for purchases too early in the funnel.

If you're spending under $500/day on a campaign and optimizing straight for conversions, Meta's algorithm doesn't have enough data to learn. Start with engagement or ATC optimization, then graduate to purchase once you have 50+ events per week.

3. Ignoring post-purchase as a growth channel.

Your best customers already bought from you. A simple post-purchase email flow + retargeting campaign to existing buyers will 2-4x your LTV. Most brands completely ignore this.

We help DTC brands fix these exact problems and scale profitably. If your ROAS has been slipping, this is probably why.