Narie's Eatery & Coffee · Weekly Meta Ads Report

Traffic naik rapi,
transaksi turun tajam.

Minggu ini secara platform terlihat lebih stabil dibanding 12–18 Juni: L1 tetap efisien dan L2 hampers membaik. Tapi transaksi outlet turun ke 6.7 tx/day, jadi insight utamanya bukan cuma optimasi ads, tapi mismatch antara funnel hampers dan kebutuhan dine-in traffic.

“L1 masih sehat. L2 sudah membaik. Tapi transaksi tidak ikut naik.”
Total spend
Rp515k
19–25 Jun
Transactions
47
6,7/day

Executive Summary

L1 Profile Visit
864
Rp404 / profile visit
L2 Messages
8
Rp20.761 / message
Tx This Week
47
-39% vs 12–18 Jun
Avg Tx/Day
6.7
Below 7.7 baseline & 10 target
Bottom line: Ads delivery improved, especially L2 messaging, but business result moved in the opposite direction. This means we should not frame this week as a performance win yet. The real read is: hampers funnel is working better, but outlet-transaction funnel is under-supported.

Meta Ads Performance

Running campaign, ad set, and ad data for 19–25 June 2026.

Campaign Level

CampaignSpendReachImpr.Freq.CTRCPMResultCost/result
L1_Traffic Broad_Profile VisitRp349.21525.20334.4581,372,56%Rp10.135864 IG profile visitsRp404
L2_Traffic Messaging Hampers_OtakOtak_EngagedRp166.0861.9332.3521,221,40%Rp70.6158 messagesRp20.761
Read: L1 stayed efficient with Rp404/profile visit. L2 improved from last week, but CPM is still very high at Rp70.615, indicating a narrow/expensive retargeting pool.

Ad Set Breakdown

Ad SetLayerBudgetSpendReachCTRResultCost/result
Maggiore 4 Miles Adv + Broad 215,500 Adv+ PlacementL1Rp50k/dayRp349.21525.2032,56%864 profile visitsRp404
L2_Engaged_Save-ProfileVisit30D+CustomerDatabase_4MI-Maggiore_IGOnly_18+_HampersMessageL2Rp50k/dayRp166.0861.9331,40%8 messagesRp20.761
Important change: L2 is now using Engaged 30D + Customer Database, which is a better direction than the previous narrow 10D pool. But because it is still IG-only and hampers-focused, it may not be enough to lift dine-in transactions.

Ads / Creative Breakdown

AdStatusSpendReachCTRResultCost/resultRead
makansamakokoActiveRp347.25725.1882,55%857 profile visitsRp405Main L1 driver
JKTFOODBANK resto di liput mediaPausedRp1.9581545,26%7 profile visitsRp280Too little spend to judge
VID Hampers liputan MediaPausedRp83.0091.1610,86%2 messagesRp41.505Weak variant
VID Hampers liputan Media 2ActiveRp83.0778792,04%6 messagesRp13.846Clear L2 winner
makanbarengandyActiveRp00-0-New test, no spend yet
Winner

VID Hampers liputan Media 2

Generated 6 of 8 total messages with Rp13.846/message. This is the creative to keep and iterate.

Pause / Replace

VID Hampers liputan Media

Only produced 2 messages with Rp41.505/message. The old cut is clearly weaker than version 2.

Compared to 12–18 June

Metric12–18 Jun19–25 JunRead
L1 SpendRp340.281Rp349.215Stable
L1 Profile Visits897864Slightly down
L1 Cost/Profile VisitRp379Rp404Slightly worse, still acceptable
L1 CTR3,03%2,56%Mild decline
L2 SpendRp104.503Rp166.086Higher delivery
L2 Messages38Improved
L2 Cost/MessageRp34.834Rp20.761Much better
Transactions7747Down 39%

Daily Transaction Re-Analysis

June 1–25 Total
220
Avg 8.8/day
12–18 June
77
Avg 11.0/day
19–25 June
47
Avg 6.7/day
Target 10/day Baseline 7.7/day 119102771 19Jum20Sab21Min22Sen23Sel24Rab25Kam
DayDateTransaction
Jumat19-Jun-202611 tx
Sabtu20-Jun-20269 tx
Minggu21-Jun-202610 tx
Senin22-Jun-20262 tx
Selasa23-Jun-20267 tx
Rabu24-Jun-20267 tx
Kamis25-Jun-20261 tx
Transaction read: week 19–25 dropped hard after Sunday. Monday hit only 2 tx and Thursday hit 1 tx. This is below both the target of 10/day and the pre-ads organic baseline of 7.7/day.

Connecting Ads to Transaction

12–18 June

77 tx · avg 11.0/day

Spend Rp444,784

Naive CPT approx Rp5,776

→

19–25 June

47 tx · avg 6.7/day

Spend Rp515,301

Naive CPT approx Rp10,964

Careful interpretation: Naive CPT worsened because transactions dropped while spend increased. But the bigger issue is not “ads expensive” only. The current L2 is a hampers messaging funnel, while the transaction data likely reflects outlet transactions. If hampers orders are not counted in this sheet, L2 value is under-represented here.
Conclusion: Platform-wise, L1 and L2 are healthier than last week. Business-wise, the outlet needs a separate visit-intent retargeting layer again, because hampers messages alone did not protect weekday dine-in traffic.

What Should Change Next

Keep

Keep L1 running

Maintain L1 because cost/profile visit is still efficient. But prepare creative rotation because CTR moved down from 3,03% to 2,56%.

Scale carefully

Build from Hampers Media 2

Use version 2 as the base. Do not scale all hampers creatives equally. Create 2–3 new cuts with clearer offer, catalog, and WhatsApp CTA.

Fix

Reduce L2 CPM pressure

Test FB + IG placements or separate Customer Database from Engaged 30D if audience size allows. Current IG-only CPM is still expensive.

Add back

Foot-traffic retargeting

Create L2 visit-intent creatives: product, location, menu, opening hours, Maps/save CTA. Hampers should run as parallel WA funnel, not replace dine-in funnel.

Recommended Creative Directions

Hampers Media Proof

“Otak-otak yang sudah dipercaya, sekarang bisa dikirim buat Mama Papa.”

Location / Visit Intent

“Belum pernah ke Naries? Save ini dulu sebelum ke Maggiore Square.”

Weekday Rescue

“Makan siang nyaman di GS, buka 10–21.” Push Monday–Thursday.

Priority: next week should not only push hampers. We need one dedicated dine-in retargeting creative set to address the weak Monday–Thursday transaction pattern.

Discussion Questions

1. Hampers orders

From 8 messages this week, how many became real hampers orders? And are those counted inside daily transaction data?

2. Weekday drop

Was there any operational issue on 22 and 25 June? Monday 2 tx and Thursday 1 tx are too low to explain from ads alone.

3. Funnel priority

For 26–30 June, should budget priority be hampers WA sales or outlet dine-in traffic?

4. Placement test

Are we allowed to test FB + IG placement for L2 hampers to reduce CPM and reach older/family buyers?

Final Summary

This week is not a Meta delivery problem anymore. It is a funnel alignment problem.

Report summary: L1 stayed efficient, L2 hampers improved, and the winning creative is clear. But transactions fell from 77 to 47. Next week should keep the hampers winner while rebuilding a separate dine-in/location retargeting layer so paid ads support both WA orders and outlet transactions.

Prepared for internal Social Sauce discussion · Narie's Eatery & Coffee · 19–25 June 2026