The account
I did this ecommerce work as a freelancer. This page shows four separate pieces of it, each with its own screenshots. They are different stores, so I never add their numbers together.
In August 2026 I ran Meta Ads for an ecommerce store selling floating shelves, with a broad sales campaign and a warm purchase campaign. In July 2025 I ran Meta Ads for an apparel brand: sales catalog campaigns on Rs1,500.00 daily budgets, plus video awareness campaigns.
I also worked in Seller Central for an Amazon store in 2026, and on TikTok Shop stores: two selling in £ and two in $. The goal in each case was online sales.
The problem in this niche
A high ROAS in Ads Manager does not always mean the store made money. Product cost, shipping, fees and returns come out after the sale. Meta, TikTok Shop and Amazon also each count a sale their own way.
A warm campaign shows ads to people who already know the store, so its ROAS looks better than a broad campaign’s. It needs the broad campaign to keep bringing new people in. And an ad gets weaker once the same people have seen it too often, so new ads have to keep coming.
What I did
- Ran warm retargeting as its own campaign, apart from the broad sales campaign, which used campaign budget optimization (CBO).
- Read the warm campaign’s ROAS next to the broad campaign’s, never on its own.
- Checked that the purchase event sent the order value before I trusted the ROAS column.
- Judged the apparel brand’s video awareness campaigns on reach and cost per ThruPlay, not on sales.
- Reported TikTok Shop GMV and buyer counts as shop figures, not as ad results.
What changed
Purchase ROAS 3.67 on a broad sales campaign
1–31 Aug 2026 · Meta Ads · floating‑shelves store
Purchase ROAS 7.51 on a warm purchase campaign
1–31 Aug 2026 · same store · switched off in the screenshot
16 website purchases at Rs1,011.75 each on Rs16,188.00 of spend
15–26 Jul 2025 · Meta Ads · an apparel brand
$66,992.56 of ordered product sales, 440 units, 2.4% conversion rate
Last 30 days to 15 Sep 2026 · Amazon Seller Central
$7,558.62 GMV and 322 buyers in one TikTok Shop store
13 May–8 Nov 2024 · TikTok Shop · a store selling in $
The two ROAS lines are from one store. Each other line is a different store or account, and none of them are added together. The Amazon and TikTok Shop lines are store sales, not ad results. The floating‑shelves screenshot shows no spend or revenue.
More screenshots
See the full account (7 more screenshots)
Meta Ads performance overview for an apparel brand, 15–26 Jul 2025: 16 website purchases at Rs1,011.75 each, Rs16,188.00 spent. Client name not shown.
One sales catalog campaign, purchases charted by day. Rupee figures as Meta prints them.
Meta Ads campaigns for the same apparel brand, 1–21 Jul 2025: 4 website purchases at Rs1,941.18 each, Rs7,759.30 spent, and video awareness at Rs0.15 and Rs0.13 per ThruPlay. Client name not shown.
This window overlaps the one above, so the purchases are not added together.
Amazon Seller Central dashboard for an Amazon store, last 30 days to 15 Sep 2026: $66,992.56 ordered product sales, 440 units ordered, 2.4% conversion rate. Client name not shown.
Store sales across four marketplaces (MX, BR, CA, US). This page shows no ad data.
TikTok Shop Seller Center analytics for a store selling in $, 13 May–8 Nov 2024: $7,558.62 GMV, 326 ordered SKUs, 322 buyers. Client name not shown.
Daily GMV sat near zero until mid‑June, then rose; the largest days were mid‑August to late September. Shop sales, not ad results.
TikTok Shop Seller Centre home page for a store selling in £, last 28 days (updated 8 Nov, year not shown): £4,019.15 GMV, up 225% on the previous period, 149 buyers, 155 ordered SKUs. Client name not shown.
TikTok prints the 225%. Shop sales, not ad results.
TikTok Shop Seller Centre home page for a store selling in £, last 28 days to 8 Nov 2024: £2,437.74 GMV, 107 buyers, 108 ordered SKUs, 7,709 visitors. Client name not shown.
The year comes from TikTok’s Black Friday banner on the same page. Shop sales, not ad results.
TikTok Shop Seller Center analytics for a store selling in $, 13 May–8 Nov 2024: $9,180.09 GMV, 520 orders, 989 items sold. Client name not shown.
The chart shows no sales from late July to mid‑September, then smaller sales to November. Shop sales, not ad results.
For an agency
If your client sells online, I can run their Meta Ads and their TikTok Shop or Amazon work under your agency’s name. I judge each campaign on what the store keeps after costs, not on ROAS alone, and I keep shop sales and ad results apart in every report.