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How Marta reallocated €12,000 of Meta budget using real data

Who and when

Section titled “Who and when”

Marta organizes a jazz festival with an advertising budget of €12,000 for the launch period of the 2026 edition. She has ten active ad groups in Meta, all targeting different audiences and using different creatives.

With two weeks until the close of season pass sales, she wants to know which ones are converting and which are consuming budget without results. Her goal: concentrate spend on what works.

Before vs. after

Section titled “Before vs. after”
ProcessWithout Nevent AIWith Nevent AI
View performance of all groupsOpen Meta Ads ManagerOne question to the assistant
Cross spend with ticket salesMeta export + Nevent export + ExcelOne question to the assistant
Identify underperforming groupsManual row-by-row reviewThe assistant filters and classifies
Understand why they’re underperformingManual analysis of targeting and creativesThe assistant compares automatically

What you need

Section titled “What you need”
  • Nevent account with Nevent Paid Media and marketing attribution active
  • Meta campaigns with UTMs configured in destination links
  • Nevent AI connected in Claude or ChatGPT
  • “Read-only” access level (sufficient for the analysis)
  • Estimated time: 15 minutes

Step by step

Section titled “Step by step”

  1. View the global performance of Meta campaigns — Marta needs a snapshot of the current state.

    “List all my active Meta ad groups with their accumulated spend and ROAS for the last 7 days”

    The assistant returns a table with the ten groups: spend, ROAS, CTR, CPM and sync status.

  2. Identify the groups with low ROAS — Marta wants to separate what works from what doesn’t.

    “Which ones have a ROAS below 1.5 this week?”

    The assistant identifies three ad groups with ROAS below 1.5.

  3. Understand why those three are underperforming — Before pausing them, Marta wants to understand the cause.

    “Compare those three groups with the ones above ROAS 2. What differences are there in targeting, CPM and CTR?”

    The assistant compares: the three low-ROAS groups have higher CPMs (€22 vs €14 average) and lower CTRs (0.6% vs 1.4%). Two of them use broad interest audiences; the better-performing ones use 1% lookalike audiences.

  4. Attribute ticket sales to the campaigns — Meta’s ROAS can differ from actual Nevent sales if there are attribution discrepancies.

    “How many tickets in total have been sold this week that can be attributed to Meta campaigns through UTMs?”

    The assistant crosses Nevent sales data with Meta UTMs: 340 attributed tickets, with an average cost per ticket of €24.

  5. Dig into the best-converting groups — Marta wants to understand what the top performers have in common so she can replicate it.

    “Of the groups with ROAS above 2, which has the best cost per ticket sold?”

    The assistant identifies the group with the best cost per conversion: ‘Lookalike attendees 2024 — Creative B’, with a cost of €16 per ticket.

  6. Compare the creatives in the winning group — To understand whether the performance comes from the audience or the creative.

    “How many ads does that group have and how is spend distributed between them? Does any creative stand out?”

    The assistant lists the three ads in the group. Creative B has 78% of spend automatically allocated by Meta and the highest CTR.

  7. Plan the reallocation — With all the data on the table, Marta makes her decision.

    “Summarize what you’d do with the budget to maximize ticket sales: which groups to pause and how much to redirect to the ones that are working”

    The assistant synthesizes the recommendation: pause the three low-ROAS groups (freeing up €3,200), increase the budget for the two lookalike groups with the best cost per conversion.

Why it works

Section titled “Why it works”

This analysis combines Nevent Paid Media — which syncs data from Meta, Google and TikTok — with Nevent’s marketing attribution module, which crosses advertising spend with actual ticket sales through UTMs.

The difference compared to viewing data only in Meta Ads Manager is that Nevent adds the real sales layer. A group can have good CTR in Meta but generate few sales if the audience doesn’t convert on the purchase page. Crossing with Nevent data resolves that discrepancy.

Variants

Section titled “Variants”
  • If you use Google Ads in addition to Meta, you can ask the assistant to compare ROAS between platforms in the same query.
  • For a venue event with a smaller budget (€500–€2,000), the same analysis applies but at the individual ad level rather than group level.
  • If you don’t have UTMs configured yet, the assistant can help you understand what attribution data is available with your current setup.