TREELOGY
🇮🇩 Indonesia
Meta Ads
CAPSULES · PROTOCOL · POWDER · OIL
What Happened — 10–16 Jun 2026
Sprint Performance Report · Generated 17 Jun 2026 · Source: Meta Ads API
⚡ TLDR
The account spent Rp35.5M at a 1.30x blended ROAS — well below the 2.0x target. You have 4 winners out of 13 qualified ads (31% winner rate), but the account is being dragged down by two large-spend losers: Static108_V1 (Education, Rp4.3M at 0.48x) and Static57 AI-UGC (Rp3.9M at 0.00x). These two ads alone consumed Rp8.2M and generated almost nothing. The 26W24 launch shows a split signal — PricePerDay-Sleep (Static107_V3) and PricePerDay-MoodSwings (Static109) are genuine winners, while the Education concept (Static108) is a clear loser at MOF. The PROTOCOL NativeIG ad (Static87) is the account's standout performer at 6.02x on Rp1.4M. Immediate action: kill Static108_V1 and Static57 if not already done, scale Static87 and Static107_V3, brief 2 iterations on the winning PricePerDay angle with new visuals.
Rp35.5M
7-Day Spend
1.30x
Blended ROAS
52
Ads w/ Spend
1.0%
Blended CTR
Rp71K
Avg CPM
78
Purchases
Sprint Concepts
exploit
high
▼
PROTOCOL NativeIG — Static87 · 6.02x ROAS
The account's single highest-performing ad this sprint. Static87_v1 (relaunch) posted 6.02x on Rp1.39M spend with 9 purchases and a 0.9% CTR at Rp70K CPM. This is a TOF PROTOCOL ad running in the evergreen CBO — it's not a fluke, it's a structural winner. The NativeIG format (native-looking Instagram static) is clearly resonating with cold traffic for the PROTOCOL product. This needs to be scaled immediately — 25–35% budget increase — and a second variation should be briefed to build depth before fatigue sets in.
Hypothesis
NativeIG format on PROTOCOL at TOF will hold ≥3.5x ROAS as spend scales to Rp3M+ this sprint. If it breaks below 2.5x at Rp2M+, pull back and brief a V2 with same format.
Deliverables
Scale existing ad · Brief 1× new NativeIG variation for PROTOCOL (same format, fresh visual angle)
Success threshold
3.5x at Rp2M+ spend
Evidence
Ad: ID_26W19_Evergreen-TOF_PROTOCOL_NativeIG_Static87_v1 - relaunch · Rp1,391,236 · 6.02x · 9p · CTR 0.9% · CPM Rp70,549 · ACTIVE
exploit
high
▼
PricePerDay-Sleep — Static107_V3 · 2.35x ROAS
The strongest 26W24 launch result. Static107_V3 (Sleep angle, PricePerDay format) posted 2.35x on Rp2.13M — the highest spend of any 26W24 ad with a qualifying ROAS. 10 purchases, 0.8% CTR, Rp84K CPM. This is the MenopausalWoman persona responding to the sleep disruption angle at TOF. Notably, V3 is the winner while V1 and V4 are losers — the visual execution matters significantly within this concept. Scale V3, pause the underperformers, and brief a V5/V6 with the same sleep angle.
Hypothesis
PricePerDay-Sleep on MenopausalWoman will hold ≥2.0x ROAS as spend scales to Rp4M. The sleep disruption angle is the strongest TOF hook for this persona based on this sprint's data.
Deliverables
Scale Static107_V3 · Pause V1 (1.06x) · Brief 2× new PricePerDay-Sleep visuals (V5, V6)
Success threshold
2.0x at Rp3M+ spend
Evidence
V3: Rp2,131,814 · 2.35x · 10p · CTR 0.8% · ACTIVE (Winner) | V1: Rp1,034,898 · 1.06x · 4p · ACTIVE (Loser) | V4: Rp165,084 · 2.51x · 1p · U (signal)
exploit
medium
▼
PricePerDay-MoodSwings — Static109 · 3.47x ROAS
Strong early signal from the MoodSwings angle. Static109 posted 3.47x on Rp852K spend with 6 purchases — technically a Tier 1 winner. The ROAS is higher than the Sleep concept but at lower spend, so it hasn't proven depth yet. The mood swings angle appears to be the sharpest hook for this persona — it's more emotionally specific than sleep disruption. This needs more budget to confirm, not to scale aggressively yet.
Hypothesis
MoodSwings angle will hold ≥2.0x ROAS as spend reaches Rp2M. If it holds, it becomes the primary TOF angle for MenopausalWoman alongside Sleep.
Deliverables
Increase budget allocation · Monitor at Rp1.5M spend · Brief 1× new MoodSwings variation if it holds
Success threshold
2.0x at Rp2M spend
Evidence
Ad: ID_26W24_TOF_CAPSULES_MenopausalWoman_PricePerDay-MoodSwings_Static109 · Rp852,664 · 3.47x · 6p · CTR 0.9% · CPM Rp91,606 · ACTIVE
iterate
high
▼
BeforeAfter — Static103_V1 · 2.13x ROAS (needs depth)
Static103_V1 is a qualified winner at 2.13x on Rp2.33M with 9 purchases. It's the only MOF concept working this sprint. However, V3 of the same concept is showing 9.99x at Rp128K (unclassified but strong signal). The BeforeAfter format at MOF is proven — the issue is that only V1 has qualified spend. Brief V2 and V4 with the same BeforeAfter structure to build a deeper pool for this concept.
Hypothesis
A new BeforeAfter variation (V5) with the same format but a different before/after scenario will hit ≥2.0x at Rp1M+ spend within 2 sprints.
Deliverables
Brief 2× new BeforeAfter static variations · Keep V1 running · Give V3 more budget to qualify
Success threshold
2.0x at Rp1M+ spend
Evidence
V1: Rp2,329,890 · 2.13x · 9p · ACTIVE (Winner) | V3: Rp128,113 · 9.99x · 2p · Unclassified (strong signal)
iterate
high
▼
Education MOF — Static108 · Kill V1, iterate the format
Static108_V1 is the biggest loser this sprint — Rp4.35M at 0.48x ROAS, now paused. V4 is also a loser at 0.84M/1.32x. However, V3 shows 5.90x at Rp117K (unclassified) and V2 shows 1.62x at Rp256K. The Education format is not dead — V1's execution is the problem, not the concept. The MOF education angle for MenopausalWoman has potential but the specific visual/copy combination in V1 is broken. Brief a fresh execution of the Education concept with a different visual approach — do not reuse V1's creative structure.
Hypothesis
A new Education MOF execution with a different visual structure (not V1's layout) will hit ≥1.8x at Rp1M+ spend. V3's early signal (5.90x) suggests the angle works when the execution is right.
Deliverables
Kill V1 permanently · Give V3 more budget · Brief 1× new Education MOF with fresh visual structure
Success threshold
1.8x at Rp1M spend
Evidence
V1: Rp4,347,641 · 0.48x · 5p · PAUSED (Loser) | V3: Rp116,926 · 5.90x · 1p · U (signal) | V2: Rp255,799 · 1.62x · 1p · U
iterate
medium
▼
PricePerDay-HotFlash — Static102-it · Early signal, needs scale
The HotFlash angle from 26W24 is underperforming at qualified spend (V2 at 1.04x on Rp665K = Loser) but V4 shows 9.18x at Rp70K (unclassified). This is the same pattern as the Education concept — one variation is broken, another has early signal. The HotFlash angle is likely valid for this persona but the V2 execution isn't landing. The 26W23 version of Static102 (PricePerDay without the HotFlash angle) also failed at Rp3.3M/0.86x — suggesting the generic PricePerDay frame doesn't work for this asset, but the specific HotFlash angle might.
Hypothesis
A new HotFlash execution with a different visual (not V2's layout) will outperform the generic PricePerDay frame. V4's signal (9.18x) suggests the angle is valid.
Deliverables
Pause V2 · Give V4 more budget · Brief 1× new HotFlash static with different visual approach
Success threshold
2.0x at Rp1M spend
Evidence
V2: Rp664,692 · 1.04x · 1p · ACTIVE (Loser) | V4: Rp70,337 · 9.18x · 1p · U (signal)
kill
urgent
▼
AI-UGC Static57 — Rp3.9M at 0.00x · Zero purchases · Campaign paused
This ad ran Rp3.88M this sprint at 0.00x ROAS — zero purchases. It's in a campaign-paused state, meaning it was active during part of the window. This is a zombie ad from 26W09 that should have been killed months ago. The AI-UGC format has not worked for Treelogy at any spend level. Do not relaunch, do not iterate. Archive and move on.
Action
Archive permanently. Do not brief any AI-UGC iterations until there is a clear strategic reason to test the format again with a new hypothesis.
Evidence
ID_26W09_TOF_CAPSULES_Static57_AI-UGC_v1 – Copy · Rp3,882,271 · 0.00x · 0 purchases · CTR 1.8% · CPM Rp23,668 · CAMPAIGN_PAUSED
Creative Patterns
Specific symptom angles outperform generic PricePerDay for MenopausalWoman
When the PricePerDay frame is anchored to a specific menopausal symptom (Sleep: 2.35x, MoodSwings: 3.47x), it outperforms the generic PricePerDay frame (Static102-it 26W23: 0.86–0.90x across V1 and V4). The data is clear — "price per day" alone is not the hook. The symptom specificity is the hook. MenopausalWoman responds to recognition of her exact problem, not a price argument in isolation.
Static107_V3 (Sleep) · Rp2.1M · 2.35x | Static109 (MoodSwings) · Rp853K · 3.47x vs Static102-it_V1 (generic) · Rp3.3M · 0.86x
NativeIG format is the strongest TOF format for PROTOCOL
Static87 NativeIG posted 6.02x at Rp1.39M — the highest ROAS in the account this sprint. The PROTOCOL Offer ad (Static92) ran Rp1.3M at 1.05x in the same campaign. Same product, same funnel stage, different format — NativeIG wins by 5x. This is a format finding, not a product finding. The PROTOCOL product converts when the creative looks native to the feed. The Offer/promotional format does not work for PROTOCOL at TOF.
Static87 NativeIG · Rp1.4M · 6.02x vs Static92 Offer · Rp1.3M · 1.05x — same campaign, same product, same funnel
BeforeAfter is the only working MOF format for CAPSULES
Static103_V1 (BeforeAfter MOF) is the only MOF ad hitting winner threshold this sprint at 2.13x/Rp2.3M. Every other MOF CAPSULES ad — Education Static108 (0.48x, 1.32x), PricePerDay Static102 (0.86–0.99x) — is a loser. The BeforeAfter format works at MOF because it provides social proof in a format that warm audiences respond to. The Education format is not converting warm traffic — it's too top-of-funnel in its messaging for MOF placement.
Static103_V1 (BeforeAfter MOF) · 2.13x · Winner vs Static108_V1 (Education MOF) · 0.48x · Loser
26W23 PricePerDay (Static102-it) failed across all variations at MOF
The 26W23 launch of Static102-it (PricePerDay, MenopausalWoman, MOF) spent Rp7.2M across V1 and V4 at 0.86x and 0.90x respectively — both losers. These were paused mid-sprint. The same asset without the symptom-specific angle does not work at MOF. The 26W24 HotFlash version of the same asset format (Static102-it) is also underperforming at qualified spend (V2: 1.04x). The Static102 asset family appears to be fatigued or structurally broken for MOF — the BeforeAfter format (Static103) is the right MOF vehicle.
Static102-it_V1 · Rp3.3M · 0.86x · PAUSED | Static102-it_V4 · Rp2.6M · 0.90x · ADSET_PAUSED
High CTR + zero ROAS = post-click failure, not creative failure
Static57 AI-UGC posted 1.8% CTR (above account average) at Rp23,668 CPM — the cheapest traffic in the account — but generated zero purchases on Rp3.88M spend. This is not a creative problem. The click is happening. The post-click experience (landing page, offer, checkout) is failing to convert. This pattern also appears in the POWDER Comment ad (Static20): 1.5% CTR at Rp67K CPM but only 1.25x ROAS. High CTR is not a signal of creative quality when ROAS is broken — it's a signal to audit the landing page.
Static57 AI-UGC · CTR 1.8% · CPM Rp23,668 · 0.00x ROAS | Static20 Comment · CTR 1.5% · 1.25x ROAS
POWDER and OIL products have no working creatives this sprint
Every POWDER and OIL ad with qualifying spend is a loser: Static20 POWDER (1.25x), Static74 OIL (1.17x), POWDER DynamicCreative Video (0.73x). These products are not being supported by any winning creative. This is either a product-market fit issue for these SKUs in Indonesia, or a creative gap — no concept has been found that works for these products. Until a winner emerges, budget for POWDER and OIL should be minimal.
Static20 POWDER · Rp3.9M · 1.25x | Static74 OIL · Rp672K · 1.17x | POWDER Video · Rp808K · 0.73x
What Makes GREAT
Symptom-specific hooks for MenopausalWoman
The two strongest 26W24 ads (Sleep 2.35x, MoodSwings 3.47x) both anchor the PricePerDay frame to a specific, named symptom. The persona recognises her exact problem in the first second. Generic "health and wellness" framing does not trigger the same recognition. The more specific the symptom, the higher the conversion — this is the creative principle to build every MenopausalWoman brief around.
✦ Static107_V3 (Sleep) · 2.35x · Rp2.1M ✦ Static109 (MoodSwings) · 3.47x · Rp853K
Native-looking format for PROTOCOL cold traffic
Static87 NativeIG at 6.02x is the account's best performer. The NativeIG format — designed to look like organic Instagram content rather than an ad — is working because cold PROTOCOL traffic doesn't filter it out immediately. The Offer/promotional format (Static92) at 1.05x on the same product confirms this: the format, not the product, is the variable. PROTOCOL ads that look like ads don't convert at TOF.
✦ Static87 NativeIG · 6.02x · Rp1.4M vs Static92 Offer · 1.05x · Rp1.3M
BeforeAfter social proof for warm MOF traffic
Static103_V1 BeforeAfter is the only MOF winner this sprint. Warm audiences who have already seen the brand need proof, not education. The BeforeAfter format delivers that proof in a format that's immediately scannable. The Education format (Static108) fails at MOF because it's still trying to introduce the product — MOF audiences already know the product, they need a reason to believe it works.
✦ Static103_V1 BeforeAfter · 2.13x · Rp2.3M ✦ Static103_V3 · 9.99x · Rp128K (signal)
How to Fix GOOD → GREAT
Static107_V1 (PricePerDay-Sleep) at 1.06x — wrong visual, right angle
V1 and V3 of the same Sleep concept are running simultaneously — V3 at 2.35x (winner), V1 at 1.06x (loser). The angle is proven. The visual execution in V1 is not landing. Pause V1 immediately to stop the budget drain. Brief a new V5 using the same Sleep angle but study what V3 does visually that V1 doesn't — the difference is in the execution, not the concept.
Ad: Static107_V1 · Rp1,034,898 · 1.06x · 4p · CTR 0.7% · ACTIVE
Ad: Static107_V1 · Rp1,034,898 · 1.06x · 4p · CTR 0.7% · ACTIVE
Static21 POWDER Comment at 1.25x — high CTR, broken post-click
Static20 (POWDER Comment) has the second-highest CTR in the account at 1.5% and the lowest CPM at Rp67K — it's generating cheap clicks. But at 1.25x ROAS on Rp3.9M spend, it's a loser. The creative is not the problem — the landing page or the POWDER product's conversion rate is. Before killing this ad, audit the POWDER landing page for: offer clarity, price anchoring, and whether the comment-style creative sets up an expectation the lander doesn't fulfil.
Ad: ID_25W31_TOF_POWDER_Comment_Static20_v3 · Rp3,917,800 · 1.25x · 8p · CTR 1.5% · ACTIVE
Ad: ID_25W31_TOF_POWDER_Comment_Static20_v3 · Rp3,917,800 · 1.25x · 8p · CTR 1.5% · ACTIVE
Static108_V4 (Education MOF) at 1.32x — close to learning zone, different execution needed
V4 of the Education concept is at 1.32x on Rp840K — a loser, but closer to the learning zone than V1's 0.48x. V3 shows 5.90x at low spend. The Education format has signal in V3 but V4's execution is still underperforming. Rather than continuing to run V4, give V3 more budget and brief a new execution that replicates V3's visual approach. V4 should be paused once V3 reaches qualifying spend.
Ad: Static108_V4 · Rp839,877 · 1.32x · 2p · ACTIVE | V3 signal: Rp116,926 · 5.90x · 1p
Ad: Static108_V4 · Rp839,877 · 1.32x · 2p · ACTIVE | V3 signal: Rp116,926 · 5.90x · 1p
Performance Breakdowns
By Product
| Product | Ads | W/E/L | ROAS | Spend |
|---|---|---|---|---|
| CAPSULES ⭐ | 36 | 3/0/6 | 1.38x | Rp26.9M |
| PROTOCOL ⭐ | 7 | 1/0/2 | 2.48x | Rp4.0M |
| POWDER ⚠ | 4 | 0/0/1 | 1.10x | Rp4.7M |
| OIL ⚠ | 2 | 0/0/1 | 1.16x | Rp676K |
By Funnel Stage
| Funnel | Ads | W/E/L | ROAS | Spend |
|---|---|---|---|---|
| TOF ⭐ | 30 | 3/0/5 | 1.42x | Rp21.5M |
| MOF | 17 | 1/0/4 | 1.06x | Rp13.7M |
By Persona
| Persona | Ads | W/E/L | ROAS | Spend |
|---|---|---|---|---|
| MenopausalWoman | 25 | 2/0/6 | 1.28x | Rp17.0M |
| Evergreen (PROTOCOL) ⭐ | 7 | 1/0/2 | 2.48x | Rp4.0M |
| JointSufferer | 5 | 0/0/2 | 0.81x | Rp7.2M |
| WellnessSeeker ⚠ | 1 | 0/0/1 | 0.73x | Rp808K |
By Concept
| Concept | Ads | W/E/L | ROAS | Spend |
|---|---|---|---|---|
| PricePerDay-Sleep ⭐ | 4 | 1/0/1 | 1.84x | Rp3.3M |
| BeforeAfter ⭐ | 4 | 1/0/0 | 2.13x | Rp2.5M |
| NativeIG ⭐ | 1 | 1/0/0 | 6.02x | Rp1.4M |
| PricePerDay-MoodSwings ⭐ | 1 | 1/0/0 | 3.47x | Rp853K |
| Education ⚠ | 4 | 0/0/2 | 0.82x | Rp5.6M |
| PricePerDay (generic) ⚠ | 6 | 0/0/3 | 0.92x | Rp9.6M |
By Sprint Week
| Week | Ads | W/E/L | ROAS | Spend |
|---|---|---|---|---|
| 26W24 ⭐ | 16 | 2/0/3 | 1.42x | Rp9.9M |
| 26W21 | 8 | 1/0/1 | 1.68x | Rp5.3M |
| 26W19 ⭐ | 7 | 1/0/1 | 3.00x | Rp3.3M |
| 26W23 ⚠ | 9 | 0/0/3 | 0.81x | Rp7.2M |
| 26W09 ⚠ | 2 | 0/0/1 | 0.28x | Rp4.2M |
26W24 Launch — By Concept
| Concept | Ads | W/E/L | ROAS | Spend |
|---|---|---|---|---|
| PricePerDay-MoodSwings ⭐ | 1 | 1/0/0 | 3.47x | Rp853K |
| PricePerDay-Sleep ⭐ | 4 | 1/0/1 | 1.84x | Rp3.3M |
| Education ⚠ | 4 | 0/0/2 | 0.82x | Rp5.6M |
| PricePerDay-HotFlash | 4 | 0/0/1 | 1.39x | Rp960K |
Budget Split
30% Exploit
45% Iterate
25% Explore
The account has 4 qualified winners but only 2 are scaling vehicles with real depth (Static87 and Static107_V3). The winner pool is recovering — not healthy enough to lean heavily into Exploit. The heavy Iterate allocation (45%) reflects the number of near-misses with early signal: Static108_V3 (5.90x unclassified), Static102-it_V4 (9.18x unclassified), Static103_V3 (9.99x unclassified) — these are the next winners if given budget and fresh executions. Explore (25%) should focus on two things: a new PROTOCOL NativeIG variation to build depth behind Static87, and a net-new angle for the BloodPressure persona which has had no qualifying spend this sprint.
Exploit
Scale Static87 NativeIG (+30% budget) · Scale Static107_V3 Sleep (+25%) · Maintain Static103_V1 BeforeAfter · Give Static109 MoodSwings more room
Iterate
Brief 2× new PricePerDay-Sleep visuals (V5, V6) · Brief 1× new Education MOF execution · Give Static108_V3 + Static102-it_V4 budget to qualify · Brief 1× new BeforeAfter variation
Explore
Brief 1× new PROTOCOL NativeIG variation · Brief 1× new angle for BloodPressure persona (no winners yet) · Test 1× new MOF format for CAPSULES beyond BeforeAfter
★ Top Winners
| Status | Ad | Spend | ROAS | CTR | CPM | Purch | Tags |
|---|---|---|---|---|---|---|---|
| Winner |
Static87 NativeIG — PROTOCOL TOF
ID_26W19_Evergreen-TOF_PROTOCOL_NativeIG_Static87_v1 - relaunch
Account's best performer. Scale immediately. Brief V2 to build depth.
|
Rp1.39M | 6.02x tier 2.0x |
0.9% | Rp70,549 | 9 | PROTOCOLTOFNativeIG26W19 |
| Winner |
Static109 PricePerDay-MoodSwings — CAPSULES TOF
ID_26W24_TOF_CAPSULES_MenopausalWoman_PricePerDay-MoodSwings_Static109
Strongest 26W24 result. MoodSwings angle is the sharpest hook for this persona.
|
Rp853K | 3.47x tier 2.0x |
0.9% | Rp91,606 | 6 | CAPSULESTOFMenopausalWoman26W24 |
| Winner |
Static107_V3 PricePerDay-Sleep — CAPSULES TOF
ID_26W24_TOF_CAPSULES_MenopausalWoman_PricePerDay-Sleep_Static107_V3
Best 26W24 spend-qualified winner. V1 of same concept is a loser — execution matters.
|
Rp2.13M | 2.35x tier 1.8x |
0.8% | Rp84,195 | 10 | CAPSULESTOFMenopausalWoman26W24 |
| Winner |
Static103_V1 BeforeAfter — CAPSULES MOF
ID_26W21_MOF_CAPSULES_OFFER_BeforeAfter_Static103_V1
Only working MOF format. V3 showing 9.99x at low spend — give it more budget.
|
Rp2.33M | 2.13x tier 1.8x |
1.0% | Rp67,560 | 9 | CAPSULESMOFBeforeAfter26W21 |
Top Losers
| Status | Ad | Spend | ROAS | CTR | Diagnosis & Fix |
|---|---|---|---|---|---|
| Loser |
Static108_V1 Education MOF — PAUSED
ID_26W24_MOF_CAPSULES_MenopausalWoman_Education_Static108_V1
|
Rp4.35M | 0.48x | 1.3% |
Diagnosis
Education format at MOF is too top-of-funnel for warm audiences. High CTR (1.3%) but terrible ROAS = the click is happening but the lander isn't converting. V3 of same concept shows 5.90x — execution is the problem, not the angle.
Fix
Keep paused. Brief new Education MOF execution modelled on V3's visual structure.
|
| Loser |
Static57 AI-UGC — CAMPAIGN PAUSED
ID_26W09_TOF_CAPSULES_Static57_AI-UGC_v1 – Copy
|
Rp3.88M | 0.00x | 1.8% |
Diagnosis
Zero purchases on Rp3.88M spend. Zombie ad from 26W09. The AI-UGC format has never produced a winner for Treelogy. High CTR at Rp23K CPM suggests cheap traffic that doesn't convert — likely wrong audience or lander mismatch.
Fix
Archive permanently. Do not iterate.
|
| Loser |
Static102-it_V1 PricePerDay MOF — PAUSED
ID_26W23_MOF_CAPSULES_MenopausalWoman_PricePerDay_Static102-it_V1
|
Rp3.33M | 0.86x | 0.8% |
Diagnosis
Generic PricePerDay at MOF without symptom specificity. The 26W24 HotFlash version of the same asset also underperforms at qualified spend. The Static102 asset family is broken for MOF.
Fix
Do not relaunch. BeforeAfter (Static103) is the correct MOF vehicle.
|
| Loser |
Static20 POWDER Comment — ACTIVE
ID_25W31_TOF_POWDER_Comment_Static20_v3
|
Rp3.92M | 1.25x | 1.5% |
Diagnosis
Highest CTR in the account (1.5%), lowest CPM (Rp67K), but only 1.25x ROAS. The creative is working — the post-click is not. POWDER lander or product conversion rate is the problem.
Fix
Audit POWDER landing page before killing. If lander is the issue, fix it. If product CRO is the issue, pause and deprioritise POWDER.
|