Your account only counts purchases within 24 hours. A case of lemonade is a considered buy — you're hiding sales from yourself.
Costing you
$0
per month · $0 per year
Time to fix
5 min
Estimated, in Meta Ads Manager
How sure are we
Below 90% comes with a 'what would change our mind' note
Your account is configured to only count purchases that happen within 24 hours of a click. That's reasonable for impulse buys. But Lulu sells by the case and via subscription — people discover a flavor, read a few reviews, and often order 2–4 days later. A 1-day window hides most of those conversions.
Meta still sees the purchases happening — but your dashboard doesn't. Switching to 7-day click is one settings change, and reported ROAS typically jumps 8–15% with no other action.
Where we could be wrong
If your sales cycle is genuinely under 24 hours (pure impulse, urgent need), 1-day click is correct. A case-sized, subscription-friendly purchase like Lulu's doesn't match that profile.
We show this on every finding below 90% confidence. Right now, we're at 70%.
Step-by-step, in Meta Ads Manager. No external tools needed.
The exact numbers we fired on
Click to see the raw evidence. Useful if you want to verify our math before acting.
Want the full methodology behind this rule? Read the methodology →
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