⚽ Soccer Express 2025 Annual
Annual Performance Dashboard
Overview & Month-over-Month
Soccer Express · Meta Ads Manager · Full Year 2025 · All Active Months
2025 Complete 10 Active Months 🇨🇦 Canada
💰
▲ Full Year
Total Spend
$50,228
CAD · All 2025 campaigns
📈
▲ 2.31x avg
Total Revenue
$116,240
Purchases conversion value
🎯
▲ Blended
Blended ROAS
2.31x
Sep peak: 12.57x
🛒
▲ 572 total
Total Purchases
572
CPP: $87.81 avg
👁
4.73M+
Impressions
4.73M
CTR: 1.21% avg
Monthly Spend Trend
CAD spend per active month · 2025
10 Months
Monthly ROAS Trend
Return on ad spend vs 2.5x target
Avg 2.31x
Revenue & Purchases by Month
Revenue bars · Purchase volume line
Platform Split — Annual
Facebook vs Instagram total spend
Month-over-Month Performance Comparison
All key metrics · 2025
2025 Full Year
MonthSpend (CAD) ImpressionsClicksCTR % PurchasesRevenueROASCPPCPC
Annual Conversion Funnel
Full 2025 · All campaigns combined
🏆 September 2025 — Best ROAS Month: 12.57x

September delivered the year's best ROAS with 76 purchases at $12.34 CPP on just $938 spend — driven by the clearance-focused Largest Footwear Collection campaign. This hyper-efficient clearance model is the account's most replicable playbook.

🚀 November 2025 — Highest Revenue: $28,275

Black Friday + World Cup Ball campaigns combined drove 151 purchases and $28,275 revenue at 1.94x ROAS. Q4 (Oct–Dec) accounted for over 51% of annual revenue — the account's clear seasonal engine.

⚠ July 2025 — Weakest Month: 0.35x ROAS

Only $700 spend generated just 1 purchase and $244 revenue. The PUMA Untamed Pack launch saw poor efficiency in July with $1.42 CPC and 0.66% CTR. Avoid low-relevance launches in mid-summer without stronger creative.

💡 April & January Missing — $0 Spend Gaps

No campaigns ran in January or April 2025. A spring soccer season campaign in April targeting youth coaches and recreational players, and a January post-holiday clearance event, could add significant incremental revenue.

Campaign Intelligence
Campaigns & Ads
Annual campaign performance · Full Year 2025
13 Campaigns10 Active Months
Spend vs Revenue by Campaign
Top 8 campaigns by spend
ROAS by Campaign
Return efficiency vs annual avg
Campaign Performance Matrix
All 13 campaigns · Full Year 2025
CampaignSpendImpressionsClicksCTRCPCPurchasesCPPRevenue
🏆 Largest Footwear Collection — Best Overall: 5.32x ROAS

Top campaign by purchases with 267 purchases at $33.07 CPP and $46,954 revenue on $8,829 spend. This campaign is the account's single largest revenue driver — scale budget +25% and maintain through the full year.

⭐ 25% Off Footwear May — 5.92x Peak ROAS

Best ROAS campaign with 27 purchases at $111.10 CPP on $3,000 spend generating $17,760 revenue. Seasonal Puma-discounting in May is a proven high-ROAS lever — extend to a 6-week window in 2026.

❌ 20% Off Footwear/Fanwear Aug — 0.99x ROAS

$3,146 spend with only 15 purchases and $3,123 revenue — nearly break-even. The generic August discount campaign ran simultaneously with the stronger Footwear Collection. Deduplicate campaigns and consolidate in 2026.

⚠ Black Friday Promo Nov — 1.59x ROAS, Underperformed

$10,997 spend (the biggest single campaign) delivered only 105 purchases at $104.74 CPP and 1.59x ROAS. High volume but low efficiency — review Black Friday creative and audience targeting strategy for 2026.

Audience Intelligence
Demography
Gender & Age performance · Full Year 2025
2 Genders6 Age Groups2025 Annual
Gender — Spend & ROAS
Male vs Female annual comparison
Gender Revenue Efficiency
Revenue per $ spent comparison
Age Group — ROAS Performance
Return on ad spend by age bracket · 2025
Age Group — Spend & Purchases
Budget allocation vs conversion volume
Gender Performance Matrix
Full year metrics · 2025
GenderSpendPurchasesRevenueROASCPPShare of SpendRating
Age Group Performance Matrix
Full year metrics by age bracket · 2025
Age GroupSpendImpressionsCTRPurchasesRevenueROASCPP
Gender Performance Snapshot
Revenue efficiency annual
♀ Female 2.67x vs Male 1.96x ROAS

Female audience outperformed in 2025 with 298 purchases at $78.50 CPP and $62,499 revenue — significantly more efficient than male at $96.23 CPP. Concentrate creative testing on female-focused messaging.

⭐ 45–54 Age Bracket: 3.36x ROAS Champion

The 45–54 age group is the standout performer with 236 purchases at $74.79 CPP and $59,260 revenue on $17,651 spend. This bracket likely represents high-intent parent purchasers and club buyers — increase budget allocation here.

⚠ 25–34 Bracket: 1.40x ROAS Underperforms

The 25–34 age group spent $6,098 but returned only 47 purchases at $129.75 CPP and 1.40x ROAS. Low efficiency suggests the creative and offer type does not resonate — test product-focused, performance-first messaging for this segment.

📊 Unknown Gender: 2.96x — High-Intent Cohort

Small sample ($1,045 spend, 10 purchases) but 2.96x ROAS — the highest among all gender segments. These may be retargeting or look-alike audiences. Investigate the unknown cohort — could be high-intent returning visitors.

Placement Intelligence
Placements & Platforms
Where ads appeared · Full Year 2025
2 Platforms8 Key Placements
Platform Performance — Annual
Facebook vs Instagram
Spend by Placement
Budget share across surfaces · Annual
Placement Analysis Table
Full year efficiency verdict
PlacementSpendShareImpressionsCTRPurchasesRevenueROASCPPVerdict
Platform Deep Dive — Annual
Facebook vs Instagram head-to-head · 2025
🏆 Feed Dominates: 72.9% Spend, 2.37x ROAS

Feed placement drove 418 of 572 purchases (73%) — the account's core converter with $87.63 CPP. Continue prioritising Feed but refresh creative to combat frequency fatigue in Q4.

💎 Right Column: 11.58x ROAS Hidden Gem

Only $45 spend but 4 purchases with $527 revenue. Desktop Right Column is severely underinvested. Test a $200–300/mo dedicated budget to validate scalability of this high-efficiency placement.

📱 Facebook Reels: 3.19x ROAS Rising Star

Facebook Reels outperformed Instagram Reels on ROAS (3.19x vs 2.75x) with 30 purchases at $64.03 CPP. This placement is underutilised — increase Reels budget across both platforms in 2026.

📊 Instagram Outperforms Facebook: 2.70x vs 1.99x ROAS

Instagram delivered $62,236 revenue at 2.70x ROAS vs Facebook's $54,005 at 1.99x ROAS on comparable budgets. Rebalance toward a 55% Instagram / 45% Facebook split in 2026 to capture efficiency gains.

Geographic Intelligence
Regional Performance
Province-level engagement · Canada · Full Year 2025
10 Provinces🇨🇦 Canada
Spend by Province (Top 8)
Annual budget distribution across Canada
CTR by Province
Engagement quality vs 1.21% account avg
Province Spend Leaderboard
All provinces · sorted by annual investment
Full Regional Metrics Table
ProvinceSpendShareImpressionsClicksCTRCPCPriority
🏔 British Columbia — Home Market: 45.7%

Core market leads with $22,970 spend. Strong foundation with 1.09% CTR. Maintain investment while building Ontario as a co-primary market. Consider B.C.-specific seasonal soccer promotions for spring registration.

📈 Ontario — Biggest Growth Market: 34.7%

34.7% of spend, 1.24% CTR. Canada's largest consumer base with lower CPC ($0.79 vs BC's $1.10). Dedicate a specific Ontario ad set with localized creative — highest ROI expansion opportunity in 2026.

⭐ Quebec: 1.55% CTR — Most Engaged Province

Only 7.0% of budget yet highest CTR at 1.55% — 28% above account average. Quebec remains chronically underfunded. Allocate an additional $500/mo minimum with French-language creative in 2026.

📦 MB, NS, SK: Strong CTR, Minimal Budget

Manitoba (1.25%), Nova Scotia (1.29%), Saskatchewan (1.14%) collectively show above-average engagement on minimal spend ($2,019 combined). Expand combined test budget to $300/mo in 2026.

Strategic Intelligence Report
Annual Performance Report
Soccer Express · Meta Ads Manager · Full Year 2025
Final Annual Report
📊
Executive Summary
Total Spend
$50,228
Total Revenue
$116,240
ROAS
2.31x
Purchases
572
Avg CPP
$87.81
CTR
1.21%
CPC
$0.88
Impressions
4.73M

Soccer Express delivered a profitable 2025 with blended 2.31x ROAS — each CAD invested returned $2.31 in tracked revenue across 572 purchases worth $116,240 CAD. The account ran 13 campaigns across 10 active months with January and April the main gaps in activity.

September 2025 was the standout month with 12.57x ROAS — the clearance-focused Largest Footwear Collection campaign achieved 76 purchases at just $12.34 CPP. November was the revenue peak ($28,275) driven by Black Friday and World Cup Ball campaigns. The year shows clear seasonality with Q4 (Oct–Dec) accounting for over 51% of annual revenue.

✅ Key 2025 Wins
  • 🏆 Largest Footwear Collection: 5.32x ROAS, $33.07 CPP, 267 purchases
  • 📱 Instagram outperformed Facebook: 2.70x vs 1.99x ROAS
  • ♀ Female audience: 2.67x ROAS vs Male 1.96x — clear outperformer
  • 🛒 Nov Black Friday + World Cup Ball → $28,275 revenue peak
  • 💎 Right Column hidden gem: 11.58x ROAS on minimal test spend
🔍
Key 2025 Insights
Seasonality & Campaign Timing

2025 revealed a clear seasonal pattern: May (25% Off Footwear: 5.92x ROAS) and September (Largest Footwear Collection: 12.57x ROAS). Clearance-style events dramatically outperform general awareness or brand campaigns. The Q4 November revenue peak ($28,275) confirms Black Friday as the account's single largest revenue month — but efficiency (1.94x ROAS) lags behind the mid-year clearance events, suggesting creative and targeting refinements are needed for 2026's Q4.

Audience & Age Performance

Female audiences achieved 2.67x ROAS vs 1.96x for male. The 45–54 age bracket delivered the strongest ROAS at 3.36x with 236 purchases — likely driven by parent purchasers, club administrators, and gift buyers. The 25–34 segment underperformed at 1.40x ROAS despite meaningful budget allocation ($6,098 spend) — creative strategy for this cohort needs a complete rethink toward performance-based, gear-focused messaging rather than discount-led campaigns.

Platform & Placement Strategy

Instagram delivered 2.70x ROAS vs 1.99x for Facebook annually on comparable spend. Facebook Reels (3.19x ROAS) and Instagram Reels (2.75x ROAS) are both high-performers that remain significantly underinvested. The Right Column placement (11.58x ROAS on only $45 test spend) deserves serious scaling exploration. Feed remains the backbone (72.9% of spend, 73% of purchases) but a diversification strategy toward Reels and Stories should be a 2026 priority.

📈
2026 Scaling Opportunities

1. Replicate the Clearance Event Model Quarterly. September's 12.57x ROAS on clearance footwear proves discount-clearance events are Soccer Express's highest-return campaign type. Plan Q1, Q2, and Q3 clearance events in addition to the proven fall runs.

2. Fix Black Friday Strategy ($11K Spend, 1.59x ROAS). The biggest single campaign underperformed. Narrow audience targeting, increase creative variety, and add early-access and abandoned-cart retargeting sequences to improve conversion rates.

3. Female & 45–54 First Creative Strategy. With 2.67x and 3.36x ROAS respectively, these are 2025's champion demographics. Create dedicated campaigns with parent-purchaser, team-kit, and gift-buyer messaging. Target 45% budget allocation to 45–54 female audience by Q2 2026.

4. Quebec French-Language Expansion ($500/mo). Highest CTR province (1.55%) with only 7.0% of budget. French or bilingual creative will unlock significant untapped revenue.

5. Scale Facebook Reels & Right Column. 2025 data proves both placements convert efficiently. Double Reels budget across both platforms and add $300/mo to Right Column test. These represent the highest ROAS placement opportunities outside Feed.

2026 Action Plan
🛑 Stop / Eliminate
  • Generic % Off clearouts without specific product focus (0.99x ROAS)
  • Duplicate campaigns running simultaneously (Aug 2025 overlap)
  • Facebook-heavy budget allocation (IG outperformed by 36%)
  • Broad 25–34 targeting without creative differentiation
🚀 Scale in 2026
  • Largest Footwear Collection model → run quarterly clearance events
  • Facebook & Instagram Reels creative → 3.19x / 2.75x ROAS
  • Female + 45–54 targeted campaigns → highest ROAS cohorts
  • Right Column placement → 11.58x ROAS, test $300/mo expansion
🧪 Test in Q1 2026
  • January post-holiday clearance campaign — $1,500 budget
  • April spring season campaign — $2,000 budget, coach targeting
  • Quebec French-language creative — $500/mo dedicated geo
  • Ontario-specific ad set — 34.7% spend, underpenetrated market
⚙ Optimize This Quarter
  • Set ROAS automated rules: pause if < 2.0x for 3 consecutive days
  • Consolidate overlapping campaigns during promotional periods
  • Build 45–54 / Female lookalike audiences from top converters
  • Implement structured A/B testing protocol for all new creatives
📊 Projected 2026 Impact (Full Year)
Implementing all actions above is projected to deliver:
Annual ROAS: 2.31x → 3.0–3.5x (eliminate wasted spend, add clearance events)
Annual CPP: $87.81 → $55–65 (Clearance model + Reels scale + 45–54 targeting)
Revenue uplift: +40–55% (Jan/Apr gaps filled + Quebec + Female creative + Reels)
Instagram ROAS parity maintained with 55% IG / 45% FB budget split