Biogena ONE USA Digital Diagnostic

Biogena ONE USA Digital Diagnostic
Audit by Compatible LA | Feb 2026
Account: BIOGENA_ONE_USA
Data: Jun 2024 – Feb 2026
Executive Summary: Key Performance Insights
Account Score
35/100
Strategic Reassessment Indicated
Biogena ONE USA spent ~$215,000 on Meta campaigns, generating 228 purchases at a blended cost per purchase of $942.48 and 0.09 ROAS. For products priced $60-$100, current spend is 10-18x revenue, highlighting significant profitability challenges.
The account recorded 1,520 adds to cart ($141.37 cost per ATC), but only 15% converted to purchases. Industry benchmark ROAS for health/wellness ecommerce is 1.8-2.5x. Optimization opportunities are primarily structural, not just bid-level.
Audit Scoring Breakdown
This audit evaluates eight key dimensions. Scores below 65 indicate significant structural challenges.
53%
Objective Alignment
8/15 points - Campaign objective optimization needed.
13%
Funnel Separation
2/15 points - Retargeting infrastructure needs significant optimization.
40%
Geographic Structure
4/10 points - Suboptimal geographic targeting; reconfigure.
30%
Placement Control
3/10 points - Significant placement inefficiency; immediate optimization.
20%
Audience Segmentation
3/15 points - Audience architecture needs significant optimization.
53%
Tracking Integrity
8/15 points - Tracking and attribution optimization needed.
40%
Creative Structure
4/10 points - Limited creatives (~5-7), no vertical assets or refresh cycle.
30%
Budget Allocation Logic
3/10 points - No performance-based budget reallocation; high-spend campaigns have lowest ROAS.
Score Interpretation: 85-100 = Structurally Sound | 65-84 = Moderate Inefficiencies | <65 = Significant Optimization Required
Account Overview: Structural Fragmentation
26 Campaigns Analyzed
Only 9 active.
112 Ad Sets
All "Pros-Open" prospecting. No retargeting infrastructure: a significant funnel opportunity.
Mixed Attribution
3 settings create inconsistent analysis.
Unreliable Performance
Mixed attribution prevents reliable optimization decisions.
Only 228 purchases across 112 ad sets (~2 per ad set) means few exit the learning phase (Meta needs ~50 conv/week). Fragmentation impedes algorithmic learning.
Campaign Performance: Top Spenders
Top four campaigns account for 63% of total spend ($136,049). Cost per purchase varies from $569 to $1,071.
Testing AO generated 78,235 clicks at $0.46 CPC. This CPC indicates inefficient traffic; the campaign is optimized for clicks, not purchases. Meta is finding clickers, not buyers.
Audience Targeting: Retargeting Configuration Analysis
Current Configuration
112 ad sets use broad prospecting. Two "retargeting" campaigns ($870 + $250 spend) are misconfigured with exclusion logic, converting them to broad prospecting:
2025_Retargeting_AddtoCarts: $870 spend
2025_Retargeting_130225: $250 spend
Combined retargeting spend is 0.5% ($1,119 of $214,886 total spend), with no effective warm audience targeting in place.
Opportunity Assessment
Purchaser Exclusions
Only 8 of 109 ad sets exclude previous purchasers, amounting to $24,700 in spend. Over $190,000 of prospecting spend still targets existing customers.
92% of ad sets ($190K+) run with zero purchaser exclusions — advertising to existing customers.
Custom Audience Utilization
Only 2 ad sets ($5,160 spend, 2.4% of total) use custom (lookalike) audiences, indicating underutilized targeting potential.
Cart Abandonment Recovery
1,520 add-to-cart events yielded only 228 purchases (15% conversion). This leaves 1,292 high-intent prospects for strategic retargeting. Industry benchmarks show retargeting can recover 10-15% of abandoners at 1/3 the cost of cold prospecting.
Placement Inefficiency: Facebook Reels Generating Low-Intent Traffic
Low-Intent Traffic Patterns
Facebook Reels received $27,260 (12.7% of spend), generating 156,941 clicks at $0.17 CPC. This CPC is 10-12x cheaper than Feed placements ($2.03 CPC), but indicates low-intent traffic due to accidental taps from rapid vertical swiping, rarely leading to conversions.
Audience Network placements also received $2,336 with zero conversion value. Rewarded Video, for example, typically indicates low purchase intent.
Age Demographic Misallocation
The 65+ age group receives the most clicks (66,610) at the cheapest CPC ($0.55) with $36,373 spend. For a DTC supplement brand, this demographic yields high click volume but likely lower conversion. The current algorithm prioritizes low CPC, not high purchase intent.
Combined 55+ demographics account for 36.7% of total spend — representing segments with potentially lower purchase conversion.
Audience Architecture & Targeting Configuration Opportunities
Retargeting Configuration Issues
Inverted Targeting Logic
$1,119 ad sets exclude warm audiences, functioning as prospecting.
Audience Configuration Requiring Attention
Primary lookalike (Purchase 1%) "Audience not created"—non-functional.
Three lookalike ad sets exclude 5% ViewContent lookalike ($409 spend, zero purchases).
Only 2 ad sets use custom audiences ($5,160 of $214,886 spend).
Only 8 of 109 ad sets exclude purchasers (~$24,700 spend)—$190K+ has zero exclusions.
Missing Recency Segmentation
No 7-day or 30-day visitor audiences.
No ATC 7-day audience (only 90-day).
No 180-day Facebook engagers.
Only 11 total audiences for $214K spend.
Tracking & Data Quality Opportunities
Event Match Quality Performance
Technical Configuration Gaps
Domain verification error for na.biogena-one.com requires attention.
Custom audience library underutilized.
Zero custom conversions configured—pixel fires standard events only.
Recommended Strategic Priorities
01
Immediate: Address High-Waste Placements
Reallocate budget from underperforming placements.
02
Week 1-2: Establish Retargeting Infrastructure
Implement retargeting: target warm audiences, exclude purchasers.
03
Week 2-3: Optimize Tracking & Audience Architecture
Resolve tracking and rebuild core audience segments.
04
Week 3-4: Refine Creative & Demographic Targeting
Optimize creative assets and adjust demographics by conversion data.
05
Ongoing: Scale & Optimize
Systematically test, scale high-performing segments, monitor metrics.
Strategic restructuring can achieve industry-standard ROAS (2-3x) for DTC supplement brands. The performance gap is structural, indicating strong improvement potential.