Your CAC keeps climbing. Nobody can tell you why.
It’s rarely that ads got more expensive. It’s that the number you optimize against — platform ROAS — is quietly wrong. So budget flows to the wrong campaigns, and blended CAC creeps up every month while the dashboard says everything’s fine.
Read-only access · one month of data · no credit card
You’re optimizing against a number that’s lying to you.
Meta grades itself on the sales it can see. On one live account it reported 0.71× ROAS on a channel that was actually returning 2.76× once cross-channel revenue was counted. Scale the wrong way on a number like that, and CAC climbs while every report looks healthy.
Three leaks the dashboard never flags — and all of them push CAC up.
01
The platform can't see cross-channel revenue
Meta spend that drives a marketplace or store sale it can't track shows up as a loser. Cut it, and you starve a channel that was actually paying — pushing the rest of your spend to work harder for the same revenue.
02
You're scaling on ROAS, not margin
A 3× ROAS ad set can still lose money when the “winner” is a low-margin trial size sold at full acquisition cost. Volume goes up, contribution stays flat, and effective CAC quietly rises.
03
You're paying to re-buy customers you already have
A slice of every budget retargets people who would have converted anyway. It flatters ROAS in the dashboard and inflates what each genuinely new customer really costs you.
Price every ad set on the money that actually cleared.
Niti Lift resolves one customer across store and marketplaces, credits the cross-channel halo, and prices each ad set on real margin instead of platform ROAS. Then it hands you a short daily list: scale this, reduce that, kill the rest — with the reasoning shown on every call. You stop reviewing everything and start reviewing what pays.
Prospecting · UGC
true 2.76× · margin +9 pts
Retargeting · broad
re-buys organic customers
Branded duplicates
0.4× once margin is counted
No. Only the calls that clear your gates reach you.
Every recommendation has to pass your margin floor, supply cover, and data-quality checks before it enters the queue. What fails is held and named — never left for you to notice on day eight.
Held, not dropped — each re-queues when its gate clears. Never left for day eight.
Every call recorded. Every outcome graded.
Kept ad set live — 0.42× → 2.06×
Meta overclaimed the loss ~4.9×. Scaled, not cut.
Cut prospecting 15%
Raise bids · 12 keywords
Retire fatigued creative
Shift 3% across channels
Straight answers.
- Isn't this just another attribution tool?
- No. Attribution tells you what happened. Niti prices each ad set on margin and hands you the specific call — scale, reduce, kill — then grades whether it was right. You act on a shortlist, not another dashboard to interpret.
- Does Niti touch my ad accounts?
- No. It's read-only to start and surfaces ranked recommendations with the reasoning behind each one. Nothing changes in your accounts without your one-tap approval.
- How fast do I see anything?
- Read-only access is all it needs. Your first ranked action ships within 48 hours, and impact is confirmed by day 14 — no data-team project on your side.
- What does the audit cost?
- Nothing. Bring one month of spend and sales; we reconcile it against your real COGS and show you where platform-claimed revenue and banked revenue diverge, and which campaigns sold at a loss. No integration, no credit card.
Bring one month of spend. We’ll show you what it actually did.
The free margin audit runs on your own numbers — where the leaks are, which campaigns sold at a loss, and the calls that would close the gap on your CAC.
Read-only · no integration · no credit card · 45-day outcome guarantee