Nash Marketing Labs instrument 05 / 05

// instrument 05 · audit

Drop the export from your Ads Manager and I will tell you how much of your budget produces nothing.

You fill in no fields and answer no quiz. You drop the CSV you already have and in two seconds you see the money standing still, the pieces that have spent weeks proving nothing, and where the ceiling of your account is.

Meta · Google · TikTok2 secondsNo sign-upThe file never leaves your browser

Why an export and not a form

An audit built on the figures you remember gives you back an opinion. One built on your export gives you back your numbers. The difference matters, because most of the waste in an account is not in the average: it is in the tail. In the ten small pieces nobody looks at, which together take 20% of the budget and have gone a month without producing a single result.

dead spend = total spend of the pieces with 0 results decidable = of those, the ones that already spent more than 3x your average cost per result fragmentation = pieces that never spent even one cost per result (they could not prove anything) ceiling = what the weak spend would return if it merely matched the average of your own account

Not a single threshold comes from an internet benchmark. They all come out of the arithmetic of your own file: your average, your cost per result, your ROAS.

Your file

In Meta: Ads Manager → ads view → Reports → Export → CSV. In Google Ads: Ads tab → Download → .csv. Last 30 days, at ad level.

Drop your CSV here

or click to pick it · you can also paste the data with Ctrl+V

— or —

Your file is not uploaded anywhere. This page has no server: the CSV is read and computed inside your browser. You can disconnect from the internet after loading it and it still works. Nobody at NML sees your data unless you decide to show it.

Load your export — or open the sample — and the audit appears here.

What to do with this on Monday

  1. Cut what has already explained itself

    Everything flagged SWITCH OFF has had budget to spare to prove that it works. Keeping it is not patience: it is not having decided. That money is not saved, it is moved to what does produce.

  2. Stop slicing the budget

    If fragmentation takes more than 15% of the spend, you have pieces that will never be able to prove anything because they do not even reach one cost per result. Fewer pieces with more budget each decide sooner and cost less.

  3. Look at concentration before asking for more budget

    If two or three pieces take 80% of the spend, your account does not have a bidding problem: it has a creative inventory problem. Scaling on that base raises the cost per result, not the sales.

  4. Run it again in 30 days

    The number that matters is not today's: it is whether dead spend goes down month after month. That series is the only real proof that the account is being managed.

How we work on this ourselves

This audit is the first half hour of what we do with an account: separate the spend that produces from the spend that does not, and turn that split into a weekly decision instead of a quarterly opinion. Everything else — structure, creative, server-side measurement — only makes sense after this. Run your export through here, apply the cuts in the table and measure it again in 30 days. If dead spend has not gone down, the problem is not in the platform and it is worth us looking at it properly.