Needle Beta

Cloud Comfort|Week of May 18 – May 24

Generated by NeedlePrivate Beta— Needle reads your ad account every day, surfaces what mattered this week, and drafts the brief: what worked, what didn't, what to try next. This report link will expire in 7 days.
1

·Steady Week

Total Spend
SGD 704
▲ +3%
from SGD 685
Purchases
8
▼ -11%
from 9
Revenue
SGD 1,176
▲ +9%
from SGD 1,078
ROAS
1.67×
▲ +6%
from 1.57×
▸What we did(admin actions, trailing 2 weeks)

Last week (May 18 – May 24)

  • Launched [VID] The worst part of travelling isn't the flight. It's the first morning. on 19 May — a new story-driven video aimed at the Travel Pillow audience.
  • Launched [IMG] Your Pillow. Everywhere. 2 on 22 May — a duplicate of the account's best-performing image creative to test scaling.

2 weeks ago (May 11 – May 17)

  • Paused three underperforming creatives on 13 May: [VID] The first night sleep curse, [VID] The Failed Pillow Arc, and [IMG] The material explainer.
  • Activated two new videos on 13 May: [VID] The Prepared Traveller's Blind Spot and [VID] The overdue switch to refresh the Travel Pillow rotation.
  • Relaunched the Home Pillow ad set on 13 May after a multi-week hiatus.
  • Updated targeting on Travel Pillow on 12 May and refined targeting on [IMG] The hotel pillow problem on 13 May.
2

Ad Set Analysis

How each ad set is trending across the trailing 12 weeks

Travel Pillow takes 76% of campaign budget this week and that allocation matches the evidence — 7 weeks live, lifetime ROAS 2.27 on SGD 3,243 spend, converting 4.8% of clicks at a SGD 136 AOV. Home Pillow earns clicks at a similar rate (CTR 0.98%) but only 1.8% of those clicks become a sale versus Travel's 4.8%, and at a lower AOV of SGD 111 — the gap is conversion, not price. Both reads rest on thin purchase counts (7 and 1 this week respectively), so ROAS numbers are directional at best; the optimizer may also be starving Home Pillow simply because Travel Pillow has the stronger conversion history in the same ASC+ pool.

Travel Pillow

CBO
SpendSGD 538▼ 4%
ROAS1.95×▲ 49%
Purchases7
RevenueSGD 1,051
Impressions12,752
Spend share76%
Travel Pillow: 7 weeks live at a lifetime blended ROAS of 2.27 on SGD 3,243 spend, converting 4.8% of clicks at a SGD 136 AOV. This week posted ROAS 1.95 on SGD 538 — softer than the early weeks (3.86 in week one, sliding through 2.48, 2.04, 2.66 before dipping to 1.32 last week) but recovering, and the algorithm still directs ~76% of campaign budget here. ROAS has been picking up over the last few days since week-end, which fits the within-week pattern of a genuine bounce rather than noise.

Home Pillow

CBO
SpendSGD 166▲ 34%
ROAS0.75×▼ 56%
Purchases1
RevenueSGD 125
Impressions7,265
Spend share24%
Home Pillow: 6 weeks live, only 6 lifetime purchases, and a blended ROAS of 0.98 — essentially losing money across its run. AOV at SGD 111 is close to Travel Pillow's SGD 136, so the drag is conversion: just 1.8% of clicks turn into sales versus Travel's 4.8%, meaning the ads earn the click but lose the sale. This week's ROAS slid to 0.75 as spend grew to SGD 166 on a single purchase — too thin to call conclusive, but the direction is the wrong one; one more week will determine whether this ad set can pull up or whether its UGC creative gets redeployed to Travel Pillow instead.
3

Ads

Creative fatigue trend, then how each active ad is performing

CTR0.0%0.6%1.3%1.9%2.5%13 Apr20 Apr27 Apr4 May11 May18 May[VID] The worst part of travelling isn't the flight. It's the first morning. · 18 May · CTR 1.49% (7,850 imp)[VID] The worst part of travelling isn't the flight. It's the first morning. activated 2026-05-18[VID] The overdue switch · 11 May · CTR 0.97% (4,234 imp)[VID] The overdue switch · 18 May · CTR 0.98% (7,265 imp)[VID] The overdue switch activated 2026-05-11[VID] The Prepared Traveller's Blind Spot · 11 May · CTR 1.70% (5,235 imp)[VID] The Prepared Traveller's Blind Spot · 18 May · CTR 1.47% (2,116 imp)[VID] The Prepared Traveller's Blind Spot activated 2026-05-11[IMG] Your Pillow. Everywhere. 2 · 18 May · CTR 2.08% (1,638 imp)[IMG] Your Pillow. Everywhere. 2 activated 2026-05-18[IMG] Your Pillow. Everywhere. · 13 Apr · CTR 0.74% (1,624 imp)[IMG] Your Pillow. Everywhere. · 20 Apr · CTR 1.90% (315 imp)[IMG] Your Pillow. Everywhere. · 27 Apr · CTR 1.54% (972 imp)[IMG] Your Pillow. Everywhere. · 4 May · CTR 0.90% (1,002 imp)[IMG] Your Pillow. Everywhere. · 11 May · CTR 1.11% (2,338 imp)[IMG] Your Pillow. Everywhere. · 18 May · CTR 1.74% (1,148 imp)[IMG] Your Pillow. Everywhere. activated 2026-05-11
[VID] The worst part of travelling isn't the flight. It's the first morning.
[VID] The overdue switch
[VID] The Prepared Traveller's Blind Spot
[IMG] Your Pillow. Everywhere. 2
[IMG] Your Pillow. Everywhere.
▲ activated■ paused○ low data┊ swap week

Per-Ad Breakdown

Your Pillow. Everywhere.
Your Pillow. Everywhere.
IMAGETravel Pillow
▸ tags
Spend
SGD 39.33
Purchases
1
CPA
SGD 39.33
ROAS
3.43×
Running 7 weeks, lifetime ROAS 3.78 on SGD 369 spend across 14 purchases — the most durable performer in the account. Spend share is small and volatile week to week (the algorithm repeatedly under-allocates), but the conversion rate holds each time it gets meaningful delivery; this week's ROAS 3.43 on 1,148 impressions fits the established pattern.
Your Pillow. Everywhere. 2
New
Your Pillow. Everywhere. 2
IMAGETravel Pillow
no tags
Spend
SGD 67.49
Purchases
1
CPA
SGD 67.49
ROAS
2.07×
First week live — 1,638 impressions, 1 purchase, ROAS 2.07; too early to read the ROAS meaningfully. As a clone of '[IMG] Your Pillow. Everywhere.', the more useful early signal is CTR: 2.08% compares well against the original's 1.74% this week, suggesting the creative variant is getting the click.
The Prepared Traveller's Blind Spot
▶
The Prepared Traveller's Blind Spot
VIDEOTravel Pillow
no tags
Spend
SGD 86.01
Purchases
1
CPA
SGD 86.01
ROAS
1.80×
2 weeks live, ROAS flipped from 0.59 to 1.80 but spend also dropped sharply (SGD 229 → SGD 86) — the algorithm pulled back hard, so the recovery is on thin volume (1 purchase, 2,116 impressions). Blended ROAS over both weeks is 0.92, meaning it has lost money overall; this week's uptick is a thin read, not a reversal.
The worst part of travelling isn't the flight. It's the first morning.
▶
New
The worst part of travelling isn't the flight. It's the first morning.
VIDEOTravel Pillow
no tags
Spend
SGD 345
Purchases
4
CPA
SGD 86.29
ROAS
1.80×
First week live — 7,850 impressions, ROAS 1.80 on SGD 345 spend, already the highest single-ad spend share in the account (49%). No red flag, but one week and 4 purchases is too early to call; watch whether Meta continues allocating this heavily and whether ROAS holds as spend compounds.
The overdue switch
▶
Underperforming
The overdue switch
VIDEOHome Pillow
no tags
Spend
SGD 166
Purchases
1
CPA
SGD 166
ROAS
0.75×
2 weeks live, ROAS slid 1.70 → 0.75 as spend grew SGD 124 → SGD 166 — the first week looked promising but this week it spent more and converted less, landing at ROAS under 1. CTR has been flat at ~0.98% both weeks, so the issue is post-click: clicks but doesn't convert.
4

So what?

Recommended Next Steps

Do this week
Strategy

Decide whether Home Pillow remains with its own budget or feeds Travel Pillow

  • Travel Pillow: ROAS 1.95, 3.5% of clicks convert, 76% of weekly spend — the account's proven engine.
  • Home Pillow: ROAS 0.75 this week, 1.4% of clicks convert, 6 purchases across 6 weeks at a blended ROAS under 1 — not paying back.
  • ROAS has been picking up since the week ended, so give Home Pillow one more full week before acting.
  • If it doesn't improve: pull the UGC creative currently running on Home Pillow and retest it inside Travel Pillow, where conversion rates are materially stronger.
Hold & watch
Watch

[VID] The overdue switch

  • ROAS slid from 1.70 to 0.75 as spend grew from SGD 124 to SGD 166 — early signal, not yet confirmed.
  • Only 1 sale this week — too few to trust the number; one more week will show whether the dip holds.
  • Click-through is flat at ~0.98% both weeks, so the creative is still getting attention; the issue is post-click.
Hold

New & thin-data ads

  • [VID] The worst part of travelling…: activated 19 May, 1 week live — 4 purchases and ROAS 1.80 are an encouraging start, but one week isn't enough to act on.
  • [IMG] Your Pillow. Everywhere. 2: activated 22 May, only 1,638 impressions — too early to read; let it gather a full week of delivery.
  • [IMG] Your Pillow. Everywhere.: top blended ROAS in the account (3.78 lifetime) and its copy is already live — let the pair run and gather data before considering another duplicate.
  • Prior week: followed — a copy of "Your Pillow. Everywhere." was launched as recommended.