Needle Beta

Jammy's|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.

▲Improving Week

Account doubled down this week—SGD 600 spend (+64%), 18 sales (+260%), ROAS 2.57 (+111%)—largely driven by two image ads feat Pistachio Gelato (one newly launched, one past top performer that was relaunched again). Testing of Party Set ad creatives have accelerated after being separated into its own ad set. While only 3 purchases came through last week, initial numbers show strong CTR and add to cart performance.

Total Spend

SGD 600

▲ +64%

from SGD 365

Purchases

▲ +260%

from 5

Revenue

SGD 1,542

▲ +247%

from SGD 444

ROAS

2.57×

▲ +111%

from 1.22×

▸What we did(admin actions, trailing 2 weeks)

Last week (May 18 – May 24)

Launched a new ad set "FILAMENT | Adv+ Oct 2025 Ad Set - Party Sets" on 19 May with 6 new ads targeting the Gelato Popsicle Party Set and Gelato Party Cups, then refined targeting and bid strategy mid-week.
Activated 4 Pistachio Gelato ads on 20 May, including two versions of the "Nuts for Pistachio" image ad that became top performers this week.
Paused 3 underperforming ads on 24 May: two duplicate Pistachio Gelato variants and the Gelato Party Sets catalog ad.
Increased daily budget on the Retargeting campaign from SGD 20 to SGD 40 on 20 May, then dialed it back to SGD 30 on 22 May.

2 weeks ago (May 11 – May 17)

Cut the Retargeting campaign budget from SGD 60 per day down to SGD 20 per day across 12–13 May, sharply reducing overall account spend heading into the week that followed.

Ad Set Analysis

How each ad set is trending across the trailing 12 weeks

The two established ad sets both recovered this week after a rough prior week, with Jan 2026 leading at ROAS 3.23 and Warm Audience close behind at 2.45. Party Sets is brand new — three sales on SGD 154 is too thin to rank it yet.

FILAMENT | Adv+ Oct 2025 Ad Set - Jan 2026

ABO

Spend	SGD 224▲ 32%
ROAS	3.23×▲ 98%
Purchases	9
Revenue	SGD 722
Impressions	17,639
Spend share	37%

Recovered strongly — ROAS 3.23 this week, bouncing back from 1.63 last week. New pistachio ads look like the driver.

FILAMENT | Adv+ Oct 2025 Ad Set - Party Sets

ABO

Spend	SGD 154
ROAS	1.79×
Purchases	3
Revenue	SGD 276
Impressions	9,621
Spend share	26%

Week one — 3 sales on SGD 154 spend, ROAS 1.79. Too few to read; give it another week.

[NDL] Existing Customers + Warm Audience - Manual

CBO

Spend	SGD 222▲ 14%
ROAS	2.45×▲ 185%
Purchases	6
Revenue	SGD 544
Impressions	16,724
Spend share	37%

Also recovered (ROAS 0.86 → 2.45), though fewer clicks turn into sales here than in its sibling. The retargeting budget cuts two weeks ago likely dampened the prior week.

Creative fatigue trend, then how each active ad is performing

[NDL] [Fmt:IMG] [Msg:Nuts for Pistachio] [Type:IMG: USP Image] [PDT:Pistachio Gelato] [Tags: Post-Workout Pistachio Reward v2] [Launch:20May2026]

NDL Gelato Party Sets Catalog Ad - 19May2026 - Hosting Angle

[NDL] [Fmt:IMG] [Msg:Nuts for Pistachio, Minus Guilt] [Type:IMG: USP Image] [PDT:Pistachio Gelato] [Launch:7Jan2026]

[NDL] [Launch:31Mar2026] [Fmt:IMG] [Msg:Can't Decide? ] [Type:IMG: Product spotlight] [PDT:Best of Jammy's Bundle] [Tags:Singapore's Best of Bundle 10% OFF]

[NDL] [Fmt:IMG] [Msg:Impress Your Guests] [Type:IMG: Product spotlight] [PDT:Gelato Popsicle Party Set] [Tags:One Box, 3 Gatherings] [Launch:20May2026]

[NDL] [Fmt:IMG] [Msg:Impress Your Guests] [Type:IMG: Product spotlight] [PDT:Gelato Popsicle Party Set] [Tags:One Box, 3 Gatherings v2] [Launch:19May2026]

[NDL] [Fmt:IMG] [Msg:Impress Your Guests] [Type:IMG: Product spotlight] [PDT:Gelato Popsicle Party Set] [Tags:One Box, 3 Gatherings] [Launch:19May2026]

▲ activated■ paused○ low data┊ swap week

Per-Ad Breakdown

[NDL] [Launch:31Mar2026] [Fmt:IMG] [Msg:Can't Decide? ] [Type:IMG: Product spotlight] [PDT:Best of Jammy's Bundle] [Tags:Singapore's Best of Bundle 10% OFF]

IMAGE[NDL] Existing Customers + Warm Audience - Manual8 wks live

▸ tags

Spend

SGD 47.17

Purchases

CPA

SGD 15.72

ROAS

7.08×

Eight weeks live, SGD 270 lifetime spend, blended ROAS 3.43 across 11 sales — the account's longest-running converter. Week-by-week ROAS has been volatile (0.00 → 9.47 → 1.77 → 0.00 → 10.75 → 0.00 → 0.76 → 7.08), driven by uneven Meta allocation rather than creative decay; CTR has held 1.18–2.27% throughout. This week's ROAS 7.08 on 3 purchases is the best single-week result in months, though post-week data shows spend has basically stopped — monitor whether allocation returns.

New

[NDL] [Fmt:IMG] [Msg:Nuts for Pistachio, Minus Guilt] [Type:IMG: USP Image] [PDT:Pistachio Gelato] [Launch:7Jan2026]

IMAGEFILAMENT | Adv+ Oct 2025 Ad Set - Jan 20261 wk live

no tags

Spend

SGD 56.91

Purchases

CPA

SGD 18.97

ROAS

4.04×

First week live in this reporting window — 3 purchases, ROAS 4.04 on SGD 57 spend, the highest confirmed ROAS among active ads this week. Originally launched 7 January, so this creative has a long account history behind it; the algorithm re-allocated spend to it and it responded well. Post-week signals confirm it's still converting.

New

[NDL] [Fmt:IMG] [Msg:Nuts for Pistachio] [Type:IMG: USP Image] [PDT:Pistachio Gelato] [Tags: Post-Workout Pistachio Reward v2] [Launch:20May2026]

IMAGEFILAMENT | Adv+ Oct 2025 Ad Set - Jan 20261 wk live

no tags

Spend

SGD 130

Purchases

CPA

SGD 25.96

ROAS

3.15×

First week live — 5 purchases, ROAS 3.15 on SGD 130 spend and 10,028 impressions. Strongest conversion result among the new Pistachio launches this week, and post-week data confirms it's one of two ads still actively bringing in sales. Early signal is positive; hold and watch.

New

[NDL] [Fmt:IMG] [Msg:Impress Your Guests] [Type:IMG: Product spotlight] [PDT:Gelato Popsicle Party Set] [Tags:One Box, 3 Gatherings v2] [Launch:19May2026]

IMAGEFILAMENT | Adv+ Oct 2025 Ad Set - Party Sets1 wk live

no tags

Spend

SGD 42.84

Purchases

CPA

SGD 42.84

ROAS

2.16×

First week live — 1 purchase, ROAS 2.16 on SGD 43 spend across 2,544 impressions; one sale is too few to trust the ROAS number. CTR 1.61% is healthy, and post-week signals identify this as one of the two ads still bringing in sales. Hold and watch.

Paused 24 May

New

NDL Gelato Party Sets Catalog Ad - 19May2026 - Hosting Angle

IMAGEFILAMENT | Adv+ Oct 2025 Ad Set - Party Sets1 wk live

no tags

Spend

SGD 89.43

Purchases

CPA

SGD 44.71

ROAS

2.05×

First week live — 2 purchases, ROAS 2.05 on SGD 89 spend across 5,716 impressions. Too few conversions to trust the ROAS number, and it was paused on 24 May before the week closed, so no further data is coming. Early read was borderline; the pause cuts the test short.

Paused 24 May

NewUnderperforming

[NDL] [Fmt:IMG] [Msg:Nuts for Pistachio] [Type:IMG: USP Image] [PDT:Pistachio Gelato] [Tags: Post-Workout Pistachio Reward v2] [Launch:20May2026]

IMAGE[NDL] Existing Customers + Warm Audience - Manual1 wk live

no tags

Spend

SGD 119

Purchases

CPA

SGD 59.48

ROAS

1.11×

First week live — same creative angle as its sibling (Post-Workout Pistachio Reward v2) but ran to only 2 purchases at ROAS 1.11 on SGD 119 spend, losing money at that efficiency. Paused on 24 May; the stronger sibling (ad_id 120250143601970321) has taken over that role.

New

[NDL] [Fmt:IMG] [Msg:Impress Your Guests] [Type:IMG: Product spotlight] [PDT:Gelato Popsicle Party Set] [Tags:One Box, 3 Gatherings] [Launch:20May2026]

IMAGE[NDL] Existing Customers + Warm Audience - Manual1 wk live

no tags

Spend

SGD 45.54

Purchases

CPA

—

ROAS

0.00×

First week live — 0 purchases on SGD 46 spend and 3,297 impressions; CTR 1.67% shows the creative gets clicks but none converted. One week is too short to write it off, but with no purchase signal yet it's the weakest of the Party Set variants by outcome. Needs at least another week and a conversion to stay in contention.

New

[NDL] [Fmt:IMG] [Msg:Impress Your Guests] [Type:IMG: Product spotlight] [PDT:Gelato Popsicle Party Set] [Tags:One Box, 3 Gatherings] [Launch:19May2026]

IMAGEFILAMENT | Adv+ Oct 2025 Ad Set - Party Sets1 wk live

no tags

Spend

SGD 16.23

Purchases

CPA

—

ROAS

0.00×

First week live — 0 purchases on SGD 16 spend and 1,022 impressions, but CTR of 2.74% is the highest among all Party Set variants this week. Clicks are coming; conversions aren't — yet. Too early to call on just one week and minimal spend.

Paused 19 May

[NDL] [Fmt:IMG] [Msg:Cheat on Sugar, Not Your Diet] [Type:IMG: USP Image] [PDT:Peanut Butter Gelato] [Launch:21Apr2026] - CP

IMAGEFILAMENT | Adv+ Oct 2025 Ad Set - Jan 20265 wks live

no tags

Spend

SGD 12.91

Purchases

CPA

—

ROAS

0.00×

Five weeks live, SGD 40 lifetime spend, zero purchases across every week of delivery — ROAS has been 0.00 the entire run. Paused on 19 May after this became the clearest non-performer in the account; no conversion signal emerged across 1,132 impressions this final week either. Right call to stop it.

Paused 24 May

New

[NDL] [Fmt:IMG] [Msg:Nuts for Pistachio] [Type:IMG: USP Image] [PDT:Pistachio Gelato] [Tags: Post-Workout Pistachio Reward] [Launch:20May2026]

IMAGEFILAMENT | Adv+ Oct 2025 Ad Set - Jan 2026early1 wk live

no tags

Spend

SGD 5.71

Purchases

CPA

—

ROAS

0.00×

First week live — 302 impressions, zero purchases, SGD 5.71 spend; the algorithm essentially ignored it from the start. CTR of 0.33% is the lowest of all new Pistachio launches this week, a further sign Meta deprioritised it almost immediately. Paused on 24 May — not enough delivery to form any read.

New

[NDL] [Fmt:IMG] [Msg:Impress Your Guests] [Type:IMG: Product spotlight] [PDT:Gelato Popsicle Party Set] [Tags:One Box, 3 Gatherings] [Launch:19May2026]

IMAGEFILAMENT | Adv+ Oct 2025 Ad Set - Party Setsearly1 wk live

no tags

Spend

SGD 3.05

Purchases

CPA

—

ROAS

0.00×

First week live — 186 impressions and SGD 3.05 spend; the algorithm allocated almost nothing to it. Zero purchases, but the impression count is far too low to draw any conclusion about the creative itself. Effectively sidelined by Meta before the test could begin.

[NDL] [Fmt:GIF] [Msg:Impress Your Guests] [Type:GIF: Slideshow of Variants] [PDT:Gelato Party Cups] [Tags:Party Minis, Zero Stress] [Launch:19May2026]

▶

New

[NDL] [Fmt:GIF] [Msg:Impress Your Guests] [Type:GIF: Slideshow of Variants] [PDT:Gelato Party Cups] [Tags:Party Minis, Zero Stress] [Launch:19May2026]

VIDEOFILAMENT | Adv+ Oct 2025 Ad Set - Party Setsearly1 wk live

no tags

Spend

SGD 2.74

Purchases

CPA

—

ROAS

0.00×

First week live — 153 impressions and SGD 2.74 spend; Meta allocated almost no budget to this GIF format in the Party Sets ad set. Zero purchases, but the delivery is too thin to say anything meaningful about the creative. Algorithm deprioritised it almost immediately.

So what?

Recommended Next Steps

Turn off underperforming ads
Continue to monitor and optimize performance of Party Set ads
Reduce daily ad spend to keep within May's ad budget

▲Improving Week

Last week (May 18 – May 24)

2 weeks ago (May 11 – May 17)

Ad Set Analysis

FILAMENT | Adv+ Oct 2025 Ad Set - Jan 2026

FILAMENT | Adv+ Oct 2025 Ad Set - Party Sets

[NDL] Existing Customers + Warm Audience - Manual

Ads

Per-Ad Breakdown

So what?

Recommended Next Steps