The Next Steps section in Lebesgue provides prioritized recommendations based on an analysis of your advertising performance, trend detection, and industry benchmarks. These insights are designed to help you improve ad efficiency, fix mistakes, and capitalize on growth opportunities.
How Insights Are Generated
The recommendations in Next Steps come from two primary sources:
Advertising Audit Insights – Based on a large dataset of businesses using Lebesgue, the system identifies the most common mistakes that negatively impact ad performance.
If your business deviates from proven best practices, the system flags it as an issue and suggests corrections to improve ROAS and overall ad efficiency.
These insights are derived from aggregated data across multiple ad accounts, ensuring that recommendations are backed by real-world performance trends.
Trend & Outlier Analysis – Developed by the Lebesgue data science team, this analysis identifies significant changes in your ad performance.
Outlier detection: If a sudden anomaly appears in your data (e.g., a major drop in ad spend or ROAS), the system alerts you to investigate immediately.
Trend analysis: If a gradual decline in performance is detected over time, the system highlights it so you can proactively adjust your strategy before the issue worsens.
How Next Steps Are Prioritized
Recommendations are categorized into three levels based on urgency and impact:
Alerts (High Priority)
Insights that require immediate action because they significantly impact ad performance (e.g., major mistakes in campaign setup, outlier detections, or severe performance declines).
Typically generated by the Advertising Audit and Trend & Outlier Analysis.
Examples:
“Total orders are falling: There is a falling trend on your shop in the last 9 weeks: fall from 127 to 63. (A change of -50.4%.)"
“Facebook CPC is growing: There is a growing trend on campaign Instagram - traffic in the last 9 weeks: increase from $5.0 to $12.50. (A change of 150%.)"
Tasks (Medium Priority)
Actionable recommendations that should be addressed soon but are not urgent.
These often relate to optimizing ad efficiency, improving targeting, or tweaking creative strategy.
Examples:
“Multiple events track conversions: As a result
Algorithm will overbid on your ads, as performance looks better than it is
Reports are wrong and often misleading.“
"Not excluding existing customers: Facebook could be overspending ad budget on your existing customer base. Businesses who exclude their existing customers from ad sets have -18% lower Blended CAC."
Opportunities and Good Insights (Low Priority)
General recommendations that don’t require immediate attention but provide valuable strategic guidance.
Often includes blog posts, industry benchmarks, or recent ad performance highlights.
Examples:
“Customers from Canada have a higher LTV ($596.81) in the last 60 days than those from Spain ($444.15). However, you had fewer orders from Canada (6) than from Spain (107). > Try investing more into ads that target Canada to boost your revenue in the long run, based on higher customer LTV."
“Best practices for running Facebook Ads in 2025.”
Why Next Steps Matter
By following these recommendations, you can:
✔️ Fix critical ad mistakes before they harm your results.
✔️ Identify emerging trends early and adjust your strategy proactively.
✔️ Implement industry best practices to maximize ROAS and campaign efficiency.
Need Help?
If you need further assistance with your advertising strategy, feel free to reach out:
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