Apr 13 – May 24, 2026 (6 complete weeks)
Analysis window
58 D2C brands across 5 categories
Brands analysed
Live Meta pixel: server-side or hybrid = Active
CAPI status
Meta Attributed Revenue ÷ Meta Ad Spend
Meta ROAS
6-week range (max ROAS − min ROAS)
Volatility measure
The performance gap
CAPI-active brands deliver 23% higher Meta ROAS
across every category.
Sustained growth
CAPI brands keep climbing while nonCAPI
ROAS drifts down
90%
of CAPI brands stable or improving over 6 weeks
46%
of non-CAPI brands stable or improving
Signal quality
Non-CAPI brands swing 49% more
week-on-week.
