Every morning Kalmly reads your Facebook and Instagram ads, checks them against your real shop sales, and gives you one decision: scale, hold, change the creative, or leave it alone. You make the change, or approve it with one tap.
7 days free, then from €39 a month · view-only unless you switch on approvals · cancel anytimeSee a demo dashboard → (fictional shop, nothing to enter)
| Product line | Spend | Sales | Return | Numbers say |
|---|---|---|---|---|
| Mugs | €318.40 | €2,046.50 | 6.4× | ▲ above target |
| Workshops | €207.15 | €1,201.00 | 5.8× | ▲ above target |
| Vases | €168.60 | €451.30 | 2.7× | ■ near target |
| Gift sets | €96.80 | €87.00 | 0.9× | ▼ below target |
| Candles new | €41.25 | €113.50 | 3 orders | … too few to judge |
Four of five lines pay back above your 3× target and the account returned 4.7× on €832. Gift sets is the exception at 0.9×. Candles is too new to judge: 3 orders. Nothing is saturated, 1.7 views per person.
One edit today: pause Gift sets. Mugs goes up on Thursday; three days between changes keeps Meta's learning intact.
Ten minutes to set up. The first check arrives the next morning, in your dashboard and, if you want, by email or Telegram.
Card on file, nothing charged for 7 days. Your dashboard is ready the moment you sign up.
Connect your ad account with one click through Facebook or share it by hand, then link Shopify, Wix, WooCommerce, Webflow, Squarespace, Stripe, Mollie, PayPal, HubSpot or your own site. View-only unless you switch on approvals; remove Kalmly any time a budget or an ad.
Describe what you sell in two lines. From the next morning you get a verdict, the reason and at most one action with exact amounts, on your dashboard and by email or Telegram if you like. Most days: "leave it".
What the email looks like. A real check, numbers changed.
Every ad set is measured on real shop revenue divided by ad spend, per product line, city or service. Meta's own purchase count is shown too, and labelled as the estimate it is.
Each morning: a verdict, the reason, and at most one action. Most days the right action is none, and Kalmly says so, with the numbers that justify it.
By default Kalmly only reads: it names the edit and you make it in Ads Manager. Switch on approvals and each proposed pause, restart or budget change gets an Approve button, and Kalmly makes it only after your tap.
Kalmly grew out of the daily check Maroussia ran on her own business, WOGO Cocktail Walk, a cocktail-walk experience in five Dutch cities. Below: 22 weeks of its Meta ad spend against the shop's revenue, 4 May to 28 September 2026.
| Week of | Ad spend | Revenue | Orders | Return |
|---|---|---|---|---|
| 4 May | €100 | €914 | 15 | 9.1× |
| 11 May | €243 | €934 | 10 | 3.8× |
| 18 May | €283 | €1,906 | 24 | 6.7× |
| 25 May | €281 | €1,914 | 21 | 6.8× |
| 1 Jun | €393 | €1,697 | 21 | 4.3× |
| 8 Jun | €452 | €1,313 | 18 | 2.9× |
| 15 Jun | €347 | €1,620 | 23 | 4.7× |
| 22 Jun | €296 | €1,327 | 22 | 4.5× |
| 29 Jun | €328 | €2,368 | 31 | 7.2× |
| 6 Jul | €417 | €2,594 | 30 | 6.2× |
| 13 Jul | €494 | €1,714 | 26 | 3.5× |
| 20 Jul | €470 | €3,140 | 42 | 6.7× |
| 27 Jul | €630 | €2,040 | 30 | 3.2× |
| 3 Aug | €739 | €3,595 | 41 | 4.9× |
| 10 Aug | €727 | €3,115 | 49 | 4.3× |
| 17 Aug | €759 | €2,346 | 39 | 3.1× |
| 24 Aug | €676 | €3,521 | 46 | 5.2× |
| 31 Aug | €869 | €3,873 | 48 | 4.5× |
| 7 Sep | €987 | €5,448 | 61 | 5.5× |
| 14 Sep | €938 | €3,352 | 48 | 3.6× |
| 21 Sep | €771 | €4,624 | 66 | 6.0× |
| 28 Sep | €852 | €3,624 | 49 | 4.3× |
Weekly ad spend went from about €100 to about €900. Weekly shop revenue went from about €900 to between €3,500 and €5,400. The return, revenue divided by spend, never dropped below 2.9× in those 22 weeks and averaged 4.7×.
A summer season helped; so did the check saying "leave it" on most mornings instead of resetting Meta's learning with a daily edit.
I built Kalmly because I was spending an hour a day in Ads Manager and still guessing. Now I read one sentence at eight in the morning and get on with running the walks.Maroussia, founder
Three plans, by how many ad accounts you run: Solo €39, Grow €79, Scale €149. Every plan has the full daily check, the question box and read-only access. 7 days free, cancel anytime, two months free on yearly plans.
No. You connect with view rights only. No password, no edit rights, removable in one click.
Only if you ask it to. By default Kalmly is view-only: it tells you the exact edit and the reason, and you make it in Ads Manager. If you would rather not, switch on approvals and share your ad account with "Manage campaigns" instead of "View performance". Each proposed pause, restart or budget change then gets an Approve button; raises are capped at 25% and one change per ad set every three days. One tap and Kalmly makes the change. Without the tap, nothing happens. You can switch approvals off any time.
The moment software edits a budget on its own, a wrong guess costs real money and you cannot see why it happened. So Kalmly always makes its case with the numbers first, in one sentence. You make the change, or you tap Approve; either way you saw the reason before anything moved.
Because a shallow tool for five platforms helps nobody. Meta is where most of the money goes, and judging those ads on real sales properly, with learning phases, frequency and per-segment budgets, takes all of our attention. If Google or TikTok ever get the same depth, you will read it here first.
Ads Manager already is a dashboard of charts, and it was that dashboard that had me making a nervous edit every morning. What I needed at eight o'clock was one sentence: change this, or leave it. The numbers are still there if you want them; the sentence comes first.
— Maroussia, founder
Anyone who runs Meta ads and wants every decision backed by real sales: the owner doing it alone, the in-house marketer, the ad expert who wants a second opinion every morning. It works for budgets from €10 a day to five figures a month. It is also useful if you pay an agency and want to check the work.
Your card is charged for the plan you picked. We email you on day 6; cancel before day 7 from your page and nothing is charged.
No. Without one, Kalmly judges on Meta's own numbers and says so. With one, every verdict is based on real sales, which is what makes it reliable.