Total ad spend
$776.755.0% lower vs. prior weekMain + retargeting · prior $817.75OCTOBER 12–18, 2026 WEEKLY SNAPSHOT
New creative is live.
Funnel improvements are in place.
The refresh is generating registrations. We’ve updated the order-page layout
and fall offer messaging to help more of that interest turn into purchases.
Free-class leads
26Down from 35Main campaign · cost per lead $26.86Website purchases
—None reported by MetaNo finite purchase CPA for this weekMain lead / page-view ratio
24.3%Prior week 31.5%26 leads ÷ 107 landing-page viewsThe lead/page-view ratio is a directional Meta metric, not the unique-visitor opt-in rate from the funnel. Purchases are website events, not verified booked calls or program enrollments.
ACQUISITION THROUGH THE WEEK
The purple image is generating registrations.
October 15–18: the main campaign spent $356.90 and reported 12 leads. Ten came from the new purple image; two were attributed to the outgoing supplement video within the same reporting window.
Meta-reported leads · October 12–18
9Mon 12
3Tue 13
2Wed 14
5Thu 15
1Fri 16
—Sat 17
6Sun 18
CAMPAIGN RESULTS
The full picture, before individual ads.
Compare the full week, prior week, early refresh window and 30-day view. The refresh window overlaps the weekly report; these periods are not additive.
Campaign performance
October 12–18, 2026
| Campaign | Spend | Leads | CPL | Website purchases | Purchase CPA |
|---|---|---|---|---|---|
| Main · Free class | $698.46 | 26 | $26.86 | None reported | — |
| Retargeting · Direct to order | $78.29 | None reported | — | None reported | — |
Main daily budget: $100. Retargeting is paused following the October 16 decision. Its spend above occurred before the pause. “None reported” means the event field was returned empty; it is not an independently reconciled backend total.
TRAFFIC CONTEXT · MAIN CAMPAIGN
CPM is down 23.8%.
| Metric | Oct 5–11 | Oct 12–18 |
|---|---|---|
| CPM | $253.44 | $193.16 |
| Frequency | 1.79 | 1.57 |
| Outbound CTR | 4.43% | 3.60% |
| Cost / outbound click | $5.72 | $5.37 |
It cost less to get the ads in front of people this week. The ads are continuing to generate clicks and registrations. Our next focus is measuring whether the updated order page and fall offer help more of those visitors purchase.
REVENUE & PROGRAM SALES
Add weekly revenue to see the return.
ROAS Weekly revenue needed
ROAS shows how much revenue the ads produce for each dollar spent.
To include ROAS in this dashboard, we need your weekly revenue produced from ad-generated customers, including consultation and program sales, with any refunds noted. Please separate these sales from other business revenue so the return reflects the ads.
Historical context through October 13: four reported program enrollments, three linked to the historical thyroid-image family, and one reported dropout. These are not four new sales this week. No buyer names or contact details are included.
OCTOBER 15–18 · EARLY DELIVERY
Building on the thyroid angle. Testing the next formats.
The purple image has generated 10 leads and received 93.3% of the new batch’s $350.00 spend. The videos and MSL are live; we’re assessing how to give those formats a fair test as we measure the funnel improvements. This is an early four-day reading.
Open creative ↗93.3% of new-batch spend
Purple winning-image variation
$326.62SPEND
- Impressions
- 1,811
- Leads
- 10
10 reported leads from a variation of the image family linked to past program buyers. No website purchases were reported in this window; the order-page and banner updates are intended to improve that next step.
Open creative ↗1.2% of new-batch spend
Thyroid MSL · Evening story
$4.25SPEND
- Impressions
- 80
- Leads
- None reported
The story is live, with 80 impressions and one outbound click so far. More exposure is needed to evaluate its ability to generate purchases.
TWO NEW VERONICA VIDEOS5.5%
of new-batch spend
across both videos
Early delivery
Thyroid & supplement videos
- Thyroid script · spend
- $2.69
- Supplement script · spend
- $16.44
- Combined impressions
- 151
Both videos are active and extend the established thyroid and supplement angles. No leads or purchases were reported in this early window. We’re evaluating a fairer delivery test if the funnel changes do not improve purchase conversion.
All delivered ads in the refresh window October 15–18 · includes outgoing-ad changeover spend
| Creative | Spend | Impressions | Leads | Website purchases | Current status |
|---|---|---|---|---|---|
| New · Thyroid video | $2.69 | 35 | None reported | None reported | Active |
| New · Supplement video | $16.44 | 116 | None reported | None reported | Active |
| New · Thyroid MSL | $4.25 | 80 | None reported | None reported | Active |
| New · Purple image | $326.62 | 1811 | 10 | None reported | Active |
| DTO · Every bottle | $12.26 | 70 | None reported | None reported | Paused |
| DTO · Everything right | $4.16 | 6 | None reported | None reported | Paused |
| DTO · Receipt card | $1.64 | 15 | None reported | None reported | Paused |
| Outgoing · Pattern image | $0.42 | 5 | None reported | None reported | Paused |
| Outgoing · Family leftovers | $0.41 | 2 | None reported | None reported | Paused |
| Outgoing · Supplement video | $5.95 | 99 | 2 | None reported | Paused |
| Outgoing · Ending story | $0.12 | 2 | None reported | None reported | Paused |
All four new ads have actual spend and impressions; all four outgoing main ads are currently paused. Outgoing ads account for $6.90 of the main campaign’s October 15–18 spend. This is not a clean comparison of old versus new creative.
WHAT CHANGED, AND WHEN
A clear timeline for reading the next results.
OCT 11
Reported complete
Webinar CTA & fall offer
CTA moved from 12.5 to 8 minutes; seasonal offer changed from summer to fall. These preceded this week’s refresh.
OCT 15
Confirmed
Four-ad creative refresh
Two new videos, the thyroid MSL and the purple image replaced the four outgoing main ads. Samuel confirmed the switch; current Meta delivery corroborates it.
OCT 16
Confirmed
Retargeting paused
Samuel directed the DTO/retargeting pause and Matt confirmed it. Meta now shows the campaign paused. This was intentional.
OCT 18
Temporary change
Pricing box moved to the top
The Perrys moved the price explanation above the deliverables. It remained there for Sunday before being moved back on Monday.
OCT 19
Client reports published
Order-page structure restored
Purple price/value box restored beneath the deliverables; heading changed to “Here’s what we’ll do together.” State-restriction notice removed; eligibility and geographic exclusions were not thereby changed.
OCT 19
Client reports updated
Fall banner option 1 selected
“THIS FALL, BE PRESENT FOR THE MOMENTS YOU DON’T GET BACK” with $40 off using FALLREVIVAL. Veronica confirmed the update at noon.
OCT 20
Planned · not confirmed live
30-day email/SMS blast
Keep the $57 offer consistent. Separate cloned DTO funnel UID5 is intended to isolate email/SMS performance from paid traffic; completion and launch need confirmation.
October 19 updates come from the coaching-call transcript and subsequent client confirmation. They have not been independently tested here. Changes made after October 18 cannot explain the completed week’s results.
THE CURRENT PRIORITIES
Measure the funnel changes. Then decide the next test.
Tracking after the test
The Perrys reported turning off the API workflow for funnel testing. Confirm it was restored and events are arriving before treating absent reported purchases as a complete sales picture.
Order page & email follow-through
Track purchases after October 19’s page and banner changes. Confirm UID5, downstream steps and the $57 price match before the October 20 blast; keep its results separate from paid DTO.
A fair creative test
If purchase conversion does not improve, consider a structure that gives the videos and MSL meaningful delivery. Any campaign rebuild or budget split will be a separate decision. The current focus is the new creative and funnel improvements.
How to read this dashboard Dates, attribution, definitions & limits
Source & dates
Fresh read-only Meta reporting for VR Ad Account. USD; America/New_York. Week: October 12–18, compared with October 5–11. Thirty days: September 19–October 18. Early refresh: October 15–18. Today’s partial delivery is excluded.
Attribution
Ad sets are configured for 7-day click, 1-day view and 1-day engaged-video-view attribution. The connector does not expose a report attribution/date-basis override. These figures are not HYROS-style independently reconciled last-click/date-of-click results.
What counts
Leads and website purchases are Meta-reported events. Website purchase events are the front-end acquisition signal; they do not establish unique paid consult customers, booked appointments, completed calls or program sales. “None reported” denotes an empty event field on an entity with delivery, not backend confirmation. Purchase CPA is spend ÷ reported website purchases; no purchase means no finite CPA.
The 24.3% ratio uses leads ÷ Meta landing-page views. It is not the custom unique-outbound-click opt-in metric or a verified funnel cohort conversion rate.
Decisions & reconciliation
Campaign profitability governs decisions, but program revenue, refunds and ROAS remain unverified. No Dr. Greg benchmark or revenue-lag assumption is applied here. Current campaign spend reconciles to the account total; daily spend and leads also reconcile. All delivered ad spend in the refresh window reconciles to its campaigns.
This is a dated report, not a live dashboard. No recurring update has been scheduled. The report contains only aggregate data and selected creative assets.