Spend continues; attributed leads have stalled.
CPL within target; quality flat.
Quality breakdown of attributed leads only.
Spend bracket of attributed leads. Explains CPL vs intent.
| Creative | Status | Spend | Impr. | Clicks | CTR | CPC | Meta leads | Attributed | CPL | Read |
|---|---|---|---|---|---|---|---|---|---|---|
| Reshape — Ops/Admin Agent — Video — OPS OPS | Paused, no action | $3.45 | 16 | 0 | 0.00% | — | 0 | 0 | — | No action |
| Reshape — Intake Agent — Video — LEADS LEADS | Working | $15.30 | 106 | 5 | 4.72% | $3.06 | 2 | 2 | $7.65 | Volume exists, quality weak |
| Reshape — Follow-Up Agent — Static — LEADS LEADS | Watching | $1.76 | 36 | 2 | 5.56% | $0.88 | 0 | 0 | — | Too little spend |
| Reshape — Content Agent — Static — CONTENT CONTENT | Volume leader, hold | $520.93 | 6,833 | 112 | 1.64% | $4.65 | 17 | 7 | $74.42 | Volume exists, quality weak |
The agent read the live Meta campaign / ad-set / targeting config. These are setup causes, not symptoms, 2 high-severity. A creative refresh cannot fix a setup problem.
| Severity | Issue + why it matters | Fix | Owner |
|---|---|---|---|
| HIGH | Ad set is optimizing for `LEAD_GENERATION` (cheapest form-fills). Meta finds the people most likely to tap submit on a form, which skews to the curious and freebie-seekers, not buyers. This is the most common reason a lead campaign gets volume but zero qualified buyers, no matter how good the creative is. | Optimize for a deeper event: a booked call or a qualified conversion fed back via the Conversions API, or switch the instant form to its 'higher intent' type. This single change usually moves lead quality more than any creative edit. | Angela / Ops (setup) + Alex (decision) |
| HIGH | No lookalike or custom audience of past buyers is in use. You're prospecting cold strangers off interest guesses instead of people who look like your actual paying clients. A lookalike built from won deals is almost always the single biggest quality lever for a high-ticket offer. | Build a Customer-List custom audience from won clients, then a 1-3% lookalike, and target that instead of (or alongside) cold interests. | Angela / Ops (setup) |
| MEDIUM | Targeting is cold interests only (Small business, Artificial intelligence, Asana (software), Conversion marketing, Salesforce.com…). Interest targeting reaches anyone who once engaged with those topics, which is broad and low-intent for a $3k offer. It fills the funnel with curious people, not in-market buyers. | Layer a buyer lookalike on top, or narrow to higher-intent interests + behaviors and exclude existing low-quality segments. | Angela / Ops (setup) |
| MEDIUM | Leads come through a Meta instant form (very low friction). Instant forms pre-fill name and email so they're the easiest thing on the platform to submit. Great for volume, but the low effort means low intent. Combined with form-fill optimization it's a double pull toward tire-kickers. | Add genuinely-gating qualifying questions (budget, timeline) that filter, switch to the 'higher intent' instant-form type, or send traffic to a short landing page + form for a higher-intent path. | Angela / Ops (setup) + Katie (form copy) |
| LOW | Includes low-intent placements: biz_disco_feed, facebook_reels, notification, story. Stories, Reels and notifications are scroll-fast, entertainment placements. For a considered B2B offer they tend to produce cheap, low-intent taps that dilute lead quality. | Test restricting to Feed + in-stream placements and compare lead quality before re-enabling the rest. | Angela / Ops (setup) |
| LOW | Attribution is 1-day click-through only. A 1-day click window can undercount leads that convert a day or two later, making the campaign look worse than it is. Minor here, but worth knowing when reading the numbers. | Consider 7-day click (1-day view) to capture the real conversion path, as long as you read the numbers consistently. | Angela / Ops (setup) |
| Lead | Source ad | Q1 | Q2 | Q3 spend | Quality | Reason |
|---|---|---|---|---|---|---|
| rebecca dickens | Content Agent | CONTENT | Full system | $0-2.5k | Unclear | did not match any rule |
| lifejourneyandinspirationblog2 | Content Agent | OPS | Need help | $0-2.5k | Low buying power | Q3 monthly spend = $0–$2,500/month |
| amanda leigh sanders | Content Agent | UNSURE | Not sure yet | $0-2.5k | Low buying power | Q3 monthly spend = $0–$2,500/month |
| ashley eagleton | Content Agent | CONTENT | Full system | $0-2.5k | Unclear | did not match any rule |
| free | Content Agent | LEADS | Full system | $0-2.5k | Low buying power | Q3 monthly spend = $0–$2,500/month |
| mētztli wolf | astrology, witchcraft, & mediumship readings | Content Agent | CONTENT | Full system | $0-2.5k | Low buying power | Q3 monthly spend = $0–$2,500/month |
Attributed only
45 non-ad excluded
live
not wired
not measured yet
| Layer | Status | Use | Missing / next improvement |
|---|---|---|---|
| Attributed contact match | Available | Confirms ad lead entered GHL | Keep non-ad excluded |
| Pipeline stage | Not wired | Shows post-form location | Map campaign pipeline IDs |
| Appointments | Partial | Booked/show/no-show | Validate calendar IDs |
| Speed-to-lead | Not wired | Follow-up bottleneck detection | Add first-outbound / first-reply timestamps |
Ads truth = Meta + attributed campaign leads. Funnel follow-through = GHL. Audit only = non-ad contacts.
Projected 7-day spend on current creatives: $153.86. Expected leads at current CPL: ~1–2 if quality mix holds.
Likely result: more low-budget leads, no quality lift.
Hold budget initially. Measure first 5 attributed leads after launch. Target at least 1 qualified or potential. Decision rules below apply once the variant ships.
Likely result: better buyer signal if angle is correct.
If CTR stays acceptable but leads do not return, inspect form promise, CTA, landing/form friction, and audience fatigue.
Likely result: hook or form mismatch.
Scenarios use current spend, CPL, and stall numbers. They are not predictions.
Keep running. Consider controlled budget increase after more data.
Cheap leads, wrong buyer. Revise angle or strengthen form qualification.
Hook or format missed. Create a new hook / format test.
Likely follow-up or booking bottleneck. Investigate GHL speed-to-lead.
| Flag | Owner | Status |
|---|---|---|
| Fix the Meta form to GHL mapping (buyers not being captured) | Angela / Ops | Filed · 86d37znku |
| Investigate source drift | Angela / Ops | Filed · current · 86d34hnm2 |
| Flag | Owner | Why no task |
|---|---|---|
| Speed-to-lead not wired | Angela / Ops | Only if blocking decision-making |
| Calendar / pipeline validation missing | Angela / Ops | Only if booked/show data is unreliable |
| Non-ad contacts excluded | — | Audit note unless attribution logic fails |
| CPL under target | — | Informational by itself |
| Low-spend / paused creatives | — | Too little data or already resolved |
The report does not create tasks. Tasks come from diagnosis → action_items → action_delivery.
| Overlay status | BRIEF_UPDATED_FROM_RESEARCH |
|---|---|
| Verified packet | d4df539598b0 |
| Source count | 20 URLs cited |
| Verified directives | 9 |
| Claims to avoid | 4 |
| Appendix-only packet | 2093d9a4a399 · NOT_BRIEF_SAFE |
| Brief change | Research-backed direction added to the Content Agent refresh brief and Katie task. |
Latest artifact bundle tracks 0 sources.
src/campaign_report.py at 2026-06-04T21:00:32. Campaign: baseline_v1.