StoriePro — Monthly Performance Report

Executive Summary

StoriePro spent $955.75 in March across two active ad sets (Interior Designers 1% LAL and Architects 2% LAL), generating an estimated 21 dedup-adjusted leads at $45.51 CPL. A duplicate pixel tracking issue inflated lead counts by ~2x for the first 18 days of the month — discovered March 13, root-caused March 17–18, and fixed March 19. Post-fix data (11 clean days) shows 9 leads at $32.90 CPL. The standout creative this month was "Mock up (kitchen BG)" in the Architects ad set, delivering a $29.45 adjusted CPL on just $58.89 in spend. The core problem: CBO allocated 79% of budget ($756.84) to "Laptop white bg" despite newer creatives showing 30–40% better CPL efficiency. Weekly spend also declined steadily from $303.52 in week 1 to $172.24 in week 4, suggesting the campaign is pacing below its potential.

Strategic Context

Tracking accuracy issue resolved mid-month. A duplicate pixel firing issue was discovered on March 13 and confirmed fixed on March 19. The Meta pixel was installed on both the Webflow proxy pages (storiepro.com/landing-insta) and the Netlify-hosted landing pages (designers.storiepro.com), causing lead events to fire twice per actual submission. All lead data before March 19 is inflated by approximately 2x. Post-fix data (March 19–29) is accurate. This report uses dedup-adjusted figures as the primary metric, clearly marked throughout.

Weekly Trend

Week	Spend	Impressions	Link Clicks	Leads (Adj)	CPL (Adj)
Mar 1 – Mar 8	$303.52	3,674	111	4*	$75.88*
Mar 9 – Mar 15	$261.14	2,822	71	6*	$43.52*
Mar 16 – Mar 22	$218.85	2,827	68	6	$36.48
Mar 23 – Mar 29	$172.24	2,398	53	5	$34.45

* Weeks before Mar 19 use dedup-adjusted lead counts (raw leads halved). The Mar 16–22 week straddles the fix date — leads from Mar 19+ in that week are accurate. Weekly spend declined 43% from week 1 to week 4, while CPL improved steadily.

Changes Made This Month

Mar 6: Launched new mockup creatives — "Mock up (kitchen BG)" and "Mock up" variants added to both ad sets. Rationale: previous winner showing creative fatigue with rising CPL.
Mar 9–10: Created and launched additional test ads in Architects ad set (The Offer, Mock up kitchen BG, Mock up, Portfolio full-bleed). Paused underperforming test variants.
Mar 13: Renamed campaign from "PVM | Lead Gen | 2025 | CBO (IG Placement TEST)" to "PVM | Lead Gen | 2025-2026 | CBO." Began investigating duplicate pixel lead tracking.
Mar 15: Created "Mock up" ad in Interior Designers ad set.
Mar 17–18: Root-caused pixel double-fire: discovered two separate LP systems (Webflow proxy vs. Netlify-hosted). Pixel installed on both was causing 2x lead event firing.
Mar 19: Dedup wrapper confirmed working on Netlify-hosted LPs. Renamed ads for clarity (e.g., "TEST IMAGE #3 - Copy 2" → "Laptop white bg | previous winner"). Reactivated all active ads after review.
Mar 25: Paused "Designers | Realistic Interior" (0 link clicks, $1.03 spent) and "Architects | Social Proof" (0 leads, $10.30 spent). Generated 6 new look-alike creative variants based on kitchen BG winner.
Mar 30: Extended ad set end dates from Mar 31 to Apr 30. Increased campaign lifetime budget from $4,220 to $5,220. Unlogged

What We Expected vs What We Saw

Action	Expected	Actual	Assessment
New mockup creatives	Target CPL under $40 for kitchen BG creative	Kitchen BG delivered $29.45 adjusted CPL (2 adj leads from $58.89 spend). "Mock up" delivered $28.08–$34.90 adjusted CPL across ad sets.	Exceeded
Learning phase completion	3–7 days to exit learning for new creatives	New creatives entered learning Mar 10 but CBO heavily favored existing winner, limiting delivery. Kitchen BG received only $58.89 (6.2% of total budget).	Below
Dedup fix normalization	Lead counts should normalize after fix applied Mar 19	Post-fix data: 9 leads at $32.90 CPL over 11 days. Tracking confirmed accurate.	Met
Frequency management	Keep frequency below 3.0	Frequency at 1.11 — no fatigue risk.	Exceeded

Accountability: Previous Report Recommendations

Recommendation (from Feb 13 – Mar 13 Report)	Status	Evidence
Let mockup creatives run through learning phase (7+ days). If $3.99 CPL holds, build more creatives in this format.	Done	Mockup creatives ran full month. Kitchen BG and Mock up both outperformed the legacy winner on CPL. 6 new look-alike variants generated Mar 25 per changelog.
Monitor frequency — if exceeds 3.0, creative fatigue will set in.	Done	Frequency ended at 1.11 — well within healthy range. Down significantly from previous report's 2.31.
Consider narrowing age targeting — 25–34 female segment spending $100+ with zero leads.	Not Started	No age targeting changes visible in activity history or changelog for March.
Architects ad set is clear winner — consider increasing its budget share or dedicated campaign.	In Progress	CBO naturally allocated 58% of budget to Architects ($555.70 vs $400.05). No structural changes made. However, dedup-adjusted data reveals Interior Designers actually delivered a better CPL ($36.37 vs $55.57) — the Feb recommendation was based on inflated data.
Landing page converting well (6.6% conversion rate) — no LP changes needed.	Done	No LP changes made. LP view rate remains strong at 88.4% (268 LPV / 303 link clicks). Dedup fix was applied to LP pixel, not LP content.

Ad-Level Performance

Ad Name	Ad Set	Spend	Impressions	Link Clicks	Link CTR	Leads (Adj)	CPL (Adj)
Laptop white bg \| previous winner	Architects 2% LAL	$428.39	5,094	137	2.69%	6	$71.40
Laptop white bg \| previous winner	Interior Designers 1% LAL	$328.45	3,749	106	2.83%	9	$36.49
Mock up	Interior Designers 1% LAL	$69.81	945	17	1.80%	2	$34.90
Mock up (kitchen BG) Best CPL	Architects 2% LAL	$58.89	877	22	2.51%	2	$29.45
Mock up Best CPL	Architects 2% LAL	$56.16	778	13	1.67%	2	$28.08
Architects \| Social Proof	Architects 2% LAL	$10.30	223	8	3.59%	0	—
Designers \| Realistic Interior	Interior Designers 1% LAL	$1.03	23	0	0.00%	0	—

"Laptop white bg" consumed 79% of total budget ($756.84 of $955.75) across both ad sets. CBO is heavily favoring this ad despite newer mockup creatives showing 40–60% better CPL efficiency. Both mockup variants combined received only $184.86 (19%) of budget.

Audience Insights

Audience	Spend	Impressions	Link Clicks	Link CTR	Leads (Adj)	CPL (Adj)
Architects \| 2% LAL + Interest Ages 28–54, all genders, US	$555.70	6,992	180	2.57%	10	$55.57
Interior Designers \| 1% LAL + Interest Ages 25–54, female only, US	$400.05	4,729	123	2.60%	11	$36.37

Key finding: When adjusted for dedup, Interior Designers delivered a meaningfully lower CPL ($36.37 vs $55.57) despite receiving only 42% of budget. This flips the narrative from the previous report, which identified Architects as the clear winner — that conclusion was based on inflated pre-dedup data. The "Laptop white bg" ad performs markedly better in Designers ($36.49 CPL vs $71.40 in Architects), likely because the 1% lookalike and female-only targeting produce higher-quality traffic. Meanwhile, the mockup creatives show strong efficiency in Architects ($28–$29 CPL) but received minimal budget allocation from CBO. Rebalancing budget toward Designers — or using ABO to force-deliver mockup creatives in Architects — are both viable paths to lower blended CPL.

Recommendations for April

1. Upload v6 creative variants and force delivery via a separate testing campaign or ABO. The mockup creatives are delivering $28–$35 adjusted CPL but got only 19% of budget. CBO will continue starving them. Create a dedicated testing campaign with its own $300–$400 budget for April, or switch the existing campaign to ABO with even budget splits across ad sets.
2. Rebalance budget toward Interior Designers. Dedup-adjusted data shows Interior Designers converting at $36.37 CPL vs Architects at $55.57. CBO is allocating 58% to Architects based on inflated historical signals. ABO with a higher allocation to Designers would likely lower blended CPL.
3. Address the age targeting gap. Carried over from two reports now — the 25–34 segment concern was never investigated. With 11 days of clean post-dedup data now available, run a demographic breakdown to identify which age/gender segments are converting vs burning budget.
4. Install CAPI (Conversions API) for server-side tracking. The pixel dedup issue exposed fragility in client-side-only tracking. CAPI provides redundant server-side event tracking and improves Meta's optimization data quality. Priority: medium — the dedup wrapper is a stopgap, not a long-term solution.
5. Set a clear monthly spend target and monitor pacing weekly. March spend declined 43% from week 1 ($303.52) to week 4 ($172.24). The $1,000/month increase in lifetime budget (Mar 30) should help, but weekly pacing checks would catch under-delivery early. Target: $1,000–$1,100 for April.

Budget Summary

$955.75

Total Spend

Mar 1–29 (data through latest export). Lifetime budget increased from $4,220 to $5,220 on Mar 30.

$32.96

Daily Average

Range: $24.61/day (week 4) to $43.36/day (week 1). Declining trend.

82.8%

Pacing vs Prior Month

Feb spend was ~$1,154. March came in 17% lower. Budget increase on Mar 30 should stabilize April pacing.