Media BuyingOld Account

Revenue

Funnel

Efficiency

Campaigns

Accounts, campaigns and ads with no activity in the period are omitted entirely. Totals here are lower than the cards above: only clicks that resolve to an ad can be attributed to a campaign. feeds and lead buyers open the demand side of any row — account, campaign or ad. Feeds show which feed at which tier bought the clicks; lead buyers show who bought the leads. They are separate controls because they are separate businesses: one pays per click into an auction, the other per lead accepted, and a row only offers the sides it actually earned from. Each side ends in its own subtotal, and the two together always sum to that row’s revenue, at every level. Clicks there counts only the clicks a feed paid for, a fraction of the clicks the ad produced; Sold counts sales that produced a payout, so it can sit a lead or two below the parent, which counts leads marked sold whether or not the payout has landed; and RPL is revenue per unit of that row — per paid click for a feed, per lead sold for a buyer.

Click feedsOld Account only

Each figure shows its change against the same figure last period, so a feed paying less per click reads differently from one being sent fewer clicks — revenue alone moves the same either way. Avg bid averages every bid into the feed, winning or not: market context, not earnings. RPU is what a click actually paid. Expanding a feed shows its own tiers — QuoteWizard’s Platinum and Diamond, SwitchBoard’s Email and SEM, numeric ids for Arity and QuinStreet. Those come straight from the payout and so, unlike the campaign view, need no attribution and add up exactly; bids are not tiered and stay blank there. Tier names are each feed’s own and are not comparable between feeds. For which campaigns and ads earned this, open sources on a campaign in the Campaigns section. A blank change means no activity at all last period, which is not the same as a fall from zero.

Lead buyersOld Account only

Each figure shows its change against the same figure last period, so a buyer paying less per lead reads differently from one accepting fewer. Accept is sold ÷ sent, this buyer’s own acceptance rate — not the dashboard’s sold rate, which spans every buyer. RPU is revenue per lead sold, so price and acceptance stay separable. A row with bids but no sends is a buyer in the auction receiving nothing. Expanded rows cover only what traces back to an ad — about half of pings and sends carry a resolvable identity — so the rates there read higher than the buyer’s own row: traffic that resolves is traffic that tracks, and it converts better.

DemographicsOld Account only

No car make segment has 40+ leads yet, so differences between them are still chance.

Leads are counted in the window they arrived, and a sale counts toward them whenever it lands — so a demographic is judged on the leads it produced, not on the day money happened to arrive. Recent windows therefore understate sold rate. Sold rate is coloured against this scope’s 12.3% baseline, and only once a row has at least 40 leads — below that a rate is chance, not a finding. Feed bid is dollars per click into the click feeds and Lead bid is dollars per lead offered by lead buyers — two different markets valuing the same person, never averaged together. Avg sold is confirmed revenue per lead sold, not the price field on the lead row.

Rev/lead, Cost/lead and Net/lead are measured over the same population — the leads that resolve to an ad, since spend exists only at ad grain and a lead with no ad has no cost to carry. Cost charges an ad’s whole spend across the leads it produced, so it is deliberately conservative: that same spend also bought clicks from people who never became a lead, and their click revenue is excluded from both sides. Net therefore reads worse here than the blended business does. Expanding shows only leads that trace back to an ad, so campaigns sum to less than the row above them.

TimingOld Account only

Not enough leads per hour yet to separate real patterns from chance.

Buckets are Mountain time, DST included — the warehouse stores UTC, and raw UTC hours would sit six or seven hours off what the business actually experienced. Feed bid is dollars per click into the click feeds; Lead bid is dollars per lead offered by lead buyers. Different units, never averaged together. Bids and clicks are bucketed by when they happened; leads, sold and avg sold by when the lead arrived, so a late-night lead that sells at 9am counts toward the night — the question here is what traffic from an hour is worth. Sold rate is coloured against the 12.3% baseline once a bucket has 25+ leads. There is no cost column: Facebook spend is ingested at daily grain, so CPL and ROAS cannot be split by hour without an hourly pull.

Expand a hour to see it per counterparty — which feed was paying then, which buyer was accepting. A buyer that is both appears once, with both halves filled. Inside an expanded row, Leads means leads sent to that buyer and sold rate is their acceptance of them, where the row above counts every lead that arrived — same question, narrower denominator. Those figures are bucketed by when we contacted the buyer, which is the clock a daypart rule acts on.

Before switching a feed off for an hour, check the volume behind it: a single fortnight gives each weekday two or three samples, and each hour fewer still.