Media BuyingAll accounts

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.

Click feeds

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 shows only what traces back to an ad, so those rows sum to less than the feed itself — and less again for bids than revenue, since only about half of bids carry a resolvable identity. A blank change means no activity at all last period, which is not the same as a fall from zero.

Lead buyers

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.

Demographics

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 13.8% baseline, and only once a row has at least 40 leads — below that a rate is chance, not a finding. Avg sold is confirmed revenue per lead sold, not the price field on the lead row. Expanding shows only leads that trace back to an ad, so campaigns sum to less than the row above them.

Timing

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 13.8% 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.