StoriePro — Monthly Performance Report

Executive Summary

StoriePro brought in approximately 33 leads in April at an effective CPL of ~$38. Two campaign moves shaped the month: a mid-month cleanup of 7 underperforming ads, and a major creative refresh on Apr 26 paired with the standard $1K budget refresh and a deliberate front-load of spend to push new creative through learning. A tracking gap on the new client website caused ~10 leads to go unrecorded by Meta during Apr 18–28 (now fixed). The strongest signal of the month: 11 real leads came in across Apr 26–27 against $321 in spend — an effective $29 CPL during the new-creative launch window. Frequency rose from 1.11 to 2.38 — still safe, but worth watching.

Actual leads in April: ~33 at an effective CPL of ~$38. Meta's reporting shows only 23 leads at $54.55 CPL because the Meta pixel was missing from the new client website during approximately Apr 18–28, so ~10 real lead submissions never fired in Ads Manager. Pixel is now installed and tracking is restored. The numbers throughout this report show both the adjusted (actual) and recorded values where they differ — the adjusted figures are the ones to read.

Strategic Context

Front-loaded budget to stress-test the funnel and accelerate creative learning. The campaign runs on a lifetime budget structure: each 30-day window we add $1K and adjust the ad-set timeline so Meta knows when to spend it by. This month, instead of extending the timeline by a full 30 days, the timeline was shortened — same $1K, but compressed window forces a faster spend pace. Reasoning: March's CTR and LP conversion rate were both higher than usual, signaling the funnel was dialed in. Front-loading let us push new creative through Meta's learning phase faster than a slow-burn test would have allowed. Apr 26-27 saw $321.33 in spend (~4x normal daily pace) — per Christian's own count, 11 leads landed in that 2-day window for an effective $29 CPL. Timeline was reset to normal pacing on Apr 27 morning.

Tracking Gap — Resolved

The Meta pixel was missing from the new StoriePro website during approximately Apr 18–28, so ~10 real lead submissions weren't recorded in Ads Manager during that window. The gap was caught when 11 leads came in over a 2-day stretch that didn't match Meta's reported numbers. Pixel has since been deployed and is firing correctly — tracking is fully restored going into May.

Weekly Trend

Week	Spend	Impressions	Link Clicks	Leads (Recorded)	CPL (Recorded)
Mar 30 – Apr 5	$182.28	2,406	55	5	$36.46
Apr 6 – Apr 12	$264.40	3,445	72	8	$33.05
Apr 13 – Apr 19	$235.10	3,394	73	7	$33.59
Apr 20 – Apr 26 *	$333.63	4,402	91	0	—
Apr 27 – Apr 30 (4d) *	$239.35	3,307	90	3	$79.78

* Pixel was missing from the new StoriePro website during approximately Apr 18 – Apr 28. The recorded "0 leads" for Apr 20-26 and the recovering "3 leads" for Apr 27-30 do not reflect actual lead volume during the high-spend Apr 26-27 launch window. Christian's count was 11 real leads across Apr 26-27 alone — ~10 of those are missing from Meta's data and would put both weeks at much healthier CPLs once attributed.

Changes Made This Month

Apr 21 — Mid-month cleanup. Paused 7 underperforming ads across both ad sets (most had ≥7 days of delivery with under $10 in spend and zero leads). Goal was to concentrate budget on proven winners.
Apr 21 onward. CPL on the remaining ads rose rather than fell after the cleanup. Working hypothesis: testimonial / social-proof creatives had been contributing halo conversions even on modest spend — informed the plan to reactivate the testimonial on Apr 26.
Apr 26 — Creative refresh + monthly budget add. Activated 6 new ads, paused 1, and uploaded fresh creative images. Added the standard $1K to the campaign budget. Compressed the ad-set timeline for a few days to push the new creative through Meta's learning phase faster.
Apr 27 — Testimonial reactivated + timeline reset. Brought the testimonial creative back online in updated dark-theme styling alongside a new "Featured Client" ad. Extended ad-set timelines back out to normal pacing (~$30–40/day).
Apr 27–28 — Tracking gap caught and queued for fix. Discovered the pixel was missing from the new client website. ~10 leads from Apr 18–28 weren't recorded in Ads Manager. Pixel has since been deployed and is firing correctly.
Throughout April. Added UTM parameters to new ads for cleaner attribution outside Meta. New copy variants written for the dark-theme creative line.

What We Expected vs What We Saw

Action	Expected	Actual	Assessment
Mid-month cleanup	Lower CPL by removing non-converting ads	CPL on remaining ads rose, not fell — pointed to halo effect from the testimonial / social-proof creatives that had been pulled.	Below expected
Front-loaded spend	4x daily pace; faster learning-phase exit for new creatives	$321 spent across Apr 26–27, 11 real leads landed (~$29 effective CPL). Funnel held under stress.	Exceeded
Frequency management	Stay below 3.0 fatigue threshold	2.38 in April (up from 1.11 in March). Below threshold but trending up — worth watching.	Watch

Campaign Performance

Campaign	Status	Spend	Impressions	Link Clicks	Leads (Recorded)	CPL (Recorded)
PVM \| Lead Gen \| 2025-2026 \| CBO	Active	$1,254.78	16,955	381	23	$54.55

Single active campaign with CBO (Campaign Budget Optimization). All other campaigns remain paused. The "Recorded" lead count and CPL above are Meta's reported numbers; the actual lead total is approximately 33 at an effective ~$38 CPL once the ~10 unrecorded leads from the Apr 18–28 pixel gap are added back.

Ad-Level Performance

Ad Name	Ad Set	Spend	Impressions	Link Clicks	Link CTR	Leads	CPL
Laptop white bg \| previous winner Top Performer	Interior Designers 1% LAL	$554.59	6,995	160	2.29%	14	$39.61
Architects \| Dark Coffee Theme New	Architects 2% LAL	$174.95	2,706	79	2.92%	3	$58.32
Mock up	Interior Designers 1% LAL	$169.42	2,162	36	1.67%	1	$169.42
Architects \| Mock up	Architects 2% LAL	$155.55	2,316	31	1.34%	1	$155.55
Laptop white bg \| previous winner Best CPL	Architects 2% LAL	$111.88	1,637	42	2.57%	4	$27.97
Designers \| Dark Theme New	Interior Designers 1% LAL	$63.67	832	20	2.40%	0	—
Designers \| Testimonial Dark Theme Reactivated	Interior Designers 1% LAL	$8.52	81	5	6.17%	0	—
Architects \| Social Proof New	Architects 2% LAL	$6.99	91	3	3.30%	0	—
Architects \| Featured Client New	Architects 2% LAL	$3.09	64	0	0.00%	0	—
6 other ads with <$5 spend each		$6.12	71	5	—	0	—

Recorded leads for ads that ran during Apr 18–28 are understated because of the pixel gap, so the per-ad CPL column is not a clean attribution view. CTR is the more reliable signal for the new creatives (which only launched Apr 26–27): the Architects Dark Coffee Theme is showing strong early CTR at 2.92%, and the reactivated Designers Testimonial Dark Theme came out of the gate at 6.17% on small spend — both worth letting run a full window before judging. The Mock up creatives in both ad sets continue to under-deliver on CTR and CPL and are the most likely candidates to pause or replace next.

Audience Insights

Audience	Spend	Impressions	Link Clicks	Link CTR	Leads (Recorded)	CPL (Recorded)
Interior Designers \| 1% LAL + Interest Ages 25–54, female only, US	$801.52	10,125	225	2.22%	15	$53.43
Architects \| 2% LAL + Interest Ages 28–54, all genders, US	$453.24	6,829	156	2.28%	8	$56.65

Key finding: Budget allocation flipped vs March — Interior Designers received 64% of spend this month (vs 41% in March) and Architects 36% (vs 59%). The shift was driven by the "Laptop white bg" creative delivering more strongly in the Designers ad set. Recorded CPLs landed close to each other ($53.43 vs $56.65), and both will look healthier once the ~10 unrecorded leads are added back. Both audiences are converting at similar rates once the dominant creative is matched to them.

Recommendations for Next Month

Let the new creative run a full clean window with tracking restored. The Dark Coffee Theme, Dark Theme, Featured Client, and Testimonial Dark Theme creatives only got 4–5 days of delivery in April — mostly during the pixel-gap window, so April CPLs on those ads are not a fair read. With the pixel now live, May will be the first clean view of how the new creative line actually performs.
Pause or replace the Mock up creatives if the trend holds another 1–2 weeks. Both Mock up variants ran meaningful spend in April with weak CTR (1.34% and 1.67%) and very high recorded CPLs. They were the previous test direction; the new Dark Theme line is showing better early signals.
Watch frequency — currently at 2.38, up from 1.11 in March. The jump came from concentrating spend on fewer ads after the Apr 21 cleanup plus the Apr 26–27 front-load. Still safely below the 3.0 fatigue threshold, but worth tracking. The newly activated creatives should help bring it down once they pick up delivery.
Hold budget at $1K/month for now. Plan stays as-is: $1K added per 30-day cycle. April's data shows the funnel responds well to more spend — the Apr 26–27 launch window produced an effective $29 CPL at 4x normal daily pace — but per our conversation, you'd like to see a stronger pipeline of leads converting to clients before scaling spend. Easy to revisit at any point if you want to open up the throttle.

Budget Summary

Why April calendar spend is $1,254 and not $1,000. The $1K/month plan is structured as a 30-day spend cycle — $1K is added to the campaign's lifetime budget every 30 days, and Meta paces it across the cycle. Those 30-day cycles don't line up with calendar months. April calendar month captured the tail of the previous cycle (started in late March) plus the first ~5 days of the new cycle that began Apr 26. The compressed-timeline tactic on Apr 26–27 also pulled some spend forward, so a larger share of the new cycle landed inside April rather than May. Net effect: April calendar shows $1,254 in spend; the underlying period budget is still $1K every 30 days.

$1,254.78

Total Spend (April)

Total billed in April: $1,273.10 across 4 charges. Spend exceeds the $1K monthly target because of how 30-day cycles overlap calendar months — see note above.

$41.83

Daily Average

Range: $26.04/day average (Mar 30 – Apr 5 baseline week) to $160.67/day average (Apr 26–27 front-load window)

$1,000

Period Budget

Standard $1K added to the campaign's lifetime budget on Apr 26 for the next 30-day window. Cadence holds going forward.