Clients Reports MSD – Latinovation

General Performance Overview

Total Investment

$11,068.43

Total Leads (Estimated)

Meta (67), Google (12), MNTN (5)

Overall Average CPL

$131.77

Highest Quality Channel

Organic Search

2m 9s engagement

Cost per Lead (CPL/CPA) by Channel

Engagement Quality (User Lifetime)

Investment Distribution by Platform

Leads Generated by Platform

Meta (Social Ads) Analysis

Investment in Leads

$4,765.40

Leads Generated

Cost per Lead (CPL)

$71.13

15% improvement vs May

Cost per Lead by Campaign

The Dilemma: Volume vs. Quality

Despite the low cost, users from Meta have almost zero engagement, indicating low real interest and questioning the long-term value of these leads.

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Average Lifetime Engagement Time

Detailed Lead Campaigns Table

Campaign	Spend (Jun)	Leads (Jun)	CPL (Jun)	CPL (May)	Improvement vs May
Fort Myers/Cape Coral	$548.29	10	$54.83	$62.23	-$7.40
Boca Leads	$732.19	12	$61.02	$70.03	-$9.01
Sarasota Leads	$397.12	6	$66.19	$87.15	-$20.96
St Pete Leads	$504.52	7	$72.07	$120.44	-$48.37 (SUCCESS)
Orlando Leads	$791.95	10	$79.20	$78.10	+$1.10
Naples Leads	$261.64	2	$130.82	$120.53	+$10.29 (PROBLEM)

Strategic Summary & Action Plan

From Optimizing Costs to Optimizing Value

Our focus evolves. The priority is no longer just getting the cheapest lead, but the one that generates the highest Return on Investment (ROI).

IMMEDIATE ACTION: Surgery on Google Ads

Pause the budget-draining "Performance Max" campaign. Analyze and scale the specific, high-quality PPC campaigns that attract valuable users.

CRITICAL PRIORITY: Validate Business Value

Implement a feedback loop with the sales team. Track leads from Meta and MNTN through to the final sale to discover the true ROI of each channel and decide where to invest more.

STRATEGIC OPTIMIZATION: Elevate Meta's Quality

Shift the focus from just CPL to quality metrics. Test audiences and campaigns that seek higher-intent users, even if the initial cost per lead is slightly higher.

FUNDAMENTAL: Fix Analytical Measurement

It is imperative to fix the event duplication in Google Analytics to ensure all future strategic decisions are based on 100% accurate and reliable data.

MSD Dashboard

General Performance Overview

Total Investment

Total Leads (Estimated)

Overall Average CPL

Highest Quality Channel

Cost per Lead (CPL/CPA) by Channel

Engagement Quality (User Lifetime)

Investment Distribution by Platform

Leads Generated by Platform

Meta (Social Ads) Analysis

Investment in Leads

Leads Generated

Cost per Lead (CPL)

Cost per Lead by Campaign

The Dilemma: Volume vs. Quality

Detailed Lead Campaigns Table

Google Ads Analysis

Total Investment

Attributed Leads

Overall CPL (Misleading)

The Tale of Two Channels: User Quality in Google Ads

Cost per Click (CPC) by Campaign

MNTN Analysis

Total Investment

Conversions

Competitive CPA

MNTN Conversion Funnel

Geographic Performance

Winning Creatives

Strategic Summary & Action Plan

From Optimizing Costs to Optimizing Value

IMMEDIATE ACTION: Surgery on Google Ads

CRITICAL PRIORITY: Validate Business Value

STRATEGIC OPTIMIZATION: Elevate Meta's Quality

FUNDAMENTAL: Fix Analytical Measurement

info@latinovation.com

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info@latinovation.com

© Copyright 2023 Latinovation. All rights reserved Privacy Policy | Cookie Policy | Terms & Conditions