Ad Diagnostics
Loren's framework: CTR ratio, frequency, LP conversion, ROAS decomposition.
CPC & CPM trend
Click and impression cost over time
CTR All vs CTR Link
Ratio > 2 suggests engagement bait
Ad Fatigue Monitor
Frequency rising while CTR drops = fatigue
LP → Purchase funnel
Sessions vs sales conversion rate
2-Factor ROAS decomposition
ROAS = AOV / CPA — watch both factors
Campaign Health
Kill if CPA > $105 (5x target). Scale if CPA ≤ $21. Watch if impressions < 1,500.
| Campaign | Spend↓ | CPM | CTR (link) | CPC | Leads | CPL | Sales | CPA | Status |
|---|---|---|---|---|---|---|---|---|---|
| DM / 21 Systems Bundle / Sales | $578 | $187.32 | 5.9% | $3.17 | 0 | — | 11 | $52.52 | WATCH |
| DM / 21 System / Winning Ads | $156 | $206.90 | 4.4% | $4.71 | 0 | — | 1 | $155.59 | WATCH |
| Control: Fulfillment Bottle Neck / 2AM | $75 | $110.12 | 2.2% | $5.00 | 0 | — | 0 | — | WATCH |
| DM / Scaling Campaign LLA 1% | $56 | $193.06 | 1.7% | $11.12 | 0 | — | 0 | — | WATCH |
| DM / Scaling Campaign LLA 1% | $49 | $175.68 | 3.2% | $5.47 | 0 | — | 0 | — | WATCH |
| DM / Testing / 20 Minute Fulfillment Offer / LeadEnforce LLA 1% / CBO | $41 | $103.08 | 2.0% | $5.14 | 0 | — | 0 | — | WATCH |
| DM / LP + Checkout Retargeting / 30 Day | $6 | $202.14 | 0.0% | $0.00 | 0 | — | 0 | — | WATCH |