Paid KPIs
Total Spend
$35,918
all Meta campaigns
Blended CPL
—
0 paid leads
Cost / Qual. App
—
0 qualified
Cost / Intro Call
—
0 booked
Cost / Strategy Call
$11,973
3 booked
ROAS
0.00x
$0 paid cash
Cost / Close
—
needs paid-deals join
Funnel Cost Breakdown
Cost at each conversion stage, per funnel. Green is at or below benchmark, red needs attention.
$4,441of Meta spend is from retargeting/nurture campaigns that don't map cleanly to one funnel. It's counted in the totals, never guessed into a card.
ROAS Calculator
InteractiveAdjust the sliders to model any ad spend and revenue target. The calculator shows what the funnel needs to look like to hit the number.
Projections use the blended benchmark rates from the Paid KPI spec ($365 CPL, 22% lead to app, 65% app to booked, 70% show, $9,750 AOV).
Spend & CPL Trend
ROAS line lands with the revenue joinMonthly cost table
| Month | Spend | Cash Collected (Paid) | ROAS | Leads | CPL | Qualified Apps | CPA | Intro Calls Booked | Cost / Intro Call | Strategy Calls Booked | Cost / Strategy Call |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 2025-12 | $61,515 | $76,050 | 1.24x | 2 | $30,757 | 0 | — | 0 | — | 0 | — |
| 2026-01 | $59,761 | $271,985 | 4.55x | 2,654 | $23 | 0 | — | 0 | — | 86 | $695 |
| 2026-02 | $46,710 | $123,523 | 2.64x | 2,238 | $21 | 0 | — | 0 | — | 135 | $346 |
| 2026-03 | $42,140 | $107,284 | 2.55x | 3,757 | $11 | 570 | $74 | 130 | $324 | 191 | $221 |
| 2026-04 | $50,050 | $111,041 | 2.22x | 4,605 | $11 | 1,123 | $45 | 295 | $170 | 289 | $173 |
| 2026-05 | $68,873 | $210,311 | 3.05x | 3,677 | $19 | 1,212 | $57 | 278 | $248 | 286 | $241 |
| 2026-06 | $64,200 | $183,630 | 2.86x | 3,653 | $18 | 1,085 | $59 | 343 | $187 | 365 | $176 |
| 2026-07 | $132,075 | $355,309 | 2.69x | 4,158 | $32 | 840 | $157 | 365 | $362 | 488 | $271 |
| 2026-08 | $161,259 | $62,629 | 0.39x | 1,301 | $124 | 352 | $458 | 129 | $1,250 | 174 | $927 |
| 2026-09 | $35,918 | $0 | 0.00x | 0 | — | 0 | — | 0 | — | 3 | $11,973 |
| 2026-10 | — | $0 | — | 0 | — | 0 | — | 0 | — | 1 | — |
| 2026-11 | — | $0 | — | 0 | — | 0 | — | 0 | — | 1 | — |
| 2027-04 | — | $0 | — | 0 | — | 0 | — | 0 | — | 0 | — |
Blended across all Meta campaigns per month. ROAS is cash-basis: cash collected in a month divided by ad spend in that same month, using each payment's last-touch attribution (96% of payments carry attribution). Refunds are counted in, not subtracted, and flagged separately below. A "—" means no Meta spend has been imported for that month, never a $0.
Refunds — flagged monthly, with where they came from
| Month | Refunds | Cash Refunded | Source |
|---|---|---|---|
| 2025-02 | 1 | $1,000 | Organic $1,000 |
| 2025-09 | 2 | $970 | Unattributed $873 · Organic $97 |
| 2025-10 | 2 | $7,927 | Organic $5,500 · Paid $2,427 |
| 2025-11 | 3 | $2,847 | Organic $2,847 |
| 2025-12 | 6 | $15,743 | Organic $13,588 · Paid $2,155 |
| 2026-01 | 5 | $26,652 | Organic $15,458 · Paid $11,167 · Unattributed $28 |
| 2026-02 | 10 | $23,985 | Organic $18,500 · Unattributed $2,991 · Paid $2,494 |
| 2026-03 | 6 | $4,059 | Organic $3,059 · Paid $1,000 |
| 2026-04 | 11 | $15,470 | Organic $15,470 |
| 2026-05 | 11 | $33,258 | System $17,158 · Organic $15,100 · Paid $1,000 |
| 2026-06 | 6 | $6,397 | System $4,000 · Paid $1,247 · Organic $1,150 |
| 2026-07 | 11 | $48,500 | Paid $19,333 · Organic $15,167 · System $14,000 |
| 2026-08 | 2 | $8,225 | System $5,000 · Paid $3,225 |
Refunded payments stay inside the ROAS and cash numbers above (Pedro's call), this table exists so refunds are never invisible: how many, how much, and which traffic source the refunded customers originally came from.
Leads by channel & funnel
| Channel | Funnel / Asset | Leads |
|---|---|---|
| Meta | BU Challenge | 10,223 |
| Meta | 7 Step PDF | 7,750 |
| BU Challenge | 5,448 | |
| Meta | BC Funnel | 3,115 |
| BC Funnel | 520 | |
| Meta | Masterclass Wealth Builder | 49 |
| Application | BU Challenge | 45 |
| Application | Masterclass Wealth Builder | 29 |
| 7 Step PDF | 28 | |
| Meta | Masterclass | 27 |
| 7 Step PDF (on file) | BC Funnel | 11 |
| Setters | Masterclass | 4 |
| Application | BC Funnel | 3 |
| Reactivation AI | BU Challenge | 1 |
| Meta | Letter Template | 1 |
| Setters | Masterclass Wealth Builder | 1 |
| Total | 27,255 | |