product_brief · human_confirmed
Campaign review dashboard — decision framework
Main goal for the dashboard: Open it during campaign review calls and immediately decide what to do with every campaign: Scale / Hold / Downscale / Kill. Per-campaign KPIs to show clearly: - Spend - Leads - CPL - Booked calls - Cost per booked call - Qualified calls - Cost per qualified call (CPQC) - Customers / closes - CAC - Which leads came from that specific campaign (ideally exact ad/creative) Under each campaign, show the actual leads and current status, e.g.: - Qualified / unqualified - Booked - Showed / no-show - Closed - Follow-up - Still in pipeline - Lost Ideally also a short note/summary of what happened with each lead or how the conversation/call went, so lead quality is visible without manually asking the closer every time. Decision-making hierarchy: 1. Look at CAC first. If CAC clearly tells the answer, scale/hold/downscale/kill accordingly. 2. If CAC is not clear yet (not enough closes), look deeper at cost per qualified call. 3. Then cost per booked call and CPL. 4. Most importantly, look at the actual quality/status of leads from that campaign. Example: a campaign with 0 customers can look bad on CAC, but if it has 5 qualified calls still actively in pipeline, do not kill it prematurely. End goal: no jumping between Meta, GHL, spreadsheets, and the closer. Open the dashboard, understand every campaign KPIs + lead quality, and make all 4 decisions directly during the call.