Core KPIs from TFM's active webinar registration campaign. CPL target: $5–$7 per webinar registration. Data from Pipeboard MCP (live) and historical archive CSVs.
PB Pipeboard MCP (Meta Ads)
CSV ad-performance-backfill.csv
CAMP 120233091829250773
Last 28 Days (Feb 26 – Mar 26, 2026) — Live Pipeboard Data
Total Spend
$37,376
~$1,335/day average
Registrations
5,922
via submit_application pixel
Strong volume
Cost Per Registration
$6.31
Target: $5–$7
In target range
CTR / CPM
5.20%
CPM: $29.96 | CPC: $0.58
Strong engagement
CPL Trend — Full History (Dec 2025 – Mar 2026)
Weekly Spend vs. Registrations
Monthly Summary (Pipeboard — Nov 2025 to Mar 2026)
| Month |
Spend |
Registrations |
CPL |
LP Views |
LP CVR |
CTR |
CPM |
| Nov 2025 |
$7,088 |
1,866 |
$3.80 |
6,787 |
27.5% |
5.50% |
$22.14 |
| Dec 2025 |
$24,769 |
4,859 |
$5.10 |
17,544 |
27.7% |
5.60% |
$31.13 |
| Jan 2026 |
$28,922 |
5,744 |
$5.03 |
22,037 |
26.1% |
4.99% |
$23.29 |
| Feb 2026 |
$41,343 |
5,702 |
$7.25 |
23,476 |
24.3% |
5.26% |
$29.14 |
| Mar 2026 (to 26th) |
$33,403 |
5,478 |
$6.10 |
20,654 |
26.5% |
5.27% |
$29.25 |
Top-performing creatives by CPL and ROAS attribution. ROAS data from closed-deals backfill (GHL-verified UTM attribution). Only DCTs with confirmed closes shown in ROAS column.
CSV dct-roas-breakdown.csv
CSV closed-deals-backfill.csv
PB Pipeboard (L28D ad-level)
Top DCTs by Revenue Attribution (All-Time)
| DCT |
Format |
Deals |
Revenue |
Avg Deal |
Active Months |
Status |
| DCT 107 |
UGC |
14 |
$80,469 |
$5,748 |
7 |
Top Performer |
| DCT 142 |
Mixed |
6 |
$38,235 |
$6,373 |
2 |
Strong |
| DCT 152 |
Mixed |
5 |
$31,737 |
$6,347 |
2 |
Strong |
| DCT 122 |
TOV |
4 |
$25,489 |
$6,372 |
4 |
Consistent |
| DCT 169 |
Mixed |
3 |
$20,747 |
$6,916 |
2 |
Recent |
| DCT 103 |
UGC |
3 |
$20,994 |
$6,998 |
4 |
7-Day ECC |
| DCT 165 |
Mixed |
2 |
$12,497 |
$6,249 |
2 |
Recent |
| DCT 167 |
Mixed |
2 |
$12,494 |
$6,247 |
1 |
Recent |
Current Cycle Top Performers (March 2026)
DCT 187 — TOV: WinningAD
$5.26
CPL | 1,375 registrations
Hook: "Your five acres could become a destination people travel across the world for."
Top volume performer
DCT 186 — Mirror Mirror
$4.94
CPL | 182 registrations
Best CPL efficiency this cycle. Needs ROAS validation before scaling.
Early winner — needs volume
DCT 188 — Life Hacks
$4.97
CPL | 565 registrations
New strong performer. Sub-$5 CPL with solid volume.
Strong early signal
Revenue by DCT (Top 10 — All-Time Attribution)
Creative Insight: DCT 107 (UGC) dominates all-time with 14 deals / $80K revenue across 7 months. TOV iterations of winning UGC (like DCT 187) are now outperforming originals on CPL. New concepts DCT 186 ($4.94 CPL) and DCT 188 ($4.97 CPL) show sub-$5 potential but need down-funnel ROAS validation before scaling. DCT 183 remains the top ROAS performer for recent cycles.
The clear accountability line: TFM controls everything above the handoff (ad performance, CPL, registrations). EH controls everything below (attendance, call booking, close rate). This is a snapshot of the latest complete webinar cycle.
CSV webinar-funnel-clean.csv
GHL GoHighLevel (calls/closes)
PB Pipeboard (spend)
March 9, 2026 Webinar Cycle (Latest Complete Data)
TFM Delivers
Registrations
2,856
$5.75 CPL
Handoff Point — TFM Delivers Registrations, EH Converts
EH Converts
Revenue
$32,988
2.01x ROAS
Webinar Cycle Comparison (Last 6)
| Webinar |
Spend |
Regs |
CPL |
Calls |
Book Rate |
Closes |
Revenue |
ROAS |
| 3/19/26 In Progress |
$3,658 |
550 |
$6.65 |
30 |
5.5% |
0 |
$0 |
— |
| 3/9/26 |
$16,433 |
2,856 |
$5.75 |
49 |
1.7% |
4 |
$32,988 |
2.01x |
| 2/26/26 |
$14,089 |
1,973 |
$7.14 |
72 |
3.7% |
3 |
$26,491 |
1.88x |
| 2/16/26 |
$14,081 |
1,785 |
$7.89 |
99 |
5.5% |
3 |
$32,094 |
2.28x |
| 2/5/26 |
$15,459 |
2,541 |
$6.08 |
50 |
2.0% |
4 |
$30,241 |
1.96x |
| 1/27/26 |
$9,178 |
1,704 |
$5.39 |
60 |
3.5% |
6 |
$38,735 |
4.22x |
ROAS Context: Isaac's threshold is 2.5x 30-day ROAS. March TFM-attributed ROAS is 2.56x — above target. Total ROAS including organic closes is 3.37x. March CPL recovery ($6.10) driving healthier unit economics. Attribution data is from GHL pipeline (won opportunities with UTM first-touch attribution) — the source of truth for ROAS.
All March won opportunities from GHL, broken down by attribution source. TFM-attributed = paid ad first-touch (UTM/tag confirmed). Organic = no ad touchpoint. GHL pull: March 27, 2026.
GHL GoHighLevel Won Opps (live 3/27)
TFM-Attributed ROAS
2.56x
11 deals | $85,573 revenue
Above 2.5x target
Total ROAS (All Channels)
3.37x
14 deals | $112,414 revenue
Includes 3 organic closes
March Ad Spend
$33,403
26 days | $6.10 CPL | 5,478 regs
| Close Date |
Name |
Revenue |
Source |
DCT / First Touch |
Attribution |
| 3/1 | Michael Antolini | $9,997 |
Lead Magnet | DCT 169 (Hybrid Ad) |
TFM Confirmed |
| 3/5 | Niles Hogan | $9,997 |
Live Webinar | DCT 170 (Feb 5th) |
TFM Confirmed |
| 3/5 | Dmitry Feldberg | $9,997 |
Lead Magnet | Referral (organic) |
Organic |
| 3/5 | Josh Kasinskas | $6,750 |
Lead Magnet | Referral (organic) |
Organic |
| 3/9 | Lisa James | $6,597 |
Lead Magnet | DCT 165 (Jan 15th) |
TFM Inferred |
| 3/10 | Scott & Jenny Viney | $9,997 |
Live Webinar | DCT 183 (Mar 9th LAL) |
TFM Confirmed |
| 3/10 | Brooke Kelley | $6,497 |
Live Webinar | DCT 183 (Mar 9th) |
TFM Confirmed |
| 3/13 | Cristina Pastrana | $6,497 |
Live Webinar | DCT 176 (Not for Everyone) |
TFM Confirmed |
| 3/16 | Matthew Kruger | $9,997 |
Live Webinar | DCT 183 (Mar 9th LAL) |
TFM Confirmed |
| 3/16 | Kevin Gaisbauer | $6,497 |
7-Day Course | DCT 111 (Static 7-Day) |
TFM Confirmed |
| 3/18 | Alex Fuller | $6,500 |
Live Webinar | fb_ad (broken UTM template) |
TFM Confirmed |
| 3/18 | Joshua Voegelin | $9,997 |
Discovery Call | Referral (organic) |
Organic |
| 3/24 | Jamie Seaton | $6,497 |
Lead Magnet | DCT 160 (Jan 15th) |
TFM Confirmed |
| 3/1 | Mason Smith | $6,597 |
Lead Magnet | No UTM |
Pending |
Attribution Key: TFM Confirmed = paid ad UTM or "paid ads" tag in GHL. TFM Inferred = DCT in UTM but no explicit paid tag. Organic = first touch is referral from experientialhospitality.com, tagged "organic leads." Pending = no UTM data, attribution unclear.
Action: Alex Fuller's UTM template was broken (literal {{adset.name}} instead of resolved value). This is a tracking gap — check if other ads have unresolved UTM macros. Also: Mason Smith has no UTM data at all — needs manual investigation.
Full weekly CPL history from the ad-performance-backfill archive. Shows the complete trajectory from December 2025 through March 2026 — 13 weeks of data.
CSV ad-performance-backfill.csv (13 weeks)
| Week Ending |
Spend |
Registrations |
CPL |
CTR |
LP CVR |
WoW CPL |
| 12/28/2025 | $3,440 | 438 | $7.85 | 4.84% | 6.3% | — |
| 01/04/2026 | $6,770 | 863 | $7.85 | 4.35% | 5.8% | 0.0% |
| 01/11/2026 | $8,919 | 1,776 | $5.02 | 4.53% | 10.8% | -36.1% |
| 01/18/2026 | $6,670 | 1,328 | $5.02 | 4.32% | 9.9% | 0.0% |
| 01/25/2026 | $7,913 | 1,576 | $5.02 | 5.05% | 8.3% | 0.0% |
| 02/01/2026 | $8,622 | 1,717 | $5.02 | 4.59% | 9.9% | 0.0% |
| 02/08/2026 | $9,697 | 1,407 | $6.89 | 6.48% | 4.8% | +37.3% |
| 02/15/2026 | $12,945 | 1,878 | $6.89 | 4.70% | 9.4% | 0.0% |
| 02/22/2026 | $6,310 | 916 | $6.89 | 5.13% | 11.2% | 0.0% |
| 03/01/2026 | $10,418 | 1,512 | $6.89 | 4.45% | 11.9% | 0.0% |
| 03/08/2026 | $9,243 | 1,552 | $5.96 | 5.91% | 9.7% | -13.5% |
| 03/15/2026 | $10,915 | 1,833 | $5.95 | 5.42% | 9.1% | -0.2% |
| 03/22/2026 | $8,775 | 1,473 | $5.96 | 4.78% | 9.9% | +0.2% |
CPL Trajectory: Clear improvement from the Feb spike ($6.89) down to the March steady state ($5.95–$5.96). The $5.02 floor from January was during a high-efficiency period. Current range of $5.95–$6.10 is within the $5–$7 target and trending in the right direction. The Feb spike correlates with external factors (webinar date changes, platform outage, time zone shifts) — not ad performance issues.