Account KPIs
Amount Spent
$14.6K
$14,647.37
Leads
653
Total conversions
Avg CPL
$22.43
Target: $22.43
Impressions
397K
396,773
Reach
170K
Accounts Center accounts
CTR (all)
5.18%
Link CTR: 2.54%
CPM
$36.92
Cost per 1,000 impressions
CPC (all)
$0.7100
Cost per click (all)
CPC (link)
$1.4500
Cost per link click
Frequency
2.34×
Avg impressions per account
Cost per Lead by Campaign
Sorted by CPL ascending · Colors update with your CPL target · Dashed line = your target ($22.43)
Spend by Objective
Total: $14,647.37
Lead Volume by Campaign
Bar color reflects CPL performance vs. your target
Daily Spend & Lead Trend
Simulated 30-day trend based on account totals
Campaign Breakdown
All highlights update live with your CPL target · Click any row to expand · Sort by any column
| Campaign | Status | Spent | Impressions↕ | Leads↕ | CPL (target: $22.43)↕ | CTR (all)↕ | CTR (link)↕ | CPM↕ | Freq↕ | Details |
|---|---|---|---|---|---|---|---|---|---|---|
FEGLI Trap — Hook 1 | On Target | $3,614.90 | 99,646 | 162 | $22.31 | 4.35% | 2.65% | $36.28 | 1.73× | |
FEGLI Trap — Hook 2 | On Target | $2,881.30 | 77,697 | 132 | $21.83 | 3.77% | 2.29% | $37.08 | 1.56× | |
FEGLI Trap — Hook 3 | Moderate | $1,853.76 | 51,657 | 70 | $26.48 | 3.32% | 2.06% | $35.89 | 1.41× | |
Annuity — Finish Line [SAC] | Over Target | $1,791.86 | 49,228 | 24 | $74.66 | 6.07% | 2.41% | $36.40 | 1.51× | |
Annuity — Oct 2025 #2 | On Target | $1,366.10 | 39,240 | 105 | $13.01 | 8.33% | 3.95% | $34.81 | 1.27× | |
Annuity — Oct 2025 #2 [SAC] | On Target | $1,293.79 | 30,446 | 73 | $17.72 | 7.98% | 3.39% | $42.49 | 1.44× | |
Annuity — May 2025 #1 | On Target | $876.38 | 24,435 | 61 | $14.37 | 6.66% | 1.81% | $35.87 | 1.36× | |
Annuity — May 2025 Legacy [SAC] | Moderate | $596.77 | 18,629 | 21 | $28.42 | 5.53% | 1.46% | $32.03 | 1.40× | |
[Conv] FEGLI | Over Target | $372.51 | 5,795 | 5 | $74.50 | 4.00% | 1.97% | $64.28 | 1.32× |
On Target
Campaigns with CPL ≤ your target of $22.43
Annuity — Oct 2025 #2
Annuity — May 2025 #1
Annuity — Oct 2025 #2 [SAC]
FEGLI Trap — Hook 2
FEGLI Trap — Hook 1
Over Target
Campaigns with CPL > 1.5× your target · $2,164.37 at risk
Annuity — Finish Line [SAC]
PAUSE IMMEDIATELY. Spending $1,791 for only 24 leads at $74.66 CPL — 3.3× the account average. Reallocate budget to Annuity Oct25-2.
[Conv] FEGLI
PAUSE. CPM of $64.28 is 74% above account average, and CPL of $74.50 is 3.3× the account average. The audience/creative combination is not viable in the current auction.
Actionable Next Steps
Prioritized recommendations based on performance data and Meta's optimization mechanics
Pause 'Annuity Finish Line [SAC]'
This campaign is spending $1,791.86 for only 24 leads at $74.66 CPL — 3.3× the account average. Immediate pause and budget reallocation will lower your blended CPL.
Pause '[Conversion] FEGLI'
CPM of $64.28 (74% above account average) and CPL of $74.50 indicate this audience/creative combination is not competitive in the current auction environment.
Scale 'Annuity Oct 2025 #2' budget 15–20%
At $13.01 CPL — 42% below account average — this is your most efficient campaign. Incrementally increase budget every 3 days while CPL stays below $25.
Enable Advantage+ Placements on top Annuity campaigns
Meta's system recommends enabling Advantage+ placements on the active Annuity campaign. The algorithm estimates a 9% lower cost per result by accessing all eligible placements.
Consolidate FEGLI Trap Hooks 1 & 2 into one CBO
Hooks 1 ($22.31 CPL) and Hook 2 ($21.83 CPL) are performing similarly. Merging into a single CBO allows Meta's ML to dynamically allocate between hooks for marginal efficiency gains.
Opt-in to Reels placements for FEGLI Trap creatives
Meta recommends Reels placements for ads with media that performs well in that format. Fullscreen 9:16 vertical video with audio has shown better performance vs. other formats.
Test new landing page for 'Annuity May 2025 Legacy [SAC]'
The low CTR (link click-through rate) of 1.46% on this campaign suggests the landing page is the conversion bottleneck, not the ad creative. A/B test a new landing page variant.