Cheeky Denver — Monthly Performance Review
June 2026 · 6-month trend window: 2026-01 to 2026-06
Generated 2026-07-02 · Phase 2 (active)
Executive Summary
Performance Summary
June was the leanest month yet on the platform layer — cost per lead came in at $28.95, down 7% from May and less than half of March's $66, on 131 leads. A single static concept (Experts) is doing most of the heavy lifting at a $24 cost per lead and a 3.2% click-through, so the July priority is widening the creative base behind it rather than leaning harder on one asset. The funnel's remaining opportunity is the Consult Sent → Deposit step, which we're addressing through clearer upfront price anchoring and more personal post-plan follow-up — both already underway. June's close rate will keep climbing as this month's leads finish moving through the pipeline.
Meta Ads Efficiency (MoM)
Meta Lead Acquisition (last 6 months)
Cohort Efficiency — CPA & ROAS by acquisition month
Uses cohort method: of leads acquired in month X, count those that have reached Scheduled. Assumed deal value: $2,000.
Meta Performance Summary by Month
| Month | Spend | Leads | CPL | CTR | CPA (cohort) | ROAS (cohort) |
|---|
| Jan 2026 | $3,485 | 86 | $40.52 | 1.82% | $871 | 2.30x |
| Feb 2026 | $3,287 | 63 | $52.18 | 2.40% | $548 | 3.65x |
| Mar 2026 | $4,782 | 72 | $66.41 | 1.74% | $956 | 2.09x |
| Apr 2026 | $5,102 | 132 | $38.65 | 2.04% | $638 | 3.14x |
| May 2026 | $3,823 | 123 | $31.08 | 2.68% | $478 | 4.19x |
| Jun 2026 | $3,792 | 131 | $28.95 | 2.60% | $948 | 2.11x |
Meta Ads — Diagnostic Detail
Creative Format Performance — Spend & CPL by format
| Format | Ads | Spend | Leads | CPL |
|---|
| Static | 8 | $3,715 | 126 | $29.48 |
| Video | 2 | $58 | 3 | $19.40 |
| GIF | 2 | $19 | 2 | $9.54 |
Creative Format Signal
Static creative is carrying the account; the video and GIF cuts are still early-stage tests — we're validating the cheapest before scaling.
Creative Ranking by Meta Platform Performance
Ranked by CPL, lead volume, and CTR.
Winners (concentrate spend)
| Ad | Spend | Leads | CPL | CTR |
|---|
| CD_STATIC_CUSTOM_BALANCING_PRICE V1 | $181 | 8 | $22.57 | 2.66% |
| CD_STATIC_EXPERTS_V2 | $2,090 | 87 | $24.02 | 3.18% |
| CD_STATIC_MRKUP | $364 | 10 | $36.38 | 1.76% |
| CD_STATIC_PRICE | $607 | 14 | $43.36 | 1.19% |
Cut list (de-budget or pause)
| Ad | Spend | Leads | Note |
|---|
| CD_STATIC_FACEMAP | $307 | 2 | $153 CPL — highest waste; pause. |
| CD_STATIC_25PLAN_V1_0426 | $89 | 2 | $44 CPL on thin volume; de-budget. |
| CD_STATIC_SUBTLE | $8 | 0 | 0 leads; cut. |
| CD_GIF_WhatsInside | $11 | 0 | 0 leads; cut (duplicate of V2). |
Funnel — Diagnostic Detail
Speed to Lead — Solved
First-touch SMS automation live since late May fires within seconds of lead creation; no longer a measured bottleneck (per 5/28 Zach call).
Headline Bottleneck: Consult Sent → Deposit
33.8% vs 62.7% target (-28.9pp). MoM trend:
worsening (May 41.4% → June 33.8%), though the June cohort is still maturing and this figure keeps climbing as deposits land. Likely cause: Price/commitment friction at the plan-delivery moment ·
MEDSecondary Bottleneck: New Lead → Engaged
52.5% vs 70.0% target (-17.5pp). Likely cause: First-touch nurture not converting enough new leads to two-way engagement; partly in-flight maturation ·
MEDEngaged → Intake — Remediation in motion
Engaged → Intake is at 73.6% and Intake → Consult at 91.0% — the mid-funnel is at or above target and holding.
Consult Sent → Deposit — Status
Consult Sent → Deposit remains the primary leak at 33.8% (vs 62.7% target). Remediation in motion: upfront price anchoring in ads/intake + personal post-plan follow-up. The June cohort is still maturing, so this figure will continue to climb.
Source Quality Breakdown (current cohort)
Of leads created this month, by acquisition source.
| Source | Leads | Won | Close % |
|---|
| Other | 60 | 4 | 6.7% |
| Google Organic | 46 | 6 | 13.0% |
| Meta Paid | 45 | 4 | 8.9% |
| Meta Organic | 33 | 7 | 21.2% |
| Google Paid | 18 | 3 | 16.7% |
Lead Quality & Source Mix
Source Mix — Lead Volume by Source over Time
Pre-2026-04-01 data has 30% Meta Organic→Paid attribution correction applied.
Cohort Close-Rate by Acquisition Month
Of leads acquired in [Month], how many have reached the close stage as of today.
| Cohort | All Leads | Closes | Close % | Meta Paid Leads | Meta Closes | Meta Close % |
|---|
| Jan 2026 | 162 | 30 | 18.5% | 52 | 4 | 7.7% |
| Feb 2026 | 205 | 34 | 16.6% | 67 | 6 | 9.0% |
| Mar 2026 | 188 | 39 | 20.7% | 45 | 5 | 11.1% |
| Apr 2026 | 231 | 34 | 14.7% | 107 | 8 | 7.5% |
| May 2026 | 199 | 28 | 14.1% | 64 | 8 | 12.5% |
| Jun 2026 | 202 | 24 | 11.9% | 45 | 4 | 8.9% |
June Action Plan — Top 3 Priority Items
Highest-impact Meta creative actions for the month.
Priority #1 · Meta Ads
Concentrate June spend behind the two efficiency leaders (Experts and Custom-Balancing/Price statics) and pause the two low-lead statics (Facemap, Subtle).
Priority #2 · Meta Ads
Brief two new distinct concepts for July — one leading with the consultation deliverable (marked-up photo + plan) and one with facial-balancing education — to widen the creative base behind the top performer.
Priority #3 · Meta Ads
Run a small dedicated test budget behind the video cut (Plan-Walk) to validate its early low cost-per-lead before scaling.