StoriePro — Monthly Performance Report

Executive Summary

StoriePro spent $912.57 over 29 days (Apr 27 – May 25), generating 24 leads at a $38.02 CPL — a ~20% improvement on March's adjusted $47.41 CPL. The story of this period is the launch and validation of the new rebrand creative: "Architects | Dark Coffee Theme" delivered 22 of 24 leads (92%) at a $23.26 CPL, making it the clear new winner. Budget was deliberately front-loaded to push the new creative through its learning phase quickly, and it paid off — the rebrand creative is now the engine of the account. The trade-off: Interior Designers ad set quietly stalled at 2 leads / $112.13 CPL, and frequency rose to 2.27 (up from 1.11 last month) as budget concentrated on a smaller set of creatives. Two underperformers were paused mid-period to redirect spend, and the testimonial creative was reactivated late in the window to test a hypothesis about its halo effect on the Designers ad set.

Strategic Context

New rebrand creative launched and front-loaded for fast learning. "Architects | Dark Coffee Theme," "Designers | Dark Theme," and "Designers | Testimonial Dark Theme" went live this period as part of the StoriePro rebrand rollout. Budget was deliberately concentrated early to accelerate the learning phase rather than letting CBO ration spend across cold creatives. Dark Coffee Theme exited learning quickly and proceeded to capture 56% of total budget and 92% of leads — the bet paid off.

Underperforming creatives paused mid-period. In the middle of the window, lower-performing ads were turned off to redirect spend. The immediate effect was a rise in CPL for the remaining active ads — suggesting the paused creatives may have been contributing halo value (clicks or saves that converted on other ads). The "Testimonial Dark Theme" ad was reactivated on April 26 to test that hypothesis directly.

UTMs added to new ads for cleaner attribution. New creatives launched this period include UTM parameters so the source can be matched back to the originating ad in downstream analytics (rather than relying solely on Meta's reported leads).

Weekly Trend

Week	Spend	Impressions	Link Clicks	Leads	CPL
Apr 27 – May 3 (front-loaded)	$353.05	5,162	140	9	$39.23
May 4 – May 10	$205.24	2,885	79	5	$41.05
May 11 – May 17	$177.11	2,232	57	6	$29.52
May 18 – May 24	$144.87	2,165	53	4	$36.22
May 25 (1 day)	$32.30	423	8	0	—

First week's spend was ~70% higher than subsequent weeks — intentional front-loading to push new rebrand creatives through learning phase. CPL was steadiest in the third week ($29.52) when the Dark Coffee Theme was fully optimized and dominating delivery.

Changes Made This Month

Apr 27: Extended both ad set end dates from Apr 30 to May 31 to allow continued delivery without interruption.
Apr (mid-month, per Notion): Turned off lower-performing ads to redirect budget. CPL on remaining active ads rose — suggesting the paused creatives may have been driving halo conversions on other ads.
Apr 26 (per Notion): Reactivated the "Testimonial" ad to test the halo hypothesis. This ad was the only other creative besides the main winners to clear $50 in spend.
Apr 27 – early May: Launched new rebrand creatives — "Architects | Dark Coffee Theme," "Designers | Dark Theme," "Designers | Testimonial Dark Theme." Budget was front-loaded to compress the learning phase.
Apr 27 – early May: Added UTM parameters to new ads for cleaner downstream attribution.
Apr 30: Account billed $280.10. Auto
May 1: Meta auto-generated 4 custom audiences (ASA — Advantage Shopping Audiences) for the campaign. Auto
May 10: Account billed $331.00. Auto
May 24: Account billed $331.00. Auto
May 25: Campaign lifetime budget raised from $6,220 to $7,220 (+$1,000). Both ad set end dates extended from May 31 to Jun 30. Campaign briefly cycled to "Pending Process" while changes propagated, then back to Active.

What We Expected vs What We Saw

Action	Expected	Actual	Assessment
New rebrand creatives	Compress learning phase with front-loaded budget; identify which new creative scales	Dark Coffee Theme exited learning fast and dominated — 22 leads at $23.26 CPL, 56% of total budget	Exceeded
Pause underperformers	Free up budget for winners; CPL should improve	Aggregate CPL on remaining ads rose initially — suggests paused ads contributed halo value. Testimonial ad reactivated to test.	Mixed
Reactivate testimonial	If halo theory is right, Designers ad set CPL should improve after reactivation	Testimonial Dark Theme spent $13.44 with 6 link clicks, 0 leads. Designers ad set still at $112.13 CPL overall. Insufficient spend on testimonial to fully test — need more delivery to that creative.	Inconclusive
UTM attribution	Match leads to originating ad in downstream analytics	UTMs in place on new ads — will validate at month-end when Salesmate/Slate data is cross-referenced.	In Progress
Frequency management	Stay below 3.0 to avoid fatigue	Frequency at 2.27 — up from 1.11 last month. Approaching threshold as budget concentrates on fewer creatives.	Watch

Accountability: Previous Report Recommendations

Recommendation (from March 2026 Report)	Status	Evidence
Upload v6 creative variants and force delivery via ABO. CBO was starving the kitchen BG winner.	Done (different path)	New rebrand creatives (Dark Coffee Theme, Dark Theme, Testimonial Dark Theme) launched. Did not switch to ABO — instead front-loaded budget within CBO to push new creatives through learning. Result: Dark Coffee Theme captured 92% of leads.
Evaluate splitting "Laptop white bg" into its own campaign — it was the CBO budget hog.	Resolved naturally	Laptop white bg received only $67.33 in spend this period (7.4% of budget) and produced 0 leads. CBO redistributed away from it once the new creatives proved out. No structural split needed.
Set a monthly spend target.	In Progress	Budget raised by $1,000 on May 25 ($6,220 → $7,220 lifetime). Daily spend trend ($31.47 avg) implies ~$945/month run rate — close to March's $995.

Campaign Performance

Campaign	Status	Spend	Impressions	Link Clicks	Leads	CPL
PVM \| Lead Gen \| 2025-2026 \| CBO	Active	$912.57	12,867	337	24	$38.02

Single active CBO campaign. Lifetime budget raised to $7,220 on May 25. All historical PVM campaigns remain paused.

Ad-Level Performance

Ad Name	Ad Set	Spend	Impressions	Link Clicks	Link CTR	Leads	CPL
Architects \| Dark Coffee Theme Top Performer	Architects 2% LAL	$511.66	7,747	224	2.89%	22	$23.26
Architects \| Mock up	Architects 2% LAL	$139.68	2,072	36	1.74%	0	—
Designers \| Mock up	Interior Designers 1% LAL	$97.22	1,222	29	2.37%	2	$48.61
Designers \| Dark Theme	Interior Designers 1% LAL	$66.71	803	17	2.12%	0	—
Designers \| Laptop white bg \| previous winner	Interior Designers 1% LAL	$43.75	438	13	2.97%	0	—
Architects \| Laptop white bg \| previous winner	Architects 2% LAL	$23.58	242	8	3.31%	0	—
Designers \| Testimonial Dark Theme	Interior Designers 1% LAL	$13.44	129	6	4.65%	0	—
Architects \| Social Proof	Architects 2% LAL	$8.31	88	3	3.41%	0	—
Architects \| Featured Client	Architects 2% LAL	$3.37	65	1	1.54%	0	—
Designers \| Realistic Interior	Interior Designers 1% LAL	$1.96	18	0	0.00%	0	—
Leads \| Mock up (kitchen BG)	Architects 2% LAL	$1.72	38	0	0.00%	0	—
Designers \| Social Proof	Interior Designers 1% LAL	$1.17	5	0	0.00%	0	—

Dark Coffee Theme is the dominant performer — 22 of 24 leads (92%), 56% of total spend. Designers | Mock up is the only other lead-producer (2 leads at $48.61 CPL). All other creatives delivered 0 leads despite consuming ~24% of total budget collectively ($219 across 9 ads).

Audience Insights

Audience	Spend	Impressions	Link Clicks	Link CTR	Leads	CPL
Architects \| 2% LAL + Interest Ages 28–54, all genders, US	$688.32	10,252	272	2.65%	22	$31.29
Interior Designers \| 1% LAL + Interest Ages 25–54, female only, US	$224.25	2,615	65	2.49%	2	$112.13

Key finding: Architects ad set drove 22 of 24 leads at a healthy $31.29 CPL. Interior Designers stalled hard — 2 leads at $112.13 CPL on $224 of spend. This is a reversal from last month, when Designers actually outperformed Architects ($29.09 vs $32.68 CPL). The difference this period: the rebrand winner (Dark Coffee Theme) lives only in the Architects ad set. The Designers ad set's new creative (Dark Theme) got $66.71 with 0 leads, and Designers | Mock up (the only Designers lead-producer) only got 2 leads at $48.61.

This is a creative-match problem, not a targeting one. Path forward: port the rebrand visual language into the Designers ad set with audience-specific creative (the Emily Kates testimonial set queued in the Notion ad-copy doc is the obvious next move).

Recommendations for Next Month

Build a Designers-equivalent of Dark Coffee Theme. The rebrand visual language proved out in Architects ($23.26 CPL) but no creative in the Designers ad set has the same look. Designers | Dark Theme got $66.71 and 0 leads — the rebrand aesthetic alone isn't enough; it needs to be matched with copy/imagery tuned to interior designers (e.g., Emily Kates testimonial creative pulled from the Notion ad-copy doc).
Watch frequency — it's at 2.27 and rising. Last month it was 1.11. Budget concentration on Dark Coffee Theme is driving repeat exposure to the same audience pool. If it hits 3.0, expect CPL degradation. Mitigation: introduce a fresh Architects creative (Cronk Duch featured-client variant from the Notion doc) within 2–3 weeks to broaden delivery.
Give the Testimonial Dark Theme a fair test. The halo hypothesis from mid-period is still unresolved — Testimonial only got $13.44 of delivery, not enough to evaluate. Move it to its own ad set with a small forced budget ($5–10/day ABO), or duplicate it into the Architects ad set where delivery is more abundant.
Wind down "Laptop white bg" entirely. Got $67 in spend and 0 leads this period. CBO has already deprioritized it — formally pause to free up the slot in Meta's delivery decisioning.

Budget Summary

$912.57

Total Spend

29 days. Three billing charges: $280.10 (Apr 30), $331 (May 10), $331 (May 24).

$31.47

Daily Average

Week 1: $50.44/day (front-loaded). Avg of remaining weeks: $26.10/day.

$7,220

Lifetime Budget

Raised from $6,220 on May 25 (+$1,000). Both ad sets extended to Jun 30.