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Data sources & known gaps
• Spend: from Meta Ads Manager export (our CSV). Data guy's sub-total ($324,695 through May 4) vs ours ($333,706 through May 5) — ~$9K difference is one day of May 5 spend. Aligned.
• Lead count: data guy uses Meta "Results" (form fills tracked by pixel: 979). Our SOT has 769 ops-verified leads. 210-lead gap (~21%) = duplicates, test entries, partial form fills Meta counts but ops removes. CPL here uses Meta results to match data guy's methodology.
• 2025 March: no data in source sheet. CPL estimated via T±1 average (only T+1 = April available, so estimate = Apr CPL). Spend/leads shown as zero.
• 2025 context: April–May 2025 run by Dentsu agency; post-May 19 2025 and all 2026 = in-house. CPL improvement partly structural, not pure efficiency gain.
• 2026 June–July: planned budget only ($70K / $10K). Lead projections from sheet. No actuals yet.
• To align: agree with data team on whether CPL denominator = Meta results or ops-verified leads, and document in a shared tracking sheet.