CleanCut Baths — Performance Dashboard

What This Is

Purpose

One place to see what your Meta ad spend actually produces — leads, closed deals, revenue, and cost to acquire a customer — broken down by market (DMA) and by campaign. Built for budget decisions: which markets and campaigns earn their spend, and which don't.

Method

Three systems joined into one picture: Meta Ads (spend), form fills (leads), and Salesforce (closed deals + revenue). Every record is mapped to the same market geography via its zip code, so spend, leads, and revenue all speak the same DMA language.

Month tabs

Each tab is one reporting month. The current month updates as it runs — early in the month the numbers are real but partial, so sparse tables and blank heatmap cells are expected, not broken.

The Views

At a Glance

The month's headline numbers: media spend (Meta + Google Ads), Sales Opportunities (deduplicated Salesforce records — not raw form fills), Sales (opportunities marked Sold), and Revenue (install-schedule dollars). Sales Opportunities, Sales, and Revenue count only the four digital-spend sources — Facebook ACQ, Google Search, Phone, Find an Installer — and are timed by lead-created date. Cost / Lead and Cost / Customer divide by Meta spend only, so they read slightly high relative to the total media-spend headline. The 10-second read.

Acquisition by DMA

One row per market, aggregating all four digital-spend sources: Sales Opportunities, Sales, Revenue, plus Meta spend and CPA where available. Markets with zero sales are kept visible so underperformers surface. The older campaign-level efficiency matrix (rows = markets, columns = campaigns, cell = cost-to-acquire) is tucked behind "Show campaign detail" — it answers a narrower budget-allocation question.

Customer Acquisition ROI

By DMA is the near-complete view — every deal has a zip, so this captures essentially all revenue. By Campaign is the budget-decision view — it covers only deals tagged to a campaign, so treat it as a growing sample, not the full picture.

Ask the data 💬

Chat button, bottom right. It answers from this dashboard's numbers: spend, leads, CAC, ROAS, cost-per-click — by campaign, by market, by month. Try "Is New York cheaper in Prospecting or Testing?"

Reading the Numbers

CAC

Cost to acquire a customer = spend ÷ closed deals. The primary metric here — it's what a customer actually costs, not what a click or lead costs.

ROAS

Return on ad spend = revenue ÷ spend. On DMA rows, revenue is all-source (paid + referrals + cold call + tradeshow), so DMA ROAS reads as "market efficiency," not pure ad return.

Leads vs. Closed

Leads = new form fills + inbound phone calls this month (calls are deduped — one call per phone number per day). Closed = deals won this month — many started as leads in earlier months. That sales lag is why we don't divide one by the other and call it a close rate.

Call markets

Calls before Jul 2, 2026 carry little or no reliable market data (the old integration often didn't record where the caller was), so most historical calls count in the month total but not in a specific DMA row. From Jul 2 forward every call lands with its market, so DMA call counts fill in over time.

Attribution %

The share of closed deals we can tie back to a specific campaign. It's partial today and climbing as conversion tracking (CAPI + click IDs) rolls out — which is why campaign-level tables cover fewer deals than DMA-level ones. The banner on each month shows the current coverage.

Where the Numbers Come From

Meta Ads

Spend and clicks per campaign and per market, pulled from the ad account for the reporting month.

Form fills

Every landing-page form submission, stamped with its campaign and zip. Also used to recover attribution on deals that reached Salesforce untagged (matched by email/phone).

Salesforce

Sold opportunities — closed deals and sale totals. Read-only: nothing in your Salesforce is ever modified; all matching and cleanup happens on our side.

Refresh

Data refreshes automatically every morning at ~5:00 AM Eastern — Meta spend, form fills, and Salesforce sold deals are re-pulled and the dashboard redeploys. The "Last updated" date in the header shows the most recent refresh. Questions or a number that looks off? Flag it in the weekly sync or email Adam.

Data Update Log

Tracking keeps improving behind the scenes. When a number shifts because the data got better (not because the business changed), the reason is logged here.

Aug 25, 2026

Ad set names now recorded on every Meta lead. Each Facebook lead now lands in Salesforce with the ad set's plain-English name (in the new Adset Name field) alongside its ID, and the lead's notes show a readable name instead of a raw code. We also filled the name in on 1,270 existing leads and 1,222 sales opportunities back through late June, wherever the ad set was known. Also today: all paid targeting was rebuilt to the approved coverage area — 8 statewide states plus the covered markets list (including Detroit), on both Google and Meta.

Aug 17, 2026

Financing leads re-linked to their ad set; phone-lead handling hardened. Financing form leads had stopped recording which Meta ad set they came from (the ad stopped passing its ID around Jul 30). We restored the link on 266 sales opportunities from that window. Separately, the phone-call lead pipeline was hardened after a Canadian caller's record was rejected — calls from outside Nielsen's US market map now save cleanly with placeholder location fields instead of being dropped.

Aug 8, 2026

Daily refresh restored after a Jul 30–Aug 8 gap. A security key was added to the Salesforce data feed on Jul 30, and the dashboard's overnight refresh wasn't updated to use it — so numbers sat frozen at Jul 29 for nine days. The refresh was fixed Aug 8 and the full window backfilled; no leads or sales were lost, only the dashboard's view of them was delayed.

Jul 20, 2026

New holistic "Acquisition by DMA" view. Per the 07/20 sync, the DMA section now leads with a single per-market rollup of all four digital sources (Sales Opportunities, Sales, Revenue, Meta spend, CPA), keeping zero-sales markets visible. The old DMA × Campaign efficiency matrix is now behind "Show campaign detail." Opportunities without a DMA on the Salesforce record roll up to "(Unassigned)" — almost entirely Find an Installer leads, which don't capture a location.

Jul 20, 2026

Top banner switched to Sales Opportunities. Per the 07/20 sync, the headline "Leads" card is now Sales Opportunities — deduplicated Salesforce opportunity records (not raw form fills) — and the Sales Opportunities, Sales, and Revenue cards now count only the four digital-spend sources (Facebook ACQ, Google Search, Phone, Find an Installer), timed by lead-created date. Revenue reflects install-schedule dollars only. The Sales by Lead Source table below still shows every source.

Jul 20, 2026

Headline spend now covers all paid media. The top "Media Spend" card is now Meta Ads + Google Ads combined (previously Meta only). Cost / Lead and Cost / Customer still divide by Meta spend alone — Google spend isn't yet attributed to specific leads or deals — so those two read slightly high against the new total. The By Campaign and By Market tables remain Meta-only.

Jul 6, 2026

Cost / Lead added to the heatmap toggle. A third view alongside Cost / Customer and Return on Ad Spend, showing form-fill cost-per-lead by market × campaign. Labeled "form-fill" because phone calls aren't tagged to a specific campaign cell, only to a market.

Jul 2, 2026

Closed deals now feed back to Meta. Every sold deal (June forward, 233 uploaded to date) is sent to Meta as an offline Purchase with its real sale value, and new deals upload automatically every morning. Meta's algorithm now optimizes toward people who actually buy, not just people who fill out forms — expect lead quality to improve over the coming weeks as it learns.

Jul 2, 2026

Phone-call tracking rewired. Inbound calls now land in Salesforce with full attribution attributes — caller name, phone, city/state, market (DMA), campaign, and Google click ID — instead of the minimal record the old integration wrote. Dashboard lead counts are still form fills only until the call-reader ships (next step); this rewire is what makes that possible.

Jul 2, 2026

Added the July 2026 tab, this How to Use guide, and automatic daily refresh (~5:00 AM ET). Previously data was refreshed manually.

Jun 30, 2026

Dashboard launched with June 2026 data — Meta spend, form fills, and Salesforce sold deals joined by market. Campaign attribution coverage at launch: ~31% of closed deals.

Jul 2, 2026

Phone calls now count as leads. The dashboard reads call records from Salesforce: lead counts stepped up (June: 1,133 form fills + 342 calls), Cost / Lead is now blended across both, and the By DMA table gained a Calls column. Historical calls mostly lack market data (see "Call markets" above); new calls carry it.

In progress

Meta CAPI: conversion tracking upgrade in progress; campaign attribution will climb from ~31% toward ~100%, filling in the heatmap and By Campaign tables.

— — At a Glance

Media spend: Meta Ads + Google Ads · — · Sales Opportunities, Sales & Revenue: deduplicated Salesforce Sales Opportunity records (not raw form fills), attributed to the four digital-spend lead sources only — Facebook ACQ, Google Search, Phone, Find an Installer.

Timing: counted by lead-created date (a June lead sold in July counts as a June opportunity), not sold date. · Sales = opportunities marked Sold. · Revenue = install-schedule dollars only (canceled / no-longer-interested / install-pending are zeroed at the Salesforce source).

Sales by Lead Source June 2026

Every sales opportunity this month grouped by its Salesforce Lead Source. Sold % = Sold ÷ Sales Opps. Source: Salesforce Sales Opportunities.

Acquisition by DMA — All Digital Sources June 2026

The four digital-spend sources (Facebook ACQ, Google Search, Phone, Find an Installer) aggregated into one row per market. Sales Opportunities and Sales are Salesforce records (deduped, by lead-created date); Revenue is install-schedule dollars. Every market that produced an opportunity is shown — including zero-sales markets, so underperformers stay visible.

Meta Spend / CPA shown where the market matches Meta's geo reporting (Google spend isn't broken out by DMA, so CPA is Meta-only). (Unassigned) = opportunities whose Salesforce record has no DMA. This is almost entirely Find an Installer leads, which don't capture a zip/location, so no market can be derived; the paid sources (Facebook ACQ, Google Search, Phone) are ~95%+ assigned. Being addressed by capturing location on those leads. Some markets may also appear under slightly different names until Salesforce DMA naming is standardized.

Show campaign detail (DMA × Campaign efficiency matrix)

Each cell = cost to acquire a customer (spend ÷ closed deals) for that market in that campaign. Green = better (cheaper), red = worse; best per market is ringed. Needs a closed deal tagged to that campaign + market — only ~22% are tagged today (grows as CAPI matures), so blanks are expected. This campaign-level matrix answers a different question than the holistic view above and is kept here for detail.

Customer Acquisition ROI June 2026

Leads: Form Fills · Closed + revenue: Salesforce Sales Opportunities (Sold) · Spend: Meta Ads · CAC = spend ÷ closed ROAS = revenue ÷ spend · Leads = new this month; Closed = deals won this month (from earlier leads too)

Built by Nerds Do It Better · Data source: · Refresh data: python3 generate.py