Impact Report / Performance
LinkedIn $14,473.64 and Google $3,932.69, matching impressions and clicks. This is the reconciled spine that replaces earlier conflicting spend totals.
Windows differ by channel and are never summed. Normalised to 30 days: LinkedIn $4,879, Google $2,809.
| Channel | Spend | Impressions | Clicks | CTR | CPC | Conv | CPA | Job it does |
|---|---|---|---|---|---|---|---|---|
| $14,474 | 148,201 | 3,009 | 2.03% | $4.81 | 18 | $804 | Builds and converts the warm pool. Judge TOF on reach, MOF on CPA. | |
| $3,933 | 18,929 | 2,607 | 13.77% | $1.51 | 2 | $1,966 | Captures existing demand. Cheapest clicks in the account by a wide margin. |
| Stage | Spend | Share | Conversions | Read |
|---|---|---|---|---|
| TOF | $9,109 | 49.5% | 1 | Healthy weight for pool building. Judge on reach, not CPA. |
| MOF | $9,297 | 50.5% | 19 | Carries every conversion in the account. |
| BOF | $0 | 0% | 0 | No campaign name in the account contains BOF. This is a structural gap, not a parse failure. |
A 50/50 TOF-MOF split with zero BOF is a two stage system carrying a three stage job. The tension is not TOF versus MOF, it is that nothing closes.
Verdicts judged by funnel job. TOF on reach and pool feed, MOF on conversions and frequency. Low penetration is an extension trigger, never a scale-in-place signal.
| Ch | Stage | Campaign | Spend | Impr | CTR | CPC | Freq | Pen | Conv | Verdict |
|---|---|---|---|---|---|---|---|---|---|---|
| TOF | IMP - Amazon Services | $3,598 | 18,022 | 12.51% | $1.60 | n/a | n/a | 1 | OPTIMIZE | |
| TOF | TOF | ENG | TL_Image | Client List + JF + JS + Membe | $3,437 | 26,584 | 3.23% | $4.00 | 2.5 | 13% | 0 | MAINTAIN | |
| MOF | IMP | MOF | LGF | Doc | US + CA | RT 90D | 3400+ | 5 | $3,074 | 27,531 | 0.78% | $14.30 | 7.5 | 48% | 18 | SCALE | |
| TOF | TOF | ENG | TL_Video | Client List + JF + JS + Membe | $2,074 | 20,909 | 1.71% | $5.79 | 2.5 | 10% | 0 | REDUCE | |
| MOF | MOF | ENG | Doc | RT 90D | Audience size: 3500+ | LA | $1,992 | 14,390 | 5.31% | $2.61 | 3.6 | 54% | 0 | OPTIMIZE | |
| MOF | MOF | ENG | TL_Image | RT 90D | Audience size: 3700+ | $1,910 | 26,110 | 2.51% | $2.91 | 6.0 | 58% | 0 | REDUCE | |
| MOF | IMP | MOF | WV | Video | US + CA | RT 90D | Audience | $1,051 | 16,143 | 0.51% | $12.81 | 8.1 | 43% | 0 | CUT | |
| MOF | MOF | WV | Image | RT 180D + ABM Lists | Post Prime | $573 | 14,611 | 0.42% | $9.24 | 4.0 | 23% | 0 | CUT | |
| MOF | MOF | WV | Image | RT 180D + ABM Lists | Audience si | $363 | 1,923 | 0.68% | $27.96 | 1.4 | 10% | 0 | CUT | |
| MOF | IMP - Brand Campaign | $335 | 907 | 38.81% | $0.95 | n/a | n/a | 1 | SCALE |
| Note |
|---|
| Windows differ by channel: LinkedIn 89 days, Google 42 days. Never sum into one period total. |
| BOF stage absent from every campaign name. Zero BOF spend is a structural gap, not a parse failure. |
| LinkedIn conversions are Lead Gen Form completions (18). Campaign Manager demographics implies ~19 account-wide; DemandSense campaign grain reports 0. Unreconciled. |
| Google conversions = 2, console-reported, definition unconfirmed. |
| MOF verdicts judged on conversions and frequency. Low penetration is an extension trigger, not a scale-in-place signal. |
| The Google pull is scoped to this account's ID and filtered to the two IMP campaigns. |