Live API pull, June 4, 2026. Data window: May 5 – June 3, 2026 (last 30d), ad-level.
{Concept}_{Static|Video}_{M=Military|NM=Non-Military|F=Family?}_{Animation|Inside|Outside}_{Swipe|Family|Car|Icon|Phone|Headlight|Flag-Swipe}_{MM/DD/YY}
M = Military-targeted variant; NM = Non-Military-targeted variant. Confirms two parallel audience tracks.| # | Ad Concept | Campaign | Spend | Leads | CPL | CTR | Created |
|---|---|---|---|---|---|---|---|
| 1 | Odometer_Static_NM_Anim_Swipe_05/15 | Auto Max Val | $180,727 | 4,652 | $38.85 | 0.78% | May 15 |
| 2 | Lower-Your-Auto_Static_NM_Anim_Swipe_04/28 | Auto Max Val | $115,062 | 3,584 | $32.10 | 0.66% | Apr 28 |
| 3 | Lower-Your-Auto_Static_NM_Anim_Swipe_04/28 | Auto BAU (Broad) | $95,830 | 4,380 | $21.88 | 1.48% | Apr 28 |
| 4 | Lower-Your-Auto_Static_NM_Anim_Swipe_04/28 | Auto BAU (Digital Mktg) | $64,671 | 3,171 | $20.39 | 1.36% | Apr 28 |
| 5 | Odometer_Static_NM_Anim_Swipe_05/15 | Auto ALC (Broad 2.0) | $41,309 | 1,761 | $23.46 | 0.87% | May 15 |
| 6 | Lower-Your-Auto_Static_NM_Anim_Swipe_04/28 | Auto BAU (Young R.E.) | $40,789 | 1,774 | $22.99 | 1.27% | Apr 28 |
| 7 | Lower-Your-Home_Static_NM_Inside_Icon_05/07 | Home ALC | $30,460 | 2,073 | $14.69 | 2.64% | May 7 |
| 8 | Lower-Your-Auto_Static_NM_Anim_Swipe_04/30 | Auto BAU (Custom) | $26,460 | 1,225 | $21.60 | 1.16% | Apr 30 |
| 9 | Lower-Your-Home_Static_NM_Inside_Icon_05/07 | Home Max Val | $25,580 | 1,200 | $21.32 | 1.19% | May 7 |
| 10 | Lower-Your-Auto_Static_NM_Anim_Swipe_04/28 | Auto BAU (Vehicle Ins) | $20,590 | 862 | $23.89 | 1.18% | Apr 28 |
| 11 | Odometer_Static_NM_Anim_Swipe_05/22 | Auto BAU (Broad) | $13,440 | 606 | $22.18 | 0.92% | May 22 |
| 12 | Odometer_Static_NM_Anim_Swipe_05/22 | Auto BAU (Young R.E.) | $13,206 | 618 | $21.37 | 1.05% | May 22 |
| 13 | TYFYS_Video_M_Anim_Swipe_03/24 | Auto Max Val | $11,984 | 328 | $36.54 | 0.65% | Mar 24 |
| 14 | Odometer_Static_NM_Anim_Swipe_05/22 | Auto BAU (Custom) | $9,274 | 454 | $20.43 | 0.94% | May 22 |
| 15 | Odometer_Static_NM_Anim_Swipe_05/22 | Auto BAU (Vehicle Ins) | $8,477 | 427 | $19.85 | 1.06% | May 22 |
| 16 | Lower-Your-Auto_Static_NM_Anim_Swipe_05/04 | Auto ALC (Broad 2.0) | $7,336 | 317 | $23.14 | 0.78% | May 4 |
| 17 | Lower-Your-Home_Static_NM_Inside_Icon_05/07 | Home BAU (Custom) | $5,363 | 423 | $12.68 | 2.73% | May 7 |
| 18 | Drive-On_Static_NM_Anim_Swipe_05/29 | Auto Max Val | $5,288 | 154 | $34.34 | 0.76% | May 29 |
| 19 | Drive-On_Static_NM_Anim_Swipe_05/30 | Auto BAU (Custom) | $5,159 | 280 | $18.43 | 1.40% | May 30 |
| 20 | Odometer_Static_M_Anim_Swipe_05/22 | Auto BAU (Digital Mktg) | $4,227 | 190 | $22.25 | 1.00% | May 22 |
| Mo's claim | Live data | Verdict |
|---|---|---|
| Odometer_05/15 at $34.63 CPL on ~$178K (DEFINITIVE) | Auto Max Val: $180,727 spend, $38.85 CPL | MATCH on spend (within 1.5%); CPL slightly higher ($38.85 vs $34.63 — Mo's window probably includes earlier days at lower CPL). Mo's v2 said $38.92 — matches that closer. |
| Odometer_05/15 at $222K spend, 1.21 ROAS (v3 across all campaigns) | Across all campaigns: $180,727 + $41,309 + $13,440 + $13,206 + $9,274 + $8,477 + $4,227 = $270,660 all-Odometer (incl. v05/22 variants) | Mo's $222K was only the original 05/15 variant; with the 05/22 follow-on, Odometer concept is even larger spend at $270K+ for 30d. Recommend treating Odometer as a concept family. |
| Lower-Your-Auto_04/28 at ~$22 CPL, 1.45 ROAS, +$191K net | BAU Broad $95,830 / $21.88 CPL; BAU Digital Marketing $64,671 / $20.39 CPL; BAU Young R.E. $40,789 / $22.99 CPL; BAU Custom $26,460 / $21.60 CPL; BAU Vehicle Ins $20,590 / $23.89 CPL; ALC Broad 2.0 $7,336 / $23.14 CPL; Max Val Broad $115,062 / $32.10 CPL = $370,738 30d spend on Lower-Your-Auto concept | CONFIRMED as the workhorse winner. Across BAU: $248K at avg $21.85 CPL. Max Val cut: $115K at $32.10. The Max Val pay-up is real. |
| TYFYS at 1.57 ROAS in v3, best high-spend ad | Max Val: $11,984 / $36.54 CPL on 0.65% CTR. BAU Vehicle Ins: $3,194 / $21.73 CPL on 2.26% CTR | TYFYS still active but at much lower spend than v3 era. BAU variant works ($21.73); Max Val variant does not ($36.54). Consistent with v3's "TYFYS works at BAU, value-blindness kills it at Max Val." |
| Veteran-VO at 0.90 ROAS, loses money (v3 inversion) | One active variant in Auto Max Val: $2,052 spend, $34.78 CPL. Most Veteran-VO variants paused. Veterans-Save sibling concept: ~$89–$366 each, $29–$67 CPL | MATCHES v3 inversion — Veteran-VO has been correctly deprioritized; only $2K spend on the one active variant. The audit fix is already in place. |
| Drive-On_05/30 at $18.48 CPL — best auto CPL, newer creative (v2) | BAU Custom $5,159 / $18.43 CPL ✅ | MATCH (within 0.3%). Drive-On is performing as Mo identified. |
| Lower-Your-Home_05/07 (not in Mo's older audits) | Home ALC $30,460 / $14.69 CPL (2.64% CTR), Home Max Val $25,580 / $21.32 CPL, Home BAU Custom $5,363 / $12.68 CPL | NEW finding from this pull: Lower-Your-Home is the dominant Home creative, ~$61K/30d spend at $14.69–$21.32 CPL. The Inside_Icon format works on Home where Animation_Swipe works on Auto. |
| Concept | Format | Variants | 30d Spend | Avg CPL | Where it works | Where it fails |
|---|---|---|---|---|---|---|
| Lower-Your-Auto-Insurance | Static + Animation + Swipe | 04/28, 04/30, 05/04 | ~$371K | $21–32 | BAU (~$22) | Max Val ($32) |
| Odometer | Static + Animation + Swipe | 05/15, 05/22, 06/03 (Moving-Odometer) | ~$270K | $20–47 | BAU/ALC ($20–23) | Max Val ($38–47) |
| Lower-Your-Home-Insurance | Static + Inside + Icon | 05/07 | ~$61K | $12.68–$21.32 | All Home placements | (Home concept only) |
| TYFYS (Thank You For Your Service) | Video + Animation + Swipe | 03/09, 03/24 | ~$17K | $21.73–$36.54 | BAU low spend | Max Val |
| Drive-On | Static + Animation + Swipe | 05/29, 05/30 (NEW) | ~$13K | $18.43–$34.34 | BAU Custom ($18.43) | Max Val ($34) |
| Simplified family (V2-Stopwatch, V3-Gradient, V4-Camo) | Mostly Video + Inside + Icon | 01/12, 01/13, 03/16, 03/17 | ~$8K | $13.22–$41.62 | Home ($13–14) | Auto Max Val ($41+) |
| Moving-To-Do-List | Static + Animation + Swipe | 05/04 | ~$3.6K | $25.31–$41.31 | BAU | Max Val |
| Veteran-VO / Veterans-Save | Video + Animation + Flag-Swipe/Headlight | mostly paused | ~$3K | $29–$67 | (deprioritized — correct) | All |
| Family-outside / Loading-car-2 / Save-Piggybank-Camo / Half-Truck | Static + Outside + Family | 12/03/25, 03/03/26 | ~$6K | $19.81–$23.21 | Auto ALC | — |
| Gradient-V3_You-Earned-It / Half-Car / Drive-Down / More-Savings / Blue-Camo-Vets-Save | Static + Animation + Swipe | various | ~$10K | $18.27–$69.78 | BAU (More-Savings $18) | Max Val (More-Savings $70!) |
~10 distinct concept families — Mo's count is right. ~15 if you split families into sub-concepts (e.g., V2, V3, V4 of Simplified).
The Max Val penalty is HUGE on identical creatives. Same creative concept (Lower-Your-Auto Static), same format, same audience targeting — but the campaign objective changes CPL by 47% premium ($32.10 Max Val vs $21.88 BAU). The value-pipe fix is what unlocks Max Val. Currently, every Max Val dollar is paying that penalty.
Static dominates over Video by ~5:1 in spend. The top 20 spenders are 18 Static, 2 Video. The TYFYS video at $11K in Max Val and Video 2 family ($2-4K) are the only video presence. Massive video opportunity gap — competitors run video heavily.
No UGC, no testimonial, no real-veteran-on-camera creative. The whole library is graphic/animation-driven. Mo's audit conclusion is confirmed: this is the defensible moat that's unbuilt.
Home creative is materially different and materially cheaper. Home uses Inside_Icon format (icon-driven, calmer); Auto uses Animation_Swipe (motion-driven, urgency). Home CPL is 40–60% lower than Auto. The opportunity: scale Home creative production + spend share faster.
Creative cadence: 8 net-new creative launches identified in May–June (05/04, 05/05, 05/07, 05/15, 05/22, 05/29, 05/30, 06/03). That's ~2 net-new shippable concepts per week, which is consistent — but the variant count per launch is low (2–4 placement variants). True diversity is closer to 1 new concept/week → fatigue clock keeps ticking.
All ads use the same auto custom conversion event (26414218331497189) for Auto, and 527662590217855 for Home — confirming Mo's "click to quotes" finding. Native Lead and Purchase events are not the optimization target despite Purchase having ROAS optimization on Max Val campaigns (which is exactly the broken-value-pipe problem).
Frequency on top Odometer ad: 3.27 (the $180K one in Auto Max Val). Reach 3.1M. Not yet in fatigue territory, but climbing. Within 14 days at current pace it likely passes 4.0.
purchase_roas: "Not available" on every single ad — the broken value signal is account-wide. Every ad in the account has this state. This is not "some events malformed" — this is structurally no usable Purchase ROAS data in Meta. The 98% Mo cited may actually understate it.
The 10.49% CTR Save-Piggybank-Camo video and 8.33% Video 2 are anomalies worth investigating: very high CTR but moderate spend. Either (a) they only deliver to narrow audiences that ad set targets, or (b) they're cheap because they self-throttle on CTR but Mo could push more budget here.
is_video vs is_static format mix by impressions (the naming convention is a proxy; ad-image vs ad-video API call would confirm)Video 2 family (12/2025-era) carries high CTRs but low spend — worth deeper performance trend lookup