Master Action Log — June 13, 2026

Account: LG Military Ads (1034037341617540) · Timezone: Pacific (PT) — Mo is EDT, account runs 3 hrs behind

Everything done, found, and recommended today — single source of truth.

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Part 1 — DONE today (audiences, live in account)

Customer-list seeds (uploaded, matched)

Audience (GTW_)	Source file	Matched	Rate
GTW_Mil_AllCustomers_7mo_06-13 (suppression)	mil_suppression_all_7mo.csv (195,137)	82,900–97,600	~46%
GTW_HighValue_Seed_06-13	mil_high_value_seed_7mo.csv (62,299)	27,800–32,700	~49%
GTW_Combined_Seed_06-13	mil_combined_seed_90d.csv (112,264)	50,100–58,900	~49%
GTW_Auto_Seed_06-13	mil_auto_seed_90d.csv (91,871)	41,900–49,300	~50%
GTW_Home_Seed_06-13	mil_home_seed_90d.csv (21,777)	8,700–10,200	~43%
GTW_Bundle_06-13	mil_bundle_customers_7mo.csv (2,698)	~1,000	(track only)
gtw_mil_auto_owned_phone_06-13	mil_auto_owned_phone (21,375, +phone)	10,000–11,800	~51%
mil_auto_owned_phone_highvalue_06-13	(9,796, +phone)	4,600–5,400	~51%

Lookalikes (12, live)

Lookalike 1/3/5% off each of: HighValue, Auto, Home, Combined seeds.

Saved audience + account segments

• GTW_Warm_PageEngagement_365D — union of 4 page-engagement audiences (~1.6–1.9M)
• Existing customers segment → swapped to GTW_Mil_AllCustomers_7mo ✅
• Engaged audience segment → 4 page-engagement audiences ✅

Cleanup still owed

• Delete duplicate suppression uploads: 2gtw_mil_suppression_all_7mo + the mil_suppression… labeled "Qualified leads". Keep only the Customers-labeled GTW_Mil_AllCustomers_7mo.

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Part 2 — RECOMMENDED campaign changes (Lauren's lane — step up gradually)

Current cost goals are throttling spend. Real lead value (Delty) is ~$32, so leads up to ~$26 (Auto) are still profitable. Raise cost goals to capture idle-budget volume.

Campaign	ID	Current cost goal	Change to	Plus
Auto BAU	120240808864310498	~$15–17	→ $23–24	(already broad; cap is the lever)
Auto ALC	120240808866140498	~$13	→ $20	+ deploy GTW_Auto LAL (revive — it's at ~$150/day on $8.5K budget)
Auto Max Val	120241310920250498	Highest volume	HOLD	deploy GTW_HighValue LAL; no scale until value fix
Home BAU	120227142278050498	~$10	→ $16	+ budget $2K → $3K
Home ALC	120238737024600498	~$12	→ $16	+ deploy GTW_Home LAL (revive)
Home Max Val	120241432784690498	Highest volume	HOLD	deploy GTW_HighValue LAL; no scale until value fix

Method: step cost goals up gradually ($17→$19→$22→$23, watch 24–48h between). One change per campaign at a time. Deploy audiences first, then loosen caps.

**Audiences go in as Advantage+ suggestions (Advantage+ ON)** — not hard-locked. Suppression (GTW_Mil_AllCustomers_7mo) excluded on every prospecting ad set.

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Part 3 — FINDINGS: the tracking & value problem (the big discovery)

The conversion VALUES are hardcoded placeholders

Custom conversion	Value	Reality
Auto click to quotes (26414218331497189)	$0.00 fixed	hand-typed, never set
Home click to quotes (527662590217855)	$15.00 fixed	someone's guess
Navy Lead (971436118437003)	$20.00 fixed	dead — wrong pixel, 108 days
Auto Confirmed Lead (587949090991061)	$0, Physical Store source	never fired — misconfigured

• Performance goal = "Maximize number of leads" (volume) · Value rules: OFF → value never drives optimization. Editing the hardcoded number does nothing — and would only distort reporting. Leave it.
• The campaigns optimize for "click to quotes" = the lead/registration (volume matches leads exactly — so the event itself is fine, just the value is fake).

Events Manager diagnostics (High priority, detected Jun 3)

• 🔴 Server sending modified fbclid in fbc — 27% of CompleteRegistrations, $68,918 ad spend affected (FunnelFlux server issue)
• 🔴 Purchase value static — "all Purchase events send the same price data." Meta estimates ~7% ROAS upside if fixed
• 🟡 invalid.invalid domain sending data — investigate/remove (possible test/bot pollution)
• 🟡 Low fbp coverage via CAPI

What's actually happening

Meta has been optimizing for cheap form-fills on a fake value signal. The reported ROAS is built on hand-typed values, not real money. Real money is measured in Delty (see Part 5).

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Part 4 — THE FIX: close the value loop

Can't connect QuoteWizard — it's a third-party lead marketplace, not a CRM you own. The native "Connect your CRM" button doesn't apply.

The fix = offline conversion upload of QW's accepted-lead data (with real values):

• Get a recurring accepted-lead export from QW (email/phone + event time + real conversion_value) — the one real dependency

• Format → Events Manager → Import events / Offline event set

• Meta matches on email/phone (bypasses the broken fbc), attributes real value to the ad

• Then optimize Max Val toward real value (switch to value bidding) → Meta finally optimizes for accepted leads, not form-fills

• Manual (start this week with existing exports) → automated CAPI pipeline (later; this is where a dev / Make-Zapier flow helps — to move QW's file, not connect QW)
• Do NOT edit the hardcoded value to a different fixed number — a fixed value can't power value optimization (no variation = no signal). Needs real, varying values.

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Part 5 — Spend-scale plan (close the delivery gap)

The real numbers (Delty = source of truth, NOT Meta's fake values)

• Baseline = Delty earnings − Meta spend (confirmed with Anthony)
• June 1–13: Delty $353,145 − spend $255,668 = ~$97K net · real ROAS 1.40x · ~$32 value/lead
• Full-June projection: ~$225–235K net (below $275K baseline — it's a volume gap, not efficiency)

Spend reality

• Full-day average ~$20K/day (peaks $26K on good days)
• Budget ceiling = $43.3K/day (sum of campaign budgets) — but never approached; realistic deployable ~$26–30K/day
• The gap is delivery-limited, not permission-limited — budget's already approved; closing it is the delivery work (audiences + caps + creative)

Levers (ranked)

• Loosen cost caps (Part 2) — biggest spend unlock, esp. Auto BAU

• Deploy fresh audiences — revives throttled ALC ($150 → $2–4K/day), improves signal

• Fresh creative — wins more auctions, opens delivery

• Raise budgets on efficient campaigns (not Max Val until value fix)

Guardrails (watch at every step)

• CPL under ~$26 (Auto) / ~$18 (Home)
• Delty value-per-lead must HOLD ~$32 — if CPL flat but value/lead drops, you're buying junk → stop, fix value loop before scaling more
• Frequency under ~3–4 (May saturated at 6.85 @ $27.8K/day)

The deal math (July/Aug scored window)

Net rev = spend × (ROAS − 1). At 1.40x, GP1 (~$350K) needs ~$29K/day. At 1.50x it needs ~$23K/day. At 1.60x, today's spend hits it. Efficiency is the lever — every 0.10x ROAS knocks ~$5–6K/day off the spend needed.

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Part 6 — Reference

Exact campaign names + IDs

Campaign	ID
`QuoteWizard \	MIL \	SOCIAL \	Insurance \	Auto_Insurance \	(18-65) SAC - BAU \	NEW`	120240808864310498
`QuoteWizard \	MIL \	SOCIAL \	Insurance \	Auto_Insurance \	(18-65) SAC - ALC \	NEW` (2 spaces after QuoteWizard)	120240808866140498
`QuoteWizard \	MIL \	SOCIAL \	Insurance \	Auto_Insurance \	(18-65) SAC - ALC - Max Val \	NEW`	120241310920250498
`QuoteWizard \	MIL \	SOCIAL \	Insurance \	Home_Insurance \	(18-65) SAC - BAU`	120227142278050498
`QuoteWizard \	MIL \	SOCIAL \	Insurance \	Home_Insurance \	(18-65) SAC - ALC`	120238737024600498
`QuoteWizard \	MIL \	SOCIAL \	Insurance \	Home_Insurance \	(18-65) SAC - ALC - Max Val \	NEW`	120241432784690498

Key dataset

• Active dataset: Military Insurance (332555186604235) — has live web + CAPI

Open dependencies

• QW recurring accepted-lead export (with values) — gates the value-loop fix
• 30-day form-submitter cooldown list — still pending (Lauren/FunnelFlux)
• FunnelFlux fix for fbc + real-time value — vendor/dev (offline upload routes around it)

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Priority order from here

• Deploy audiences into ad sets (Lauren handoff) — as Advantage+ suggestions

• Step up cost caps (Part 2) — Auto BAU $17→$23 first, watch guardrails

• Get the QW accepted-lead feed → stand up offline-upload value loop

• Then switch Max Val to value optimization

• Cleanup duplicate audiences + the dead/invalid.invalid items

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