Performance Learnings — June 15–16 Record Days

Account: LG Military Ads (1034037341617540) · Date: June 16, 2026

What happened, what we learned, and what to do with it. Revenue = Delty (real settled earnings); spend = Meta. Net = Delty − spend.

The headline

Two consecutive record days, driven by the gradual cost-cap step-up. June 15 was the best day of the month on every axis; June 16 is tracking to beat it. Critically, lead value held (~$37/lead) even as spend hit monthly highs — we scaled volume without eroding efficiency. That's the exact pattern the July/August goal-post window needs.

The numbers

June 15 — FINAL (locked)

Metric	Value
Delty revenue	$57,066
Meta spend	$30,999
Net	+$26,067
ROAS	1.84x
Value / lead	$37.47
Meta leads / Delty conversions	1,368 / 1,523
Blended CPL	$22.66
Frequency	1.43

New monthly high on revenue, net, spend, and value/lead simultaneously. Prior best revenue day was Jun 10 ($46,867).

June 16 — FINAL (Meta side locked; net pending final Delty)

Metric	Value	vs Jun 15
Meta spend	$35,734	+15% (new monthly high)
Meta leads	1,716	+25% (new monthly high)
Blended CPL	$20.82	better than $22.66
Frequency	1.53	up from 1.43
Delty revenue	~$68–71K (final pull pending)	—
Net	~$30–35K (projected)	beats Jun 15's $26K

Beat June 15 on spend, leads, AND efficiency (lower CPL) simultaneously — the new #1 day. Auto BAU alone deployed $23.4K at $21.16 CPL, confirming the cost-cap step is unlocking budget. Net to be locked on the final Delty export.

Month context (MTD through Jun 15)

Net ≈ $133K, ROAS ~1.41x
vs May full month: $291,892 net, 1.34x at ~$27.8K/day spend
June ran ~$20K/day until the 15/16 jump to $30–35K — the gap to May was always volume, not efficiency (June's efficiency is higher)

What we learned

1. Gradual cost-cap steps unlock volume without breaking efficiency

We stepped the cost-per-result goals up +$2 per campaign (Auto BAU $17 → ~$19), with more steps to go.
That single step drove spend from ~$20K/day → $31–35K/day — the record days.
Value/lead HELD at ~$37 through the increase. The feared efficiency erosion did not happen. Gradual stepping (vs a big jump) kept the ad sets out of re-learning.

2. CPL cools through the day — don't panic on a hot morning

Auto BAU CPL on Jun 16: $26.97 (morning) → $24.70 → $23.62 → $21.84 (afternoon).
Meta over-delivers cost early while it re-optimizes, then settles down. A hot 10am CPL is not the day's number. Read CPL late, not early.

3. Daily performance is driven by VALUE/LEAD, not just CPL

Across June, weak days (Jun 6/7/9) all had ~$26 value/lead; strong days (Jun 10/11/13/15) had $36–38.
The ~45% swing in value/lead is the swing between losing and record days. This is why the value loop is the #1 structural lever — pulling the floor up from $26 toward $37 eliminates the losing days.

4. The intraday Delty/Meta clock mismatch flatters ROAS

Meta runs Pacific; Delty runs ~3 hours ahead. Intraday, Delty revenue is "ahead" of Meta spend, so live ROAS reads high (~1.9x) and settles lower by EOD. Judge the day on the per-lead ratio and the final close, not the intraday ROAS.

The value-loop / tracking picture (resolved)

Reframe: attribution is NOT the bottleneck — value optimization is the prize.

What's confirmed working

QuoteWizard sends real per-lead revenue. The postback carries rev={publisherrevenue} ($86.55 confirmed on a live conversion) plus pii_email, pii_phone, pii_zipcode, and fbclid.
Lauren confirmed the rev data reaches Meta.
Meta-side signal quality is healthy (dataset 332555186604235):

Event	Event Match Quality	fbc	email	phone
CompleteRegistration	8.2 / 10	83.2%	97.2%	97.2%
Purchase	9.0 / 10	90.2%	82.8%	96.1%

The one real gap

**fbclid = null on the FunnelFlux server path** — both funnel Traffic nodes have no traffic source selected, so fbclid isn't captured server-side.
BUT the browser pixel covers it — that's why Meta still shows 83–90% fbc. The real-world impact is a ~17% gap, not the "Meta gets nothing" the FunnelFlux audit implied.

What this means

The fbclid fix (select traffic source on the funnel nodes) is cleanup (83% → 90%+), not an emergency.
The real lever is value optimization: confirm the real rev is on the events, then switch Auto/Home Max Val from "Highest volume" to value-based bidding so Meta bids toward high-revenue leads, not cheap form-fills.

The goal-post reframe (read this)

Incentives are scored on the July + August 60-day average run-rate, paid out in August. JUNE DOES NOT SCORE. June is the ramp — the month to dial in the engine so we enter July 1 at full speed.

Meta Net Revenue Growth Model (Auto + Home)

Tier	June	July	August	July/Aug avg (scored)
Baseline	$275K	$307K	$331K	~$319K
Goal Post 1	$306K	$350K	$383K	~$366.5K
Goal Post 2	$351K	$411K	$457K	~$434K
Goal Post 3	$383K	$467K	$536K	~$501.5K

What GP1 requires (scored window)

~$366.5K/mo net average = ~$11.8K/day net. In spend terms:

Efficiency	Spend/day for GP1
1.41x (today)	~$29K/day
1.50x	~$24K/day
1.60x	~$20K/day

June 15/16 already did $30–35K spend at ~$26K+ net days — the daily pace clears the GP1 line. The job is sustaining it for 60 days and growing into August's higher bar. The value loop is what makes it comfortable (every 0.1x of efficiency knocks ~$2–3K/day off the spend needed).

Cost-cap step ladder (the plan)

Flat +$2 per step, per campaign, 24–48h between steps, watch guardrails. (Exact live values to be confirmed with Lauren — Meta doesn't expose the bid amount via API; reconstructed from the $17 base + one step.)

Campaign	Start	Now (1 step)	Target	Steps left
Auto BAU	$17	~$19	$23	2 ($21, $23)
Auto ALC	$13	~$15	$20	2–3
Home BAU	$10	~$12	$16	2 ($14, $16)
Home ALC	$12	~$14	$16	1 ($16)

Upside note: the $23 target was set when value/lead was ~$32. It's now ~$37, so $23 is a floor, not a ceiling — if value/lead holds $35+, there's room to step Auto BAU toward $25.

Guardrails (stop/hold if breached): value/lead drops below ~$35 · CPL runs past ~$24 (Auto) after the day matures · frequency climbs past ~3–4 (currently 1.4 — lots of room).

Action plan

Continue the +$2 cap steps — Auto BAU → $21 next, then $23; confirm each day closed clean (value/lead ~$37) before the next step.

Confirm real value is on the Meta events, then flip Auto/Home Max Val to value optimization — the structural unlock. Leave the BAU/ALC lead campaigns (they're the working engine).

fbclid cleanup — select traffic source on the funnel nodes (low priority; closes the ~17% server-path gap).

Keep scaling spend toward the July/Aug GP1 pace (~$24–29K/day).

Use June as the ramp — exit the month running ~$25–30K/day at ≥1.45x so the scored window starts at full speed.

Source: live Meta Marketing API pulls (spend, results, dataset quality) + Delty daily exports, June 15–16, 2026. Supersedes nothing — companion to the SAC-Verified targeting strategy doc.

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