Tuesday Meeting Handout — June 4, 2026

Print this. Walk in with it. Use it.

For the office meeting with Lauren + dev team + (likely) Anthony / Hassan.

90-second opener

"Audit's done. Account is structurally healthy — 99/100 Opportunity Score, EMQ on the lead-gen pixel is 9.1, scaling held through May with no degradation. That's the headline.

Under that headline, three things are leaving real money on the table. The biggest is the Purchase value pipe — Meta can't compute ROAS on this account because the value parameter isn't usable, which means Auto Max Val is paying a 67% CPL premium optimizing against a signal that doesn't exist. That's a $137K-a-month problem and it's the one thing I want us to decide today.

The second is creative concentration — two concept families are 76% of all spend. The fatigue clock on Odometer is days, not weeks. The third is the warm/retargeting layer — under SAC, the website-Pixel-seeded retargeting is essentially nonexistent, and we have a healthy page-engagement audience sitting unused. That's a Week 1 fix.

I have a printed list of every dataset, every campaign, every audience, and three decisions I need from each of you. Let's work through it."

The three findings (in a screen-friendly format)

The Auto Max Val decision (the big one)

Numbers (last 30d): - Auto Max Val spend: $341,592 - Auto Max Val CPL: $36.44 - Auto BAU CPL: $21.84 - Same audience targeting. Same creative concepts. Only difference: Max Val optimizes for RETURN_ON_AD_SPEND against a broken value signal. - Premium cost: $14.60/lead × 9,375 leads = $136,912 / 30 days = ~$1.6M/yr

Three options:

My recommendation: B (cap) for Week 1, decide A vs C in Week 2 based on dev confidence in the value-fix timeline.

If dev says "2 weeks": cap and wait (option B → C). If dev says "6+ weeks": pause and reallocate (option B → A). If dev says "not sure": pause and reallocate; we can always relight Max Val later.

Ask Hassan / Anthony Tuesday: which option, and what does dev think the fix timeline actually is?

Diagnostic checklist for Tuesday morning (before the meeting)

Step 1 — Open Meta Events Manager (5 min)

Navigate to: Events Manager → Datasets → "Military Insurance" (ID 332555186604235)

Then click the Diagnostics tab (top nav).

Look for: - ☐ Any flagged errors on the Purchase event specifically the value parameter - ☐ Any flagged errors on the fbc parameter (truncation / malformed values) - ☐ Any other parameter-level errors

If the value parameter is flagged → Mo's "98% malformed" finding is confirmed. If the fbc parameter is flagged → the truncation finding is confirmed.

Step 2 — Open Audiences view (3 min)

Navigate to: Audiences → Custom Audiences → search "Mil FB Customer Match 4.12.21"

• ☐ Confirm whether the named audience is archived or doesn't exist
• ☐ If it exists archived: note refresh date
• ☐ Compare to Custom_Recruiting-Leads_08-05-2025 to confirm it's the replacement

Step 3 — Check the "60%" compliance question (3 min)

Navigate to: Ads Library → search by page Military.com → keyword "60%"

• ☐ Confirm no active ads run "Save up to 60%" claim (May 13 audit flagged 3 ads with this)
• ☐ If any still active: note Ad IDs (priority sunset)

Step 4 — Quick screen of opportunity score recommendation (2 min)

Navigate to: Ads Manager → Account → Opportunity Score (top-right)

• ☐ Confirm 99/100
• ☐ Read the 1-point recommendation and screenshot it for Hassan

Total time: ~15 minutes before walking into the meeting.

Questions for Lauren

Ask in order:

1. What was the last refresh date of the Custom_Recruiting-Leads_08-05-2025 audience? (Stale 10-month seed = stale 1%/3%/5% LALs. Need fresh export.)

2. What's the audience SOURCE size on these two ad sets? - 120240808864440498 (Custom — Auto BAU) - 120227142278180498 (Custom — Home BAU) - Are these the "narrow ~1,000-person Custom audiences" Mo's prior audit flagged?

3. Can you send me an export of sold leads from the last 180 days for a fresh customer-match upload? (To rebuild the LAL ladder on current signal.)

4. March + April 2026 daily reports in the same format as May — for baseline vetting with Hassan mid-June.

5. Are the "Save up to 60%" creatives definitively sunset? Mo's May 13 audit flagged 3 ads (1004559982134492 and 2 others). Live audit didn't see them in top spenders but want to confirm zero live.

6. What's the current creative production cadence? Can you commit to receiving + reviewing 8-10 net-new concepts per week starting this week?

Questions for Dev (Anthony's team)

Ask in order:

1. Purchase event value parameter — what value is being passed today? Real per-lead payout from QW/Delty, or a flat placeholder?

2. What's a realistic timeline to fix it? Best case / worst case.

3. The Military.com content pixel (587241028099131) — its server has been silent since March 2023. What's the plan? Adding a Signals Gateway / CAPI here is Mo's audit estimate of +23% cost/result. Multi-week or 24-48 hour work?

4. The MA Military Insurance dataset (1536649764252698) — what is it for? It's never fired server-side. Activate or archive?

5. Form architecture — is it a QW-hosted iframe on auto.military.com, a redirect to QW's form, or an Iron Corp own page posting to QW's API? (Determines what's possible for the form migration.)

6. fbc / fbclid handling — any known issue with URL parameter truncation between the ad click and the lead form? (Mo's audit flagged this; Events Manager will confirm.)

Questions for Hassan / Anthony (joint)

1. The Auto Max Val decision — Options A (pause), B (cap), or C (keep + fix in parallel)? See table above.

2. Can dev get the value-pipe fix scoped this week? Need an honest estimate of how many weeks of dev time so the Max Val decision can be made on a real timeline.

3. OK to build a new ad set targeting FB Page Engagers + IG Account Engagers this week? Existing healthy audiences, currently unused. Conservative estimate: 5-10% incremental quality leads at lower CPL.

4. Mid-June 1:1? Want a 30-min slot to walk through the baseline vetting data (March-April-May comparison) and the success-metric reframe (RPL−CPL spread vs CPL-only).

Week 1 action checklist (commit Tuesday)

What I'm NOT asking for Tuesday

• No form migration cutover (Phase 3+ work, not in measurement window)
• No baseline negotiation yet (mid-June, after Week 1 wins land)
• No new comp structure or kicker discussion (after baseline)
• No HELOC, Thread C, or strategic expansion conversations (post-pilot)
• No metric reframe conversation with Hassan yet (Week 3 after I've banked wins)

The thing I want to walk out of Tuesday with

1. A signed Max Val decision (pause, cap, or keep)
2. A dev timeline for the value-pipe fix (best-case + worst-case weeks)
3. Lauren's commitment on the sold-leads export + creative review cadence
4. A calendar invite for the mid-June 1:1 with Hassan
5. Confirmation that dev will pursue the content-pixel CAPI Gateway (the +23% lever)

If I walk out with those five things, Tuesday was a win.