Run your week from five numbers.

What to check: Average CPL across all active campaigns. Compare to last week, last month, and your target.

CPL is the early warning system. Creative fatigue, broken pixels, audience saturation — all show up here first, before they show up in revenue.

Red flag: CPL up more than 30% over the 7-day rolling average, or above the $25 LASSO portfolio threshold. Investigate the same day.

Target: under $25 CPL

What to check: CTR for each active ad. Sort high to low. Identify your top 2 and bottom 2 creatives.

CTR tells you whether the creative is working before Meta has enough conversion data to optimize. A high CTR with low conversions means the creative is great but the landing page or offer is broken. Low CTR means the ad itself is the problem.

Red flag: CTR drops below 1% after the first 5 days of an ad. The hook is stale — pause, swap, or rotate the creative.

Target: 1.5%+ CTR

What to check: Total leads generated this week vs the same week last month. Compare against your target from the Budget Calculator.

This is what you're paying for. If CPL is healthy but volume is low, your budget is too small. If volume is high but CPL is up, you've hit audience saturation — rotate creative or expand the audience.

Red flag: Volume drops more than 25% with no budget change. Check pixel health, ad approval status, and creative fatigue immediately.

Target: 40+ qualified leads/month per active gym

What to check: Of last week's leads, how many booked an appointment? How many showed up? How many were SMS-verified (not bot/spam)?

The danger of running ads is celebrating lead volume that doesn't convert. A spike in leads with low show rate usually means a targeting issue or a too-good-to-be-true offer attracting tire kickers.

Red flag: Booking rate below 40% or show rate below 50%. Audit the offer and audience, not the sales team.

Target: 50%+ booking rate, 50%+ show rate

What to check: Total ad spend divided by total new members closed last week. This is the only number that matters in isolation.

If you spent $1,200 and signed 6 members, your cost per member is $200. Compare it with first-month revenue as one checkpoint. This does not establish profitability: delivery costs, fees and retention also matter. Investigate high acquisition costs alongside your funnel and margins.

Red flag: CPM exceeds your first-month membership value. You're paying more to acquire members than they pay you on day one. Cash flow gets ugly fast.

Target: CPM under 60% of first-month member value