Ad Lead Quality Analyzer

Description

Meta optimizes for whatever conversion event you fire. For lead-gen and participant-recruitment campaigns that's almost always "signup" — but a signup is worthless if the lead never qualifies, never completes the requested action, or never gets paid out. The lowest-CPA campaign is often the one bringing in the *worst* leads.

What this skill does

1. 1Join ad-platform signup data with downstream funnel events using UTM params, CAPI send-back, or Meta lead IDs to validate attribution coverage.
2. 2Build a per-creative funnel from impression through to payout or repeat action, exposing where each ad's promise breaks down post-signup.
3. 3Compute true CAC per qualified lead alongside platform CPA and a quality multiplier showing how badly the platform metric misleads.
4. 4Score every creative on vanity rate, audience-fit, and retention, then classify into Scale, Keep, Investigate, or Cut buckets with confidence flags.
5. 5Handle cohort maturation by separating mature from recent cohorts so you never cut a creative that hasn't had time to qualify.

When to use

• Your lowest-CPA campaign is producing the worst downstream results and you need to understand why.
• You're about to scale a Meta campaign and want to verify the platform's reported CPA reflects real qualified leads.
• Attribution coverage is unknown and you need a gap report before any creative decisions are made.
• CS or sales is complaining about lead quality and you need data to trace the problem back to specific ads.

Tools used

Frequently asked questions