Marketing · PRISM

Spent on ads$4,658was $4,224

Booked, all sources$9,530was $9,360 · better

Left after ad spend$2,782was $3,441 · worse

Booked per $1 of ads$1.60was $1.81 · worse

Left after ad spend: $7,440 from Meta and Google leads minus $4,658 spent = $2,782

Northshore Social · retainer $700 a month · Sam Greer

View agency report

What each channel paid back

Last 30 days

ChannelSpentLeadsBookedBooked valueBooked per $1Per $1

Meta adsSpent $2,999 · Booked $6,270$2,9994916$6,270$2.09

Google AdsSpent $1,659 · Booked $1,170$1,659295$1,170$0.71

Ad spend totalSpent $4,658 · Booked $7,440$4,6587821$7,440$1.60

Other sources, no ad spend

Instagram DMNo ad spend · Booked $1,610No ad spend185$1,610–

Website formNo ad spend · Booked $180No ad spend122$180–

Phone callNo ad spend · Booked $75No ad spend131$75–

ReferralNo ad spend · Booked $65No ad spend111$65–

The KnotListing, $197/monthListing $197 · Booked $160listing $19771$160$0.81

All sources: 139 leads, 31 booked, $9,530.

Ad spend $4,658 · listing $197 (The Knot is a listing fee, not ad spend).

Spend against what it booked, by week

Counted in the week the guest first asked

Spent on adsBooked by that week’s leads

Is my agency working?

Northshore Social · $700 a month

Ad spend: $4,658
Retainer, one month: $700
Leads from their ads: 78
Booked: 21 · $7,440
Booked per $1, retainer included: $1.39

Tracking number on their landing page
The Google page still shows the main salon number, so 22 calls from Google Ads cannot be tied to a campaign.
Campaign tags (UTMs) on every lead
A UTM is a tag on an ad link that says which campaign a click came from. 76% of ad leads arrive with one; Google is the gap (58%).
Bookings reported back to Meta and Google
This tells each ad platform which clicks became clients. Meta gets bookings; Google does not, so its bidding learns from clicks, not from clients.

Agency figures count ad leads only and include the retainer; the strip above counts every source.

Not proven yet. 3 of 3 checks are not clean, so the $7,440 booked from ads is partly a guess. Counting the retainer, each $1 returns $1.39.

Campaigns

Last 30 days · tap a name to see its leads

CampaignGoalDaily budgetSpentLeadsPer leadBookedBooked per $1

Balayage reel Meta adsMessages$40$1,19022$5410$1.72

Bridal season Meta adsLeads$32$94512$792$0.58

Dash suggests: $945 spent for 2 bookings. Move half of its $32 a day to Extensions consult.

Extensions consult Meta adsLearningLeads$28$86315$584$4.26

Dash suggests: Still learning. Give it two weeks and about 50 results before judging it.

Hair salon near me Google AdsCalls$30$91718$512$0.16

Dash suggests: 18 calls, 2 booked. Answer the missed calls and add a tracking number before spending more here.

Balayage Evanston Google AdsCalls$24$74311$683$1.37

Bridal hair Chicago North Shore Google AdsPausedCalls$12–0–0–

October: budget against actual

Day 10 of 31

LineBudgetSpent so farOn pace for

Meta ads$3,100$1,064$3,298Over

Google Ads$1,674$605$1,875Over

Northshore Social · retainer$700$700$700Billed monthly

The Knot listing$200$200$200Billed monthly

Website hosting and forms$49$49$49Billed monthly

Total$5,723$2,618$6,122

Spend log

DateSourceCampaignOriginAmount

Oct 10Meta adsBalayage reelSynced$43.90

Oct 10Meta adsBridal seasonSynced$33.64

Oct 10Meta adsExtensions consultSynced$27.84

Oct 10Google AdsHair salon near meSynced$27.19

Oct 10Google AdsBalayage EvanstonSynced$24.03

Oct 9Meta adsBalayage reelSynced$49.69

Oct 9Meta adsBridal seasonSynced$37.98

Oct 9Google AdsHair salon near meSynced$34.32

Oct 9Meta adsExtensions consultSynced$31.97

Oct 9Google AdsBalayage EvanstonSynced$29.01

Oct 8Meta adsBalayage reelSynced$41.07

Oct 8Meta adsBridal seasonSynced$37.37

Oct 8Google AdsHair salon near meSynced$34.19

Oct 8Meta adsExtensions consultSynced$28.92

Oct 8Google AdsBalayage EvanstonSynced$26.95

Oct 7Meta adsBalayage reelSynced$45.23

Oct 7Meta adsBridal seasonSynced$35.30

Oct 7Meta adsExtensions consultSynced$31.25

Oct 7Google AdsHair salon near meSynced$30.85

Oct 7Google AdsBalayage EvanstonSynced$27.67

Oct 7Meta adsBoost: Saturday open chairsManual$25.00

Oct 6Meta adsBalayage reelSynced$41.55

Oct 6Google AdsHair salon near meSynced$32.03

Oct 6Meta adsBridal seasonSynced$30.99

Oct 6Meta adsExtensions consultSynced$29.30

Oct 6Google AdsBalayage EvanstonSynced$26.22

Oct 5Meta adsBalayage reelSynced$31.36

Oct 5Meta adsBridal seasonSynced$28.52

Oct 5Google AdsHair salon near meSynced$25.47

Oct 5Meta adsExtensions consultSynced$25.11

Oct 5Google AdsBalayage EvanstonSynced$21.86

Oct 4Meta adsBalayage reelSynced$33.47

Oct 4Meta adsBridal seasonSynced$25.58

Oct 4Google AdsHair salon near meSynced$24.51

Oct 4Meta adsExtensions consultSynced$21.59

Oct 4Google AdsBalayage EvanstonSynced$20.79

Oct 3Meta adsBalayage reelSynced$41.67

Oct 3Google AdsHair salon near meSynced$32.11

Oct 3Meta adsBridal seasonSynced$31.74

Oct 3Google AdsBalayage EvanstonSynced$25.40

Oct 3Meta adsExtensions consultSynced$25.33

Oct 2Meta adsBalayage reelSynced$49.85

Oct 2Google AdsCall extension trialManual$40.00

Oct 2Meta adsBridal seasonSynced$39.67

Oct 2Google AdsHair salon near meSynced$36.74

Oct 2Meta adsExtensions consultSynced$33.37

Oct 2Google AdsBalayage EvanstonSynced$26.82

Oct 1AgencyNorthshore Social · retainerRecurring$700.00

Oct 1The KnotThe Knot listingRecurring$200.00

Oct 1AgencyWebsite hosting and formsRecurring$49.00

Oct 1Meta adsBalayage reelSynced$40.25

Oct 1Google AdsHair salon near meSynced$34.21

Oct 1Meta adsExtensions consultSynced$33.44

Oct 1Meta adsBridal seasonSynced$31.88

Oct 1Google AdsBalayage EvanstonSynced$24.48

Sep 30Meta adsBalayage reelSynced$40.24

Sep 30Google AdsHair salon near meSynced$34.18

Sep 30Meta adsBridal seasonSynced$32.26

Sep 30Meta adsExtensions consultSynced$29.79

Sep 30Google AdsBalayage EvanstonSynced$27.58

Sep 29Meta adsBalayage reelSynced$39.48

Sep 29Google AdsHair salon near meSynced$33.27

Sep 29Meta adsBridal seasonSynced$31.67

Sep 29Meta adsExtensions consultSynced$30.97

Sep 29Google AdsBalayage EvanstonSynced$27.31

Sep 28Meta adsBalayage reelSynced$31.56

Sep 28Meta adsBridal seasonSynced$27.15

Sep 28Google AdsHair salon near meSynced$24.23

Sep 28Meta adsExtensions consultSynced$22.82

Sep 28Google AdsBalayage EvanstonSynced$18.96

Sep 27Meta adsBalayage reelSynced$34.54

Sep 27Meta adsBridal seasonSynced$25.54

Sep 27Google AdsHair salon near meSynced$23.90

Sep 27Meta adsExtensions consultSynced$21.43

Sep 27Google AdsBalayage EvanstonSynced$18.62

Recurring costs

$949 a month

Northshore Social · retainer$700 a monthNext charge 1 Nov

The Knot listing$200 a monthNext charge 1 Nov

Website hosting and forms$49 a monthNext charge 1 Nov

Ad clicks are not yet tied to bookings: add the tracking code to your booking page.

How each lead gets its source

Figures are demonstration data

A campaign tag (UTM) is a label on an ad link that says which campaign a click came from; a click ID is the ad platform’s own receipt for that click.

ChannelTracking numberHow leads are taggedTag capturedClick IDState

Meta ads(847) 555-0171Lead forms, DMs and a landing page86%74% fbclidWorking

Google Ads(847) 555-0172Landing page and call extension58%41% gclidPartly working

Instagram bioNot neededBio link with a tag92%– Working

The Knot(847) 555-0173Directory listing number–– Working

Website(847) 555-0114Main number, no tracking31%– Partly working

Bookings sent back to the ad platforms

So Meta and Google learn who actually becomes a client

When someone books, PRISM tells the ad platform which click it came from, so its ads find more people like your clients.

ConnectionWhat it doesLast sentSentState

Meta Conversions APISends booked appointments back to Meta so it finds more people like themToday 8:12 am21 (19 matched)Connected

Google offline conversionsUploads booked appointments to Google Ads, matched by click IDNever sent–Not set up

Matches PRISM leads to booked revenue

Every lead keeps the first source it arrived from. When that person books, PRISM adds the appointment value to that source and campaign. In the last 30 days that matched 31 bookings out of 139 leads, worth $9,530, to a source. 76% of ad leads carried a campaign tag; the rest are placed by the number they called or the form they used.

October 2026

Running this monthDatesDetail

Balayage reelOct 1 to Oct 31Oct 1 to Oct 31Campaign · Meta · Messages

Bridal seasonOct 1 to Oct 31Oct 1 to Oct 31Campaign · Meta · Leads

Extensions consultOct 5 to Dec 31Oct 5 to Dec 31Campaign · Meta · learning

Sun

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12Fall gloss, $15 off

13Fall gloss, $15 off

14Fall gloss, $15 off

15Fall gloss, $15 off

16Fall gloss, $15 off

17Fall gloss, $15 off

18Fall gloss, $15 off

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24Bridal expo, Evanston

25Bridal expo, Evanston

26Halloween colour

27Halloween colour

28Halloween colour

29Halloween colour

30Halloween colour

31Halloween colour

Promos and markersDatesDetail

Fall gloss, $15 offOct 12 to Oct 18Oct 12 to Oct 18Promo

Bridal expo, EvanstonOct 24 to Oct 25Oct 24 to Oct 25Bridal · Booth and sign-up sheet

Halloween colourOct 26 to Oct 31Oct 26 to Oct 31Promo

Campaign Promo Bridal