Sample growth report

Every page of a real report, with made-up numbers

This is the second weekly report for Northside Plumbing, a made-up business that spends about $870 a week on Facebook ads. You get the same 15 pages for your own site. Short on time? Read the 11 numbered notes.

Oct 6 to Oct 12, 2026
15 pages, 7 questions
Demo data, not a real business

11 things to look for

Where the report goes past what Ads Manager shows

1A form that quietly brokePage 2
2Clicks you paid for that never arrivedPage 3
3Every fix has a price on itPage 4
4The ad and its page, side by sidePage 4
5Did last week's fix work?Page 6
6Leads Facebook never gave the ad credit forPage 9
7Placements that spend with no leadsPage 11
8The step where people give upPage 12
9The landing page that wastes the clicksPage 12
10Most people don't decide on the first visitPage 12
11What phone visitors actually go throughPage 13

Northside Plumbing · Growth reportOct 6 to Oct 12, 2026

Growth report

Report for Oct 6 to Oct 12

7 days, compared with the 7 days before (Sep 29 to Oct 5)

In these 7 days you got 31 leads from 1,480 visits, 7 more leads than the 7 days before. Some days are missing from your tracking, so the real number is likely a little higher. Meta ads brought 23 of them at $38 each, well under the $147 a lead is worth to you. Most people who reach /quote do not start the form.

1Can I trust these numbers?2 issuesMostly. 2 issues may make these numbers a little low.

2What should I do next?3 actionsCheck your Emergency call-back form still sends first. It should help the most.

3Did my last changes work?3 changesOne worked and one made no clear change. One was not made yet.

4Am I getting more leads?CompleteYes. 31 leads, 7 more than the 7 days before.

5What does each lead cost me?Complete$38 from Meta ads, well under the $147 a lead is worth to you.

6Which ads should I keep, fix or stop?7 Meta adsGrow 1, fix 2, keep 2. 1 is too new to judge. 1 can't be tracked yet.

7Where am I losing visitors?CompleteAt /quote. 77% of people who reach it do not start the form.

Made for northsideplumbing.example. Every number comes from VisitorLayer tracking on your site and your connected Meta account. Questions marked Not available need data this report does not have yet.

VisitorLayerPage 1 of 15

Northside Plumbing · Growth reportOct 6 to Oct 12, 2026

Question 12 issues

Can I trust these numbers?

Mostly. 2 issues may make these numbers a little low.

Your Emergency call-back form sent no leads since Oct 9, while people kept visiting your site. Leads from those days are missing, so these numbers are a little low.

Check the form still sends, and that its tracking still matches it.

The Meta ad "Boosted post: Fall maintenance" sends people to your site without its ad ID, so its 35 clicks count as Meta but not as that ad.

Add the ad ID to its URL parameters in Meta Ads Manager: Ad account in VisitorLayer shows the exact value. The ad keeps running.

What we checked

The tracking script sent visits every day.

VisitorLayerPage 2 of 15

Northside Plumbing · Growth reportOct 6 to Oct 12, 2026

Question 1, continued

Can I trust these numbers?

Did the clicks you paid for reach your site?

Meta charges for each link click. Some clicks never become a visit, and that is normal: people tap by accident, leave before the page loads, or block tracking. What matters is an ad that loses far more clicks than your other ads.

Link clicks Meta charged for1,047970 the 7 days before

Visits that reached your site795742 the 7 days before

Reached your site76%About the same as before

Ad	Link clicks	Visits	Reached your site	The days before
Drain special, $89 flat	182	61	34%	38%
Same-day repair, van photo	310	268	86%	86%
Spring tune-up, 20% off	236	197	83%	85%
Water heater install, before and after	168	141	84%	83%
Leak detection, thermal camera video	151	128	85%	84%
All 5 ads	1,047	795	76%	76%

"Drain special, $89 flat" got 182 link clicks, and only 61 of them reached your site, 34%. Your other ads reached it at 85%, and this ad at 38% the 7 days before.

Check the page this ad links to loads quickly on a phone, and that its link still carries the ad ID.

Counted only for ads whose link carries their ad ID, so a missing ID never reads as lost clicks. 2 ads without it are left out. An ad is judged once it has 100 link clicks.

VisitorLayerPage 3 of 15

Northside Plumbing · Growth reportOct 6 to Oct 12, 2026

Question 23 actions

What should I do next?

Check your Emergency call-back form still sends first. It should help the most.

Check your Emergency call-back form still sends

Should help the most. We are fairly sure.

About $5,400

a month in leads

Your Emergency call-back form has sent no leads since Oct 9, while people kept visiting your site. Before that it sent about 1.2 a day.

	Leads a day
Before Oct 9	1.2
Since Oct 9	0

Worth checking: a site update changed the form, so its tracking no longer matches it. The form shows an error when it is sent. The form was removed or moved to another page.

How we will know it worked: leads from your Emergency call-back form come in again.

Fix or stop the "Spring tune-up, 20% off" ad

We are fairly sure.

About $4,500

a month in leads

"Spring tune-up, 20% off" spent $268 and brought no leads. Your Meta ads average $38 a lead.

	Spent	Leads	Cost per lead
Spring tune-up, 20% off	$268	0	-
All Meta ads	$874	23	$38

From the ad's image and its page / on Oct 13Checked on a phone screenThe ad says: "Spring tune-up, 20% off. Book your whole-home plumbing check in 60 seconds."

The ad offers 20% off a tune-up. The page it opens is your homepage, which never mentions the offer.
The ad says "Book in 60 seconds". On a phone, the first screen has no booking button, only a menu and a photo.

Worth checking: the ad promises something the page it links to does not mention. The same people have seen the ad too often. The audience is too wide for the offer.

How we will know it worked: cost per lead from Meta ads falls below $38.

VisitorLayerPage 4 of 15

Northside Plumbing · Growth reportOct 6 to Oct 12, 2026

Question 2, continued

What should I do next?

Make /quote load faster on phones

We are reasonably sure.

About $4,200

a month in leads

286 phone visits started on /quote, and 46% of them waited over 4 seconds for the page to show, up from 44% before. At your desktop rate, this page's phone visits would have brought about 7 more leads.

Visits to /quote	Visits	Leads	Became leads
Phones, page showed in under 2.5 s	88	4	4.5%
Phones, page took over 4 s	127	0	0.0%
Desktop	94	4	4.3%

Load times from your visitors' own phones. Slow loads and fewer leads go together here, but that alone does not prove speed is the cause, so this action is judged by leads, not by load time.

From reviewing /quote on Oct 13Checked on a phone screen

On a phone, the first screen is a photo of the van and the heading "Fast, honest plumbing". The form starts below it, out of sight.
The form now asks 5 questions, 4 of them required, down from 9 last report.
The button says "Submit". "Get my free quote" says what happens next.

Worth checking: large photos at the top of the page. A video that plays as the page opens. Chat or review widgets that load first. A slow web host. Free tools such as PageSpeed Insights show what holds the page back.

How we will know it worked: phone visits to /quote that become leads rises above 2.2%.

VisitorLayerPage 5 of 15

Northside Plumbing · Growth reportOct 6 to Oct 12, 2026

Question 33 changes

Did my last changes work?

One worked and one made no clear change. One was not made yet.

Stop "Kitchen remodel promo", which spent $186 with no leads

Oct 6Confirmed by Meta

What a lead from Meta costs went from $61 to $38, within the usual ups and downs.

No clear change

Before$61

After$38

Cut the quote form to the 5 fields you need

Oct 6Confirmed on your page

People who send the form after starting it went from 12% to 22%, comparing 7 days before the change with 7 days after.

It worked

Before12%

After22%

Put your phone number and a quote button at the top of /water-heaters

Suggested Oct 6

Not marked done, and no change was found. It shows here this once.

Still open

VisitorLayerPage 6 of 15

Northside Plumbing · Growth reportOct 6 to Oct 12, 2026

Question 4Complete

Am I getting more leads?

Yes. 31 leads, 7 more than the 7 days before.

Leads317 more than before

Visits1,480128 more

Visitors who became leads2.1%up from 1.8%

Leads per dayLeadsDaily average in the 7 days before

Form sent nothing

Before: 3.4 a day

Where leads came fromThese 7 days7 days before

Meta Ads23 / 18

Direct4 / 3

Organic Search3 / 2

Referral1 / 1

VisitorLayerPage 7 of 15

Northside Plumbing · Growth reportOct 6 to Oct 12, 2026

Question 5Complete

What does each lead cost me?

$38 from Meta ads, well under the $147 a lead is worth to you.

Spent on Meta ads$874$91 more

Cost per lead from Meta$38up from $37

What a lead is worth to you$147From your settings

Cost per lead, by Meta campaignYour average, $38Break-even, $147

Seasonal offersNo leads

Same-day repair$13

Water heaters$30

Leak detection$28

Boosted postsNo leads

With an average job of $420 and about 1 in 3 leads becoming a customer, you can pay up to $147 for a lead and still break even. 3 of your 5 campaigns are under that. Seasonal offers and Boosted posts are over it.

A lead from Meta is a lead from a visit Meta sent. Cost is shown for Meta ads. Other ad platforms come later.

VisitorLayerPage 8 of 15

Northside Plumbing · Growth reportOct 6 to Oct 12, 2026

Question 5, continued

What does each lead cost me?

Leads your Meta ads started

Some people click an ad, leave, and come back days later through Google, an email or by typing your address. Then they send the form. Meta counts a lead only when it can link it to an ad, inside its own time limit. VisitorLayer remembers where each visitor first came from, so it can tie these leads back to the ad that started them.

Leads from visits Meta sent23Up from 21

Came back another way6Up from 3

Meta's own count40Up from 34

Cost per lead from Meta, counted two ways

Visits Meta sent, as in question 5$38

With people who came back$30

$874 spent on Meta ads. 23 leads came from visits Meta sent, and 29 when you add the people who came back another way.

How long people took to come back

Same day 11 to 7 days 48 to 28 days 1Over 28 days 0

From the visitor's first visit from an ad to the day they sent the form. Meta counts a lead within 7 days of a click unless your account is set otherwise, so the 1 who took longer is not in its count.

The ads with the most people coming back

Ad	Spent	Leads from its visits	Came back another way	Cost per lead, from its visits	With people who came back
Same-day repair, van photoSame-day repair	$190	15	3	$13	$11
Water heater install, before and afterWater heaters	$120	4	2	$30	$20
Leak detection, thermal camera videoLeak detection	$112	4	1	$28	$22

Only a visitor's first visit counts here. Everywhere else in this report, only visits Meta sent are counted.

VisitorLayerPage 9 of 15

Northside Plumbing · Growth reportOct 6 to Oct 12, 2026

Question 67 Meta ads

Which ads should I keep, fix or stop?

Grow 1, fix 2, keep 2. 1 is too new to judge. 1 can't be tracked yet.

1Grow

2Keep

2Fix or stop

1Too early

1Can't track yet

Every Meta ad, by spend and leadsGrowKeepFix or stopToo early

Meta campaign	Spent	Leads	Cost per lead	What to do
Seasonal offers	$432	0	-	Fix or stop
Same-day repair	$190	15	$13	Grow
Water heaters	$120	4	$30	Keep
Leak detection	$112	4	$28	Keep
Boosted posts	$20	0	-	Can't track yet

Meta counts 40 leads for these ads, because it also counts people who only saw an ad. That number is listed for every ad in the appendix, kept apart from yours.

VisitorLayerPage 10 of 15

Northside Plumbing · Growth reportOct 6 to Oct 12, 2026

Question 6, continued

Which ads should I keep, fix or stop?

Which placements brought you leads?

Meta shows each ad in many places, such as the Facebook feed or Instagram Reels. Here is what each place cost you, counted with your own leads, not Meta's.

Spent on ads that say where they ran$854of $874 on Meta ads

Leads from those ads23of 23 from Meta ads

Average cost per lead$37across these placements

Placement	Spent	Link clicks	Leads	Cost per lead
Facebook Feed	$424	558	15	$28
Instagram Stories	$111	118	2	$56
Instagram Feed	$87	132	5	$17
Instagram Reels	$39	52	1	$39
Audience Network	$103	99	0	No leads
Facebook Marketplace	$90	112	0	No leads
All placements	$854	1,071	23	$37

Your average, $37 a lead. A bar reaches the end at $111 or more.

Audience Network spent $103 and brought no leads from 99 link clicks.

In Ads Manager, turn off Audience Network under Placements in each ad set. Its ads run inside other apps, where taps by accident are common.

Facebook Marketplace spent $90 and brought no leads from 112 link clicks.

In Ads Manager, edit the ad sets and turn off Facebook Marketplace under Placements, so the budget goes to the placements that bring leads.

Leads are counted from visits whose link said where the ad ran. Spend and link clicks come from Meta. A placement is judged once it has spent at least your average cost per lead.

VisitorLayerPage 11 of 15

Northside Plumbing · Growth reportOct 6 to Oct 12, 2026

Question 7Complete

Where am I losing visitors?

At /quote. 77% of people who reach it do not start the form.

How far visitors getSteps found automatically from your form

Visited the site1,480visits

59% left before reaching /quote, up from 57% before

Reached /quote61241.4% of visits

77% did not start the form, up from 74% before

Started the form1419.5% of visits

82% did not send the form, down from 85% before

Sent the form261.8% of visits

Page people land on first	Visits	Leads	Became leads
/	520	9	1.7%
/quote	380	10	2.6%
/water-heaters	260	6	2.3%
/drain-cleaning	210	1	0.5%
1 other page	110	5	4.5%

Visits before becoming a lead

1 visit55%

2 visits26%

3 or more19%

45% came back at least once before sending the form.

VisitorLayerPage 12 of 15

Northside Plumbing · Growth reportOct 6 to Oct 12, 2026

Question 7, continued

Where am I losing visitors?

Do phones turn into leads as well as desktop?

Most people who tap an ad are on a phone. Ad platforms see the tap, but not what happens after it, or how long your page took to show. These numbers come from your visitors' own phones and computers.

Phone visits that became leads1.3%Up from 1.2%

Desktop visits that became leads4.4%Up from 3.4%

Phone visits that waited over 4 s38%Up from 35%

Device	Visits	Leads	Became leads	The days before	Waited over 4 s for the page
Phone	1,090	14	1.3%	1.2%	38%
Desktop	360	16	4.4%	3.4%	6.1%
Tablet	30	1	Shown, not judged
All devices	1,480	31	2.1%	1.8%	30%

Showed in under 2.5 s2.5 to 4 sOver 4 s

Phone visits became leads at 1.3%, under half your desktop rate of 4.4%. At the desktop rate, your 1,090 phone visits would have brought about 48 leads, not 14.

Action 3 in "What should I do next?" lists what to check.

Your slowest pages on phones

Page people land on first	Phone visits	Waited over 4 s	Became leads, fast	Became leads, slow
/quote	286	46%	4.5%	0.0%
/	390	31%	1.8%	0.9%
/water-heaters	196	27%	2.2%	0.0%
/drain-cleaning	168	24%	1.2%	0.0%

Fast means the main content showed in under 2.5 s, slow means over 4 s. A visit's load time is its first page's. A page with over 40% slow loads on phones is flagged.

Phone and desktop are each judged once they have 100 visits.

VisitorLayerPage 13 of 15

Northside Plumbing · Growth reportOct 6 to Oct 12, 2026

Question 7, continued

What your pages show

We read the public pages behind these findings the way a visitor first sees them: headings, text, buttons and form fields. We never see what people type into your forms.

From reviewing /quote on Oct 13Checked on a phone screenThe page holding the form most leads came from

On a phone, the first screen is a photo of the van and the heading "Fast, honest plumbing". The form starts below it, out of sight.
The form now asks 5 questions, 4 of them required, down from 9 last report.
The button says "Submit". "Get my free quote" says what happens next.

From reviewing /drain-cleaning on Oct 13Checked on a phone screenA page people land on that turns few visits into leads or sales

The heading is "Drain services", with no price and no way to book on the page.
On a phone, a cookie banner covers the call button on the first screen.

VisitorLayerPage 14 of 15

Northside Plumbing · Growth reportOct 6 to Oct 12, 2026

Appendix

Every Meta ad

Ad	Campaign	Spent	Leads	Cost per lead	Meta counts	What to do
Same-day repair, van photo	Same-day repair	$190	15	$13	22	Grow
Spring tune-up, 20% off	Seasonal offers	$268	0	-	4	Fix or stop
Drain special, $89 flat	Seasonal offers	$144	0	-	3	Fix or stop
Water heater install, before and after	Water heaters	$120	4	$30	6	Keep
Leak detection, thermal camera video	Leak detection	$112	4	$28	5	Keep
Winter pipe check, carousel	Seasonal offers	$20	0	-	0	Too early
Boosted post: Fall maintenance	Boosted posts	$20	-	-	0	Can't track yet
All 7 ads		$874	23	$38	40

"Meta counts" is Meta's own lead number. It includes people who only saw an ad, so it is never added to your leads. Leads here are the ones whose link named the ad.

Every report answers the same 7 questions in this order. A question says Not available when this report does not have the data for it.

VisitorLayer works out every number from visits and form submissions on your site, and from your connected Meta account. It reads the public pages behind its findings. It never reads what people typed into your forms.

Devices and load times come from your visitors' own browsers. Only the device type and two timings are kept, never which phone or browser it was.

For the ads behind its findings, it also looked at the ad's image, or a video's cover image, while writing this report. It does not keep it.

VisitorLayerPage 15 of 15

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