Cholesterol Code Campaigns · Reference · excluded from metrics above
Cholesterol Code Campaigns · Last 30 Days
Campaign
Spend
Impressions
Reach
CTR
CPC
Leads
Course Clicks
T+S Sub
Account Snapshot · Last 90 Days · Feb 3 – May 3, 2026 · Report: May 15, 2026
Spend
$97,931
last 90 days
45% of lifetime in 90d
CTR
7.04%
573,995 clicks
Far above nonprofit norm
CPC
$0.17
8,148,078 impressions
Very efficient
CPM
$12.02
4,592,927 reach · 1.77× freq
Healthy frequency
Leads (blended)
3,284
$29.82 CPL blended
InstantForms = $5.18 actual
Course Clicks
10,009
$9.74 blended
CME Conversion = $4.04 actual
Video Views
2.04M
10,219 post saves
Strong save-rate
Newsletter Signups
48
$2,040 each
Largest unrealized funnel
Campaign Groups · Lifetime · Jan 2025 – May 15, 2026 · 10 campaigns · $198,938 of $217,531 lifetime spend
Four Functional Campaign Groups · Uniform ComparisonReport: May 15, 2026
Campaign Group
#
Spend
Impressions
Reach
CTR
CPC
Freq
Primary KPI
TCC AMZ · Traffic
4
$51,829
6,831,254
3,815,705
10.68%
$0.071
1.79
475,583 link clicks · $0.109 each
TCC Awareness · Reach
1
$9,019
2,652,664
1,729,502
0.25%
$1.37
1.53
1.73M reach · $3.40 CPM
CME Conversion · Clicks
4
$112,624
5,372,226
~1,112,100
7.39%
$0.284
4.83
27,897 course clicks · $4.04 each
CME InstantForms · Leads
1
$25,466
814,135
194,221
4.11%
$0.762
4.19
4,914 leads · $5.18 each 🏆
InstantForms is the buried lede: the blended $29.82 CPL is diluted by non-lead-gen campaigns. CME_Prospecting_InstantForms alone delivers leads at $5.18 — 5–6× better than the blended view suggests. CME Conversion's $4.04 per course-link click is also less than half the blended $9.74. Frequency on both CME groups (4.83 / 4.19) is high and warrants creative rotation and frequency caps.
Audience · Age Breakdown · last 90 days · engagement rises with age (opposite of most consumer accounts)
Age Cohort Performance · Last 90 Days
Age
Spend
CTR
CPL
Course Clicks
Signal
18–24
$1,254
1.07%
$89.60
30
Weak — consider pausing
25–34
$4,803
2.25%
$48.03
267
Below average
35–44
$10,439
4.37%
$26.63
593
Approaching sweet spot
45–54
$17,601
6.92%
$22.68 ★
1,326
Lowest CPL in account
55–64
$24,750
8.54%
$27.50
2,141
Core audience
65+
$39,077
9.22% ★
$35.46
5,650
Highest CTR in account
Female 45–64 is the sweet spot: women drove 78% of last-90d spend ($76,092) and 80% of leads (2,628) at $28.95 CPL blended. The 45–54 female segment has the lowest CPL in the entire account. Men drove 21% of spend at $32.98 CPL with less than half the CTR.
Top Placements · last 90 days · three placements do the work
Placement Performance · Last 90 Days
Placement
Spend
CTR
CPC
Signal
Facebook Reels
$33,550
9.99%
$0.14
Best-in-class · concentrate here
Facebook Feed
$26,453
8.06%
$0.13
Core placement
Instagram Reels
$11,181
6.38%
$0.23
Strong third placement
FB Reels Overlay
$1,967
0.85%
—
Exclude
Facebook Stories
$2,395
8.87%
$0.68
5× account avg CPC
Audience Network
$2,496
33.6%
—
Gaming clicks · exclude
Facebook Marketplace
$1,192
0.09%
—
Zero conversions · exclude
Money Leaks · five fixable issues · no creative changes required
Fixable Spend Leaks · Priority Order
#
Issue
90d Cost
Annualized
Fix
1
Non-AMZ international geo spillover · GB/AU/CA · 1 lead + 1 course click total
$12,323
~$50K/yr
Restrict CME Conversion + InstantForms to US only. AMZ campaigns are intentionally non-US — do not touch.
2
Audience Network · 33.6% CTR · incentivized gaming clicks · 1 lead total
$2,496
~$10K/yr
Exclude Audience Network globally. Rewarded Video sub-placement is 45.5% CTR at freq 10.8×.
3
Facebook Marketplace · 0.09% CTR · zero leads or course clicks
$1,192
~$5K/yr
Exclude Marketplace from all campaigns.
4
Messenger objective · 72 conversations at ~$1,247 each
$89,784 equiv.
—
Audit and likely kill unless concierge program with high LTV.
Drop or rework creative specifically for this cohort.
Top Recommendations · priority order
1. Protect CME InstantForms at all costs. $5.18/lead is the single most valuable metric in the account. Test a duplicate ad set with fresh creative and higher daily budget to find the saturation point.
2. Protect CME Conversion as the second engine, but watch the 4.83 lifetime frequency. Rotate creative more aggressively and split into prospecting vs. retargeting ad sets with separate frequency caps.
3. Geo-restrict non-AMZ campaigns to the US. ~$50K/year leak from GB/AU/CA where the lead form and course are US-only. The TCC AMZ campaigns are intentionally non-US — leave them untouched.
4. Exclude Audience Network and Marketplace globally. Either use Advantage+ with explicit exclusions, or switch to manual placements: FB Feed, FB Reels, IG Feed, IG Reels.
5. Build a newsletter funnel. 48 signups against 2M video viewers and 250K landing-page views is a massive gap. Add a lead magnet ("The metabolic psychiatry starter guide") and a dedicated campaign. Email is the durable channel.
6. Add a US-only lookalike to CME InstantForms seeded from the 4,914 form completers. Lookalikes from converters typically cut CPL 20–40% — potentially near $3/lead.
CME · Brain Energy: The Metabolic Theory of Mental Illness · Dr. Chris Palmer
Monthly Learners
Physicians who consumed course content
Certificates Generated
All accreditors · monthly
MM LP Clicks to CME
Clicks from metabolicmind.org landing page to course