Eastvaal Marketing Intelligence

Month to date against goal · —

Cars invoiced

—

Projected — for the month · goal —

Cost per sale

—

Target — · last month —

Gross-profit ROAS

—

GP — · target —

Leads

—

Projected — · goal —

Lead quality (credit score over 550)

—

Target — · last month —

Spend

—

Projected — vs budget — · CPL — vs —

Latest week · — (live from the Sheet)

Leads

—

— vs —

Spend

—

— week on week

Cost per lead

—

— week on week

Lead quality

—

— week on week

Click-to-lead rate

—

— week on week

Weekly spend and leads since launch

Bars: ad spend (R). Line: leads. Orange markers: campaign changes from the change log — hover a week for detail.

Cost per lead

Weekly, from April. Hover for cost per click and clicks: clicks have become cheaper faster than leads.

Lead quality and click-to-lead rate

Share of leads with a credit score over 550, and leads ÷ clicks. Dashed line: 30% quality target.

Month by month

ROAS is gross profit ÷ ad spend. Targets as set in the workbook.

Month	Spend	Leads	Quality	CPL	Invoiced	Sales goal	Lead→sale	Gross profit	Cost per sale	ROAS

Performance report · —

Written from the live figures: day — of —. Every number on this page updates when the workbook does.

The month is heading for — cars against a goal of —, and spend is on track to finish at — against a budget of —. Leads are pacing at — of goal, so the shortfall is in turning leads into sales.

Month to date against goal

Measure	Actual	Projected at month end	Goal	Pace

To reach the goal, the dealership needs about — sales a day for the remaining — days, against — a day so far. To finish on budget, daily spend has to move to about — from the current average of —.

Against —, cost per sale moved from — to — and ROAS from — to —, while cost per lead moved from — to —.

Latest week · —

Leads changed by — to — on spend that changed by — to —, putting cost per lead at — (—). Lead quality was — (—), and — of clicks became leads.

Model pacing against the monthly target

Selling at or near target: —, with — of the month’s — cars from advertised models. Furthest behind: —, which have taken — for — sales. Heading over budget: —.

Each model’s sales target is its share of the month’s car goal in proportion to its budget, unless a target_sales value is set for it. Full detail is on the Pacing tab.

Model	Projected spend vs budget	Projected cars	Sales target	Pace	Cost per sale

Channels · last six weeks

Meta delivered — of platform leads at — each, with — quality. TikTok cost — per lead at — quality. Google cost — per lead, but only — of its leads passed the credit-score threshold (— in the latest week).

Lead handling · week of —

— leads (—) were tagged low score in the CRM, and — (—) were still at “New”, not yet worked by the sales team.

Recommended actions

Bring daily spend to about — to finish on budget, taking cuts from —.
Move budget towards —, the models selling at or near the cost-per-sale target of —.
Ask the dealership to clear the lead backlog: — leads from the latest week are still at “New”.
Judge TikTok on cost per qualified lead (— against Meta’s —) and tighten Google’s search terms before reading its low cost per lead as a win.

Model-level sales do not always reconcile with invoiced totals in the workbook, and cars sold with no ad spend that month count towards the total but not towards any model’s pace.

Month Sales attributed to models in the workbook; months may not reconcile exactly with invoiced totals.

Performance by model

Qualified lead: credit score over 550. CPQL: cost per qualified lead. Click a column to sort.

Model	Type	Status	Budget	Spend	Leads	Qualified	Quality	CPL	CPQL	Sales	Lead→sale	Cost per sale

Cost per sale by model

Models with spend and at least one sale. Dashed line: that month’s cost-per-sale target.

Where the budget went

Spend by model; darker bars produced at least one sale.

Weekly leads by model

Same scale on every chart. Models with leads in the last four weeks first; the current week is shown to date, with an outline. Hover for spend and cost per lead.

Month —

Cars, projected to month end

—

Goal — · — of goal

Cars needed per remaining day

—

Selling — a day so far

Spend, projected to month end

—

Budget — · — of budget

Leads, projected to month end

—

Goal — · — of goal

Sales pacing by model

Dark: cars so far. Light: projected by month end at the current daily rate. Tick: the model’s share of the month’s sales goal.

Spend pacing by model

Dark: spend so far. Light: projected by month end. Tick: the model’s budget. Red: heading over budget.

Model pacing against monthly targets

Projections multiply month-to-date figures by days in month ÷ days elapsed. Each model’s sales target is its share of the month’s car goal in proportion to its budget (or its spend, where no budget is set), unless a target_sales column is filled in for it in ev_model_monthly. Cars sold with no ad spend that month are left out.

Model	Budget	Spend so far	Projected spend	vs budget	Daily spend left	Leads	Projected leads	Cars	Projected cars	Sales target	vs target	Cost per sale	Status

Platforms, last six weeks

Meta carries about 90% of spend and leads. Quality is the share of leads with a credit score over 550.

Platform	Spend	Share of spend	Leads	Quality	CPL	Qualified	CPQL

Weekly cost per lead by platform

Meta, TikTok and Google Ads.

Leads by platform since launch

Weekly leads by UTM source.

Leads by creative medium

Static, video and search leads per week.

Video leads by placement

Facebook, Instagram and TikTok video.

Meta creative messages

Ad-level history from the Meta sheet, grouped by the offer each ad led with. Cold: prospecting audiences. Warm: retargeting.

Message	Ads	Spend	Impressions	CTR	Leads	CPL	Cold CPL	Warm CPL

Week

Where that week’s leads sit in the CRM

Lead count by current CRM status.

Low-score, new and non-contactable leads

Weekly counts. ‘New’ means not yet worked by the sales team.

How leads were captured

Website form, WhatsApp, finance application and Facebook instant form, weekly.

From to

Daily spend and leads

Bars: spend (R). Line: leads.

Daily lead quality

Share of each day’s leads with a credit score over 550. Dashed line: 30% target.

Priority

Campaign change log

Client decisions recorded in the workbook, plus launches and pauses visible in the weekly data. Add a row to the ev_change_log Sheet as each decision is made and it appears here.

When	Type	Change	Source

Apps Script connection

The Google Apps Script web app the dashboard reads the Sheets through (read only). The link is checked with Google before it is saved, and everyone switches to it straight away.

Current link: —
Token: —
Last changed: —

Data sources

Re-reads every Sheet now instead of waiting for the cache. Nothing is written to Google.

Users

Clients can view the dashboard. Admins can also see data-source errors, refresh the data and manage users.

Eastvaal Online — marketing intelligence

Month to date against goal · —

Latest week · — (live from the Sheet)

Weekly spend and leads since launch

Cost per lead

Lead quality and click-to-lead rate

Month by month

Performance report · —

Month to date against goal

Latest week · —

Model pacing against the monthly target

Channels · last six weeks

Lead handling · week of —

Recommended actions

Performance by model

Cost per sale by model

Where the budget went

Weekly leads by model

Sales pacing by model

Spend pacing by model

Model pacing against monthly targets

Platforms, last six weeks

Weekly cost per lead by platform

Leads by platform since launch

Leads by creative medium

Video leads by placement

Meta creative messages

Where that week’s leads sit in the CRM

Low-score, new and non-contactable leads

How leads were captured

Daily spend and leads

Daily lead quality

Campaign change log

Apps Script connection

Data sources

Users

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