October performance report — Lupa Travel (an invented client)
Prepared Nov 3 · from the ad platform and analytics exports added Nov 1
Summary
Leads were up and cost per lead came down, mostly from one campaign. One landing page is the bottleneck this month, and fixing it is the main thing we need from you.
The numbers
| October | September | Change | |
|---|---|---|---|
| Leads | 128 | 104 | +23% |
| Cost per lead | $41 | $49 | −16% |
| Ad spend | $5,250 | $5,100 | +3% |
| Landing page conversion | 3.1% | 3.4% | −0.3 pts |
Why it moved: the retargeting campaign produced most of the extra leads. Conversion dipped because the pricing section moved below the fold after the September redesign.
What needs you
- Approve moving the pricing section back above the fold on the main landing page. We expect conversion to recover; we will report the result next month either way.
- Send the new October itineraries so we can refresh the three ads that still show last season's.
What we did
- Paused two ad sets that spent over budget with no leads.
- Launched the retargeting campaign to visitors who viewed an itinerary.
- Fixed the tracking tag that was dropping form submissions on mobile.
Next month
Test two headline versions on the main landing page, extend retargeting to email openers, and review the budget split at month end.