Comparison view
Choose how KPI cards show change
TOFU — awareness · anchor · Facebook + Instagram + TikTok + Website
MOFU — engagement · anchor · Facebook + Instagram + TikTok + Website
BOFU — conversion · Jan–May 2026 · messages → leads → IVF (NLG + WLG)
NLG leads by source Jan–May 2026
MS FormsDirect Contact
IVF conversions YoY NLG only · 2025 vs 2026 · WLG has no 2025 baseline
2025 NLG2026 NLG
Appointment rate per month period
BOFU messages — channel split anchor month · real
Marketing health indicators overall funnel + efficiency signals · reactive
Health trend streamline 6-month funnel efficiency trajectory
Appt rate %
IVF rate %
End-to-end %
Executive dashboard · H1 2026 · comprehensive KPI view
Platform performance summary reactive to date picker
Funnel efficiency by stage TOFU → MOFU → BOFU volume
TOFU (impressions)MOFU (interactions)BOFU (messages)
Ad spend vs IVF revenue ROI overview
Weekly performance trend 6-month view · leads · appts · IVF
Leads
Appts
IVF
Data analysis · H1 2026 · narrative + strategic SWOT
Executive narrative auto-generated from period data
SWOT analysis · strategic assessment
Strategic recommendations data-driven action items
BOFU — IVF conversions · 2 categories · NLG + WLG · all real · reactive
TOFU → MOFU → BOFU funnel anchor month · all 4 platforms
TOFU
Total Impressions
—FB + IG + TikTok
↓
Total Reach
—FB + IG
MOFU
Total Interactions
—FB + IG + TikTok
↓
Website visitors/month—
BOFU
Messages · all channels
—FB · IG · TikTok
↓ NLG program
NLG leads (period)
1,395MS 1,055 + Direct 340
↓ 37.7% appt rate
Appts526
↓ IVF conversions (2 categories · all real)
NLG IVF real
83
NLG program · anchor
WLG IVF real
5
Synthetic WLG sample · illustrative totals
Total IVF conversions: — (synthetic sample)
MS Forms vs Direct — exact per month
MS FormsDirect
| Month | MS Forms | Direct | NLG total | Direct % |
|---|
Lead source Jan–Jun 2026 · Sample MS Forms
Marketing efficiency · Lead → Appointment → IVF Conversion by platform · ad spend and unit economics · reactive to date picker
Overview · H1 2026 · totals across FB · IG · TikTok · WLG
Platform comparison · Lead → Appointment → Conversion funnel reactive to date picker
Attribution: FB/IG lead counts use MS Forms source distribution (FB 85.4%, IG 0.7%) applied to period MS Forms. TikTok uses its own platform-tracked leads. WLG uses the CS Backend data (separate program). Appt/IVF are pro-rated by lead share for FB/IG/TT (no per-channel appointment tracking in current NLG data). WLG shows its actual tracked appointments and conversions.
Ad spend distribution by platform · period
Efficiency comparison · Cost per Lead vs Cost per IVF
Cost per LeadCost per IVF
Lead → Appointment conversion rate % of leads that book
Appointment → IVF conversion rate % of appts that become IVF
synthetic sample data for this synthetic demo · 2025 full year + 2026 Jan–Jun · reactive to date picker
Facebook · anchor: May 2026 · MoM = vs previous month · YoY = vs same month prior year
Full monthly data 2025 + 2026 · synthetic sample data
Facebook trends · Jan–Jun 2026 · selection highlighted
Reach trend 2025 vs 2026
20252026
Impressions trend 2025 vs 2026
20252026
Interactions trend engagement signal
20252026
Messages trend bottom-funnel signal
20252026
Facebook lead funnel · anchor month · TOFU → MOFU → BOFU
FB conversion funnel
Funnel conversion rates Facebook only
FB contribution to NLG Message → NLG lead attribution
Facebook Program Dashboard · H1 2026 · comprehensive KPI view
FB conversion funnel TOFU → MOFU → BOFU
Engagement composition reactions · comments · shares
Audience growth page likes trajectory
Monthly performance funnel Interaction → Profile Visit → Message → Lead · by month
Interaction
Profile Visit
Message
Lead (line)
Health indicators FB unit economics
Efficiency metrics CPL · CPM · engagement rate
Real Instagram data · 2025 Jun-Dec + 2026 Jan-Jun · YoY where months overlap · reactive to date picker
Instagram · anchor: Jun 2026 · MoM = vs previous month
Full monthly data 2026 Jan-Jun · synthetic sample data
Instagram trends · Jan-Jun 2026 · selection highlighted
Reach trend 2025 (Jun-Dec) vs 2026
20252026
Impressions trend 2025 vs 2026
20252026
Interactions trend
20252026
DMs & followers trend
DMsNew followers
Instagram lead funnel · anchor month
IG conversion funnel
Funnel conversion rates Instagram only
IG contribution to NLG very small · 10 IG leads in H1 2026
Instagram Program Dashboard · H1 2026 · comprehensive KPI view
IG conversion funnel TOFU → MOFU → BOFU
Engagement mix interactions breakdown
Follower growth total followers over time
Monthly performance funnel Impressions → Profile Visit → DM · by month
Impressions
Profile Visit
DM (line)
Health indicators IG performance signals
Efficiency metrics engagement rate · reach ratio
synthetic sample data for this synthetic demo · 2025 full year + 2026 Jan-Jun · reactive to date picker
TikTok · anchor: May 2026 · MoM = vs previous month · YoY = vs same month prior year
Full monthly data 2025 + 2026 · real
TikTok trends · Jan-Jun 2026 · selection highlighted
Video views trend 2025 vs 2026
20252026
Followers trend 2025 vs 2026
20252026
Interactions trend engagement momentum
20252026
Messages & leads trend
MessagesLeads
TikTok lead funnel · anchor month
TT conversion funnel
Funnel conversion rates TikTok only
TT contribution to NLG
TikTok Program Dashboard · H1 2026 · comprehensive KPI view
TT conversion funnel Views → Interactions → Leads
Interaction mix total interactions breakdown
Followers trajectory total followers over time
Monthly performance funnel Interaction → Profile Visit → Message → Lead · by month
Interaction
Profile Visit
Message
Lead (line)
Health indicators TT unit economics
Efficiency metrics CPL · engagement rate · follower growth
Full website report · Traffic + SEO + GA4 · 2025 full year + 2026 Jan-Jun · reactive to date picker
Website · anchor: May 2026 · MoM = vs previous month · YoY = vs same month prior year
SEO performance · Google Search Console
Website performance — full monthly 2025 + 2026 (synthetic sample data)
SEO performance — full monthly Google Search Console data
Monthly visitors trend 2025 full year
Traffic source breakdown May 2026
DirectOrganic SearchSocial
Website lead funnel · anchor month
Website conversion funnel
Funnel conversion rates
Website → NLG lead attribution
Website Program Dashboard · H1 2026 · comprehensive KPI view
Website conversion funnel Impressions → Visitors → CTA
Traffic sources Direct · Organic · Social split
Device split Mobile vs Desktop
MobileDesktop
Monthly performance visitors · organic search · CTA · leads (WLG) · by month
Visitors
Organic Search Clicks
CTA clicks
Lead (line · WLG)
Health indicators Website + SEO signals
Efficiency metrics CTR · time on site · CTA rate
NLG · New Leads Generation = MS Forms + Direct Contact. Reactive to date picker. Data: 2025+2026 NLG Excel + MS Forms Sample records.
NLG monthly breakdown Jan–Jun 2026
| Metric | Jan | Feb | Mar | Apr | May | Jun | Total |
|---|
NLG by source
MS FormsDirect
Appts and rate
ApptsRate %
IVF — NIP vs EIP
New IP IVFExisting IP IVF
NIP vs EIP appointments
New IPExisting IP
Qualified
177
12.7%Follow up
670
48%No show
194
13.9%Stop calling ⚠️
201
synthetic sampleLead status by month
QualifiedNATFollow upNo showStop
Status distribution
Synthetic sample period — illustrative Stop Calling data.
MS Forms (period)
Sample
75.8%Direct Contact
421
24.2%Via Facebook
1,161
85.4%Friends/family
129
9.5%Source donut Sample records · Jan–Jun 2026
Northstar Facebook
1,161
Friends/family
129
Others
46
IG / Staff
19
MS Forms vs Direct per month
MS FormsDirect
NLG Program overview · H1 2026 · comprehensive dashboard
NLG conversion funnel Leads → Appts → IVF
Lead source composition MS Forms vs Direct Contact
IVF composition NIP (New IP) vs EIP (Existing IP)
Monthly performance trend 2025 vs 2026 · leads (line) · appts · IVF
Leads 2025 (bar)
Appts 2026 (bar)
IVF 2026 (bar)
Leads 2026 (line — front)
Health indicators appt rate · IVF rate · quality signals
Lead status quality period
NLG Campaign Waterfall Which monthly campaigns are most effective · leads → conversion → revenue timing
Campaign cohort view — NLG campaigns typically start monthly (e.g. Mar Campaign, Aug Vita, Aug 50%). This tab tracks each campaign's leads, conversion timing, and revenue realization so you can see which campaigns are actually delivering ROI vs generating dead-lead volume.
Campaign Cohort Waterfall each row = one campaign · walk right to see when revenue landed
Revenue per lead by campaign effectiveness scoring
Cycle time by campaign average days from lead → convert
Campaign detail historic performance + active/upcoming campaigns
WLG · Website Lead Generation · 100% synthetic sample data · Jan–Jun 2026 · reactive to date picker · totals recalculate for selected period
WLG Program overview · H1 2026 · CS Backend data
WLG conversion funnel Leads → Appts → IVF
FN vs KH composition international vs local
Revenue composition FN vs KH revenue
Monthly performance 2025 vs 2026 · leads (line) · appts · IVF · revenue
Leads 2025 (bar)
Appts 2026 (bar)
IVF 2026 (bar)
Leads 2026 (line — front)
Health indicators appt rate · IVF rate · quality
Top agent performance period · leaderboard preview
Key Achievements & Outlook Strategic wrap-up · reactive to selected period
WLG program · Jan–May 2026 (YTD) · CS Backend file
FN vs KH — leads and appointments Jan–May 2026
LeadsAppointments
CS agent leaderboard Jan–May 2026 · filtered
Monthly WLG breakdown Jan–Jun 2026 · anchor highlighted
Revenue breakdown Jan–May 2026 IVF revenue
Synthetic sample records · illustrative revenue · sample providers
Revenue Waterfall Lead → conversion timing · when leads came in vs when revenue booked · reactive to date picker
Cohort waterfall view — WLG leads and IVF conversions happen in different months. This tab tracks that timing gap so you can see revenue booked per month vs. the source-month cohort that generated it.
Cohort Waterfall each row = one WLG source cohort · walk right to see when its revenue landed
Patient conversion timeline each bar = one patient · left edge = WLG date · right edge = conversion date · length = cycle time
Cycle time distribution days from WLG date to IVF conversion
Revenue booked vs source month where the cash landed vs where the lead started
Patient-by-patient revenue detail all converted WLG patients · sorted by conversion date
TLG · TikTok Lead Generation · 100% synthetic sample data · Jan–Jul 2026 · from the synthetic sample dataset · reactive to date picker
TLG Program overview · H1 2026 · TikTok Master Lead data
TLG conversion funnel Leads → Appts → IVF
Lead quality breakdown potential vs disqualified
Monthly performance leads · appts · IVF by month
Health indicators appt rate · IVF rate · disq rate
Top callers period · leaderboard
TLG program · Jan–Jul 2026 · detailed metrics
Status breakdown by call outcome
Caller leaderboard period · filtered
Monthly TLG breakdown Jan–Jul 2026
Lead Waterfall Lead flow · potential vs disqualified by month · conversion timing
Lead quality waterfall each month: total leads → potential → disqualified → appointments
Disqualification trend % disqualified declining = improving targeting
Nexus AI · Audience intelligence
Segment scoring, targeting opportunities & messaging recommendations from Sample MS Forms records
Segment opportunity score AI-ranked by growth × volume × conversion potential
Ideal patient persona AI-modelled from highest-converting segments
AI audience analysis generated insights + targeting recommendations
Top province
Phnom Penh
747 · 56.5% of all leads
Provinces reached
20+
Nationwide coverageOutside Phnom Penh
574
43.5% (non-urban demand)
Cambodia lead distribution map
tile-map cartogram · hover for details · click to focus
Leads:
Low
→
High
★ Capital
◆ Tonle Sap
▨ No data
Top 15 provinces Jan–Jun 2026
Phnom Penh vs rest 56.5% / 43.5%
Top 10 provinces
| Province | Leads | % |
|---|---|---|
| Phnom Penh | 747 | 56.5% |
| Kandal | 102 | 7.7% |
| Prey Veng | 56 | 4.2% |
| Takeo | 50 | 3.8% |
| Kampong Speu | 44 | 3.3% |
| Kampong Thom | 40 | 3.0% |
| Siem Reap | 40 | 3.0% |
| Kampong Cham | 39 | 3.0% |
| Battambang | 35 | 2.6% |
| B. Meanchey | 29 | 2.2% |
Phnom Penh concentration up — 56.5% (2026 H1) vs 54.5% (2025 H1). Rural demand slightly softening. Consider targeted Facebook regional campaigns for Kandal/Prey Veng/Takeo (combined 208 leads = 16% of total).
Ready for expansion strategy? Switch to the Nexus AI · Geographic tab for province opportunity scoring, whitespace analysis, and campaign recommendations.
Nexus AI · Geographic intelligence
Province opportunity scoring, market penetration analysis & expansion recommendations
Province opportunity score AI-ranked by leads × market size × penetration gap
Market penetration vs potential bubble size = current leads · x = population · y = penetration rate
Regional cluster analysis grouped by geography · reveals where to concentrate campaigns
Whitespace opportunities provinces with high population but low Northstar penetration
AI geographic analysis strategic expansion insights + campaign recommendations
Generate report
H1 2026
Selected month only
Extended Analytics (optional)
19 sections selected
Cover + TOC + Close added automatically
Data comparison mode
N/A FALLBACK
When enabled, unavailable data renders as N/A instead of being hidden
What's inside the report up to 23 slides · fully editable · toggle Extended for 17-slide classic
Overview section
1Title slide · themed cover & stamp
2-3Contents · 2 pages (Core + Extended)
4Executive summary · KPIs, YoY, narrative
5Period comparison · MoM & YoY tables
6Marketing efficiency · CPL by platform
7Lead funnel · TOFU → BOFU cascade
Detail section
8Facebook · reach & CPL trend
9Instagram · TikTok · secondary paid
10Website · GA4 traffic & engagement
11SEO Performance · GSC clicks & ranking NEW
12NLG program · leads → appts → IVF
13WLG program · FN vs KH · NIP/EIP
14Audience & province · geo distribution
15SWOT · auto-generated strategy view
Extended NEW
16Financial & ROI · CAC, ROAS by platform
17Funnel operations · speed-to-lead, scoring
18Creative performance · top assets, attribution
19Retention & LTV · cohorts, LTV:CAC
20System & data health · pixels, alerts
21YoY comparison · headline growth story
22Recommendations · priority-ranked actions
23Closing · thank you & next review
How PowerPoint export works
Client-side generation. The report is built entirely in your browser — no server needed, no data leaves your machine. NexusIntel uses PptxGenJS, an open-source JavaScript library that constructs valid Microsoft Office .pptx files (which are ZIP archives of XML) directly in the browser using JSZip.
Three design templates — Corporate (navy + indigo, classic business), Northstar Brand (warm neutral with rose/amber, matches clinic identity), and Modern Dark (bold high-contrast for large-screen presentations). Each theme controls slide backgrounds, header bars, accent colors, KPI card fills, chart palettes, and typography sizing consistently across all slides.
Slide master. Every content slide inherits a shared master: header accent bar, slide title, section marker, page number, brand mark, and confidentiality footer. Charts use the theme's color palette; KPI cards use themed backgrounds with contrast-appropriate text.
Fully editable output. Every slide element — text, chart, table, shape — is a native PowerPoint object. Open in Microsoft PowerPoint, Google Slides, Keynote, or LibreOffice Impress and edit as normal.
Data Integrations
Loading…
Download the Excel template for any source → fill in your data → upload it back to import. Or connect the vendor API for automatic sync.
Nexus AI Forecasting
Learned from your H1 2026 data · Sample MS Forms records · 3 platform campaigns
Input your planned monthly ad budget across Facebook, Instagram, and TikTok. Nexus AI will forecast the resulting funnel outcomes — impressions, leads, appointments, IVF conversions, and revenue — using historical conversion rates and a diminishing-returns curve at scale.
Focus
Mode
Budget input monthly · adjust to forecast
$
$
$
Total monthly budget
$3,373
vs H1 avg
baseline
Model assumptions (learned from data)
FB CPL $7.74 · IG CPL $192.58 · TT CPL $3.81
Lead → Appt rate: 40.4% · Appt → IVF rate: 15.9%
End-to-end: 6.43% · Revenue per IVF: $7,000 avg
Diminishing returns: applied above 1.5× current spend
Lead → Appt rate: 40.4% · Appt → IVF rate: 15.9%
End-to-end: 6.43% · Revenue per IVF: $7,000 avg
Diminishing returns: applied above 1.5× current spend
AI Forecast 1-month projection
Est. Revenue
$28K
±15% confidence band
ROAS
8.3×
Return on ad spend
Total Leads
421
FB · IG · TT combined
IVF Conversions
4
Applied historical rates
Predicted funnel outcomes TOFU → BOFU flow with predicted volumes
Platform contribution predicted leads and revenue by channel
Sensitivity analysis "what if" budget scenarios
LeadsIVFRevenue $K
Shows forecast at 50%, 75%, current, 125%, 150%, and 200% of your input budget. Note diminishing returns above 150% baseline.
Nexus AI narrative generated analysis + strategic recommendations
Facebook competitor benchmark
Northstar vs 7 competitors · Jan–Jul 2026 · synthetic month-over-month sample data · page followers, growth & posting cadence
Chart type:
View:
Market position June 2026 · ranked by followers
Follower share of voice % of combined 5-clinic audience
Total page followers · trajectory Linear scale · Northstar dominance visible
Competitor race Northstar excluded · the 4 competitors on a comparable scale
New-follower momentum monthly acquisition trend
Publishing cadence posts per month · content volume
Competitor leaderboard June 2026 · ranked by followers
Follower gap vs Northstar how far behind competitors are · June 2026
Nexus AI competitive analysis generated from live benchmark data · reactive to date picker
How competitor data collection works automated pipeline · currently using slide data
1 · Data Extraction
Meta Graph API (own page) + Web scraping (competitors)
→
2 · Storage
PostgreSQL / BigQuery · historical rows
→
3 · Query Engine
SQL / REST API → this dashboard
Owned page (Northstar)
Meta Graph API. A Facebook Page Access Token programmatically fetches Northstar's own metrics — page_fans, page_impressions, post counts, daily follower growth — in real time via backend API calls.
Competitors
Meta restricts granular competitor analytics, so two automated options fill the gap: public web scrapers (Puppeteer, Selenium, or scraping APIs navigate competitor pages daily and output clean JSON) and third-party aggregators (Supermetrics, SocialPilot, Fanpage Karma feed comparison metrics via their APIs).
Database schema · social_benchmarks
| date | page_name | followers | posts | growth |
| 2026-06-01 | Northstar | Sample | 58 | 8,800 |
| 2026-06-01 | Sim Phally | 81,100 | 20 | 1,100 |
| Sample period | Sample Brand Four | Sample metric | Sample metric | Sample metric |
Run-rate query. Because rows are stored historically (not static slides), the backend computes catch-up time on the fly: months = (competitor_followers − your_followers) / (your_growth − competitor_growth)
Financial & ROI attribution
CAC · ROAS · budget pacing across FB · TikTok · IG · NLG vs WLG · linked to date picker
CPL = spend ÷ platform leads (FB/TT ads-manager reported, IG uses DMs as proxy)
CPA = allocated spend ÷ appointments booked
CAC = allocated spend ÷ IVF conversions (true acquisition)
ROAS = revenue ÷ allocated spend
Attribution note: All ad spend attributed to NLG (WLG conversions come from CS-team outbound calls, not ads). Editable in Settings.
ROI headline · H1 2026 · reactive to date picker & comparison view
Per-program economics · CAC · NLG vs WLG
Funnel depth:
CAC by program × platform grouped bars · lower is better
FacebookTikTokInstagram
Per-platform CAC uses platform-share of spend (from real sp fields) × program-share of appointments. Values are directional — attribution matures as we tag leads with source in production.
ROAS trend monthly · per program
NLGWLGBreak-even (1×)
Funnel efficiency health CPL · CPA · CAC · reactive to period & allocation
How health is scored: Absolute-level thresholds tuned for fertility-clinic economics (avg NLG package $6,200). CAC uses LTV:CAC ratio — 10×+ is excellent, 3–10× healthy, <3× needs attention. CPL & CPA use per-lead / per-appointment cost bands.
What the numbers say CAC narrative · toggle to switch
Budget pacing cumulative daily spend vs ideal pace · click Settings to edit targets
Spend share by platform
FacebookTikTokInstagram
Revenue attribution synthetic WLG + estimated NLG ($6,200/IVF)
NLG (estimated)WLG (real)
Auto-generated insight
Funnel operations
Lead scoring · speed-to-lead · operational funnel · linked to date picker
SLA
min
Per-lead data note: Your monthly totals (D26) are exact. Per-lead timestamps, response times, and score signals are synthesized from those totals with distributions tuned to fertility-clinic norms (log-normal response times, industry drop-off ratios). Aggregate counts always match D26 — verify by comparing Total leads here vs. Overview.
Operational headline · H1 2026
Lead score distribution Hot · Warm · Cold · reactive
HotWarmCold
Response-time distribution minutes to first-touch · SLA line marks target
LeadsMedian (p50)SLA target
Response time by platform median (p50) & 90th percentile (p90)
Median (p50)p90
SLA breaches leads exceeding SLA · newest first
Operational funnel Lead → Contacted → Qualified → Consult booked · click program to switch
Recent scored leads sample of latest 12 leads · newest first
Operational insight
Creative & attribution
Per-asset performance · fatigue detection · multi-touch attribution
Per-asset data note: Real platform spend from
FB/TT/IG.26[m].sp is proportionally distributed across 24 synthesized creative assets. Attribution journeys are seeded from H1 conversion volumes so credited totals equal 107 NLG IVF conversions across all attribution models.
Creative overview · H1 2026
Top performers best CTR · lowest CPL · highest lead volume · sharpest fatigue
Creative performance click column headers to sort · fatigue bar shows 30-day CTR trend
| Asset | Platform | Format | Spend | Impressions | CTR | Leads | CPL | Fatigue (30d CTR trend) |
|---|
Multi-touch attribution how conversions are credited across the patient journey
Model:
Credit flow under the selected model · ribbon width = attribution credit received · toggle a different model to see the flow rearrange
Credited conversions per platform
What each model means
Creative insight
Retention & lifetime value
Patient journey · cohort retention · LTV:CAC unit economics · linked to date picker
Data provenance: Funnel counts use synthetic sample fields (
a consults, q qualified, ivf conversions) and WLG_MONTHLY. Cohort retention curves are synthesized from realistic drop-off patterns (100% M0 → ~40% M5). CAC values read from programCAC() in Phase 0 so LTV:CAC ratios cannot disagree with P14.
Lifetime-value headline · H1 2026
Patient journey funnel Consult → Diagnostics → Active IVF → Completed · drop-off between stages
Cohort retention heatmap % of consult cohort still engaged N months later · 5-step Northstar ramp
Retention scale:
<30%
30-50%
50-70%
70-90%
≥90%
Diagonal white cells = not yet observable (cohort hasn't lived that long)
NLG unit economics estimated · $6,200 avg package
WLG unit economics synthetic sample revenue from WLG_MONTHLY
Payback period days to recover CAC per program
Stage conversion rates per-program conversion at each funnel step
NLGWLG
Retention & LTV insight
System & data health
Anomaly detection · pixel tracking · alert routing
Simulated alert delivery: This is a standalone HTML file. Rule evaluation and alert firing are real (against your D26/FB/TT/IG data), but Email · Telegram · WhatsApp delivery is simulated. In production, alerts would call configured channels via the P11 integrations. Pixel status reads from your P11 integration state — disconnecting an integration on P11 will show as Degraded here.
System headline · H1 2026
Data feed & pixel status tracking source health · linked to P11 integrations
Alert rules enabled rules run against the current period · click a rule to edit
0 rules configured
| On | Rule name | Metric | Program | Condition | Channel | Actions |
|---|
Recent alerts newest first · last 15 fires
Channel routing where alerts get delivered
System insight
Year-over-year comparison
H1 2025 vs H1 2026 · every headline metric side-by-side
2025 data coverage: Lead funnel counts (leads, appts, IVF) are complete for all months. Ad spend for 2025 is partial — TikTok spend covers all of 2025, Instagram from Jun 2025 onward, Facebook only Oct-Dec 2025. Where 2025 spend data is missing, delta cells show "— no baseline" instead of fabricating a comparison.
Headline comparison · the story in three numbers
Volume metrics lead funnel · from D25 and D26
Financial metrics ad spend · CAC · ROAS · revenue
Program breakdown NLG vs WLG · year over year
NLG program
WLG program
Monthly trend · 2025 vs 2026 toggle metric below
20252026
Year-over-year narrative