Total sessions vs Meta-driven sessions
Bounce rate: overall vs Meta
Engagement rate: overall vs Meta
Meta CPA vs Mystery Picnic search CPA
Google search account matched to market by name (Americas → USA, Australia → AU, CA/NZ/UK matched directly). One line per market — toggle to declutter.
Meta CPA vs CPS (Meta only)
CPS = Meta cost ÷ GA4 (Meta) sessions, at account/market level — GA4 doesn't break out by campaign, so this can't be shown per-campaign. A falling CPA alongside a falling CPS can mean cheaper, lower-intent traffic is diluting results rather than creative genuinely improving. One line per market — toggle to declutter.
Meta CPA by day, selected range (since 30 Apr by default)
Campaign summary
Ads in the selected campaign(s), selected date range
Hook Rate and Hold Rate for video ads are not shown here — calculating them from this sheet's own video fields produced inaccurate results (Hold Rate exceeding 100% in some cases). These are instead computed directly via Windsor.ai inside a Claude chat: paste the prompt generated below into Claude and it will pull Hook Rate and Hold Rate for these exact ad names live from Meta.
GA4 Meta traffic quality — per market
GA4 (Meta) isn't broken down by campaign in this sheet, only by market and date. Shown per selected market below — this reflects all Meta traffic in that market, not the selected campaign(s) specifically.
Mystery Picnic search performance — per market
Google Search isn't broken down by campaign either, only by market and date — same limitation as GA4 above. Shown here for context on whether Meta creative changes are coinciding with search CPA movement in the same market.