July at a Glance

Spend by Channel

Reconciliation Delta - Late Closes the Weeklies Missed

Reconciliation - Jul 21-27 Window (Weekly vs True)

Pipeline Splits - July Closes (source of truth)

Weekly Breakdown Within July

Google Ads - July 2026

3 active campaigns: PMAX (Dec 2024), SGM Shopping, SGM Water Delivery (Relaunch).

Google Ads KPIs

Google Ads - Campaign Breakdown

Meta Ads - July 2026

Single active campaign: 'Digilign Contact Campaign v2' (lead objective).

Meta Ads KPIs

July Closes by Attributed Source

Analysis

• Full-month source of truth: $82,445.10 in paid spend (Google $33,648 / Meta $48,797) drove 569 sales-rep closes (Josh 382, Paul 187) plus 151 online purchases in July. Blended cost per rep close was $144.89; cost per closed record across all three pipelines was $114.51.
• Reconciliation catch: the Jul 21-27 weekly reported 135 closes in real time; re-counting that identical window as of Aug 1 shows 172 (+37, 27%). Josh alone gained 25 late-recorded closes. This is the structural reason the weeklies understate performance and why the monthly reconciliation is the number to trust.
• Attribution gap remains the biggest reporting risk: 361 of 720 July closes (50%) land as Unknown / Unattributed. Real closes are happening but half cannot be tied to a channel, which understates true paid ROI on both platforms. This is the same attribution-wiring workstream already in flight.
• Within Google, Shopping is the efficiency leader ($63.12/conv, 0.74x ROAS). PMAX carries the volume at $109.85/conv. The relaunched SGM Water Delivery Search is the laggard at $152.94/conv on 0.33x ROAS.
• Meta is the volume engine: 1,222 leads at $39.93/lead, 1.33% CTR on 3,616,002 impressions from a single lead campaign, and the largest single attributed close source (245 of the 359 attributed closes).
• Framing note: MAIN FUNNEL, PAUL PIPELINE, and Purchase Funnel are distinct GHL pipelines. Rep closes (Josh + Paul = 569) are additive; Purchase Funnel (151 completed purchases) is a separate object reported on its own line, not summed into the 569, to avoid double-counting.

Next Month Priorities

1. Close the attribution gap - 50% of July closes are still Unknown. Fixing form/UTM source capture is the single highest-leverage move for reporting accuracy and for judging true paid ROI. This directly shrinks the reconciliation delta over time.
2. Review the relaunched SGM Water Delivery Search campaign ($152.94/conv) - weakest of the three Google campaigns. Tighten targeting/negatives or rebalance budget toward Shopping and PMAX, which convert near $103/conv.
3. Hold Meta steady - $39.93/lead and the top attributed close source. No change recommended.
4. Keep the monthly reconciliation as the official number for Nathan. The weeklies are directional; this report is the source of truth and consistently runs materially higher once late closes settle.