Facebook payback — Facebook spend and results against leads and sales linked to Facebook ads. Another 7 leads (1 sale worth $680) aren’t linked to any ad — they aren’t included here.

Leads — records from Grazer CRM and chats linked to the ads: by the request code from the WhatsApp link, by the ad id in the record, by UTM tags (ad, ad set and campaign ids first, then names). A chat finds its record by phone number. Qualified — those of them that passed through the stages chosen in settings (even if they dropped out later), plus sales. Sales — won in the CRM or that passed through a “sale” stage from settings. Everything is by the day the record (or the first message) was created.

Spend — Facebook for the same period. Conversations — as reported by the ad platforms.

ROAS — revenue ÷ spend: 2× means revenue is twice the spend (some tools show the same as +100%). Ad cost share — spend ÷ revenue. ROMI and profit aren't shown: they need the cost of goods.