Active Projects

How many live projects this person owns. A project that has ended drops out of every number on this row.

Tier mix (diff ×)

How hard their portfolio is. Each project is graded on what it is committed to deliver — T1 booking and visit targets (hardest), T2 booking only, T3 visit only, T4 neither. The × is the average across their projects and feeds the Growth score.

Delivered

Leads delivered this week — Interest leads normally. A ˢ means some of their projects are sold on interest, so for those the count is Submitted instead (see Growth below for why).

Cost / interest

Ad spend this week ÷ interest delivered. A ˢ means some of the owner's projects are sold on interest and count Submitted instead, so that figure is a blend. — means no ad spend ran, so there is no cost to judge. ∞ means money was spent and nothing came back.

vs prev (after Cost / interest)

How the cost per interest moved against last week. Green and negative is good — the interest got cheaper. This is the opposite direction to every other “vs prev” on the dashboard, because here a smaller number is the achievement.

Spam this wk / vs prev

Leads whose final result was Spam, and how that moved against last week. Rising spam is red.

Quality growth

The two together: how much the cost per interest improved, minus how much spam grew. This single number is what the Growth score is built from, so cheap leads bought with a flood of spam do not score.

Meta changes

How many Meta ad changes they personally made that week, counted only where the name on the change matches theirs exactly. Google and TikTok changes are not captured at all.

CPA vs target

Their blended cost per acquisition — total ad spend ÷ total booking value — against the 0.9% target. All-time, not this week.

Growth 60% · Activity 20% · CPA 20%

The three scores out of 100 behind the total, each shown with its bar. SCORE is the weighted total.

Growth (60%) — Cost per interest delivered this week vs last, across the person's active projects, minus spam growth over the same period. Cost, not volume: doubling delivery by doubling the budget is not the same achievement as doubling it on flat spend, and cheaper interest scores better. Spam still penalises — cutting cost while spam grows fivefold scores negative. Delivered means Interest leads, except on projects whose Project Index product names Interest: those are sold on interest, so their interest price is set by the deal rather than by the campaign, and Submitted is measured instead (marked ˢ). A week with no ad spend has no cost signal and scores neutral rather than as a perfect zero; spend with nothing delivered scores as the worst outcome, not as missing data.
Activity (20%) — Meta changes made that week, scored against the team median for the same week rather than a fixed target, so a quiet week for everyone is not punished. Capped at twice the median, so very high change counts earn no extra credit. This measures effort only: it is not gated on results. An earlier version zeroed it whenever delivery fell, which counted results twice (Growth already scores them) through a link the data does not support — across ~47 owner-weeks, changes made correlated with delivery change at r = −0.06 in the same week and r = −0.20 in the next. Results carry their weight in Growth instead, which is why Growth is 60% and not 50%.
CPA (20%) — Blended CPA against the 0.9% target, all-time rather than weekly, so one strong or weak month does not swing the picture.
Difficulty tiers — T1 Booking+Visit (×1.60), T2 Booking (×1.40), T3 Visit (×1.20), T4 Leads only (×1.00). The multiplier is the average across the person's active projects and lifts only the above-average part of their growth score, so a hard portfolio rewards a good week without excusing a bad one.
Activity attribution — credited to the person who actually made each Meta change, by exact name. Projects that changed PIC mid-period split correctly between owners; changes by anyone outside the PMKT team count for nobody.
Only PMKT owners with at least one active project appear. Meta activity is matched by first name; Google and TikTok changes are not captured.