Project-by-Project —
Read Auto
Q1 vs Q2 — Historical Comparison Full Quarter Actual vs QTD
Q1 is a closed, actual quarter. Q2 is quarter-to-date through the selected day — so the Q2 bars will keep growing as more days are logged; they are not meant to equal Q1 until the quarter ends.
| Project | Q1 CPL | Q2 CPL (QTD) | Δ | Q1 Sales ₹Cr | Q2 Sales ₹Cr (QTD) |
|---|
Project Scorecard QTD vs Q1 Baseline
| Project | Budget Used | Leads | Bookings | CPL (₹) | Δ vs Q1 | CPB % | Status |
|---|
Exec Read Auto
Channel Mix Actual Split, QTD
Spend Pacing Planned vs Actual, Cumulative by Week
CPL Trend by Project Weekly, vs Q1 Baseline (dashed)
Lead Funnel Quarter to Date
Positioning & Scheduling Intelligence Why creative & dayparting differ by project
Competitor Watch Your notes — update weekly
Log real competitor moves you see in-market. This deliberately isn't pre-filled — only what you've verified goes in front of the CEO.
Lead Gen Engine Google Ads + Meta Ads — Full Campaign Structure
Auto-generated campaign architecture based on each project's phase and buyer profile — use it as your build/audit checklist, then log what's actually live in the notes box.
Google Ads Structure
| Campaign | Match / Targeting | Keywords / Signals | Purpose |
|---|
Meta Ads Structure
| Ad Set | Audience | Creative Format | Purpose |
|---|
Live Campaign Notes Log what's actually running
Communication Strategy Messaging by buyer, by channel
Buyer Messaging Angle
Channel-wise Messaging Adaptation
| Channel | Messaging Angle |
|---|
Objection Handling — Talking Points
Approved Messaging Notes Team-maintained
Implementation Timeline Rollout SOP + Live Execution Gantt
Standard Campaign Rollout SOP
Live Execution Gantt Weekly rollup — filled if any day that week has spend
Micro-Market Intelligence Corridor-level performance
Groups your 5 projects by the corridor they compete in.
CPL by Corridor Current period
Channel Optimization Day-to-day CPL control
Every active channel side by side, per project, for the selected period. Shift spend toward the cheaper channel rather than splitting evenly by default.
| Project | Channel | Spend | Leads | CPL | Share of Spend | Recommendation |
|---|
CPL by Channel By project, current period
Daily Optimization Checklist Run this every morning
CRM Pipeline Intelligence New Lead → Open Lead → Qualified → Site Visit Booked → Site Visit Happened → Booked
CRM Pipeline
Drop-off Diagnosis
Open-Lead & SLA Backlog
High Intent Lead % Address Maker methodology
Log CRM stage counts for a day Date:
CPL / CPSV / CPB Calculator Grounded in your real Q1 baselines
Real estate benchmark: a healthy campaign runs cost-to-sales (CPB%) under 1%. Q1 portfolio average was 1.7%.
Channel Mix Blend any combination
Q1 Baseline
Enter this period's actuals
Creative Performance Log What's actually working
Daily Data Entry — Media One day at a time · channels flexible per project phase
Data Import & Export Bulk upload · Backup · Data Architecture
1 · Bulk Upload — Media / Spend Data Google, Meta, Print, OOH, CP, etc.
One row per Project × Channel × Date.
Column reference
date (YYYY-MM-DD, within Jul 1 – Sep 30 2026) · project_id (artemis, ivc, tgca, tava, tgsa) · channel_id (google, meta, organic, whatsapp, print, ooh, field, cp, referral) · spend_l (₹ Lakhs) · leads · site_visit_happened · bookings · book_val_cr (₹ Crore)Legacy files with a
week column (1–13) instead of date are still accepted — they'll be mapped to the last day of that week.
2 · Bulk Upload — CRM Pipeline Data Open Lead · Qualified · Site Visit Booked · Lost
One row per Project × Date.
Column reference
date (YYYY-MM-DD) · project_id · open_lead · qualified · site_visit_booked · lost · lost_after_qualified · lost_after_sv
3 · Quick Connect — Google Sheet or Excel File Fastest way to launch this dashboard
4 · Data Architecture How this dashboard is structured
| Table | Grain | Key Fields | Feeds |
|---|---|---|---|
| Media / Spend | Day × Project × Channel | spend, leads, site visits happened, bookings, booking value | Dashboard, Projects, Trends, Channel Optimization, Micro-Markets, Data Integrity |
| CRM Pipeline | Day × Project | open lead, qualified, site visit booked, lost | CRM Pipeline page, Data Integrity |
| Project Config | Project | phase, active channels | Weekly/Daily Data Entry, Channel Optimization, Positioning |
| Creative Log / Competitor Notes / Value Appreciation | Project (+ entries) | free-form logs | Creative Performance, Positioning, Value Appreciation |
Storage: shared live keys — am-q2-data (now day-grained), am-q2-project-config, am-q2-creative-log, am-q2-competitor-notes, am-q2-appreciation-log. Hit Sync Now to pull in someone else's latest update.
5 · Full Backup & Restore Enterprise safety net
Full Project Breakdown
| Active Projects | Market | Ticket Size | Spends ₹L | Allocation % | Leads | Walkins | Bookings | Booking Value ₹Cr | CPL | CPW | CPB | CPB% |
|---|
Sales vs Spend (₹Cr)
Leads & Bookings
CTS % Trend
Weekly History
| Week | Spend ₹L | Leads | Walk-ins | Bookings | Sales ₹Cr | CTS% | CPL |
|---|
Ticket Price Movement Q1 → Q2, your real pricing only
Add a price checkpoint
Action Plan Auto-generated from your real numbers
Data Integrity & Health Automated checks — no manual audit needed
Impossible-funnel and zero-lead-spend checks run per day. Missing-data and week-over-week anomaly checks run per week (day-level noise would otherwise swamp this with false positives).
Issues Found
Daily SOP
- Export today's numbers from whichever channels are active for each project (Google Ads, Meta Ads Manager, print/OOH vendor reports, CP logs) plus Salesforce/CRM (walk-ins, bookings, stage-wise lead status).
- Daily Data Entry → pick the project → confirm phase/active channels → enter today's date → spend/leads/walk-ins/bookings → Save.
- CRM Pipeline → set the date → log Open Lead / Qualified / Site Visit Booked / Lost per project (or bulk upload) → Save.
- Channel Optimization → review the daily checklist → reallocate budget toward the cheaper channel where the gap exceeds 20%.
- Creative Performance → log top creatives → Save.
- Competitor Watch → note any verified competitor moves → Save.
- Data Integrity → clear any red/amber flags before finalizing the report.
- Review Dashboard's Exec Read, then Export PDF or Print to share with the CEO.
Export