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Paid Media● In productionInteractive · sample data

The number Meta can't show you.

Meta reports what a lead costs. It can't say whether the lead was any good, because that answer shows up in the CRM weeks later. So I joined the two. Every ad dollar is matched to what happened to the lead it bought. That gives us cost per qualified homeowner, and a plain answer on where the next dollar goes. The dashboards below work. Drag the sliders, flip the rankings.

Cost per qualified, not per lead
A verdict, not another chart
8h cache · 7 parallel Meta calls
Refuses to guess under 10 leads
The problem

Meta tells you the cost of a lead and stops there. But a lead isn't revenue. A $38 lead that never picks up the phone costs more than a $52 one that becomes a client, and no ad platform can see that far. The answer sits in your CRM, not their pixel.

Network runs its own ad money through the same system the firms use, so the join is free: spend from Meta, outcomes from the callers, matched lead by lead. Every decision on this page comes from that join.

01 · The verdict

Where the next dollar goes.

Spend more on ads, or fix the landing page? The engine answers in plain English, from thresholds anyone can read. When the sample is too small to mean anything, it refuses to answer. Drag the sliders and watch it change its mind.

concrete.networksg.netTry itSample data
Admin AppSearch...⌘KNT
Network · insights
Marketing

Network's own Meta ad spend. The decision: do we put the next dollar into ads, or into the landing page?

Homeowner ads · B2CID ads · B2B
Where to put the next dollar
Ads AND page both need work

Leads are expensive ($58) and only 23% qualify. Tighten the ads first, then the page.

Spend this range$1,800

drag down to see the small-sample refusal

Cost per lead$58

what Meta charges for one homeowner lead

Qualify rate23%

how many of those leads the callers could fully qualify

Spend
$1,800
this range
Leads generated
31
at $58 each
Cost per qualified
$257
the number Meta can't show you
Qualified
7 · 23%
confirmed by the callers
The rules are public$35 a lead is “expensive”, 25% qualifying is “leaky”, 40% is healthy, and under 10 leads it refuses to answer. No vibes, no hedging.
02 · Judged by the pipeline

Meta picks a winner. The pipeline overrules it.

Every ad angle is ranked twice: once by what Meta charged per lead, once by how many of those leads the callers actually qualified. Flip the toggle and watch the cheapest angle fall to last place.

concrete.networksg.netTry itSample data
Admin AppSearch...⌘KNT
Network · insights
Best angle

Every ad angle gets judged twice: once by Meta, once by what the callers confirmed weeks later. Flip between the two.

Source mix · meta-ad 74% · web-form 19% · other 7%
This range · where 43 leads ended up7 qualified · 16%
Qualified · 7Complimentary · 7Pending · 3Unqualified · 26
ranked by cost per lead
1Network winners 2026carousel · portfolio · 12 leads · $456 spendCheapest leads$38per lead
2BTO starter packstatic · checklist · 6 leads · $264 spend$44per lead
3The $100k mythvideo · talking head · 18 leads · $936 spend$52per lead
4The handshakevideo · founder · 7 leads · $455 spend$65per lead

This is the ranking every ad platform gives you. Now flip to what the pipeline sees.

Same four ads, two rankingsMeta's cheapest lead came from the angle that never produced a single qualified homeowner. That flip is why spend follows the pipeline's ranking, not the platform's.
03 · Demand signals

What Singapore renovates next.

Every lead form asks the same questions: what are you renovating, what will you spend, when do your keys land. Aggregated, that's market research nobody had to commission. Switch to qualified-only and watch the picture sharpen.

concrete.networksg.netTry itSample data
Admin AppSearch...⌘KNT
Network · insights
Demand signals

The forms don't just deliver contacts. Read together, they say what Singapore is about to renovate, with what money, and when.

What they're renovatingfrom the lead form
HDB BTO43%
HDB Resale31%
Condo19%
Landed7%
What they plan to spendmedian $38k
Under $20k18%
$20–40k41%
$40–60k26%
$60k+15%
Who's asking58% women · Meta demographics
18–2411%
25–3446%
35–4431%
45+12%
When their keys landreno money follows keys
Q3 '2622%
Q4 '2631%
Q1 '2724%
Q2 '2714%
Later9%
This cohort · target 300 leads212 in · pace ~50 a month · on track
Nobody typed this inIt's the intake form, aggregated. The qualified-only view is the one the sales pitch and next quarter's ad angles get built on.
04 · The long view

Ten months on one chart.

Every lead since the first campaign, split by what became of it. The tiles are the legend, so click one to hide its line. Underneath: the table that decides where next quarter's effort goes.

concrete.networksg.netTry itSample data
Admin AppSearch...⌘KNT
Network · insights
All-time detail

Ten months of leads, month by month. The tiles are the legend. Click one to hide its line.

Oct '25 – Jul '26
400200OctDecFebAprJunJul2567229141
Where leads qualify bestqualify rate by source · all-time
Website form428 leads · own traffic, no media cost39%
Other · referrals288 leads · word of mouth32%
Meta lead form1,684 leads · the volume engine24%
Cost guide download512 leads · early researchers12%

Website-form leads qualify best and cost nothing in media. Meta delivers the volume. Knowing both is the reason content isn't a side project here.

Rebuilt from the pipeline, nightlyMeta only knows what it charged. The board knows what happened after. So these lines come from the CRM, not the ad account.
Under the hood

One Meta pipe feeds two Network ad accounts and 180+ firm dashboards. What keeps it fast and honest:

Cache first, sync after

Pages render instantly from the last saved sync, good for 8 hours. Then 7 Meta Graph calls run in parallel in the background and the numbers refresh in place. Nobody watches a spinner.

Closed-loop attribution

Spend from Meta, outcomes from the pipeline, joined lead by lead. Cost per qualified is computed from real records, never estimated.

A verdict with thresholds

$35 a lead is expensive, 25% qualifying is leaky, 40% is healthy, and under 10 leads it refuses to answer. The rules are code, so the argument is over.

Old leads, classified

684 legacy leads arrived before anyone tracked sources. A classifier reads the ad name and form type and files them, so history counts too.

Per-firm tokens, one pipe

Every firm's dashboard runs on its own Meta access token, resolved from its record. 180+ firms, one codebase, zero shared credentials.

Thumbnails that don't die

Meta's creative image links expire in days. A five-step fallback chain keeps every ad's thumbnail rendering months later.

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