Paid acquisition engine: Judge every ad by the customers it brings in, not the clicks.

The problem

Advertising platforms report their own conversions, while sales and payments live elsewhere. Creative-level performance becomes unreliable when UTMs disappear, leads cannot be matched or a platform conversion is treated as collected revenue. The system is designed to reconcile spend, creative exposure, CRM progression and first payment while preserving unmatched and unattributed records.

The dashboard

13 views: Today, Founder summary, Comments and messages, Subscriber replies, Ad creatives, Campaigns, Audiences, Landing pages, New subscribers, Churn saves, Cohorts, Spend forecast, Reporting.

The creative wall: a gallery of the brand's ads rendered as they appear in feed and search, ranked by cost per acquisition, with spend, hook rate, ROAS and a scaling, testing or fatigued status on each one.

State lives in the URL (view, filters, date range), records open in drawers with their history, and every action that changes something is written to an activity log and is safe to repeat.

Data model

• ad_creatives(id, platform, account_id, campaign_id, external_id)
• ad_daily(id, creative_id, date, spend_cents, impressions, clicks)
• touchpoints(id, anonymous_id, creative_id, occurred_at, consent_state)
• leads(id, crm_id, contact_key, created_at, match_state)
• identity_links(id, anonymous_id, contact_key, evidence)
• payments(id, stripe_id, customer_id, amount_cents, status)
• attributions(id, lead_id, touchpoint_id, model_version)
• exceptions(id, entity_id, reason, owner_id).

Rules in the backend

1. Proposed reporting attribution: last eligible paid click within 30 days before lead creation; retain first touch separately.
2. Match identities only through deterministic evidence; do not force unmatched leads into a campaign.
3. Count first payment once per customer from a successful, non-zero Stripe collection; show later refunds separately.
4. Proposed fatigue flag: trailing seven-day CTR falls at least 20% against the preceding seven days, with 1,000 impressions in each window.
5. Fatigue flags create review tasks, not automatic budget changes.

Storage

Recommend Supabase Postgres with tenant RLS. Retain raw provider payloads for 30 days, attribution evidence for 13 months and financial records according to accounting requirements. Store Stripe identifiers, not card details; mask personal emails.

Reliability

Re-fetch the previous seven reporting days to capture platform revisions. Deduplicate payment events, use idempotent CRM writes and quarantine malformed rows. Show provisional totals, unmatched counts, failed imports and source-specific “Synced” timestamps.

Security and access

Use scoped OAuth credentials server-side. Analysts inspect performance; approvers authorize changes; clients receive read-only reporting. GTM deployment and advertising-account mutations require separate permission.

Cost

Advertising spend is separate from software costs. Reporting API access, connector subscriptions, database usage and event volume may add charges; no acquisition-cost improvement is claimed.

Technology stack

• Meta Ads
• Google Ads
• Tag Manager
• GA4
• Webflow
• Stripe
• Customer.io

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