August 2026 - Monthly client report
Paid leads increased. Client-validated leads fell.
The budget sheet reports 74 paid-ad leads in August versus 36 in July, while client-validated leads fell from 43 to 21 across all leads. August actual spend was EUR 16,354.00. Paid-channel attribution and record-level matching remain to be reconciled.
LinkedIn conversion coverage expanded
Five campaigns represented in the May-August conversion export. Lead results come from the checked budget sheet.
August Google is Search-only
No PMax spend or clicks in August. July still had PMax delivery.
Conversion mix changed
July includes button actions; August lists form-success actions only.
Client validation confirmed
Good Quality Leads are client-validated leads. Paid-channel attribution and raw record matching remain open.
August executive readout
1-31 August 2026. Lead results use the budget sheet, checked against GA4 by the report owner. Good Quality Leads are client-validated leads.
August lead progression
Total leads received. Paid media may contribute beyond directly tracked paid-ad leads.
Leads attributed to paid ads in the source sheet. This is the tracked paid count.
Leads the client confirmed as good quality. Channel and campaign matching remains open.
All leads → Paid-ad leads → Client-validated leads is the reporting sequence. These counts are not yet a matched subset funnel: July has 43 validated leads versus 36 tracked paid-ad leads. No paid-to-validated conversion rate is calculated until the overlap is reconciled.
August performance interpretation
Performance commentary for August, using July only as the comparison month.
What happened in August
Actual spend was EUR 16,354.00: EUR 9,856.49 Google and EUR 6,497.51 LinkedIn. The sheet reports 113 total leads, 74 paid-ad leads and 21 client-validated leads. Google delivery was entirely Search.
What changed versus July
Paid-ad leads increased from 36 to 74 and reported paid CPL improved from EUR 294.14 to EUR 221.00. Client-validated leads fell from 43 to 21, and their share of all leads fell from 34.7% to 18.6%.
What this means
Paid ads may influence the wider lead pool, beyond the directly tracked paid-ad count. Report all leads, tracked paid-ad leads and client-validated leads together. Paid attribution and client validation measure different things; matching them will clarify which paid activity produces validated demand.
August priorities and next steps
Follow-ups from this reporting month. Owners and due dates are to be confirmed.
Reporting priorities
- Complete LinkedIn delivery metrics: the conversion export now covers five campaigns; a full campaign-performance export is still needed for account-wide clicks and impressions.
- Attribute validated leads: establish the channel and campaign mix behind August's 21 client-validated leads.
- Keep measurement layers separate: use LinkedIn and Google actions to diagnose performance; retain the checked budget sheet for lead results.
- Confirm completion: record owners, due dates and status before the next monthly issue.
Downstream commercial outcomes still to confirm.
Client validation is confirmed for the Good Quality Leads metric. Qualified opportunities, signed business and channel return are not evidenced.
May-August monthly performance history
One row per month. Actual spend from the read-only budget sheet; missing monthly lead summaries are labelled.
| Month | Google actual | LinkedIn actual | Total actual | All leads | Paid-ad leads | Client-validated leads | Paid CPL | Cost / validated lead |
|---|---|---|---|---|---|---|---|---|
| May 2026 | 3,136.58 | 79.99 | 3,216.57 | Not supplied | Not supplied | Not supplied | Not available | Not available |
| June 2026 | 7,634.96 | 2,515.12 | 10,150.08 | Not supplied | Not supplied | Not supplied | Not available | Not available |
| July 2026 | 6,028.84 | 4,560.26 | 10,589.10 | 124 | 36 | 43 | 294.14 | 246.26 |
| August 2026 | 9,856.49 | 6,497.51 | 16,354.00 | 113 | 74 | 21 | 221.00 | € 779 |
EUR amounts. Good Quality Leads are client-validated leads, as confirmed by the report owner. Channel attribution and downstream CRM outcomes remain separate. The May-June Webflow quality screen is a combined diagnostic and is not apportioned into monthly counts.
Meta Ads - not launched in this reporting period.
Meta actuals are intentionally blank. Launch is anticipated in October 2026 under Scope 2 of the approved works; timing is still tentative. Meta will enter monthly performance reporting once activity begins. May-August spend totals cover Google and LinkedIn.
August campaign performance with July comparison
August is the reporting month; July columns provide context. Conversion actions are diagnostics, not lead totals.
| Campaign family | July spend | July conversions | August spend | August conversions | August platform CPA |
|---|---|---|---|---|---|
| Google - PMax Competitors | 777.96 | 234.80 | 0.00 | 0 | Not applicable |
| Google - PMax #4 | 253.51 | 123.88 | 0.00 | 0 | Not applicable |
| Google - Search Non-Brand | 2,619.96 | 36.50 | 4,266.43 | 84 | 50.79 |
| Google - Search Verticals / iGaming | 1,524.81 | 13.50 | 1,520.19 | 37 | 41.09 |
| Google - World Cup | 631.68 | 6 | 0.00 | 0 | Not applicable |
| Google - Search Brand | 220.05 | 5 | 70.83 | 0 | Not defined |
| Google - MiCA Financial Institutions | 0.87 | 0 | 1,999.09 | 5 | 399.82 |
| Google - MiCA iGaming | 0.00 | 0 | 1,999.95 | 4 | 499.99 |
| LinkedIn - Phase 1 Engagement | 935.76 | 12 | 940.78 | 9 | 104.53 |
EUR amounts. LinkedIn daily ad rows aggregated by campaign: 451 July rows and 734 August rows, with all 31 days represented and no duplicate date/ad/ad-set keys. Campaign status is export-time state, not proof of a pause date.
July-August source files and calculation basis
- JUL26 / Payhound Google Ads Report 1- 31 - JUL 2026: Campaign performance.csv and Conversions.csv. Period: 1-31 July 2026.
- AUG26 / PH Google Ads Report - 1 -31 AUG 2026: Campaign performance.csv and Conversions.csv. Period: 1-31 August 2026.
- Payhound LinkedIn Ads - Performace Report 1 - 31 JUL 2026.csv. Daily ad-level report in UTC, generated 7 August 2026.
- Payhound LinkedIn Ads Report - 1 - 31 - AUG 2026.csv. Daily ad-level report in UTC, generated 11 September 2026.
- Source folder: Payhound / [PH] Internal Reports [NEW]. Ratios calculated from summed spend, clicks, impressions and conversions; no averaging of row-level rates. No live platform or billing data used.
Historical platform delivery - May-August
Supporting platform data. Lead results and actual account spend remain in the monthly history above. LinkedIn delivery rows cover Engagement only.
| Channel / period | Spend | Impressions | Clicks | CTR | CPC | Tracked conversions | Platform CPA |
|---|---|---|---|---|---|---|---|
| Google - May | 3,136.58 | 452,020 | 4,494 | 0.99% | 0.70 | 5 | 627.32 |
| Google - June | 7,634.96 | 1,185,066 | 51,051 | 4.31% | 0.15 | 958.30 | 7.97 |
| Google - July | 6,028.84 | 228,068 | 13,083 | 5.74% | 0.46 | 419.68 | 14.37 |
| Google - August | 9,856.49 | 31,493 | 1,796 | 5.70% | 5.49 | 130 | 75.82 |
| LinkedIn Engagement only - July | 935.76 | 71,828 | 1,176 | 1.64% | 0.80 | 12 | 77.98 |
| LinkedIn Engagement only - August | 940.78 | 48,235 | 729 | 1.51% | 1.29 | 9 | 104.53 |
Weighted ratios, with source-native definitions.
CTR = total clicks / impressions; CPC = spend / clicks; platform CPA = spend / tracked conversions. LinkedIn clicks include engagement clicks: landing-page clicks were 126 in July and 65 in August. Platform CPA is not cost per validated lead.
Google conversion diagnostics - August vs July
August form-success actions, with July shown to explain the change in conversion mix.
| Google conversion action | July | August | Meaning |
|---|---|---|---|
| Button - Get Started | 183.70 | Not listed | Engagement action; not a submitted lead. |
| formSubmissionSuccess - GAds | 129.99 | 73 | Tracked form-success action; match to actual submissions. |
| formSubmissionSuccess - merchant-crypto-solution | 105.99 | 57 | Tracked path-specific form success; overlap with other tags not ruled out. |
| Total tracked conversions | 419.68 | 130 | Reconciles to each campaign export, within rounding. |
Search tracked conversions
61 to 130Search spend rose from EUR 4,997.37 to EUR 9,856.49. Search platform CPA moved from EUR 81.92 to EUR 75.82; attribution and goal comparability remain unvalidated.
August core Search
121 actionsNon-Brand + iGaming produced 121 of 130 Google conversions on EUR 5,786.62 spend. Combined platform CPA: EUR 47.82.
August MiCA Search
9 actionsFinancial Institutions + iGaming MiCA campaigns spent EUR 3,999.04. Combined platform CPA: EUR 444.34. Qualified-lead value is unknown.
LinkedIn actions are detailed separately below.
The new conversion export expands beyond Engagement to Lead Gen, Remarketing, Traffic and World Cup. Lead totals continue to use the GA4-checked budget sheet.
LinkedIn conversion diagnostics - May-August
Conversion export generated 6 October 2026. Campaign coverage: Engagement, Lead Gen, Remarketing, Traffic and World Cup.
| Conversion action | May | June | July | August | Reporting role |
|---|---|---|---|---|---|
| Button - Book A Free Demo - Li | No rows | 1 | Not listed | Not listed | Button engagement. |
| Button - Get Started - Li | No rows | 14 | 29 | 9 | Button engagement, not form submission. |
| LinkedIn InsightTag 2.0 | No rows | Not listed | 238 | Not listed | Key Page View; World Cup diagnostic. |
| formSubmissionSuccess - Li | No rows | 2 | 6 | 5 | Tracked form success; not unique or validated lead count. |
| formSubmissionSuccess - support-page - Li | No rows | Not listed | Not listed | 2 | Support-path form success, reported separately. |
| Total listed conversion actions | No rows | 17 | 273 | 16 | Mixed actions; not a lead-performance total. |
| Post-click actions | No rows | 5 | 86 | 7 | Source-native LinkedIn attribution. |
| View-through actions | No rows | 12 | 187 | 9 | Source-native LinkedIn attribution. |
August button actions
94 post-click + 5 view-through Get Started actions. Engagement diagnostics only.
August form-success actions
52 post-click + 3 view-through. These actions are not substituted for the 74 paid-ad leads in the checked budget sheet.
August support-form actions
21 post-click + 1 view-through. Kept separate from new-business form actions; unique submission overlap is unknown.
Conversion mix changes the headline.
July's 273 actions include 238 World Cup key-page views. August's 16 actions comprise 9 buttons, 5 form successes and 2 support-form successes. Their difference is not a lead decline. May has no rows in this export, which is not evidence of zero May leads.
LinkedIn conversion source and method
- account_513880243_conversion_performance_report.csv; account Payhound; EUR; 1 May-31 August 2026, in UTC; generated 6 October 2026 at 11:38 AM UTC.
- 34 rows grouped by reporting month and conversion action; post-click and view-through totals kept separate.
- Total Spent repeats across conversion-action rows for the same month/ad set and is not summed. Total Conversion Value is a platform-assigned value, not verified revenue.
- Form-action metadata shows a last-modified date of 15 September 2026. This is a later export snapshot than the earlier ad exports; historical attribution may differ.
- All leads, paid-ad leads, client-validated leads and lead costs are sourced from the checked budget sheet, never derived from this conversion export.
August GA4 acquisition evidence
1-31 August 2026. Session acquisition, form-success events and landing-page performance.
1,779 engaged sessions. Traffic volume, not lead volume.
Matches the budget sheet's August All leads total. Event count alone does not establish unique leads.
113 form-success events across 98 users. Users and events are not interchangeable with unique leads.
August session acquisition
| Session source / medium | Sessions | Form-success key events |
|---|---|---|
| google / cpc | 2,050 | 74 |
| LinkedIn / (not set) | 1,711 | 0 |
| (direct) / (none) | 955 | 21 |
| LinkedIn / paid_social | 654 | 1 |
| google / organic | 649 | 6 |
| LinkedIn / referral | 482 | 0 |
| (not set) | 449 | 6 |
| linkedin.com / referral | 89 | 0 |
| linkedin / paid_social | 59 | 0 |
| bing / organic | 37 | 1 |
Visible rows 1-10 of 58, not the complete source inventory. Selected key event: formSubmissionSuccess - GA4. LinkedIn traffic includes missing mediums and inconsistent source spelling; attribution needs reconciliation.
August landing-page contribution
| Landing page | Sessions | Average engagement / session | Form-success key events |
|---|---|---|---|
| /merchant-crypto-solution | 2,402 | 10s | 66 |
| Homepage | 1,059 | 27s | 18 |
| /crypto-payments | 2,707 | 4s | 11 |
| /contact | 66 | 23s | 6 |
Selected landing pages, not all 94 rows. Merchant crypto solution accounts for 66 of 113 selected key events; crypto payments has more sessions but fewer form-success key events. The screenshot's session key-event rate is set to All events and is not presented as a form conversion rate.
May-August tracking reconciliation
Session acquisition history
| Month | All sessions | Engaged sessions | Average engagement / session | Google / CPC sessions | Google / CPC form key events | All form key events |
|---|---|---|---|---|---|---|
| May | 5,709 | 1,672 | 17s | 3,381 | 0 | 0 |
| June | 38,578 | 9,558 | 9s | 35,265 | 0 | 0 |
| July | 14,132 | 3,662 | 10s | 10,976 | 87 | 128 |
| August | 7,265 | 1,779 | 11s | 2,050 | 74 | 113 |
Selected key event: formSubmissionSuccess - GA4. May-July screenshots show the first 10 source rows only (43, 88 and 72 total rows respectively); total rows above are GA4 report totals, not sums of visible sources. May and June zero key-event counts do not establish zero leads.
July paid attribution remains unresolved.
Google / CPC records 87 form key events in July, while the checked budget sheet reports 36 paid-ad leads. August records 74 in both. Reconcile July's event definition, counting method and lead inclusion rules before treating the acquisition view as the accepted lead result.
Events, key events and checked leads
| Month | Landing-page sessions | Form-success event count | Users with event | Landing-page form key events | Checked sheet: all leads |
|---|---|---|---|---|---|
| May | 5,709 | 4 | 1 | 0 | Not supplied |
| June | 38,578 | 259 | 232 | 0 | Not supplied |
| July | 14,132 | 195 | 160 | 128 | 124 |
| August | 7,265 | 113 | 98 | 113 | 113 |
Historical definitions need reconciliation.
May and June show form events but zero selected landing-page key events. July shows 195 events, 128 selected key events and 124 checked leads. These are different measures; the screenshots do not establish why they differ. No historical lead totals have been replaced. A separate repeated-name form event also appears in Events and needs a tagging review before combining counts.
Next source-of-truth controls: confirm the intended lead event, its key-event counting method and activation history; export complete monthly source/medium and landing-page tables using that event; reconcile submissions to client validation without sending personal information to GA4.
August first-user attribution comparison
| First-user source / medium | Total users | Form-success events | Interpretation |
|---|---|---|---|
| google / cpc | 1,490 | 74 | Google paid-source row; 65.49% of all form-success events. |
| LinkedIn / (not set) | 1,324 | 0 | Medium missing; paid attribution cannot be established from this row. |
| (direct) / (none) | 1,242 | 27 | Direct first-user source does not rule out later paid influence. |
| LinkedIn / paid_social | 560 | 1 | Additional paid-tagged form-success event; kept separate from the sheet's 74. |
| google / organic | 493 | 6 | Organic first-user source. |
| LinkedIn / referral | 481 | 0 | Referral-tagged traffic. |
| linkedin.com / referral | 67 | 0 | Separate source spelling in GA4. |
| linkedin / paid_social | 57 | 0 | Separate lowercase source spelling in GA4. |
| (data not available) | 51 | 3 | Source detail unavailable. |
| bing / organic | 27 | 1 | Organic first-user source. |
Lead totals remain 113 → 74 → 21.
The checked budget sheet remains the source of truth. Its 74 paid-ad leads matches Google / CPC in both acquisition views, while LinkedIn / paid_social shows one additional form-success event. This is a scope difference to reconcile, not an automatic change to the accepted lead total.
Source: screencapture-analytics-google-analytics-web-2026-10-06-13_52_10.pdf, captured 6 October 2026. The screenshot shows rows 1-10 of 53; visible rows are not a complete source inventory. First-user attribution differs from session or campaign attribution. Platform key events are not used as lead totals.
Additional GA4 screenshots captured 6 October 2026: 13_54_44 (August session acquisition), 13_55_04 (August Events), 13_55_51 (August landing pages), 13_56_19 (July landing pages), 13_56_35 (June landing pages), 13_56_49 (May landing pages), 13_57_23 (May Events), 13_57_36 (June Events), 13_57_52 (July Events). All use the filename prefix screencapture-analytics-google-analytics-web-2026-10-06- and .pdf extension.
Session acquisition history sources: screencapture-analytics-google-analytics-web-2026-10-06-13_58_21.pdf (July), screencapture-analytics-google-analytics-web-2026-10-06-13_58_48.pdf (June), and screencapture-analytics-google-analytics-web-2026-10-06-13_59_04.pdf (May). The insight banners reference September and are excluded from this reporting period.
Data coverage and governance - May-August
Full means usable export; partial means diagnostic or incomplete; missing means no reliable decision file in the supplied evidence.
| Source | May | Jun | Jul | Aug | Decision use | Next control |
|---|---|---|---|---|---|---|
| Google Ads | Full | Full | Full | Full | Spend, clicks, conversions, search terms | Separate Primary, Secondary, diagnostics, and validated leads. |
| LinkedIn Ads | Partial | Partial | Partial | Partial | Five campaigns in conversion diagnostics; Engagement-only Jul-Aug delivery exports. | Obtain full-account campaign delivery metrics; use sheet for actual spend and leads. |
| GA4 / budget sheet | Partial | Partial | Checked | Checked | Report owner checks lead counts against GA4; budget sheet is lead source of truth. | Refresh checked sheet lead results for each monthly issue. |
| Microsoft Clarity | Full | Full | Missing | Missing | Behaviour quality, bots, shallow visits | Refresh July-August source and intent diagnostics. |
| Webflow leads | Full | Full | Missing | Missing | Lead row and quality classification | Supply July-August rows and classify intent and outcomes. |
| Client validation | Missing | Missing | Summary | Summary | Good Quality Leads: client-validated counts. | Match validated leads to paid sources and downstream CRM outcomes. |
Sources, confidence and reporting definitions
Budget sheet for lead results and account spend; platform exports for delivery and conversion diagnostics.
Budget-sheet definitions and source references
Budget and lead definitions - July-August
| Metric | July | August | Source / interpretation |
|---|---|---|---|
| Budget | EUR 14,100.00 | EUR 16,000.00 | H34 / K34 |
| Planned allocation | EUR 11,704.00 | EUR 17,910.00 | I34 / L34; distinct from budget and actual spend. |
| Google actual spend | EUR 6,028.84 | EUR 9,856.49 | J16 / M16; matches campaign exports. |
| LinkedIn actual spend | EUR 4,560.26 | EUR 6,497.51 | J3 / M3; exceeds the supplied Engagement campaign exports. |
| Total actual spend | EUR 10,589.10 | EUR 16,354.00 | J34 / M34; July EUR 3,510.90 under budget; August EUR 354.00 over budget. |
| All leads - sheet labelled GA4 | 124 | 113 | J39 / M39; total lead pool. Paid media may influence leads beyond tracked paid attribution. |
| Paid-ad leads - checked GA4 result | 36 | 74 | J41 / M41; budget sheet is the lead source of truth, checked against GA4 by the report owner. |
| Client-validated leads - sheet label: Good Quality Leads | 43 | 21 | J43 / M43; client validation confirmed by the report owner. Paid-only scope not confirmed. |
| Good-quality share of all leads | 34.7% | 18.6% | Quality count / all-lead count. A decline of 16.1 percentage points. |
| Actual spend / all leads | EUR 85.40 | EUR 144.73 | J40 / M40; blended spend-to-all-lead ratio, not paid CPL. |
| Actual spend / paid-ad leads | EUR 294.14 | EUR 221.00 | J42 / M42; sheet-reported paid CPL. |
| Actual spend / client-validated leads | EUR 246.26 | € 779 | J44 / M44; August rounded to the nearest euro. Blended ratio using all-source client-validated leads, not paid-only CPL. |
LinkedIn delivery coverage remains partial.
The new conversion report represents five campaigns. The earlier clicks/impressions exports cover only Engagement, with EUR 935.76 July spend and EUR 940.78 August spend. Account-wide actual spend remains EUR 4,560.26 and EUR 6,497.51 from the budget sheet. Conversion-report spend repeats across actions and is not summed as account spend.
Lead reporting source of truth.
[PH] Paid Ads Budget 2026 - Budget 2026 + Breakdown is the source of truth for All leads, Paid-ad leads and Client-validated leads. The report owner checks the data against GA4; Good Quality Leads means client-validated leads. Platform actions never replace these counts. This report uses a read-only snapshot; channel matching and downstream commercial outcomes are separate reporting work.
Attribution and record-level reconciliation
Attribution and reconciliation
Connect platform activity to received leads, qualification and commercial outcomes. July-August CRM and Webflow exports are missing.
August paid-ad leads
74GA4-checked budget-sheet result. Campaign-level credit remains separate from this accepted lead total.
Qualified commercial outcomes
To confirmClient confirmation is needed for qualified leads, opportunities and signed business.
Spend reconciliation
Coverage gapSheet actuals total EUR 26,943.10 for July-August; supplied exports total EUR 17,761.87. Google spend matches. The EUR 9,181.23 difference is in LinkedIn. Billing reconciliation has not been performed.
Lead reconciliation checks
- Match form-success events to Webflow submissions by timestamp, form and landing path.
- Deduplicate emails and separate test, support and new-business enquiries.
- Confirm original source, campaign, company context and intent tier.
- Attach client/CRM outcomes before calculating cost per validated lead.
Current evidence boundary
The 28 GA4 exported form_submit events, 366 Clarity submit-form sessions and 893 Webflow rows measure different things. They are not interchangeable lead totals.
Commercial attribution remains open.
No channel ROAS, signed-contract count or qualified-lead rate is supported by the supplied evidence.
Tracking architecture and monthly reporting controls
Measurement architecture and data quality
The next decision should improve truth, not increase reporting complexity.
| Layer | Current signal | Reporting role | Confidence |
|---|---|---|---|
| Secondary button actions | Book A Free Demo, Get Started, industry buttons | Engagement only; not headline lead CPA. | High |
| Aggregate form success | formSubmissionSuccess - GA4 | Aggregate form-submission view. | Medium |
| Merchant crypto form | formSubmissionSuccess - merchant-crypto-solution | Main PPC landing-page sales intent. | Medium |
| Support page | formSubmissionSuccess - support-page | Existing-client/support path going forward. | Medium |
| Sales contact page | formSubmissionSuccess - sales-contact-page | Preferred new-client CTA path. | Medium |
| Legacy form tag | Old formSubmissionSuccess | Legacy/noise; exclude from decision totals. | High |
| Client-validated lead | Sheet metric: Good Quality Leads | July 43; August 21. Confirmed client-validated counts; channel matching open. | Client validation confirmed |
Lead reconciliation rule.
Classify every Webflow lead by source, landing path, form event path, business email, company context, sector, intent tier, outcome, and whether client confirmation is required.
Monthly reporting controls
Each new issue uses the report owner's GA4-checked budget sheet for all lead results, advances the executive commentary to the selected month and retains previous months in history. Platform conversions remain diagnostics.
Monthly reporting cycle
- Set the reporting month and prior-month comparison explicitly.
- Collect Google and LinkedIn exports with consistent account and date scope.
- Refresh Webflow lead rows, mapped GA4 events and Clarity diagnostics.
- Reconcile duplicates, lead sources, intent tiers and client/CRM outcomes.
- Calculate costs from matched totals after resolving spend differences.
- Write the evidence, business impact and next decision.
- Assign the top actions with confirmed owners and due dates.
Acceptance criteria
- Dates and source scopes are visible.
- Platform actions, submitted rows and commercial outcomes remain separate.
- Spend totals reconcile to the selected source exports.
- Unavailable values are labelled; missing outcomes are not reported as zero.
- Recommendations state evidence and confidence.
- Tables, charts and labels remain readable on phones and in PDF exports.
Required lead fields
Submission time, form path, original source, campaign, company, business email, sector, intent tier, first response, outcome and client validation status.
Confidence rule
- High: source totals reconcile and validated outcomes support the claim.
- Medium: evidence is useful directionally, with visible gaps.
- Low: resolve measurement or matching before making performance claims.
Historical review appendix - May-June 2026
Combined diagnostic evidence and original recommendations from the earlier review. These are not August results or current action instructions.
May-June diagnostic baseline
Historical evidence retained for context. These lead-quality and behaviour metrics have not been refreshed for July-August.
May-June performance and planning context
Spend is large enough to justify optimisation, but source quality and form quality decide the next budget move.
Relative bars by platform. Google dominated May-June actual spend; July-December planning should balance Google and LinkedIn at EUR 8k/month each.
Google AdsLinkedIn Ads
| Signal | Reading | Confidence | Decision impact |
|---|---|---|---|
| Google Ads spend | EUR 9,184.09 | High | Material enough to justify optimisation review. |
| Google tracked conversions | 960.3 | Low | Blended conversion volume should not be business truth. |
| Apparent CPA | EUR 9.56 | Low | Likely overstates performance until validated leads are known. |
| Clarity average pages/session | 1.04 | High | Visits are shallow; source and landing-page clarity need review. |
| Clarity average scroll depth | 21.15% | High | Engagement is weak on the main paid path. |
| LinkedIn native leads | 0 | High | LinkedIn is not yet proven as direct lead capture. |
Commercial lead funnel and quality - May-June baseline
Webflow confirms Payhound is reaching some real B2B demand, but the lead base needs classification before optimisation claims.
Separate layers, not a matched conversion funnel.
These source totals have not been joined record by record. No lead-to-opportunity rate or commercial return can be derived yet.
893Rows supplied
461Unique emails
88.8%Rows with at least one risk signal
| Pattern | Read | Action |
|---|---|---|
| Personal email + investment/balance language | Weak fit | Disqualify or route out of sales pipeline. |
| Very short or vague messages | Unknown/low intent | Require structured form context. |
| Consumer recovery/help enquiries | Low fit | Add page copy and form filters to reduce submissions. |
| PSP, iGaming, settlement, API enquiries | Stronger B2B fit | Classify as medium/high-intent and feed back into channel learning. |
The intent ladder is the fix.
Move from consumer/investment language, personal emails, shallow visits, and broad PMax traffic toward business payment use cases, company context, engaged sessions, exact/phrase B2B search, and validated qualified leads.
GA4 and digital behaviour - May-June baseline
Historical raw diagnostics. July-August lead summaries are available in the budget sheet above, but raw GA4 and Clarity behaviour exports remain unavailable.
Traffic quality
Microsoft Clarity
Sessions53,668
Bot sessions12.85%
Pages / session1.04
Website intent
Clarity behaviour diagnostics
Average scroll depth21.15%
Active time23 seconds
Submit-form sessions366
GA4 event evidence
3 May-30 June 2026 export
Google / CPC sessions38,117
Exported form_submit28
Mapped form successesTo reconcile
The mapped success events are the next reporting control.
Use the formSubmissionSuccess family for Payhound's form-success view. The exported form_submit count is diagnostic; it does not replace Webflow or validated CRM outcomes.
Historical campaign and channel decisions
Recommendations from the May-June review, retained as historical context. August now shows no PMax delivery; refresh decisions against validated lead evidence.
| Channel / campaign family | Evidence | Commercial confidence | Recommended decision |
|---|---|---|---|
| Google PMax | PMax Competitors: 31,135 GA4 sessions and 19 exported form_submit events. | Low; form-success and CRM outcomes unreconciled. | Review broad exposure and release budget against validated intent. |
| Google Search Non-Brand | 93 Clarity sessions: 3 high, 49 medium and 41 low intent in the Search-only slice. | Directional; small behaviour sample. | Tighten B2B terms, ad messaging and landing-page qualification. |
| Google Search Verticals | 59 Clarity sessions: 0 high, 25 medium and 34 low intent. | Directional; small behaviour sample. | Improve vertical fit before increasing spend. |
| Zero native leads in the supplied export. | Direct lead capture unproven; assisted impact unknown. | Test tighter audiences and reconcile landing-page leads. |
Historical forward budget plan
Plan from the May-June review, not the latest sheet allocation. The read-only budget sheet above reports July actual EUR 10,589.10 and August actual EUR 16,354.00.
| Platform | Line item | Suggested monthly amount | Why |
|---|---|---|---|
| Search Brand | EUR 1,200 | Protect demand without over-weighting brand in acquisition analysis. | |
| Search Non-Brand | EUR 1,500 | Push learning into controllable B2B intent. | |
| Search Verticals / iGaming | EUR 1,500 | Focus on vertical intent with stronger query and copy controls. | |
| Search Competitors | EUR 1,500 | Capture competitor intent with query control instead of broad PMax. | |
| Display Remarketing | EUR 1,500 | Retarget only high-intent audiences and engaged visitors. | |
| Held reserve | EUR 800 | Do not release until medium/high-intent lead share improves. | |
| Lead Gen iGaming | EUR 2,000 | Test high-fit vertical demand. | |
| Lead Gen PSP/EMI/Payments | EUR 2,000 | Test high-fit payment buyer segment. | |
| Finance/Treasury/Compliance | EUR 1,500 | Test problem-led buyer group. | |
| Remarketing | EUR 1,500 | Warm engaged users before conversion asks. | |
| Engagement/proof | EUR 1,000 | Support credibility and audience learning. |
Historical action plan - May-June review
Original recommendations retained for context. July-August lead reconciliation is now required; August already shows no PMax delivery. Completion status for website and tracking changes is unconfirmed.
Fix lead reconciliation
Create a May-June table that classifies each Webflow lead by source, campaign, form path, sector, intent tier, outcome, and validation requirement.
Pause broad PMax exposure
Hold PMax Competitors and PMax #4 until spam risk, form quality, exclusions, and validated lead feedback improve.
Rebuild Search around B2B terms
Use exact/phrase intent around merchant crypto payments, stablecoin settlement, PSPs, iGaming, MiCA, CASP, API, and business payment operations.
Use the landing page to qualify
Add reCAPTCHA plus one or two B2B-specific dropdowns for solution interest and industry/business type.
Separate support from sales
Route new-client CTAs to contact/sales-contact, while preserving support-page tracking for existing-client enquiries.
Reframe LinkedIn as quality testing
Judge LinkedIn by target-account engagement, assisted quality, and qualified lead forms before calling it a proven direct lead channel.
Approval gate.
This report recommends measurement and optimisation fixes. Any budget, campaign, tracking, CRM, or website changes require client and Chado approval before implementation.