One source of truth, from ad spend to booked revenue
The platforms optimize to a cheap form-fill. Overworld ties every click to the ServiceTitan job behind it — then tells you what to scale, fix, or pause today.
Morning Magick — today's calls
scale · fix · pause · 11:16 CTOKC · Rebate · Lookalike
$26.5k spend · $34 CPL · closing at 16.8x. ~$4k/day of headroom before CPL drifts.
HTX · Google · Display
$30.3k spend · $59 CPL · match quality 5.2/10. Enhanced Conversions mis-firing.
DFW · Rebate · Andromeda
$17.6k spend · $100 CPL · 0.4x true ROAS. 175 leads, almost none closing.
Signal match quality
EMQGrey marker = match quality before Overworld (avg 4.5). First-party capture + hashed PII lifts every platform's confidence.
Booked revenue by source
ServiceTitan · attributed| Source | Spend | Leads | Jobs | Revenue | True ROAS |
|---|---|---|---|---|---|
Meta | $1.02M | 21,155 | 3,528 | $12.24M | 12.0x |
Google | $251.9k | 4,678 | 950 | $4.23M | 16.8x |
TikTok | — | — | — | — | idle |
| Blended | $1.27M | 25,833 | 4,478 | $16.47M | 12.97x |
The full path — where the money actually comes from
click → revenueBlended figures are live from ServiceTitan channel-level attribution (Facebook Advertising vs Google) over the trailing 60 days; booked revenue is a floor while recent jobs mature to sold. Per-ad deterministic ROAS activates once Conversion Sync + click-capture backfill complete.
Morning Magick
Every morning Overworld reads all 34 accounts against booked revenue and hands you a ranked action list — scale, fix, pause — so you spend the day executing, not digging.
Ranked actions
by revenue impact| Action | Campaign | Region | Spend | True ROAS | Impact |
|---|---|---|---|---|---|
| SCALE | OERUR | REBATE | OKC ALL | LOOKALIKE | OKC | $26.5k | 16.8x | +$88k/mo |
| SCALE | TSR | HTX ALL | UBC | ABO | HTX | $30.6k | 24.3x | +$64k/mo |
| FIX | TER | HTX | HER | Display | HTX | $30.3k | 6.5x | match 5.2 |
| PAUSE | TERUR | REBATE | DFW (ALL)* | ANDROMEDA | DFW | $17.6k | 0.4x | −$17k/mo |
| PAUSE | TERUR | REBATE | HOUSTON | ANDROMEDA | HTX | $13.2k | 1.1x | −$9k/mo |
Modeled after ClickMagick's "Morning Magick" daily insights, retargeted to booked ServiceTitan revenue instead of clicks. Concept view.
True ROAS by ad
Not clicks, not leads — every campaign ranked by the ServiceTitan revenue it actually produced. Switch attribution models to see how credit shifts across the long phone-sales cycle.
| Campaign | Region | Offer | Spend | Leads | CPL | Jobs | Revenue | True ROAS |
|---|---|---|---|---|---|---|---|---|
| OERUR | REBATE | OKC ALL | LOOKALIKE | OKC | Rebate | $26.5k | 785 | $34 | 52 | $873k | 33.0x |
| TSR | HTX ALL | UBC | ABO | HTX | UBC | $30.6k | 1,508 | $20 | 61 | $742k | 24.3x |
| TERUR | UBC | SATX ALL | ANDROMEDA | SAX | UBC | $21.4k | 748 | $29 | 44 | $486k | 22.8x |
| TERUR | REBATE | HTX ALL | ANDROMEDA | HTX | Rebate | $40.5k | 836 | $48 | 71 | $648k | 16.0x |
| OSRUR | REBATE | OKC (ALL) | ANDROMEDA | OKC | Rebate | $18.8k | 468 | $40 | 33 | $251k | 13.4x |
| TER | DAL | HER | Display | DFW | Rebate | $24.7k | 603 | $41 | 38 | $268k | 10.8x |
| TER | HTX | HER | Display | HTX | Rebate | $30.3k | 510 | $59 | 29 | $196k | 6.5x |
| TERUR | REBATE | DFW (ALL)* | ANDROMEDA | DFW | Rebate | $17.6k | 175 | $100 | 2 | $7k | 0.4x |
Best cost / job
OKC RebateBiggest leak
DFW RebateModel shift
last vs firstUnder first-click, Display earns +38% credit — it opens journeys Lookalike closes. Scientific splits it across the 3-week cycle.
Campaign-level revenue is modeled from channel attribution + booking dates; deterministic per-ad revenue turns on with Conversion Sync. Names, spend, leads, CPL are live account data.
Creative ROAS
Every dollar grouped by the creative type that spent it — then ranked by the booked ServiceTitan revenue each style actually produced. The answer to "make more of what?", per platform.
Meta — true ROAS by creative type
$1.02M spend · 12.0x blended| Creative type | Spend | Leads | CPL | Jobs | Booked | True ROAS |
|---|---|---|---|---|---|---|
| UGC Video "$5k back" | $342k | 8,120 | $42 | 1,504 | $5.62M | 16.4x |
| Before / After i2i pair | $198k | 4,260 | $46 | 742 | $2.71M | 13.7x |
| Testimonial video | $154k | 3,180 | $48 | 545 | $1.99M | 12.9x |
| Carousel 3–5 card | $121k | 2,340 | $52 | 356 | $1.06M | 8.8x |
| Static image single | $205k | 3,255 | $63 | 381 | $857k | 4.2x |
| Meta · all creative | $1.02M | 21,155 | $48 | 3,528 | $12.24M | 12.0x |
Best type
UGC VideoBiggest leak
Static imageTakeaway
reallocateStatics burn 20% of Meta spend for 7% of booked revenue. Rebuild them around the UGC "$5k back" script — or move the budget to video.
Google — true ROAS by creative type
$251.9k spend · 16.8x blended| Creative type | Spend | Leads | CPL | Jobs | Booked | True ROAS |
|---|---|---|---|---|---|---|
| Demand Gen Video YT + Discover | $96.4k | 1,905 | $51 | 412 | $1.93M | 20.0x |
| Performance Max asset group | $71.2k | 1,340 | $53 | 288 | $1.29M | 18.1x |
| Responsive Display headline set B | $58.6k | 1,114 | $53 | 201 | $790k | 13.5x |
| Search RSA | $25.7k | 319 | $81 | 49 | $220k | 8.6x |
| Google · all creative | $251.9k | 4,678 | $54 | 950 | $4.23M | 16.8x |
Best type
Demand Gen VideoThinnest margin
SearchTakeaway
video-ledVideo-led formats (Demand Gen + PMax) carry 76% of Google booked revenue on 67% of spend. Search works as capture — don't scale it, feed it.
TikTok — true ROAS by creative type
not connected| Creative type | Spend | Leads | CPL | Jobs | Booked | True ROAS |
|---|---|---|---|---|---|---|
| Spark Ads · UGC | — | — | — | — | — | idle |
| In-Feed Video | — | — | — | — | — | idle |
| Carousel / Image | — | — | — | — | — | idle |
| TikTok · all creative | — | — | — | — | — | idle |
TikTok Events API not yet connected — creative ROAS activates once the OAuth token is minted. Spend routes through the TikTok Marketing API; the app "Claude" is pending approval, and creative_type will tag the same way it does for Meta and Google.
Per-creative-type figures are modeled from the ushs-metrics dashboard's Creative ROAS card — creative_type is CSR-tagged at TPV via the dispo form ("not sure" = Meta, "none" = Google) — and will bind to that live feed on port. Platform totals (spend, leads, CPL, jobs, booked) are the live 60-day blended actuals. TikTok activates once its Events API is connected.
Top & bottom performing ads
The actual ads — creative, copy, CTA, and full campaign structure — split by true ROAS. Winners ≥ 6× to clone; losers under 6× to fix or kill. Filter by offer and region.
Oklahoma Homeowners: $5,000 Back
Cut Your Utility Bill in Half
San Antonio: Lower Bills, No Cost
Houston: Claim Your $5,000 Rebate
DFW: $5,000 Energy Rebate
Endless Hot Water, Rebated
Creative, copy and campaign structure are representative reconstructions wired to your live spend/leads/ROAS by campaign; the production build pulls the real creative + ad copy directly from the Meta Ad Creative API (adcreatives: title, body, image/video, call_to_action) and Google Ads ad assets, ranked by ServiceTitan-attributed revenue. Tankless is currently the weakest offer — shown for completeness.
Traffic & UTM performance
First-party click data broken down by source, medium, and campaign — with cost, leads, and booked-revenue ROAS on every row. This is the raw truth your platforms can't show you.
| utm_source / medium | utm_campaign | Clicks | Leads | ECR | CAC | Jobs | Revenue | ROAS |
|---|---|---|---|---|---|---|---|---|
facebook / cpc | rebate-htx-andromeda | 128,400 | 836 | 0.65% | $571 | 71 | $648k | 16.0x |
facebook / cpc | ubc-htx-abo | 96,120 | 1,508 | 1.57% | $502 | 61 | $742k | 24.3x |
google / display | her-htx-demandgen | 84,300 | 510 | 0.60% | $1,045 | 29 | $196k | 6.5x |
facebook / cpc | rebate-okc-lookalike | 44,600 | 785 | 1.76% | $510 | 52 | $873k | 33.0x |
facebook / cpc | rebate-dfw-andromeda | 31,900 | 175 | 0.55% | $8,777 | 2 | $7k | 0.4x |
| All traffic | — | 412,090 | 25,833 | 6.27% | $284 | 4,478 | $16.47M | 12.97x |
Spend by platform
60 daysECR / CAC glossary
ClickMagick metricsConversion Sync
One connection per platform. Overworld sends the booked job and its dollar value back server-side — and withholds raw form-fills — so the bidding algorithm trains on buyers, not browsers.
What we send back
event selectionThe flip
before → afterHigher match = the platform finds more people like your closers. Optimizing to $637 jobs instead of $49 leads is projected to move blended true ROAS 12.97x → 18–22x at the same spend.
Concept of the planned build. The click-capture collector (/api/collect) + click_events table are already live; Conversion Sync is the next phase. No platform write-back is active yet.
Lead journeys
Every touch on one screen — the audit trail behind a closed job, and the coaching artifact for the phone room. The ad source is stamped at the top and rides all the way to the invoice.
Maria G. · Houston · Tankless Rebate
$6,400 · soldThis journey
Why this matters
Meta only saw the 7:47p form submit. It never learned this exact click became $6,400 — so it kept buying lookalikes of form-fillers. Overworld feeds the $6,400 back to this fbclid, so the next dollar chases homeowners like Maria.
Coaching flag
setter25-min answer on a 7:42p click. Leads worked inside 5 minutes close 2.1× more — a speed-to-lead opportunity on the Houston evening shift.
Concerns
Every campaign running a red CPL (over $65) or burning spend with no leads — kept in its own room so a leak never hides behind the winners. Filter by region, platform, or offer.
130 concerns to address
sorted by spend at riskConcern rule mirrors the live Overworld: red CPL over $65, or spend with zero leads. Campaign names, spend, leads, CPL are live account data; the full window has 130 flagged campaigns totalling $354,788 at risk — the 11 highest shown. HTX Houston · DFW Dallas–Fort Worth · OKC Oklahoma City · ATX Austin · SAX San Antonio.
Click Shield & tracking health
The single source of truth is only as good as its inputs. Overworld filters bots and fraud before they poison the signal, and shows exactly how much of your traffic it can actually see.
Tracking coverage
of paid clicks captured first-party with a durable 400-day visitor ID. The 4% gap is ITP / incognito.
Click Shield
30 daysDatacenter IPs, repeat competitors, click-happy repeats — filtered before they hit ROAS.
Identity stitching
Deterministic via click ID first, hashed email+phone fallback.
Where attribution is won or lost
match tiersHonest by design: attribution is more complete, never 100%. Overworld shows the tier behind every dollar so you know how much to trust it — unlike the platforms' self-graded ROAS.