Ad Performance and Campaign Management

Quick Reference Keywords: Ad Performance · Siren's recommendations · ROAS · Pause Campaign · Asset Performance · Daily Budget · Weekly digest

Overview

After you launch Meta ads from AI Marketing, use:

• AI Marketing → AI Ads → Performance for account-level KPIs
• AI Marketing → AI Ads → Recent Campaigns (or open a campaign) for post-launch edits

Creating ads is covered in Build a Meta Ad with Siren and Launch a Meta Ad.

Performance Tab

Title: Facebook Ad Performance

What you spent, the leads it brought in, and what they turned into

Date range: Last 7 / 30 / 60 / 90 Days, Last 365 Days, Year to Date, or Custom Range

The page is five numbers, then one row of what Siren is doing about them, then the campaign table.

The five numbers (top): Ad Spend · Leads · Converted leads · Opportunities won · Revenue. Each card carries its own "so what" underneath: clicks and people reached under Ad Spend; cost per lead under Leads; cost per converted lead; cost per opportunity won; and dollars back for every $1 spent under Revenue. Hover the ⓘ on any card for how it's counted.

Then one row of three panels:

Conversion tracking: Whether Brayv is reporting your leads and converted leads to Facebook, how many were reported in the last 7 days (leads, converted, won), and anything that needs attention (Facebook disconnected, no pixel yet, failed reports, spend not syncing, no average opportunity value set). When no Brayv ad is running it still shows its status and recent reports, but only flags serious problems (Facebook disconnected, failed reports); setup items that only matter while ads are live wait until you run one.

Siren's recommendations: Every night Siren looks at each running Brayv ad and shows up to three things worth doing, each as a card: what Siren noticed in plain words, and one button describing what Siren will do about it. Your choices on each card:

• The Siren button (for example Have Siren make fresh versions, Have Siren raise it to $60/day, Connect the form): say yes and Siren does the work. Creative work opens Siren already looking at that ad: it knows the current copy, which image or video is dragging or winning, and why the card appeared. Approve what Siren proposes and click Apply to ad (or Add to campaign for a new set of ads); the change goes into the live ad without starting over. Budget steps and pauses are applied right away (budget moves 20% at a time, at most once a week per campaign); setup fixes take you to the one place they live.
• A second, quieter option appears on some cards (for example Or pause it for now).
• Not now: hides the card for a week. If it still applies then, it comes back.
• No thanks: dismisses the card for the rest of this week.
• Why? shows the numbers behind it. Siren never guesses; every card is backed by your own results.

At the bottom of this panel, a quiet gauge for converted-lead ads: how many converted leads Brayv reported to Facebook in the last 30 days against the point where an ad that asks Facebook to find people who convert is worth running (keep optimizing for leads, close enough to test, or ready). When you cross a threshold, Siren offers to build that ad as a recommendation.

Siren's budget changes: Off by default ("Asks first"). Turn it on, set a monthly spending limit, and Siren applies the safest changes itself (budget steps of up to 20%, once a week per campaign), never past your limit. Creative always waits for your yes. Everything Siren does on its own shows under What changed as done by Siren.

Cards cover things like: an ad Facebook stopped showing, spend with no leads reaching Brayv, tired creative (people seeing the ad often and clicking less), one image or video dragging the ad down (or carrying it), cost per lead rising, an ad working well enough to deserve more budget, instant-form leads with phone numbers that can't be reached (the form needs phone verification on), instant-form leads that rarely reply (the offer, copy or creative needs work), slow first replies, being ready for an ad that optimizes for converted leads, enough warm people for a follow-up ad, and the one Facebook permission that unlocks skipping past customers. Nothing shows when nothing needs attention.

Past customers and follow-up ads

Skipping people who already hired you. When Siren builds an ad it decides whether the ad should be shown to people who already completed a job with you, and tells you in one sentence. Siren's rule: skip them for one-time work (installations, replacements, major purchases, subscriptions); show the ad to them for routine or recurring service they would buy again. You can change it under Audience in the builder, and on any campaign's page. Brayv keeps the past-customers list current every night from your CRM (anyone whose opportunity reached its goal or is marked completed or won); you never upload anything. Leads you're still talking to are never skipped: one more reminder helps them follow through.

Follow-up ads. Once enough people have opened your instant form (whether or not they finished), engaged with your Facebook Page, or visited your website, Siren offers a small follow-up ad shown only to them: a different angle on the same offer, on its own small budget, sending leads to the same place as your main ad. It runs as its own campaign with a Follow-up badge and a link back to the campaign it follows. Siren only offers it when Facebook says the group is big enough to reach.

The one Facebook permission. Facebook requires the business to accept its Custom Audience terms once, by a person, in Ads Manager, before Brayv can keep a past-customers list there. Your ads run normally without it. While it's missing, Siren shows a card with the link, and each campaign page shows the same link with a Check now button. After you accept, Brayv creates the audiences within a day (or right away with Check now) and Siren offers to switch the skip on for the campaigns that asked for it. Housing, employment and financial ads can't use audiences at all; Facebook's rule, not ours.

Brayv vs everything else: If your ad account also runs campaigns Brayv didn't build (an agency's, or your own), two rows compare them the same way: spend, leads that landed in Brayv, how many replied, appointments, opportunities won, revenue, cost per appointment. It only appears when both your Brayv ads and your other campaigns spent something in the period.

By Campaign table: Campaign · Spend · Leads · To goal (leads that reached their journey's goal, same as the Converted leads card) · Opportunities won · Revenue · Return

Every campaign in your Facebook ad account that spent money or brought leads into Brayv in this period appears here, not just the ones Brayv created (those carry a Brayv AI badge). Paused campaigns are dimmed. (For leads by channel across your whole business, not just ads, use the Advanced Dashboard.)

What changed: Every edit to your Brayv ads in the last 30 days in plain language (budget raised from $50 to $60, two images replaced, paused, stopped showing to people who already completed a job, follow-up ad launched), and who made it: a teammate on the campaign page or by accepting one of Siren's cards (shown with their name), or Siren's budget autopilot on its own (shown as Siren).

Empty states: If Facebook isn't connected yet, this page shows an example business you can explore, with a banner to take the guided tour or connect. Once connected, if nothing spent or landed in Brayv in the period, you'll see “No ad activity in this period yet” (spend syncs daily).

Weekly email

Every Monday around 8am your time, account admins get an email (and an in-app notification) with the same five numbers, one sentence summing up the week, and Siren's current recommendations with a link back to this page. It only goes out in weeks you spent on Facebook ads.

Why these numbers can differ from Ads Manager

Every number on this page is Brayv's: leads that landed in Brayv from your ads, and what happened to them next. If you compare with Facebook Ads Manager, the lead counts will not match exactly. Facebook counts anyone who saw or clicked an ad and then converted within its attribution window, including on another device; Brayv counts leads it can tie to an ad directly. Both are real. Brayv's figure is the one you can follow through to appointments and opportunities won.

For instant-form ads, Ads Manager often shows zero converted leads and opportunities won. Brayv still reports them to Facebook so your ads learn which leads become customers; Facebook uses them for that learning but doesn't always list them as results for those ads.

The ⓘ on the Leads card also notes any leads that came from Facebook but not from an ad (a post, a share, or your Page link). Those are never counted as ad leads.

Estimated revenue

Revenue comes from the dollar amount on won opportunities. If some wins have no amount, Brayv uses the Average opportunity value from Settings → Business for them and labels the card Revenue (est.). Set an average opportunity value so revenue and return per $1 stay meaningful even when your team forgets to enter a number.

What Brayv reports to Facebook

Brayv automatically reports every new lead, first reply, converted lead, and opportunity won to Facebook through the Conversions API, so your ads learn which people become customers. This needs no setup: when you connect Facebook, Brayv picks your ad account's pixel (or creates one if there is none) and adds three tracking events (Brayv Lead, Brayv Converted Lead, Brayv Opportunity Won) that new website ads optimize on. Leads that arrive by webhook or API are reported as website leads when they came from a form on your site; set Where do these leads come from? on the lead source so Brayv labels them correctly (see Webhook Lead Source).

A converted lead is a lead that reached your journey's goal, however it got there: your AI agent booked an appointment, your AI agent gathered what it needed and handed the lead to your team, an AI agent or a teammate marked the journey complete, or the lead was marked won. Each lead counts once. It's the milestone the Converted leads card counts (a lead marked won without reaching the goal first is reported too, since every customer passed that point), so even if your journeys work differently (one books appointments, another qualifies leads for your team), your ads keep learning toward what counts as success for each of them. (Accounts connected before September 2026 may still see the event named Brayv Appointment in Facebook for a little while; it's the same event.)

Note: Journeys or lead sources marked as existing customers or internal use are not reported to Facebook as leads, converted leads, or opportunities won, so your ads never learn from them — see Customer Journeys Overview. If one of those leads did come from an ad, it can still appear in Brayv's own counts on this page.

Managing a Live Campaign

Open a campaign from Recent Campaigns → /ai-marketing/campaigns/[id].

Header actions

• Pause Campaign / Activate Campaign
• Back to Campaigns

Details tab

• Campaign Overview, Objective, Daily Budget, Targeting
• Audience: the Skip people who already completed a job with you switch, its current state (on, on but waiting for Facebook's permission, off), the permission link and Check now when needed, and, for a follow-up ad, who it's shown to and which campaign it follows
• Inline editors for budget, copy, CTA, media, and location targeting
• When you make edits, a staging bar shows N unsaved change(s) with Discard Changes or Apply All Changes
• Applied changes sync to Meta (often 2–5 minutes)

Results tab

Campaign performance summary for that campaign. When a campaign has two or more sets of ads (for example after Siren adds a second set, or one that asks Facebook for converted leads), a By set of ads table shows each set's spend, what it asks Facebook for, Brayv's leads, leads that reached their goal, opportunities won, cost per lead, and cost per converted lead. Leads from website ads created before Brayv started tagging each ad's link can't be matched to a set; a note under the table says how many.

Asset Performance tab

Tables for Headlines Performance, Primary Text Performance, and Media Asset Performance so you can see which creatives carry the campaign: clicks, click rate, cost per click, leads, and cost per lead for each headline, text, and image or video. Leads here are Facebook's count for each piece of creative (form fills for instant-form ads), split one kind at a time: each lead is credited to the headline, the text, and the image that were in the version the person saw.

Pixel Install Dialog

From AI Ads when Meta is connected, use the pixel install/copy dialog to place the Meta pixel on your website. Brayv selects a pixel for you when you connect (and creates one named Brayv Conversions if your ad account has none); you can pick a different one on the connected account card in Settings → Integrations. Installing the pixel on your website is optional: Brayv reports conversions to it either way, and installing it only adds site-visit tracking.

Drafts

Unfinished ads appear under Drafts on AI Ads. Resume by source:

• Siren/AI chat drafts reopen the AI create flow
• Manual wizard drafts reopen the create-ad wizard
  You can delete drafts you no longer need.