MONTH CLOSE
Executive report
ILMO Dashboard
MONTHLY EXECUTIVE REPORT
ILMO Example
Mar 2026 · January – August 2026
Figures normalized for confidentiality. Proportions and rates are real.
01
Month headline
Mar 2026: CPL dropped to $700 (−9.6% MoM) while sales reached 164.
02
Key indicators
Spend G-01
$175,000
0% vs. prev.
Leads G-08
250
+10.6% vs. prev.
CPL G-09
$700
-9.6% vs. prev.
Sales G-10
164
+16.3% vs. prev.
CAC G-14
$1,067
-14% vs. prev.
03
Month funnel
Leads
250
Attended
216
Sales
164
Lost leads → attended: 34
Lost attended → sales: 52
04
Period evolution
Monthly spend · MXN
CPL · MXN
Jan 2026
Feb 2026
Mar 2026
Apr 2026
May 2026
Jun 2026
Jul 2026
Aug 2026
Reach and keywords are not additive: they are recomputed per range.
05
Portfolio ranking (by CAC)
1
P2 · Health & aesthetics
$559
$452 · 85.9%
2
P1 · Automotive
$650
$490 · 81.9%
3
P4 · Education & training
$767
$559 · 80.9%
4
P5 · Professional services
$1,234
$782 · 74.2%
5
P3 · Real estate
$1,451
$838 · 68.7%
CAC · CPL · conversion. Color identifies the portfolio and never changes.
06
Alerts
- Ad set “P3 · Retargeting 30d” frequency 5.8 > 4.0 (audience saturation).
- Ad set “P3 · Intereses amplios” frequency 4.7 > 4.0 (audience saturation).
- Ad set “P5 · Lookalike 3%” frequency 4.3 > 4.0 (audience saturation).
- 34 leads unattended in the cycle (>48 h).
- Campaign mapping coverage is 100%.
07
Recommendations
- Rebalance P3 budget: real estate carries a CAC of $1,451 (2.6× P2). Moving 30% of its budget to P2 at current CAC could add ~150 sales.
- Close the funnel leak: 34 leads were never attended. A 4 h first-contact SLA would recover a large share of the 13.6%.
- Refresh saturated creative: pause or renew the ad sets above 4.0 frequency and relocate spend to cold audiences.
08
Validation footer
Pablo del Castillo
Data architecture & AI enablement
Reconciliation validated
2026-08-31 21:40
The narrative is written after reconciliation, never before. Every statement maps to a dashboard figure.