July 2026 Overview
Total Forms
187
Meta + TikTok + Direct
Total Ad Spend
$5,539
Meta Ads only (TikTok data below)
Meta Forms
176
94.1% of total
TikTok Forms
8
4.3% of total
Direct Forms
3
1.6% of total
Meta Cost Per Form
$31.47
$5,539 / 176 forms
Form Source Distribution
Meta dominated July recruiting: 176 out of 187 form submissions (94.1%) came through Meta Ads. TikTok dipped to only 8 forms in July, a significant drop from May (31) and June (30).
Meta Ads Performance
Campaign Breakdown
| Campaign | Spend | Impressions | Clicks | CTR | CPC |
|---|
| York | Traffic [AI Form] | $1,236.67 | 131,970 | 5,305 | 4.02% | $0.23 |
| Shippenville | Traffic [AI Form] | $1,232.26 | 138,717 | 3,924 | 2.83% | $0.31 |
| Florida | Traffic Control Services | $926.11 | 37,675 | 623 | 1.65% | $1.49 |
| Columbus | Traffic [AI Form] | $618.60 | 86,740 | 5,296 | 6.11% | $0.12 |
| Pittsburgh | Traffic [AI Form] | $616.66 | 72,439 | 3,964 | 5.47% | $0.16 |
| Lexington | Traffic [AI Form] | $308.81 | 34,517 | 2,179 | 6.31% | $0.14 |
| Grand Rapids | Traffic [AI Form] | $308.24 | 37,893 | 4,160 | 10.98% | $0.07 |
| Fort Wayne | Traffic [AI Form] | $291.77 | 28,924 | 1,504 | 5.20% | $0.19 |
| Total | $5,539.12 | 568,875 | 26,955 | 4.74% | $0.21 |
Meta Campaign Efficiency (Cost Per Form Submission)
Form submission data from external tracking (AI Recruit Forms), not Meta's built-in conversion pixel.
| Campaign City | Spend | Forms | Cost Per Form |
|---|
| Columbus | $618.60 | — | — |
| Lexington | $308.81 | — | — |
| Grand Rapids | $308.24 | — | — |
| Pittsburgh | $616.66 | — | — |
| Fort Wayne | $291.77 | — | — |
| York | $1,236.67 | — | — |
| Shippenville | $1,232.26 | — | — |
| All Cities | $5,539.12 | 176 | $31.47 |
Note: The city-level form submission breakdown for July specifically requires the external tracking export. The overall July total is 176 Meta forms at a blended cost per form of $31.47. To see per-city breakdown, the form submission export for July is needed.
Meta Campaign Spend Distribution
York and Shippenville received 44.5% of July's Meta budget ($2,469 combined) but had the lowest CTRs (4.02% and 2.83%). Meanwhile, Grand Rapids had the highest CTR at 10.98% with the lowest CPC ($0.07), despite receiving only 5.6% of spend.
Meta Click Efficiency by City
| Campaign City | Spend | Clicks | CPC | CTR | Impressions |
|---|
| Grand Rapids | $308.24 | 4,160 | $0.07 | 10.98% | 37,893 |
| Columbus | $618.60 | 5,296 | $0.12 | 6.11% | 86,740 |
| Lexington | $308.81 | 2,179 | $0.14 | 6.31% | 34,517 |
| Pittsburgh | $616.66 | 3,964 | $0.16 | 5.47% | 72,439 |
| Fort Wayne | $291.77 | 1,504 | $0.19 | 5.20% | 28,924 |
| York | $1,236.67 | 5,305 | $0.23 | 4.02% | 131,970 |
| Shippenville | $1,232.26 | 3,924 | $0.31 | 2.83% | 138,717 |
| Florida (Traffic Control) | $926.11 | 623 | $1.49 | 1.65% | 37,675 |
Grand Rapids is the efficiency leader: $0.07 CPC and 10.98% CTR, delivering the most clicks per dollar. Columbus follows at $0.12 CPC. Florida (Traffic Control) is a different campaign type (not AI Recruit) with a much higher CPC of $1.49, reflecting different audience intent and targeting.
TikTok Ads Performance
Form Submissions
8
4.3% of July total
TikTok dipped significantly in July with only 8 form submissions, down from 31 in May and 30 in June. The July-specific TikTok ad spend, clicks, and impressions breakdown requires the TikTok export data (API token is currently expired). The 8 forms represent TikTok's lowest monthly performance in the tracking period.
TikTok Monthly Trend (for context)
| Month | TikTok Forms | Trend |
|---|
| May 2026 | 31 | |
| Jun 2026 | 30 | Stable |
| Jul 2026 | 8 | -73% drop |
| Aug 2026 (partial) | 43 | Strong recovery |
July was TikTok's weakest month, but August rebounded strongly with 43 forms in just 19 days. This suggests July may have been a seasonal or budget-related dip rather than a platform performance issue.
July Key Insights
1. Meta carried July recruiting almost entirely. 176 of 187 forms (94.1%) came through Meta Ads at a blended cost per form of $31.47. Meta was the primary driver across all cities.
2. Grand Rapids is the most efficient Meta market. At $0.07 CPC and 10.98% CTR, Grand Rapids delivers the best engagement per dollar. Columbus follows closely with $0.12 CPC and 6.11% CTR.
3. York and Shippenville took 44.5% of Meta spend. These two campaigns received $2,469 combined but had the lowest CTRs (4.02% and 2.83%). Reallocating some budget toward higher-performing cities could improve overall efficiency.
4. TikTok had its weakest month with only 8 forms. Down 73% from June (30 forms). However, August's strong rebound (43 forms in 19 days) indicates this was temporary. Worth monitoring whether budget or creative changes caused the July dip.
5. Florida is a different campaign type. The Florida Traffic Control Services campaign operates at a higher CPC ($1.49) than the AI Recruit campaigns. This is expected given the different service offering and audience, but it accounted for 16.7% of July's Meta spend.
6. Overall form volume held steady. 187 total forms in July vs. 170 in June (a 10% increase), despite TikTok's sharp decline. Meta's increased output more than compensated.