How should I track performance and know what to scale or stop?

Measure what matters: move-ins and cost per move-in #

Weekly dashboard (minimum) #

• Spend by channel → Move-ins by channel.
• Cost per lead (CPL) and Cost per move-in (CPMI).
• Conversion rate by step: Impression → Click → Call/Webform → Tour → Move-in.
• Unit mix/rate card changes and promo impact.

Decision cadence #

• Test: 7–14 days; minimum viable data thresholds.
• Kill: Any asset or keyword that fails threshold twice.
• Scale: Only assets with sustained CPMI improvements and adequate volume.