Cardiac Wire
Spend$1,421
Subs573
GOOD96
Quality Rate16.8%
CPQL$14.80
Raw CPL$2.48
Imaging Wire
Spend$1,361
Subs225
GOOD56
Quality Rate24.9%
CPQL$24.31
Raw CPL$6.05
Digital Health Wire
Spend$2,114
Subs549
GOOD128
Quality Rate23.3%
CPQL$16.51
Raw CPL$3.85
| Creative | Spend | Subs | CPL | GOOD | Rate | CPQL | Signal |
|---|
| DCT_117 Old vs New |
$107 | 43 | $2.48 |
19 | 44.2% |
$5.61 |
SCALE |
| DCT_123 If you, BUT |
$92 | 37 | $2.48 |
12 | 32.4% |
$7.65 |
SCALE |
| DCT_118 Text Call out |
$640 | 258 | $2.48 |
34 | 13.2% |
$18.82 |
HOLD |
| DCT_101 Reasons Why |
$60 | 24 | $2.48 |
3 | 12.5% |
$19.84 |
HOLD |
| DCT_112 EndangerPatient |
$40 | 16 | $2.48 |
7 | 43.8% |
$5.67 |
TEST |
| DCT_104 Life hack |
$30 | 12 | $2.48 |
5 | 41.7% |
$5.95 |
TEST |
| DCT_103 Confession |
$414 | 167 | $2.48 |
12 | 7.2% |
$34.51 |
KILL |
| Creative | Spend | Subs | CPL | GOOD | Rate | CPQL | Signal |
|---|
| DCT_117 Old vs New |
$30 | 5 | $6.05 |
4 | 80.0% |
$7.56 |
TEST |
| DCT_123 If you, BUT |
$212 | 35 | $6.05 |
12 | 34.3% |
$17.65 |
HOLD |
| DCT_114 ReplaceJournals |
$218 | 36 | $6.05 |
12 | 33.3% |
$18.15 |
HOLD |
| DCT_119 Stay Current |
$230 | 38 | $6.05 |
11 | 28.9% |
$20.90 |
HOLD |
| DCT_103 Confession |
$496 | 82 | $6.05 |
13 | 15.9% |
$38.16 |
REDUCE |
| DCT_118 Text Call out |
$85 | 14 | $6.05 |
2 | 14.3% |
$42.35 |
TEST |
| DCT_120 Information Overload |
$18 | 3 | $6.05 |
0 | 0.0% |
— |
TEST |
| Creative | Spend | Subs | CPL | GOOD | Rate | CPQL | Signal |
|---|
| DCT_117 Old vs New |
$23 | 6 | $3.85 |
5 | 83.3% |
$4.62 |
TEST |
| DCT_114 ReplaceJournals |
$27 | 7 | $3.85 |
4 | 57.1% |
$6.74 |
TEST |
| DCT_115 AppleNotes |
$31 | 8 | $3.85 |
4 | 50.0% |
$7.70 |
TEST |
| DCT_121 Newspaper |
$23 | 6 | $3.85 |
3 | 50.0% |
$7.70 |
TEST |
| DCT_103 Confession |
$58 | 15 | $3.85 |
4 | 26.7% |
$14.44 |
TEST |
| DCT_123 If you, BUT |
$1,794 | 466 | $3.85 |
100 | 21.5% |
$17.94 |
HOLD |
| DCT_122 Make Better Decisions |
$31 | 8 | $3.85 |
2 | 25.0% |
$15.40 |
TEST |
| DCT_118 Text Call out |
$50 | 13 | $3.85 |
1 | 7.7% |
$50.05 |
TEST |
Key Insights — L14D (Mar 19 – Apr 2)
DCT_117 "Old vs New" is the breakout CW creative. 44% quality rate across 43 subs, $5.61 CPQL — best in the portfolio for CW. Signal: SCALE. DCT_123 "If you, BUT" also shows 32% quality at $7.65 CPQL on CW — both should get more budget.
DCT_103 Confession is dead on CW — kill it. 167 subs, 7.2% quality rate, $34.51 CPQL. Was spending ~$414 this window. Free up that budget for DCT_117 and DCT_123.
Imaging Wire improved but still expensive. Blended CPQL dropped from ~$51 to $24.31, with quality rate up to 24.9%. DCT_117 has an 80% quality rate on IW (5 subs — needs more spend to confirm). DCT_123, DCT_114, DCT_119 are all HOLD at $17–21 CPQL.
DHW has a deep quality bench but DCT_123 CPQL softened. DCT_123 dropped from $12.18 to $17.94 CPQL on DHW (higher volume = more noise). DCT_117, DCT_114, DCT_115, DCT_121 all showing 50–83% quality rates in TEST — worth increasing spend.
DCT_118 Text Call out is fading on CW (13.2%) and dead on DHW (7.7%). Still holding on CW at $18.82 CPQL — watch the trend. On DHW: reduce or cut.
Data notes: Subs = confirmed scored subscribers from ALL_COMBINED.csv filtered to Mar 19 – Apr 2, 2026. GOOD/EXCLUDE scoring applied. CPL = Spend ÷ subs (using cpql_data.json per-NL CPL rate). CPQL = Spend ÷ GOOD subs. Quality Rate = GOOD ÷ Total subs. Cross-signups excluded. Signal thresholds: SCALE (CPQL < $15 AND rate > 25%), HOLD (CPQL $15–20 AND rate > 15%), TEST (< 20 subs regardless of rate), REDUCE (CPQL > $25), KILL (rate < 10% at scale).
TFM Total L14D
Spend$4,896
Subs1,347
GOOD280
Blended Quality20.8%
Blended CPQL$17.49
Growletter Total L14D
Spend$3,291
Subs947
GOOD232
Blended Quality24.5%
Blended CPQL$14.18
L14D Delta
CPQL GapTFM +$3.31
Quality GapTFM −3.7pts
Volume GapTFM +400 subs
TFM WinsIW (CPQL)
GL WinsCW, DHW
TFM TFM
| Spend | $1,421 |
| Subs | 573 |
| GOOD | 96 (16.8%) |
| CPL | $2.48 |
| CPQL | $14.80 |
Growletter GL
| Spend | $1,286 |
| Subs | 574 |
| GOOD | 128 (22.3%) |
| CPL | $2.24 |
| CPQL | $10.05 |
GL still leads CW on CPQL ($10.05 vs $14.80) but TFM closed the gap significantly. DCT_117 and DCT_123 are both scaling with CPQL under $8. GL leads on quality rate (22.3% vs 16.8%) but TFM's bench is improving — kill DCT_103 (7.2% quality) to tighten the blended rate.
TFM TFM
| Spend | $1,361 |
| Subs | 225 |
| GOOD | 56 (24.9%) |
| CPL | $6.05 |
| CPQL | $24.31 |
Growletter GL
| Spend | $1,021 |
| Subs | 127 |
| GOOD | 38 (29.9%) |
| CPL | $8.04 |
| CPQL | $26.87 |
| GL Creative | Spend | Subs | GOOD | Rate | CPQL |
|---|
| gl_lead_broad_ugc |
$201 | 25 |
11 | 44.0% |
$18.26 |
| interest_jobs_original_lead |
$458 | 57 |
19 | 33.3% |
$24.11 |
| gl_lead_broad_03/20_reset |
$297 | 37 |
8 | 21.6% |
$37.17 |
| broad_original_lead |
$64 | 8 |
0 | 0.0% |
— |
TFM now leads IW on CPQL ($24.31 vs $26.87). Both agencies are still expensive, but TFM's creative bench (DCT_117 at 80% quality, DCT_123/114/119 all HOLD) is outperforming GL's best (gl_lead_broad_ugc at 44% but $18 CPQL). TFM's IW turnaround is real — reduce DCT_103 and shift budget to the HOLD creatives.
TFM TFM
| Spend | $2,114 |
| Subs | 549 |
| GOOD | 128 (23.3%) |
| CPL | $3.85 |
| CPQL | $16.51 |
Growletter GL
| Spend | $984 |
| Subs | 246 |
| GOOD | 66 (26.8%) |
| CPL | $4.00 |
| CPQL | $14.91 |
| GL Creative | Spend | Subs | GOOD | Rate | CPQL |
|---|
| interest_jobs_original_lead |
$276 | 69 |
27 | 39.1% |
$10.22 |
| broad_original_lead_11-18 |
$164 | 41 |
9 | 22.0% |
$18.22 |
| broad_lead_video |
$540 | 135 |
29 | 21.5% |
$18.62 |
DHW is now a contest — GL slightly edges TFM on CPQL ($14.91 vs $16.51). GL's interest_jobs creative is strong at 39.1% quality/$10.22 CPQL. TFM has higher volume (549 vs 246 subs) and a deeper creative bench. TFM's DHW bench (DCT_117 at 83%, DCT_114 at 57%) has higher peak quality — needs more spend to confirm at scale.
Growletter Strategic Insights — Mar 19 – Apr 2
GL still leads CW but TFM is closing. GL's "interest_jobs_original_lead" is their one CW horse (574 subs, 22.3% quality, $10.05 CPQL). TFM now has DCT_117 and DCT_123 both hitting SCALE thresholds — if TFM pushes budget there, the CW CPQL gap shrinks materially.
TFM now wins IW on CPQL ($24.31 vs $26.87). GL's IW bench is thin — gl_lead_broad_ugc has quality (44%) but no volume, and broad_original_lead is at 0% GOOD in L14D. TFM's IW turnaround is real. Key move: pull spend from DCT_103 IW and push to DCT_117/123.
GL edges TFM on DHW CPQL ($14.91 vs $16.51). GL's interest_jobs DHW is strong (39.1% quality, $10.22 CPQL). TFM has higher volume and better peak quality in TEST creatives, but DCT_123 softened at scale (21.5%, $17.94). The bench (DCT_117, DCT_114, DCT_115) needs spend to confirm.
Net takeaway: TFM blended CPQL improved from ~$22 to $17.49. GL leads CW and DHW by narrow margins; TFM now leads IW. The next 2 weeks: scale DCT_117 on CW/IW, kill DCT_103 CW, push DHW bench creatives.
Data notes: Scoring from ALL_COMBINED.csv filtered to Mar 19 – Apr 2, 2026. GL spend estimated from cpql_data.json CPL rates × scored subscriber counts. TFM spend same method. CPQL = Spend ÷ GOOD subs. Quality Rate = GOOD ÷ Total scored subs. GL subscriber counts from their scored rows in ALL_COMBINED.csv — confirmed subs only. Cross-signups excluded. CPL rates: CW TFM $2.48 / GL $2.24; IW TFM $6.05 / GL $8.04; DHW TFM $3.85 / GL $4.00.