Overview
Campaign → ad set → ad click a row to drill down
Spend is Meta-reported and is never split between instant forms and WhatsApp. "Meta leads / conversations" are Meta's own counts; "CRM leads" are unique people in LeadSquared. WhatsApp conversations are never counted as CRM leads.
Lead funnel
"Current" = where leads sit now. "Ever reached" comes from stage history, so it is blank/zero until history is synced.
Agent performance
Leads are credited to their current owner: when a lead is reassigned, it and its outcomes move to the new owner. Time to first contact uses the first call activity after lead creation.