TOMOGO! Meta Ads Report | August progress (8/1-9)

1. August Progress Summary (Aug 1 - Aug 5, complete days)

Period (KPI): 2026-08-01 ~ 2026-08-09 (August progress, 9 complete days)｜MoM base: 2026-07-01 ~ 2026-07-31 (July confirmed, full month, 31 days)
Source: TOMOGOMETA_日別_パフォーマンスレポート (15).csv (Meta Ads Manager, exported 2026/08/10, received 2026-08-10)

⚠ About the July MoM figures (data-source note)

July MoM figures use the July confirmed full-month total (Jul 1-31), sourced from the 2026-08-03 report's computation/validation on Meta CSV(13) (Jul 1 - Aug 2).

* monthly_master.json's 2026-07 entry is MTD-29 (Jul 1-29, not final, Cost ¥5,702,139), not a full-month total, so it is NOT used as the MoM base. Estimate: the gap is mainly the 2 days Jul 30-31.

* KPIs below cover booking-acquisition campaigns only, excluding the LE guide recruitment campaign. Install/Registration(CA)/ContentView/Purchase come from the master CSV total columns (= in-app + website, incl. iOS App CV/SKAN); using the combined total prevents double counting.

Period (KPI)

2026-08-01
~ 2026-08-09

9 days, complete

Total Cost

¥2,087,055

Jul 5-day eq. ¥1,776,192

vs Jul/day-adj +17.5%

Total IMP

898,716

vs Jul/day-adj -19.0%

Total Click

19,307

vs Jul/day-adj +5.4%

CTR

2.15%

Jul 1.65%

CPC

¥108

Jul ¥97

vs Jul/day-adj +11.5%

CPM

¥2,322

Jul ¥1,600

Install

635

CPI ¥3,287（Jul ¥2,167）

vs Jul/day-adj -22.5%

Registration (CA)

375

CPR ¥5,565（Jul ¥3,962）

vs Jul/day-adj -16.3%

ContentView

1,828

vs Jul/day-adj +23.6%

Purchase

CPO ¥208,706

App 8 + Web 2

vs Jul/day-adj +4.4%

About this report's scope

This is the August progress edition. Main scope = 2026-08-01 ~ 08-09 (9 complete days); KPI totals cover this window. 2026-08-10 is a same-day partial (not final), shown only as provisional in the daily chart/table and excluded from KPI totals.

* MoM base = July confirmed (full month, 31 days). Day counts differ, so absolute volumes are compared against a 'July daily pace x 9 days' reference.

* Android Advantage+ pause / iOS-first policy continues in August.

MoM Comparison (Aug 8/1-9 vs July confirmed, day-adjusted)

Current: Aug 1-9 (9 days, KPI) / Prior: Jul 1-31 (31 days, full month). Given the large day-count gap, absolute volumes are compared against 'July daily average x 9 days'. Unit costs (CPI/CPR/CPC/CTR) are day-count independent.
Source: TOMOGOMETA_日別_パフォーマンスレポート (15).csv (Meta Ads Manager, exported 2026/08/10, received 2026-08-10)

Metric	Aug (8/1-9)	Jul daily x9	Jul full month	Change (vs x9)
Cost	¥2,087,055	¥1,776,192	¥6,117,994	+17.5%
IMP	898,716	1,109,863	3,822,860	-19.0%
Click	19,307	18,325	63,121	+5.4%
CTR	2.15%	Jul 1.65%		+0.50pt
CPC	¥108	Jul ¥97		+11.5%
Install	635	820	2,823	-22.5%
CPI	¥3,287	Jul ¥2,167		+51.7%
Registration (CA)	375	448	1,544	-16.3%
CPR	¥5,565	Jul ¥3,962		+40.5%
ContentView	1,828	1,479	5,094	+23.6%
Purchase	10 (App 8 / Web 2)	10	33 (App 29 / Web 4)	+4.4%

Facts (Aug 8/1-9 complete days vs July confirmed)

Over 9 days: Cost ¥2,087,055, Install 635, Reg (CA) 375, Purchase 10. Daily avg Cost ¥231,895 / Install 70.6 / Reg 41.7.
Unit costs: CPI ¥3,287 (Jul ¥2,167, +51.7%), CPR ¥5,565 (Jul ¥3,962, +40.5%), CTR 2.15% (Jul 1.65%). Unit costs are day-count independent, better for direction.
Estimate: with n=9 days, unit costs and purchases are sensitive to daily variance; treat as directional.

Why CA (registration) cost rose in August

Blended CPR rose Jul ¥3,962 -> Aug ¥5,565 (+40%). But by OS, iOS (¥2,003->¥2,723) is CHEAPER than Android (¥3,623); Android was paused in Aug (CA 281->0). So 'iOS-centric raised the cost' is the opposite — iOS itself is cheaper.
Main drivers (combined): (1) the cheapest 'by-product CA' source, [APP_Booking]iOS Advantage+, shrank (¥1,979/909 -> ¥2,782/260); (2) the dedicated [WEB&APP]CV_Create Account CP roughly doubled its CPR (¥9,349 -> ¥16,334); (3) budget shifted to non-CA objectives (Pathways, ASC_Booking), so total CA fell 1,544 -> 375.
Conclusion: Android down / iOS-centric is real but NOT the cause of the CPR rise (iOS is cheaper). The cause is shrinking cheap by-product CA + worsening CPR of the dedicated registration CP + budget shift to non-CA objectives.
Action (Aug 10): paused [WEB&APP]ASC_Booking (non-CA, poor performance). Expecting improved CPR / budget efficiency; to be verified next review.
* OS split covers only OS-named CPs (WEB&APP cross CPs not attributable). CPR = CP spend / registrations (rough; booking CPs' CA is a by-product). Source: Meta daily (13) Jul / (15) Aug, registration column.

2. August Daily Trend (Aug 1 - 2026-08-10PROVISIONAL

Daily view: 2026-08-01 ~ 2026-08-10 (2026-08-10 = same-day partial / provisional)
Source: TOMOGOMETA_日別_パフォーマンスレポート (15).csv (Meta Ads Manager, exported 2026/08/10, received 2026-08-10)

* Booking-acquisition campaigns only, excl. LE. Vertical dashed line = 2026-08-10 (same-day partial / provisional). KPI totals cover 8/1-8/9 only.

August Daily Data Table

Date	Cost	IMP	Click	CTR	Install	CPI	Reg (CA)	ContentView	Purchase
2026-08-01	¥211,971	104,183	2,239	2.15%	72	¥2,944	52	253	2
2026-08-02	¥250,994	140,024	3,334	2.38%	106	¥2,368	66	282	1
2026-08-03	¥207,496	103,484	2,258	2.18%	61	¥3,402	20	223	4
2026-08-04	¥228,008	94,578	1,956	2.07%	49	¥4,653	32	198	1
2026-08-05	¥244,501	84,767	1,848	2.18%	66	¥3,705	43	171	0
2026-08-06	¥216,877	90,564	1,673	1.85%	81	¥2,677	50	230	0
2026-08-07	¥231,497	86,271	1,791	2.08%	73	¥3,171	49	154	1
2026-08-08	¥242,106	101,310	2,201	2.17%	67	¥3,614	29	195	1
2026-08-09	¥253,605	93,535	2,007	2.15%	60	¥4,227	34	122	0
2026-08-10 same-day partial	¥141,884	50,620	999	1.97%	44	¥3,225	26	84	1

3. August Campaign x AdSet (Aug 1 - Aug 5)

Period (KPI): 2026-08-01 ~ 2026-08-09 (August progress, 9 complete days)
Source: TOMOGOMETA_日別_パフォーマンスレポート (15).csv (Meta Ads Manager, exported 2026/08/10, received 2026-08-10)

* All campaigns (incl. LE) listed; KPI summary excludes LE (booking only). Total columns = in-app + website (incl. iOS App CV/SKAN). Purchase rows (>0) show App/Web breakdown. Window 8/1-8/9 (complete days).

Campaign	AdSet	Cost	IMP	Click	CTR	CPC	Install	CPI	ContentView	Reg (CA)	CPR	Purchase	CPO
[APP_Booking]IOS_Advantage+_CP	Purchase_Tour	¥723,312	257,457	4,280	1.66%	¥169	478	¥1,513	976	260	¥2,782	6 App 6 / Web 0	¥120,552
[WEB&APP]CV_Create Account	[類似]Create Account	¥549,470	226,502	9,130	4.03%	¥60	40	¥13,737	162	35	¥15,699	2 App 0 / Web 2	¥274,735
[WEB&APP]ASC_Booking	Purchase_Local Expert	¥186,898	67,778	302	0.45%	¥619	3	¥62,299	11	1	¥186,898	0	-
[Lead]Pathways Pathways	[CTA_Inquire]Advantage+ Lead	¥157,176	29,409	770	2.62%	¥204	0	-	0	0	-	0	-
[WEB&APP]CV_Create Account	[類似]Create Account - Images	¥136,569	63,226	540	0.85%	¥253	14	¥9,755	61	7	¥19,510	0	-
[LE募集]セミナー募集_Calendly LE	[EN]IG/FB_一都三県_LE募集	¥129,753	121,623	897	0.74%	¥145	0	-	0	0	-	0	-
[APP_Chat]IOS_Advantage+_CP Chat CP	Start Trial	¥123,649	44,240	531	1.20%	¥233	88	¥1,405	216	51	¥2,424	1 App 1 / Web 0	¥123,649
[WEB&APP] RT_Purchase	[APP]Content View180days ユーザー + Create Accountリスト	¥111,900	78,520	729	0.93%	¥153	7	¥15,986	259	14	¥7,993	1 App 1 / Web 0	¥111,900
[LE募集]セミナー募集_Calendly LE	[JP]IG/FB_一都三県_LE募集	¥106,425	49,754	791	1.59%	¥135	0	-	0	0	-	0	-
[LE募集]セミナー募集_Calendly LE	[JP]IG/FB_関西(京都/大阪/奈良)_LE募集	¥105,878	44,981	481	1.07%	¥220	0	-	0	0	-	0	-
[LE募集]セミナー募集_Calendly LE	[EN]IG/FB_関西(京都/大阪/奈良)_LE募集	¥95,419	70,321	310	0.44%	¥308	0	-	0	0	-	0	-
[SNS]Instagram Follower Acquisition Campaign	【英国・豪州・加国・愛蘭】	¥27,158	22,046	1,142	5.18%	¥24	2	¥13,579	9	1	¥27,158	0	-
[SNS]Instagram Follower Acquisition Campaign	【米国】	¥27,050	12,167	845	6.95%	¥32	0	-	0	0	-	0	-
[WEB&APP] RT_Purchase	[APP]IGアカウントエンゲージメントユーザー	¥22,114	82,247	858	1.04%	¥26	3	¥7,371	29	4	¥5,528	0	-
[WEB&APP] RT_Purchase	[リスト]Create Account完了ユーザー	¥21,759	15,124	180	1.19%	¥121	0	-	105	2	¥10,880	0	-
Total (All, incl. LE)		¥2,524,530	1,185,395	21,786	1.84%	¥116	635	¥3,976	1,828	375	¥6,732	10	¥252,453
Total (excl. LE = booking only)		¥2,087,055	898,716	19,307	2.15%	¥108	635	¥3,287	1,828	375	¥5,565	10	¥208,706

4. Package-Tour Ad (Pathways) [Breakdown View]Breakdown

Aug progress (KPI): 2026-08-01 ~ 2026-08-09 (9 complete days)
Active window (in this CSV): 2026-08-02 ~ 2026-08-10 (per Meta CSV delivery)
Source: TOMOGOMETA_日別_パフォーマンスレポート (15).csv (Meta Ads Manager, exported 2026/08/10, received 2026-08-10)

Campaign [Lead]Pathways = package-tour messaging. Meta objective = Advantage+ Lead, CTA = 'Inquire'. Aims to drive package-tour inquiries / leads.

* This campaign is included in Meta total cost (Aug 8/1-9 ¥2,087,055). This is a breakdown view of the overall KPI (unlike LE, not excluded). Lead metrics (Inquire) are not populated in this Meta CSV, so omitted.

August Progress (8/1-9, complete days)

Cost

¥157,176

IMP

29,409

Click

770

CTR

2.62%

CPC

¥204

Install

CPI -

Reg (CA)

CPR -

Purchase

Daily Data (delivery, 8/1-8/10)

* Available metrics only. {AUG_LAST_DATE} = same-day partial (provisional). Estimate: unit costs are unstable with so few days.

Date	Cost	IMP	Click	CTR	CPC
2026-08-02	¥22,168	6,897	156	2.26%	¥142
2026-08-03	¥15,834	3,790	110	2.90%	¥144
2026-08-04	¥12,443	1,751	58	3.31%	¥215
2026-08-05	¥27,236	3,933	122	3.10%	¥223
2026-08-06	¥25,488	4,104	114	2.78%	¥224
2026-08-07	¥19,352	3,752	89	2.37%	¥217
2026-08-08	¥16,331	2,629	59	2.24%	¥277
2026-08-09	¥18,324	2,553	62	2.43%	¥296
2026-08-10 prov.	¥11,131	2,070	53	2.56%	¥210

5. Chat Ad (in-app chat travel consultation) [Breakdown View]Breakdown

Aug progress (KPI): 2026-08-01 ~ 2026-08-09 (9 complete days)
Active window (in this CSV): 2026-08-01 ~ 2026-08-10 (launched Jul 26; per 7/20 subcommittee 'promote chat')
Source: TOMOGOMETA_日別_パフォーマンスレポート (15).csv (Meta Ads Manager, exported 2026/08/10, received 2026-08-10)

Campaign [APP_Chat]IOS_Advantage+_CP = in-app chat travel-consultation messaging. Launched Jul 26; continues per the 7/20 subcommittee ('chat = real-time concierge').

* Measurement mapping: Meta 'Start Trial' = Amplitude 'Send First Consultation Message' (first chat inquiry). This CSV(14) has NO 'Start Trial' values, so the Trial column is n/a (evaluate on the Amplitude basis). This campaign's Registration(CA) is captured below.

* This campaign is included in Meta total cost (Aug 8/1-9 ¥2,087,055) (breakdown view).

August Progress (8/1-9, complete days)

Cost

¥123,649

IMP

44,240

Click

531

CTR

1.20%

CPC

¥233

Install

CPI ¥1,405

Reg (CA)

CPR ¥2,424

Purchase

Trial (Meta)

n/a

=first chat inquiry (not in this CSV)

Daily Data (delivery, 8/1-8/10)

* Available metrics only. {AUG_LAST_DATE} = same-day partial (provisional). Trial not in this CSV; Reg(CA) shown instead.

Date	Cost	IMP	Click	CTR	CPC	Install	Reg (CA)	Purchase
2026-08-01	¥19,957	7,027	80	1.14%	¥249	11	8	0
2026-08-02	¥22,591	7,790	131	1.68%	¥172	25	16	0
2026-08-03	¥19,809	6,704	69	1.03%	¥287	8	0	1
2026-08-04	¥10,443	3,292	64	1.94%	¥163	8	6	0
2026-08-05	¥10,099	3,650	40	1.10%	¥252	6	5	0
2026-08-06	¥9,451	3,646	57	1.56%	¥166	11	7	0
2026-08-07	¥10,553	3,756	27	0.72%	¥391	8	2	0
2026-08-08	¥9,388	3,775	24	0.64%	¥391	3	0	0
2026-08-09	¥11,358	4,600	39	0.85%	¥291	8	7	0
2026-08-10 prov.	¥5,850	2,324	12	0.52%	¥488	3	1	0

6. LE Guide Recruitment Performance [Separate — outside booking totals]LE

Period: 2026-08-01 ~ 2026-08-09 (August progress, 9 complete days)
Source: TOMOGOCP-ADset_LE募集日別 (15).csv (Meta Ads Manager, exported 2026/08/10, received 2026-08-10)

This campaign targets Local Expert acquisition, not booking. CV = invitee_meeting_scheduled (Calendly seminar sign-up). Excluded from the main booking-acquisition totals; shown separately here.

Campaign: [LE募集]セミナー募集_Calendly

Open LE recruitment source data (Google Sheet) ↗

Cost

¥437,475

IMP

286,679

Click

2,479

CTR

0.86%

CPC

¥176

Reach

229,886

Seminar Sign-ups (CV)

CPA

¥6,730

Daily Trend (Aug 1 - 2026-08-10, full CSV)

* 2026-08-10 = same-day partial (provisional).

Date	Cost	IMP	Click	Reach	Seminar CV	CPA
2026-08-01	¥70,093	45,938	405	35,367	9	¥7,788
2026-08-02	¥65,253	44,489	370	34,798	11	¥5,932
2026-08-03	¥59,174	41,765	355	33,686	10	¥5,917
2026-08-04	¥38,462	24,216	218	20,199	1	¥38,462
2026-08-05	¥43,885	28,691	242	23,153	11	¥3,990
2026-08-06	¥35,352	22,226	173	17,981	5	¥7,070
2026-08-07	¥36,413	23,394	213	18,925	6	¥6,069
2026-08-08	¥45,076	28,014	226	22,895	6	¥7,513
2026-08-09	¥43,767	27,946	277	22,882	6	¥7,294
2026-08-10 prov.	¥15,706	10,345	112	9,412	0	-

By AdSet (Aug 1-9 Total)

AdSet	Cost	IMP	Click	CPC	CV	CPA
[JP]IG/FB_一都三県_LE募集	¥106,425	49,754	791	¥135	28	¥3,801
[EN]IG/FB_一都三県_LE募集	¥129,753	121,623	897	¥145	21	¥6,179
[JP]IG/FB_関西(京都/大阪/奈良)_LE募集	¥105,878	44,981	481	¥220	11	¥9,625
[EN]IG/FB_関西(京都/大阪/奈良)_LE募集	¥95,419	70,321	310	¥308	5	¥19,084

Banner x Copy AB Evaluation (by Ad, Aug 1-9 Total)

* Ad name = banner x copy granularity. Judgment compares CPA (= Cost / seminar CV) against overall average ¥6,730. Green = Win (CV≥3, top CPA) / Red = Lose (CV≥3, bottom CPA). CV<3 = 'low-n'. 5-day window: directional only. Source: TOMOGOCP-ADset_LE募集日別 (15).csv (exported 2026/08/10).

Ad Name (Banner x Copy)	Cost	IMP	Click	CTR	CPC	CV	CPA	Judgment
JP [JP_Banner]LE Ad Set 10	¥95,849	46,012	697	1.51%	¥138	24	¥3,994	Win
EN [Banner]LE Ad Set 7	¥119,712	115,456	861	0.75%	¥139	21	¥5,701	Win
JP [JP_Banner]LE Ad Set 12	¥62,040	26,810	302	1.13%	¥205	7	¥8,863	Lose
JP [JP_Banner]LE Ad Set 7	¥13,187	5,054	97	1.92%	¥136	4	¥3,297	Win
EN [Banner]LE Ad Set 14-1	¥39,237	30,566	142	0.46%	¥276	3	¥13,079	Lose
JP [JP_Banner]LE Ad Set 13	¥24,450	10,181	122	1.20%	¥200	2	¥12,225	low-n
JP [JP_Banner]LE Ad Set 9	¥10,084	4,017	28	0.70%	¥360	2	¥5,042	low-n
EN [Banner]LE Ad Set 17-1	¥10,356	6,949	28	0.40%	¥370	1	¥10,356	low-n
EN [Banner]LE Ad Set 19	¥38,720	27,927	127	0.45%	¥305	1	¥38,720	low-n
EN [Banner]LE Ad Set 15	¥5,926	3,775	19	0.50%	¥312	0	-	low-n
EN [Banner]LE Ad Set 18	¥1,882	1,074	4	0.37%	¥470	0	-	low-n
EN [Banner]LE Ad Set 17	¥470	286	4	1.40%	¥118	0	-	low-n
JP [JP_Banner]LE Ad Set 11	¥6,693	2,661	26	0.98%	¥257	0	-	low-n
EN [Banner]LE Ad Set 15-1	¥7,106	4,879	13	0.27%	¥547	0	-	low-n
EN [Banner]LE Ad Set 14	¥835	512	4	0.78%	¥209	0	-	low-n
EN [Banner]LE Ad Set 16	¥928	520	5	0.96%	¥186	0	-	low-n

AB Findings (ads with CV≥3, Aug 8/1-9)

Winning creatives (best CPA): [JP_Banner]LE Ad Set 7 (CV4, CPA¥3,297), [JP_Banner]LE Ad Set 10 (CV24, CPA¥3,994), [Banner]LE Ad Set 7 (CV21, CPA¥5,701).
Losing creatives (worst CPA): [Banner]LE Ad Set 14-1 (CV3, CPA¥13,079), [JP_Banner]LE Ad Set 12 (CV7, CPA¥8,863), [Banner]LE Ad Set 7 (CV21, CPA¥5,701).
Overall avg CPA = ¥6,730 (Cost ¥437,475 / CV 65). Estimate: 5-day window with small n; treat as directional.

* Demographic (gender x age) CV breakdown is omitted this edition because the August demographic CSV was not received; will be added next edition on receipt.