Guardian Recovery — Funnel Waterfall

V2 · BY LOCATION 100%
Each location runs its own Video View (ThruPlay) campaign at the top of funnel, pouring into that location’s own three retargeting campaigns. Audiences come from video views, ad-account engagement, lead forms & CRM — no website or page-scroll audiences. Each ad-set chip carries an excl: line showing the audiences it subtracts. Zoom with the buttons (or Ctrl/⌘ + scroll).
Guardian Recovery funnel waterfall by location, with per-ad-set include and exclude logic Each location runs its own top-of-funnel Video View campaign pouring into that location’s own three retargeting campaigns; every ad set shows who it targets and who it excludes. Guardian Recovery Funnel Waterfall · Version 2 — organized by Location · volume pours top → bottom Pour / overflow (volume moving down) Video-pool draw Email capture · non-Meta Server-side CAPI loop (conversion events) = non-Meta / off-platform (email, CRM) excl = audiences this ad set subtracts (within its own column) VIDEO VIEW CAMPAIGNS — one per location · top of funnel One Video View → ThruPlay campaign per location · everything below retargets off these pools · CAPI conversion events live Video Views → ThruPlay the broadest prospecting pool · video views build every location’s retargetable audience. ◆ Educational Story Video · 30–60s documentary ThruPlay. All exclusion seeds applied. (Optional: a shared brand Reach campaign can sit above this.) One Video View campaign per location — each geo-targeted to its state, priming that location’s own retargetable video pool: VV Campaign · Immersion (FL) geo: Florida · documentary video story interests: recovery, treatment options → fills the Immersion pool ▾ VV Campaign · Pine Tree (ME) geo: Maine · documentary video story interests: detox, sobriety → fills the Pine Tree pool ▾ VV Campaign · CuraWest (CO) geo: Colorado · documentary video story interests: medical detox, recovery → fills the CuraWest pool ▾ VV Campaign · Adolescent Center (NJ) geo: New Jersey · documentary video story interests: parents of teens → fills the Adolescent pool ▾ IMMERSION · FL PINE TREE RECOVERY · ME CURAWEST · CO ADOLESCENT CENTER · NJ video pool video pool video pool video pool STAGE 2A · Traffic-to-Content Campaign LINK_CLICKS → LP · optimize to evt_content (CAPI) 25%+ Immersion Viewersretargetexcl Form Openers · Quiz Submitters · CRM clients Page / IG Engagersretargetexcl 25% Viewers · Openers · Submitters · CRM Broad Florida Prospectinginterestsexcl 25% Viewers · Engagers · Openers · Submitters · CRM LP: "Explore Treatment at Immersion" · ① opt-in ◆ Content Teaser · static / 3-card carousel → article Immersion runs light — largely insurance-filled. LEAD GEN Campaign · Quizzes OUTCOME_LEADS · Instant Form + evt_lead (CAPI) 50%+ Immersion Viewersretargetexcl Form Openers · Quiz Submitters · CRM clients Form Openers + IG Engagersretargetexcl 50% Viewers · Quiz Submitters · CRM Broad Florida Prospectinginterestsexcl 50% Viewers · Openers · Submitters · CRM Quiz: "Is It Time for Treatment?" → ② capture ◆ Quiz Invitation · 10–15s → Instant Form Click-to-Call Campaign QUALITY_CALL · evt_call via CAPI · own ad sets All Immersion Viewersretargetexcl Quiz Openers · Submitters · prior Callers · CRM Quiz / Form Openersretargetexcl prior Callers · active CRM clients CRM Customer List + Lookalikeuploadincl prior inquiries + admit-LAL · excl active clients Ad Account Engagersengagementexcl Submitters · prior Callers · CRM ◆ Call-Now Direct Response · 24/7 admissions STAGE 2A · Traffic-to-Content Campaign LINK_CLICKS → LP · optimize to evt_content (CAPI) 25%+ Pine Tree Viewersretargetexcl Form Openers · Quiz Submitters · CRM clients Page / IG Engagersretargetexcl 25% Viewers · Openers · Submitters · CRM Broad Maine Prospectinginterestsexcl 25% Viewers · Engagers · Openers · Submitters · CRM LP: "Detox & Recovery Options" · ① opt-in ◆ Content Teaser · static / 3-card carousel → article LEAD GEN Campaign · Quizzes OUTCOME_LEADS · Instant Form + evt_lead (CAPI) 50%+ Pine Tree Viewersretargetexcl Form Openers · Quiz Submitters · CRM clients Form Openers + IG Engagersretargetexcl 50% Viewers · Quiz Submitters · CRM Broad Maine Prospectinginterestsexcl 50% Viewers · Openers · Submitters · CRM Quiz: "Is It Time for Treatment?" → ② capture ◆ Quiz Invitation · 10–15s → Instant Form Click-to-Call Campaign QUALITY_CALL · evt_call via CAPI · own ad sets All Pine Tree Viewersretargetexcl Quiz Openers · Submitters · prior Callers · CRM Quiz / Form Openersretargetexcl prior Callers · active CRM clients CRM Customer List + Lookalikeuploadincl prior inquiries + admit-LAL · excl active clients Ad Account Engagersengagementexcl Submitters · prior Callers · CRM ◆ Call-Now Direct Response · 24/7 admissions STAGE 2A · Traffic-to-Content Campaign LINK_CLICKS → LP · optimize to evt_content (CAPI) 25%+ CuraWest Viewersretargetexcl Form Openers · Quiz Submitters · CRM clients Page / IG Engagersretargetexcl 25% Viewers · Openers · Submitters · CRM Broad Colorado Prospectinginterestsexcl 25% Viewers · Engagers · Openers · Submitters · CRM LP: "Medical Detox Explained" · ① opt-in ◆ Content Teaser · static / 3-card carousel → article LEAD GEN Campaign · Quizzes OUTCOME_LEADS · Instant Form + evt_lead (CAPI) 50%+ CuraWest Viewersretargetexcl Form Openers · Quiz Submitters · CRM clients Form Openers + IG Engagersretargetexcl 50% Viewers · Quiz Submitters · CRM Broad Colorado Prospectinginterestsexcl 50% Viewers · Openers · Submitters · CRM Quiz: "Is It Time for Treatment?" → ② capture ◆ Quiz Invitation · 10–15s → Instant Form Click-to-Call Campaign QUALITY_CALL · evt_call via CAPI · own ad sets All CuraWest Viewersretargetexcl Quiz Openers · Submitters · prior Callers · CRM Quiz / Form Openersretargetexcl prior Callers · active CRM clients CRM Customer List + Lookalikeuploadincl prior inquiries + admit-LAL · excl active clients Ad Account Engagersengagementexcl Submitters · prior Callers · CRM ◆ Call-Now Direct Response · 24/7 admissions STAGE 2A · Traffic-to-Content Campaign LINK_CLICKS → LP · optimize to evt_content (CAPI) 25%+ Teen-Video Viewersretargetexcl Form Openers · Quiz Submitters · CRM clients Parent Page / IG Engagersretargetexcl 25% Viewers · Openers · Submitters · CRM Broad NJ Parent Prospectinginterestsexcl 25% Viewers · Engagers · Openers · Submitters · CRM LP: "Signs Your Teen Needs Help" · ① opt-in ◆ Content Teaser · static / 3-card carousel → article LEAD GEN Campaign · Quizzes OUTCOME_LEADS · Instant Form + evt_lead (CAPI) 50%+ Teen-Video Viewersretargetexcl Form Openers · Quiz Submitters · CRM clients Form Openers + IG Engagersretargetexcl 50% Viewers · Quiz Submitters · CRM Broad NJ Parent Prospectinginterestsexcl 50% Viewers · Openers · Submitters · CRM Quiz: "Is My Teen Struggling?" → ② capture ◆ Quiz Invitation · 10–15s → Instant Form Click-to-Call Campaign QUALITY_CALL · evt_call via CAPI · own ad sets All Adolescent Viewersretargetexcl Quiz Openers · Submitters · prior Callers · CRM Quiz / Form Openersretargetexcl prior Callers · active CRM clients CRM Customer List + Lookalikeuploadincl prior inquiries + admit-LAL · excl active clients Ad Account Engagersengagementexcl Submitters · prior Callers · CRM ◆ Call-Now Direct Response · 24/7 admissions non-Meta nurture track EMAIL SEQUENCE SHARED · catches every location’s leads ① Content opt-infrom every Traffic campaign ② Quiz email capturefrom every Lead Gen campaign Nurture flow Welcome → education → story → insurance / verify → soft CTA Third-person voice · no "your" Re-engages leads not yet calling ◆ Lifecycle Email — plain-text + header Drives → phone callwarmed lead calls admissions also builds Lead-form audiences + CRM lists → back into Meta warmed leads → admit SERVER-SIDE CAPI · conversion events (evt_content / evt_lead / evt_call / evt_admit) re-optimize each location ↑ ADMIT BASIN every location collects here · call → assessment → admission · CPA target ~$6,000 · evt_admit flows back up the server-side CAPI loop Audience Ladder — Who Each Ad Set Includes & Excludes Each location runs its own top-of-funnel Video View campaign plus 3 retargeting campaigns. Exclusions keep the warm pools from colliding. Rule 1 · downward exclusion. Every ad set excludes everyone already converted at its stage or deeper — Form Openers → Quiz Submitters → prior Callers → Admits — so budget never re-buys someone further down the funnel. Rule 2 · warmer wins. Each colder ad set also excludes the warmer sets above it in the same campaign, so pools never overlap and the hottest audience always serves first (that is why Broad excludes 50% Viewers AND Form Openers). Applied everywhere: global suppression seeds (disqualified leads + Medicaid non-admits) and active clients. CAPI adds conversion events (evt_lead / evt_call / evt_admit) for optimization only; retargeting audiences come from video views, ad-account engagement, lead forms & CRM — no website or scroll audiences. TOP OF FUNNEL · 1 Video View campaign per location • Video Views / ThruPlay — 1 campaign per location • geo-targeted to its state · mainly by location (service optional) Each campaign primes that location’s own video pool. Shared seeds & lists: suppression, CAPI, email, CRM. All column exclusions are built on top of these. (Optional shared brand Reach can sit above it.) PER LOCATION · 4 campaigns each (incl. Video View) • Traffic-to-Content — 3 ad sets (25% VV / Engagers / Broad) • Lead Gen quizzes — 3 ad sets (50% VV / Openers / Broad) • Click-to-Call — 4 ad sets (Viewers / Openers / CRM / Ad-Account Engagers) A location retargets only its own pool; each set’s excl line names the audiences it subtracts. Naming: [Objective] | Guardian Recovery | [Location] | [State] TOTALS · 4 locations shown Per location: 1 Video View + 3 retargeting = 4 4 locations → 4 × 4 = 16 campaigns Immersion (FL) runs light — largely insurance-filled; keep budget low but structure present. CuraWest (CO) sits outside ME/NH/NJ/FL — confirm geo. Ad-Account Engager audiences are the retargeting source — no website/scroll.