Salem scorecard — baseline (2026-06-25)
First standing snapshot, per scorecard.md. Read weekly from here. Numbers are month-grained because weekly counts are noise at this volume. Sourced from the live analytics.cold_start_scorecard view, verified against prod on 2026-06-25.
The scorecard
| Row | May | Jun (MTD) | Trust |
|---|---|---|---|
| Spend — Google ("Cherry City - Salem Search") | $27 | $72 | solid; search was effectively off |
| Spend — Meta Cherry City | $2,686 | $2,343 | solid; mostly the now-paused Traffic line |
| Leads — Meta Instant Forms | 10 | 33 | volume solid; not traceable to move-ins |
| Leads — on-site inquiries (MG10) | 6 | 2 | volume solid |
| Tours (recorded; floor = move-ins) | 5 | 4 | undercounted; channel unknown |
| Tour close rate | — | ~80% (Matador) | forward-only |
| Move-ins | 2 | 0 | solid |
| Move-outs | 1 | 2 | solid |
| Occupancy | 61% (30/49) | 57% (28/49) | solid |
| Hourly bookings | 29 | 27 | solid |
Move-in trend: Apr +5 / May +2 / Jun 0. The Google search campaign was renamed to "Cherry City - Salem Search" and its history relabeled on 2026-06-25, so Google spend now grids onto Cherry City. Google "General Platform" (multi-market, $1,891 to date) is unallocated by design and excluded from Salem's row.
Read
- Front door is shut. June move-ins 0; the lane call (restore Google "Salem" search, kill Meta Traffic) is mid-execution and not yet reflected in move-ins. This is the baseline to beat.
- Meta lead volume is high and untraceable. 33 Instant Form leads in June (63 since February) with no way (yet) to trace them to tours or move-ins. Volume is not the Meta problem; the missing linkage is.
- Spend is on the wrong channel. $2,343 Meta vs $72 Google search in June, the inverse of the committed lane. Watch for Google climbing and Meta falling as the relaunch ramps.
Middle-gap status (carry-forward)
- The middle-gap lever went live this date (PR 852 + 853, 2026-06-25): coarse CM lead-source on staff tours (last-fallback), ad-spend/lead sync, and the unified scorecard view. It closes tour-to-channel going forward, as CMs enter the source on new tours; it does not relabel past tours.
- Lead volume: captured (Meta
leadaction back to Feb; on-site inquiries since Mar). - Tour → channel: dark historically (1 of ~25 recorded tours attributed). Fills from here as CMs use the new dropdown.
- Move-in → channel: near-empty historically (3
MONTHLYattributions ever, 0 in June). The move-in carry-forward inherits the tour's channel, so this fills as tour attribution does. Still the blocker on the Google-vs-Meta verdict until enough new tours accumulate.
Next snapshot
~2026-07-02. Watch for the lane call landing in move-ins (lag ~4–8 weeks), Google spend rising as search comes back on, and the first CM-entered tour channels appearing.