What this board answers
Is the money we spend on marketing bringing people in, and at what price per channel? It is the company view for owners and Directors. A Location Manager never sees this board; ad spend has no location.
How to read it
The mandate says it: channel performance, company-wide, never blended. Google and Meta count different events, so every cost is shown per channel.
The top row:
- 1Total ad spend · 30d: Google plus Meta, trailing 30 days. The small line splits it G / M.
- 2New leads · MTD: new profiles this month that have not booked or bought. Last month sits beneath for scale.
- 3Lead → member: the share of the last closed lead cohort that became members, with lead → intro beside it. A month still open is never used; it would read low only because it is unfinished.
- 4Paid ads watch: one health verdict from daily rules (gone dark, spend surge, cost-per-lead spike, no leads). All clear names the channels being watched. A dash means not enough history to judge yet.
5Channel efficiency is the table the board exists for: Spend, Leads, Cost / lead, Purchases, Cost / purchase per channel, trailing 30 days. A flag under it says when Google is recording conversions it leaves out of its own Conversions column. Tagged sales appears only for a studio whose product names carry a channel suffix.
6Acquisition cost and member value gives CAC, LTV, ARPU and LTV:CAC. CAC is 30 days of ad spend divided by last full month’s new members from the booking platform, so read it as a monthly rate. If Meta is not connected, CAC counts Google only and LTV:CAC stays blank rather than reading high.
Below that, in order: New leads by month and Instagram followers charts; Instagram — organic performance (reach, profile views, accounts engaged, interactions, week over week) and Audience and engagement rate; Website traffic — GA4 (sessions, users, new users, pageviews, Visit quality and devices, Daily website sessions, Traffic by channel, Top landing pages); 7Channels (what is live, pending or not connected); Reviews (Google, combined and by location); Local visibility and 8Google Business Profile health (impressions to actions, missing profile fields, open Q&A, top Google searches); Free events funnel (attendees, bought anything after, tried the intro, became members); Competitor ad watch when Scout has run.
A section stays off the page until its source is connected: absent means no data, not zero.
What to do here
- Connect a source on Connections: Google Ads, Meta, Instagram, Google Business Profile, GA4. The board fills in on the next refresh.
- Read Channel efficiency before any agency report. Compare Cost / lead across channels, then Cost / purchase.
- Check Paid ads watch daily. An alert names the channel and the rule that fired; the owner is emailed once per alert.
- Fix what Google Business Profile health lists as missing, and answer the open Q&A in your Google listing.
- On Free events funnel, the people who never bought are the Event leads call sheet on the Sales Desk; work them there.
- ◎ Report has Xyzi write the board up; ✦ Ask Xyzi in the top bar answers a specific number.
Common questions
Cost per lead is lower here than in my Google Ads account.
Google’s Conversions column drops secondary actions, including the leads your booking platform uploads. The table counts them and flags the gap. Google’s own bidding cannot see them either; ask whoever runs the account to promote them.
Meta shows more purchases than I got new members.
Meta’s purchases are pixel-attributed and include every purchase type, not only memberships. For a true acquisition cost use CAC, which counts new members in the booking platform.
Why is LTV:CAC blank?
Meta spend is not connected, so CAC is a partial number. The board leaves the ratio empty rather than showing a flattering one.
Why is the Instagram or website section missing?
That source is not connected, or it is connected and has reported nothing yet. Channels says which.
What counts as a lead?
A new profile that has not booked or bought. Bulk imports and walk-ins are excluded from the monthly chart and cohorts, which is why it can read lower than a raw profile count.
Who can see this board?
Owners and Directors. Front desk, instructors and Location Managers do not get it.
