SALES FUNNEL & CREATIVE

One row per club, funnel stages left to right. The four columns with benchmarks are tinted against them: 25 leads/week, 75% of leads schedule a call, 75% of those show, 60% of attendees convert. at or above within 10% under and untinted means too little volume to judge. Booked goal is the member plan run backwards through the funnel: the new members this club owes over these dates (growth plus churn), the share of members who arrive through a call, then its last-30-days show and close rates. Hover it for every input and both date windows. It is blank, with a reason, where the plan or the volume will not support a number. The leads benchmark scales to the dates you have selected. Opens sorted by what is furthest off benchmark; click any column heading to re-sort. Click a row for that location's full funnel and every lead behind it.

The single view of where leads come from: share bar, table and medium drill-down in one place. Based on their UTM source (the tag on the ad/link they clicked). Leads with no tag show as Direct/Organic, that bucket is large right now because most sign-ups aren't UTM-tagged. When the medium names a channel (e.g. source=meta, medium=manychat), the lead is folded into that channel. Click the ▸ caret to break a channel down by UTM medium; click any row to see its leads. Sources under 1% of leads fold into one expandable Other tagged row; Direct/Organic never folds. Spend is Meta ad spend for the selected dates and club scope, all of which belongs to Paid Meta (every campaign on the ad account is paid), so the other channels show no spend rather than a share of it. ROAS divides that channel's tagged member revenue by its spend, which undercounts, so read it as a floor. CAC here is the mirror image: it divides full channel spend by only the members we could attribute to that channel, so it reads high and is a ceiling (marked ▲). The CAC card at the top of the page is the blended figure and the one to quote.

What each club needs to spend on paid to cover the part of the member plan it is actually on that non-paid supply will not deliver. For most clubs that is the December milestone. For a club still ramping it is a later one, marked *, because the nearest milestone on a ramping plan is the easiest and scoring to it would say there is nothing to do: Lake Street needs 99 by December, which is 4.8 a month, while the plan it is on asks about 20 a month. The spend figures are the run to 31 Dec either way. Paid is not assumed to have to generate every call. The chain is: the gap (target minus roster, plus churn), minus expected non-paid members, through the club's show and close rates, priced at its cost per paid booked call. Hover any figure for its formula and inputs. This section is paid-attributed only and is kept separate from the whole-funnel numbers above. Shared campaigns with no club in the name (Testing, Retargeting, PSP) are listed on their own line and left out of club cost-per-booking, so each club's figure is its own spend over its own bookings.

Cumulative members needed against what the business is projected to deliver, at the current run rate and at the proposed spend. The two lines separate so you can see the week the gap becomes unrecoverable rather than discovering it in January.

The new referral process, measured as referral leads equal to a share of active members over a rolling 90 days: 10% floor (about 3x the 3.4% the old TSW form managed), 15% target, 25% stretch, the top of the industry range. This window is fixed and does not follow the date picker above, because "within 90 days" is part of the benchmark. Only clubs running the new process appear here. Every count is clickable: the bar, this month's total, a club row, or a single Booked / Attended / Members cell.

The same leads as By Channel, cut by the campaign that produced them (their utm_campaign tag) and joined to the Meta ad account by campaign name. This is the one table where Spend is per row and real, so Cost/lead, CAC and ROAS compare campaigns against each other rather than against one account-wide total. A campaign that spent in these dates but produced no tagged lead still gets a row, because spend with nothing to show for it is the point. Campaign tags that are not on the ad account (link_in_bio, email sends, QR) fold into one Other tagged campaigns row with no spend; leads carrying no campaign tag at all are not in this table and are counted in the note above. Same caveats as By Channel: CAC divides full campaign spend by only the members we could attribute to it, so it is a ceiling (▲), and ROAS uses tagged member revenue only, so it is a floor. Click the ▸ caret for the creatives inside a campaign; click any row for its people.

This is lead-gen creative: the ad (from its utm_content tag) that generated the lead, not necessarily the one that closed the sale. By ad lists each ad as tagged, with variants of one creative grouped together. By theme rolls the same leads up by what the creative is, using Motion's tags. The Members column undercounts here (it counts only members who were tagged to a creative and captured in this window), so trust the funnel above for true member totals.

Only the leads that could be traced back to a specific ad. A lead reaches this section just when its utm_content matches an ad in Motion, which today is a small slice of all leads (the count is shown under the creative tables). Use it to compare creatives against each other; do not read the totals here as business totals, they are not.