Vanity metrics — impressions, followers, reach — are diagnostic at best and misleading at worst. We report on the numbers that connect to revenue: booked calls, show rate, close rate, average client value, and time-to-payback. Everything else is in service of those.
The five numbers we report on
Every weekly dashboard we send a client tracks the same five numbers in this order.
- Booked calls — qualified discovery calls landed on the calendar.
- Show rate — % of booked calls that actually take place.
- Close rate — % of taken calls that convert to clients.
- Average client value — first-year revenue per closed client.
- Payback period — months until cumulative revenue exceeds cumulative spend with us.
What we deliberately ignore
Impressions, follower counts, reach, and 'engagement' (likes, comments, shares as a goal) don't appear on our main dashboards. They're useful diagnostically — a content piece with 10x normal engagement is worth investigating — but they aren't goals.
We've watched too many businesses celebrate a viral post that produced zero booked calls. The metric you optimise for is the metric you'll grow. Optimise for the right one.
Reporting cadence
Weekly dashboard auto-delivered every Monday with the five numbers and trend.
Monthly review call to interpret the numbers and adjust.
Quarterly strategy reset to revisit ICP, offer, and pillar priorities.
What happens when numbers stall
Stalls happen. When they do, we diagnose where the funnel is leaking — usually one of: traffic quality, booking conversion, show rate, or close rate. We adjust the specific lever, not the whole strategy. Being honest about stalls is part of the engagement; we'd rather tell you the truth than report on impressions.
Frequently asked questions
What KPIs do you track?
Booked calls, show rate, close rate, average client value, and time-to-payback. Vanity metrics like impressions and followers are diagnostic, not goals.
How often do you report?
Weekly dashboards, monthly reviews, quarterly strategy resets.
What if numbers stall?
We diagnose where the funnel is leaking and adjust. Stalls happen — being honest about them is part of the engagement.
Do you use attribution software?
Yes — primarily through GoHighLevel's native attribution plus UTM discipline. We don't over-engineer it; the five numbers tell the truth fast enough.