Active Constraint: Source Attribution Is Broken
23% of leads have wrong or missing source attribution. You're making marketing spend decisions with dirty data. The round-robin calendar doesn't track which ad/source brought the lead, and AMK's UTM capture is inconsistent. Until this is fixed, ROI calculations for Meta vs organic are unreliable.
Second constraint: Cold-Nurture is a dumping ground. 147 leads sit in nurture with no visibility on WHERE they dropped — pre-call, no-show, or post-strategy. Can't build targeted re-engagement without knowing the exit point.
Second constraint: Cold-Nurture is a dumping ground. 147 leads sit in nurture with no visibility on WHERE they dropped — pre-call, no-show, or post-strategy. Can't build targeted re-engagement without knowing the exit point.
Total Leads (30d)
261
Booking Rate
47.1%
Show Rate
84.6%
Lead → Sold
16.9%
📊 Full Marketing → Sales Funnel
Leads In
261
100%
→
Pre-Call Video
189
72.4% watched
→
Call Confirmed
156
82.5% of watchers
→
Strategy Booked
123
78.8% booked
→
Strategy Done
104
84.6% showed
→
Service Sold
44
42.3% closed
💡 Biggest drop-offs: Leads → Pre-call video (72 lost, 27.6%) and Strategy Done → Sold (60 lost, 57.7%)
📹 Pre-Call Engagement Metrics
Video Watch Rate
72.4%
Avg Watch %
64%
Confirmation Rate
82.5%
Video → Booked
65.1%
Attribution Accuracy Issues
60 leads (23%) have missing or incorrect source attribution. Breakdown:
• 34 leads — source = "Direct" but likely came from Meta (UTM stripped on mobile)
• 18 leads — source = "Other" (catch-all, unhelpful)
• 8 leads — duplicate source entries (both organic + paid tagged)
Impact: Every ROI calculation below is approximate. Organic could be over-counted by 15-20%.
• 34 leads — source = "Direct" but likely came from Meta (UTM stripped on mobile)
• 18 leads — source = "Other" (catch-all, unhelpful)
• 8 leads — duplicate source entries (both organic + paid tagged)
Impact: Every ROI calculation below is approximate. Organic could be over-counted by 15-20%.
📡 Lead Source Performance — Last 30 Days
Meta Ads (Paid)
Leads
112
Booking Rate
41.1%
Show Rate
80.4%
Close Rate
34.1%
Revenue
$43,890
Cost
$12,400
ROAS
3.54x
⚠ Booking rate 6 pts below organic. Pre-call video watch rate is only 58% for paid leads vs 84% organic.
Organic / Content
Leads
89
Booking Rate
55.1%
Show Rate
91.8%
Close Rate
48.9%
Revenue
$58,420
Cost
$0 (time only)
ROAS
∞
★ Best performing source. Higher intent leads — they've already consumed your content.
Referrals
Leads
26
Booking Rate
61.5%
Show Rate
93.8%
Close Rate
53.3%
Revenue
$25,090
Cost
$0
ROAS
∞
★ Highest close rate. Only 26 leads though — referral program could be formalized.
⚠️ Unattributed / Misattributed — 34 Leads
| Source Label | Count | Likely Actual Source | Booking Rate | Issue |
|---|---|---|---|---|
| Direct | 18 | Likely Meta (UTM stripped) | 38.9% | UTM lost |
| Other | 12 | Unknown | 33.3% | No UTM |
| Duplicate Tagged | 4 | Organic + Paid | 50.0% | Multi-tag |
📊 Source Comparison — Booking Rate
🕳️ Where Leads Drop — Last 30 Days
Of 261 leads, only 44 became clients. That's 217 lost. Here's exactly where they fell out.
📉 Lead Attrition Waterfall
| Stage Transition | Entered | Progressed | Dropped | Drop Rate | Revenue Impact | Root Cause |
|---|---|---|---|---|---|---|
| Lead → Pre-call Video | 261 | 189 | 72 | 27.6% | ~$35,100 | Low-intent paid leads, no video nudge |
| Pre-call → Confirmed | 189 | 156 | 33 | 17.5% | ~$16,100 | No SMS confirmation flow |
| Confirmed → Booked | 156 | 123 | 33 | 21.2% | ~$16,100 | Calendar friction, timezone issues |
| Booked → Strategy Done | 123 | 104 | 19 | 15.4% | ~$12,350 | No-shows (see Sales Performance) |
| Strategy Done → Sold | 104 | 44 | 60 | 57.7% | ~$174,000 | Sales close rate (see Sales Performance) |
💡 Total estimated revenue leak: ~$253,650/mo. The two biggest levers:
1) Getting pre-call video watch rate up (saves ~$35K) and
2) Improving close rate from 42% to 50% (saves ~$23K).
🧊 Cold-Nurture Breakdown — Where 147 Leads Sit
Cold-Nurture is a Black Box
147 leads currently in Cold-Nurture. Without tracking their exit point, every nurture email is generic. Here's what we CAN reconstruct:
Exit Point Reconstruction (estimated)
Action: Tag each Cold-Nurture lead with their exit stage in AMK. Then build 3 separate nurture sequences:
• Never booked: Value-first content → rebook attempt at day 7, 14, 30
• No-showed: "We missed you" → easy rebook link → case study
• Post-strategy: Objection-specific follow-up → testimonial → time-limited offer
• Never booked: Value-first content → rebook attempt at day 7, 14, 30
• No-showed: "We missed you" → easy rebook link → case study
• Post-strategy: Objection-specific follow-up → testimonial → time-limited offer
📡 Drop-off Rates by Source
| Source | Leads | → Video | → Booked | → Showed | → Sold | Conversion |
|---|---|---|---|---|---|---|
| Referrals | 26 | 88.5% | 61.5% | 93.8% | 53.3% | 30.8% |
| Organic | 89 | 84.3% | 55.1% | 91.8% | 48.9% | 24.7% |
| Meta Ads | 112 | 58.0% | 41.1% | 80.4% | 34.1% | 9.8% |
| Unattributed | 34 | 67.6% | 35.3% | 83.3% | 40.0% | 11.8% |
💡 Meta Ads converts at 9.8% vs Organic at 24.7%. But Meta brings volume. The question isn't "stop Meta" — it's "how do we get Meta leads to watch the pre-call video?" That's the biggest gap (58% vs 84%).
📧 Nurture Campaign Effectiveness
Tracking automated email/SMS sequences for leads that didn't convert on first touch.
In Nurture
147
Email Open Rate
22.4%
Re-booked (30d)
8
Converted from Nurture
3
📋 Active Nurture Sequences
| Sequence | Audience | Enrolled | Open Rate | Click Rate | Re-booked | Converted | Status |
|---|---|---|---|---|---|---|---|
| General Nurture (7-email) | All cold leads | 147 | 22.4% | 3.1% | 5 | 2 | Underperforming |
| No-Show Recovery (3-email) | No-showed strategy | 32 | 34.8% | 8.2% | 3 | 1 | Working |
| Post-Strategy Follow-up | NOT BUILT | — | — | — | — | — | Missing |
| Re-engagement (90-day) | NOT BUILT | — | — | — | — | — | Missing |
🚨 2 of 4 key sequences don't exist yet. The No-Show Recovery sequence has the best performance — targeted messaging works. The general nurture is too generic.
Nurture Improvement Roadmap
Quick Wins (this week):
1. Tag all 147 Cold-Nurture leads by exit stage
2. Build Post-Strategy Follow-up sequence (objection-specific, 5 emails over 14 days)
3. Add SMS touchpoints to existing sequences (SMS open rate: ~98% vs email 22%)
This Month:
4. Build 90-day re-engagement campaign with case study content
5. A/B test subject lines on General Nurture (current open rate 22% is below benchmark)
6. Create referral-specific nurture (different tone, warm intro content)
Estimated recovery: If we convert an additional 5% of nurture leads, that's ~$21,300/mo in recovered revenue.
1. Tag all 147 Cold-Nurture leads by exit stage
2. Build Post-Strategy Follow-up sequence (objection-specific, 5 emails over 14 days)
3. Add SMS touchpoints to existing sequences (SMS open rate: ~98% vs email 22%)
This Month:
4. Build 90-day re-engagement campaign with case study content
5. A/B test subject lines on General Nurture (current open rate 22% is below benchmark)
6. Create referral-specific nurture (different tone, warm intro content)
Estimated recovery: If we convert an additional 5% of nurture leads, that's ~$21,300/mo in recovered revenue.