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I think we all know we SHOULD be tracking our stats.

Life time value of a customer, average order value, time to first purchase, funnel conversion rates…

We hear those terms thrown around all the time. On podcasts, in group programs, in Facebook communities….

We know that businesses that scale fast and hit multi 6 and 7 figures are those who make data driven decisions.

So we want the data.

But no one really tells you how to track it. Or what to do with it once you have it!

And yes there are tools out there which will track some of these stats for you.

But they are expensive. Some upwards of $100 a month. And they don’t even track everything you need for a FULL picture..

You could hire someone to build a custom dashboard for you to plug those gaps. But it’s a time consuming project that requires expertise so it isn’t going to come in cheap.

And figuring it out yourself? Not easy unless you’re a total whizz with spreadsheet and you have a lot of spare time to pull it all together! (My tracking system took me 2 years to figure out and 3 months to build!)

So how do you track them without paying upwards of $1000 a year, paying thousands plus for a custom dashboard or getting yourself in a huge time-draining tangle trying to work it out yourself?

Well I’ve been working on the solution and the Money Metrics Data Engine will be launching soon.

Here is a sneak peek into what it can do…

What is the Money Metrics Data Engine?

Built inside Airtable, it is a collection of 17 databases with inbuilt automations and interfaces which track all your important stats such as transactions, subscribers, funnel leads, launches, newsletters etc.

But the magic is in how those spreadsheets communicate with each other.

You upload your transactions and subscriber stats as a CSV file, sync your tables (a 2 minute task once a month) and instantly the tables start pulling & organising your data tracking revenue back to emails and transactions back to subscribers.

You also have the choice to upload your newsletter stats and income/outgoings for an even deeper dive into your data.

That data then gets pulled automatically into 8 pretty interfaces with colourful charts and important stats all in one place.

Those 8 interfaces are the backbone of your business. They include…

• The CEO Dashboard
• Offer & Funnel Performance Dashboard
• Email Health Dashboard
• Lead Source Profitability Dashboard
• Launch dashboard
• Recurring Revenue Stats & Insights – Memberships and Service Retainers
• Annual performance dashboard
• Income & Expenses Dashboard

Here’s a look at what you’ll find in each…

The CEO Dashboard

This dashboard pulls insights about your business over the past 12 months and over the lifetime of your business to give you clarity on your business health.

You can see at a glance how much revenue you’ve made, how many customers and repeat customers you have, your average order value, LTV of a subscriber, LTV of a customer, your refund rate and how long it takes for a new subscriber to become a customer on average.

You can instantly see which of your offers are bringing in the most revenue and what proportion of your total business revenue they bring in. See which offers are pulling their weight and which offer formats are performing best for you right now.

Understand what proportion of your income comes from funnels, tripwires, bumps, upsells or affiliate marketing without wading through your reports.

Offer trends are automatically identified alerting you to shifts and changes in customer spending patterns so you can implement data driven pivots before your bank balance starts to suffer.

Here are just a few data driven decisions you’ll be able to make about your business…

• Figure out how much you can confidently afford to spend on paid ads or sponsorship per lead in the testing phase (based on the LTV of a subscriber.)
• Got a super low refund rate? Your clients love your offers. That’s a new marketing angle. Use it.
• Got a higher than you’d like refund rate? If you know about it, you can fix it. I’ve got ideas for that.
• Are a huge percentage of your customers repeat customers? That shows loyalty. It’s another brilliant marketing angle – when you know it!
• Got 3 offers which bring in 80% of your revenue? Schedule promotions for each of those at your most lucrative time of year!
• Average order value lower than you’d like? Add or switch your bump offers and implement an upsell page to boost your income without needing to sell more.

Here’s a quick look at what the CEO dashboard looks like with some test (fake) data.

This is just 1 of the 7 dashboards which are all similar with a collection of stats, graphs and database to view your date quickly without going down a rabbit hole inside a spreadsheet!

Offer & Funnel Performance Dashboard

See at a glance how your offers are stacking up. Do group programs or coaching generate more income? Digital products or live workshops? Funnels or tripwires?

If an offer stops pulling it’s weight or starts pulling ahead of your other offers, a trend will automatically be highlighted in your report. Trends are set to be identified when a product, funnel or tripwire under or over performs by >10% when compared to the previous year.

You can even turn on email notifications when a new offer trend gets highlighted.

See how much bumps, upsells and down sells generated and what impact they had on average order value. You will be able to see at a glance which bumps and upsells are performing best so you can switch things around if you start to notice certain offers being particularly popular with your audience!

You’ll also be able to easily see how much money you are losing on defaulted payment plans so that if you’re losing a significant amount, you can focus on fixing those leaks.

It’s not just your own offers you can track. If you choose to upload (or automate) adding your income and expense book keeping records then all your affiliate revenue data will get pulled into a table showing you which affiliate programs or which types of offer are generating you the most income.

A few data driven decisions you’ll be able to make about your offers…

• Identify problems with defaulted payment plans and plug the gaps with better dunning emails, pay in full bonuses, price alterations or using a 3rd party tool to reduce risk of failed payments.
• Identify your best bump and upsell offers and implement them wherever they make sense on your sales pages to maximise average order value. A quick task like switching an upsell or bump could result in a significant uptick in revenue!
• Identify funnels or funnels that stop converting as well so you can make amendments or try an alternative offer.
• Identify funnels or tripwires that are working better than ever and focus on sending more leads in to them.
• Lean into the affiliate programs which are working best right now.

Email Health Dashboard

If you want to unlock even more data, you can upload your monthly email metrics (list size, open and click rates,) and your newsletter/broadcast stats. (If your ESP doesn’t give you the option to download a CSV file, I have a couple of quick hacks for gathering this data without manually inputting every email.)

This unlocks some seriouisly powerful stats – all of which are pulled into your email dashboard for quick access.

Learn what your list churn rate is (% that went cold or unsubscribed each month) and check that growth always outweighs churn. (List size is an incomplete picture as it is treating cold and warm subscribers the same!)

Understand how much revenue you make per subscriber inside your funnels and how much money per subscriber you make each month. You can even track sales back to emails so you know which emails actually generated the most income.

If you upload your broadcasts/newsletters you’ll be able to pull super useful insights such as which time and day gets better open rates and or click rates and which subject lines get people opening.

Identify your best emails by category or by offer so that you can repurpose and use them again!

You’ll also be able to spot trends such as declining email engagement so you can act fast before you end up stuck in the spam filter!

A few data driven decisions you’ll be able to make about your emails…

• Switch the time you send your most important emails to get maximum eyes on your offers.
• Spot patterns in subject lines which you can use again to maximise your open rate.
• Act fast when email engagement starts to drop with emails designed for high clicks and replies so that you stay in the primary inbox and don’t get stuck somewhere between the promo tab and spam folder!
• Repurpose your best email content either for future campaigns or to use inside evergreen funnels.

Lead Source Profitability

Learn exactly which lead strategies are bringing you the best leads who are the most likely to purchase your offers and keep coming back for more.

You can stop wasting time on ads which ‘will probably convert at some point’ or wondering whether sponsoring that email or that event is actually a good investment. Instead you’ll KNOW if it’s a wise investment of your money or time because you tracked the data.

You’ll have the exact figures and charts to understand…

• Exactly how much each list growth strategy generated in total revenue.
• What the ROI is when you take into account costs AND your time (or your VA’s time.)
• Which list growth strategies pay off the fastest and turn into profit soonest
• How much you made on average per new subscriber over 1 month, 3 months, 6 months, 12 months and all time for each list growth strategy.

When I ran my own data, I found some list growth strategies were generating over 30X the revenue per subscriber than others! Some weren’t breaking even, others were seriously lucrative and I wasn’t doing enough of them!

Imagine how powerful knowing this would be?

Because if you knew without a shadow of a doubt that sponsoring a certain type of event gave you a ROI of 4X in under 6 months, sponsoring every event like that you can get your hands on becomes a no brainer and a savvy way to scale fast.

And if you knew that even though the cost per lead on your recent ad was pretty good, the people joining your list just weren’t buying from you, you could turn it off and instead lean into other ads that ARE working – or other strategies entirely!

Or if a specific lead magnet or challenge was bringing in perfect fit subscribers, you could prioritise promoting/running that on a regular basis!

Making data driven decisions is the way you can scale your business fast.

Not ‘I think that’s going to work’ but ‘I KNOW that’s going to work because I have the stats to back it up.’

Tracking how specific lead strategies lead to sales was the main goal when I set out creating this system. But it took me over 2 years to figure out the best way to do this.

You see most tools which track similar data use UTMs but there is a big flaw to this. Especially when you are relying ONLY on UTMs. (They can be useful but in conjunction with other strategies.)

UTMs tell us what someone touched last before they joined our list and they can be overwritten.

Say someone joins your email list from a summit you spoke at 2 years ago.

They’ve been enjoying your emails ever since and then a few weeks ago, they clicked a link in an email to read a blog post.

Whilst they were on your website, a pop up showed them your latest lead magnet and because they like what you do, they sign up for it.

A week later they click another link in your email about a flash sale and they purchase an offer.

The UTM data would suggest they joined your list via that new lead magnet. You might think that lead magnet is working well because someone signed up to it then purchased an offer.

But in reality, that lead magnet wasn’t the reason they purchased. It was coincidental. They paid for your offer because they’ve been following you for 2 years and love your emails.

So UTMs whilst useful for some things, are really not great for tracking leads to sales.

What we really need to know is the TRUE gateway to your business.

How did you find the people who are paying you money?

Because if you know that, you can go and find more of those people without wasting time on list growth strategies that on the surface appear to be working but perhaps aren’t.

Inside the Money Metrics Data Engine, I’m also going to teach you my email segmentation strategy which goes hand in hand with the data engine and allows you to link every sale back to every subscriber and how they joined your world.

So you can see instantly….

Facebook ad A made you $2000 in the past 15 months which is $900 profit after ad costs and your time are taken into consideration. FB ad A subscribers spend on average $15 in your business over 12 months and it takes 3 months to break even after ad spend and ad set up time is taken into consideration. Compare that to Facebook ad B which made you $1000 but cost you $1100 and FB ad B subscribers spend on average $3 and it took over 12 months to break even. So now you can turn off ad B and go all in on ad A.

Lead magnet A made you $10 per subscriber over 12 months but lead magnet B made you more than twice as much by attracting better fit subscribers. So you won’t be getting rid of lead magnet A but you’ll be prioritising promoting lead magnet B!

Sponsoring that bundle cost you $1000 and made you $1500 over 12 months but you usually make $600 by contributing to a bundle without sponsoring it. However sponsoring that summit which cost you $3K, made you $7K within 6 months and many leads went on to join your group coaching program. Even though it cost you more, the summit sponsorship had a better ROI so you can focus on sponsoring more summits with confidence (when before it felt kinda scary!)

Can you see how powerful these stats alone can be?

Launch Dashboard

Your launch dashboard is where you go to get a snapshot of your launch results. From overall revenue to revenue per day, webinar/waitlist/list segment conversion rates and email stats.

You can also see exactly which emails were sent on the days that made the most revenue which you can repurpose for your next launch.

A few data driven decisions you’ll be able to make about your launches…

• Repurpose successful emails for future launches
• Switch the order you send your emails in so the most impactful emails get delivered on the days when you are more likely to make sales.
• Compare launches side by side by conversion rates so you can analyse what worked previously so you can do it again to get similar results!

Recurring Revenue Stats & Insights – Memberships and Service Retainers

If you’ve got a recurring revenue business model – such as a membership or retainer package for services, then this is the hub where you can track all your data. It even works for multiple memberships or retainer packages.

Understand…

• How your membership/retainer packages are contributing to overall income
• How much revenue they make
• Your monthly recurring revenue
• Total active members
• Your churn rate
• Average time spent in the retainer/membership
• Your predicted annual revenue (based on churn rate and average timeframes)
• How long it takes people on average from joining your list to joining your membership
• Membership growth
• At risk revenue – where payments are late but there’s still a chance to recover them
• Number of recent cancellations
• Income over time
• Active members over time
• Cancellations over time

You can even pause memberships and set new renewal dates within the Money Metrics Data Engine so that your stats don’t get skewed when someone needs to pause their repayments.

A few data driven decisions you’ll be able to make about your memberships…

• Identify trends and higher than normal churn rates or slower growth so you can plan your launches and promotions accordingly
• Take action when revenue is at risk by reaching out to your members and attempting payment recovery if they have defaulted.
• If it takes a long time from subscription to membership, consider adding more touch points inside your email funnels, adding a free trial or setting up an evergreen funnel.
• Identify higher than normal cancellations and send a survey to investigate reasons behind this.

Annual Perfromance Review

This is where you can review your year on year progress.

See how your business changes and evolves over time. Which offers are trending up or down. Which types of offers are becoming increasingly popular. Whether your revenue or memberships are moving in the right direction.

And if you’ve grown your revenue, what percentage increase have you had each year in business?

Look for trends in average order value, refund rates, lifetime value, revenue split and list growth so you can act on them.

A few data driven decisions you’ll be able to make about your business for next year…

• Decide which offers to lean into
• And which to lean away from – or retire completely
• Identify areas for improvement and set goals for the following year
• Identify trends (such as a rising refund rate or lower uptake of bump offers) and take action before they have a significant impact on your bank balance

The Income & Expenses Dashboard

Import your income and expenses via Paypal, Stripe, you bank account or your accounting software such as Xero or Quickbooks.

You can also set rules that automatically reconcile transactions and assign them to income or expense categories, specific affiliate programs or affiliate offer types.

You can even set the percentage tax you claim for each type of expense so if you use your phone for business and personal life, you can claim a proportion of your phone bill as an expense.

This is fully automated – you set the rule and once your tables sync, the rule you set will get applied to the appropriate transactions saving you a LOT of time.

Plus no need for expensive accounting software like Xero to do this for you where you often need to be on the highest tier if operating your business in multiple currencies as many online businesses do.

The only time the information wouldn’t get pulled is when a new type of transaction is identified e.g. you get a payout from a new affiliate program or purchase a new tool for your business! This becomes a quick task to do during your monthly/quarterly CEO review.

The interface pulls your income and expense stats into one place and currently can see all transactions converted into USD, GBP or EUR. (It uses the average conversion rate for that year which you will add once during your annual review)

This means you can see you income, expenses, pre-tax profit & tax deductible income at a glance in 3 currrencies. (You can remove any currencies not relevant to you!)

You can also see a breakdown of type of income, type of affiliate income and type of expenses.

There is a filter so you can even select a specific year or a tax year to look at!

Finally there are charts showing you how income, expenses and pre-tax profit look over the years so you can see if your numbers are improving, static or declining.

What this actually changes…

Right now, your business might feel like…

• You’re making money… but not sure why or how to scale faster
• You’re trying things… but don’t know what’s worth repeating. Every collaboration, sponsorship or ad feels like a gamble of your time/money vs outcome
• You’re spending time on strategies that seem likely to work but without the confidence of knowing for sure they do

But with this?

• You know exactly where your best customers come from so you can lean into that
• You know which funnels to scale (and which to stop)
• You know how long it takes to make your money back so you can scale faster with confidence
• You know what’s actually worth your time

And that changes how you run your business.

Because you stop guessing… And start making decisions like a CEO!

Who this is for?

This is for you if…

• You have multiple offers and don’t know which ones to focus on
• You’re growing your list but unsure if or how it’s translating into sales
• You want to scale faster with ads, sponsorships, collaborations but you don’t know if you’ll get a good enough ROI and it feels scary to do without the stats to back you up.
• You’re running funnels but can’t clearly see what’s working or where to plug the gaps.
• You want to create more case studies or sell debriefs and you need a quick way to gather the stats
• You’ve ever thought “I should probably track this properly…”

And you want a way to actually do that… without overcomplicating everything!

This isn’t something I threw together in a weekend.

It’s taken over 2 years of testing, breaking things, rebuilding them, and figuring out how to connect data in a way that actually makes sense.

Because tracking stats is one thing.

But making them useful?

That’s much harder! But I’ve finally cracked the code and I’m SO excited to share it with you soon.