Understand
Know where the money is coming from. And where it's leaking.
Pipeline, won revenue, collected revenue, targets and conversion in one place. Early enough in the month to respond.
Know you’re behind before the month is over.
Collected against target, with pace, and the money sitting at risk right now. Not a figure you find out about on the first of next month.
Find the leak before it gets expensive.
Total revenue tells you something went wrong. This tells you where. One step is marked at a time: the one that fell furthest against its own previous period.
Know what actually creates clients.
Leads, booked calls, clients and revenue by source. Not impressions, followers or views. The source travels with the record, so the last number traces back to the first.
Numbers you can trust.
Every figure shows where it came from, and a missing one says why it is missing rather than showing a zero. A blank, a zero and a disconnected source do not mean the same thing, so they do not look the same.
How the figures are built
A payment that cleared in Stripe was observed. A conversion rate calculated from it was derived, with the arithmetic available. A suggestion is marked as a suggestion and never presented as a result.
A missing figure says which kind of missing it is: the product cannot produce it, it needs something connected first, the last refresh is old, the metric does not exist for the period you chose, there is not enough history yet, or there is no previous period to compare against.
Pipeline, won and collected are three different figures and are never added together. Confusing them is how a good month turns out to have been a hopeful one.