🔄 Module 50: Advanced Data & Analytics

Turn your practice data into weekly, revenue-driving decisions you can trust.

⏱️ 90–120 minutes Difficulty: Advanced

By the end of this module, you’ll have a simple, reliable analytics system: clearly defined metrics (LTV, CAC, activation, retention), instrumented events across your funnel, a live dashboard pulling from Stripe/Calendly/website, and a weekly review rhythm that produces concrete experiments and revenue wins.

2. Why It Matters

Most health pros fly blind: they “feel” busy but can’t pinpoint what actually grows revenue. Analytics gives you truth on demand—what to improve next, what to stop, and where money leaks. When your numbers tell a story every week, your offers, pricing, and marketing evolve faster than the market.

With a lean stack and a short cadence, you’ll compound tiny wins—turning outreach, onboarding, and retention into predictable growth.

3. Step-by-Step Guide

Decide Your North Star + Guardrails

Pick one North Star (e.g., Monthly New Revenue or Weekly Qualified Bookings) and 4–6 guardrails (Activation %, Show-up Rate, CAC, LTV, 30/90-day Retention).

Pro Tip: Use “input → output” pairing: (Inputs) Outreach, DM replies, Consults → (Outputs) Paid starts, Revenue.

Instrument the Funnel (Events & UTM)

Map key moments: Page View → Lead → Booked → Showed → Purchased → Completed Onboarding. Add UTM tags to links and record source/medium/campaign.

Pro Tip: Use a short UTM builder template and reuse it—consistency beats complexity.

Build a Single Source of Truth Dashboard

Connect Stripe (revenue), Calendly (bookings/show-up), website/GA4 (traffic/UTM), and CRM/Sheet (lead status). Visualize on one page.

Pro Tip: Start with 6 tiles: Traffic, Leads, Booked, Showed, Paid, Revenue. Add conversion rates between each.

Review Weekly: What, So What, Now What

Every Monday, write a 5–8 sentence narrative: what moved, why it matters, and the one experiment you’ll run this week.

Pro Tip: Use a 20-minute timer. Decisions beat perfect graphs.

Do Cohort & Channel Cuts

Slice results by acquisition channel, program, coach, and start month. Spot patterns—e.g., referrals show higher LTV; IG leads no-show more.

Pro Tip: A simple pivot table beats fancy tools. Rows = cohort month; Columns = Paid/ARPU/LTV.

Run a Lightweight Experiment Framework

Prioritize with ICE (Impact, Confidence, Ease). Launch tiny A/Bs: offer headline, consult script opener, onboarding email #1.

Pro Tip: Pre-commit success criteria (e.g., +15% show-up) and a 7–14 day window.

Close the Loop with Automations

Create alerts and lifecycle messages from signals (no-show, inactive 7 days, milestone hit). Turn insights into action automatically.

Pro Tip: Start with two alerts: “Consult no-show” and “Churn-risk (no logins 10 days).”

4. Examples & Options

Real-World Example

Signal: June cohort churn ↑ from 7% → 14% within 30 days.

Find: Cohort pivot shows IG Reels traffic had low activation (<40%). Onboarding email #1 buried the setup video.

Action: New “Day 0” SMS + 2-minute setup video at top; DM reminder at 24h. Result: Activation +18 pts; churn back to 8% next month.

DIY (Free/Low-Cost)

GA4 + Looker Studio for traffic/UTM; Stripe reports for revenue; Calendly exports; Google Sheets for cohorts; simple weekly narrative doc.

Mid-Level (Affordable)

Mixpanel/Amplitude Starter for events + funnels; Zapier to sync Stripe/Calendly to Sheets/Notion; Supermetrics or Looker Studio connectors.

Advanced (Scalable)

Segment (tracking) → BigQuery (warehouse) → dbt (models) → Metabase/Looker (dashboards) + Reverse ETL (Hightouch) to CRM/email for lifecycle triggers.

Decision Rules

< $20k/mo: DIY stack. $20–80k/mo: Mid-level product analytics. > $80k/mo: Warehouse + modeling.

Benchmark Starters

Lead→Book 10–20% • Book→Show 60–80% • Show→Pay 25–40% • 90-day Retention 70%+ (program-dependent). Adjust to your niche.

5. Common Mistakes to Avoid

Tracking everything, using nothing. Instead of 50 events, track the 8 that map to revenue decisions.
Chasing vanity metrics. Instead of followers, track Book→Show→Pay and LTV/CAC.
No revenue instrumentation. Instead of “clients this week,” pull Stripe MRR/ARR and cohort ARPU.
Analysis without actions. Replace reports with weekly “one experiment” commitments.
Tool sprawl. Consolidate into one dashboard; kill unused apps quarterly.

6. Quick Win Highlight

💡 Quick Win: Create a 6-tile KPI page in Looker Studio or Notion in under 10 minutes: Traffic • Leads • Booked • Showed • Paid • Revenue. Add two rate tiles: Lead→Book and Book→Show. Use last 7 days and last 28 days for trend.

Copy your next 3 links with UTM tags (?utm_source=ig&utm_medium=reel&utm_campaign=sept) so new traffic is instantly attributable.

💬 DM Prompt

“Sharing this week’s numbers: Leads 42, Booked 9, Showed 7, Paid 3, Rev $4,200. Hypothesis: IG Reels leads book but don’t show. Test: add 24h SMS nudge + shorter consult opener. I’ll report impact next Monday.”

Sent the update to my team/accountability partner Mark Complete ✅

7. Mini-Implementation Exercise

Fill this one-pager. Keep it visible on your dashboard.

Metric	Clear Definition	Source	Owner	Target	Cadence
North Star	e.g., New Monthly Revenue closed	Stripe	You	$XX,XXX	Weekly
Lead→Book Rate	Booked / Leads	Calendly + Forms	Ops	≥ 15%	Weekly
Book→Show Rate	Showed / Booked	Calendly	Ops	≥ 70%	Weekly
LTV / CAC	Avg lifetime gross margin / Avg acquisition cost	Stripe + Ads	Finance	≥ 3.0x	Monthly

8. Tools & Resources

Google Analytics 4

Track traffic/UTM and basic events; free and widely supported.

Looker Studio

Create a one-page KPI dashboard connected to GA4/Sheets/Stripe exports.

Stripe Analytics

Revenue, plans, cohorts; exportable for ARPU/LTV calculations.

Calendly

Bookings, show-ups, and source notes—crucial for funnel math.

Mixpanel / Amplitude

Event funnels, cohorts, and retention charts for productized programs.

Zapier / Make

Move data between tools and trigger alerts/lifecycle messages.

9. Checkpoint / Success Criteria

✅ North Star + 4–6 guardrails defined with clear formulas

✅ UTM standards set; key events tracked across the funnel

✅ One live dashboard with Traffic → Leads → Booked → Showed → Paid → Revenue

✅ Weekly narrative documented with one experiment shipped

✅ First two automations live (no-show + churn-risk alerts)

10. Summary & Next Step

Clarity beats complexity—define a North Star and a handful of guardrails.
Instrument the full path and standardize UTM tagging.
Centralize data into one page you actually read weekly.
Turn insights into tiny experiments and simple automations.

Next → Module 51 Personal Development & Wellness