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Tab/Sheet = Funnel Performance

User Instructions for "Funnel Performance"

STEP 1: Identify Traffic Sources

1. Column A (Traffic Source): List each source of website visitors
- Examples: Facebook Ads, Google Organic, Pinterest, YouTube, Email List
- Be Specific: Use "Facebook Ads" not just "Facebook"
- One Row Per Source: Each traffic source gets its own row

STEP 2: Visitor Data

2. Column B (Monthly Visitors): Visitors from each source in the last 30 days
- Data Source: Google Analytics > Acquisition > All Traffic > Source/Medium
- How to Get: Filter by date range (last 30 days), export by source
- Note: Use "Sessions" or "Users" consistently

STEP 3: Conversion Data

3. Column C (Email Signups): New subscribers from each traffic source
- Data Source: Email platform source tracking or Google Analytics goals
- Setup Required: UTM parameters or source tagging
- Manual Option: Estimate based on signup timing and traffic patterns
4. Column D (First Purchases): People who made their first purchase
- Data Source: Affiliate platform tracking with SubIDs
- Alternative: Manual tracking of first-time buyers by traffic source
- Track: Only first purchases, not repeat purchases
5. Column E (Repeat Purchases): Additional purchases from same customers
- Data Source: Customer purchase history in affiliate platform
- Purpose: Understand customer lifetime value by source
- Track: All purchases after the first one

STEP 4: Revenue and Cost Data

6. Column H (Total Revenue): All revenue from this traffic source
- Data Source: Affiliate platforms, manual sales tracking
- Include: First purchases + repeat purchases + any other monetization
- Time Period: Last 30 days to match visitor data
7. Column I (Cost Per Visitor): What you spend to get each visitor
- Paid Traffic: Ad spend ÷ visitors (Facebook: $2,500 spent ÷ 1000 visitors = $2.50)
- Free Traffic: $0 (organic, email list)
- Content Creation: Optionally include time cost at hourly rate

Data Collection Sources:
• Visitors: Google Analytics
• Email Signups: Email platform analytics + UTM tracking
• Purchases: Affiliate platform reports
• Revenue: Affiliate statements, manual tracking
• Costs: Ad platform reports, business expense records

Update Schedule:

• Monthly: Full data refresh for all sources
• Weekly: Quick check on paid traffic performance
• Daily: Monitor during active campaigns
Tab/Sheet = Cost Analysis

User Iinstructions for "Cost Analysis"

STEP 1: Cost Breakdown

1. Column A (Traffic Source): Same sources as Funnel Performance tab
- Keep Consistent: Use exact same names as Tab 1
2. Column B (Monthly Ad Spend): Direct advertising costs
- Facebook Ads: Total spent on Facebook campaigns
- Google Ads: Total Google Ads spend
- Solo Ads: Amount paid to solo ad vendors
- Organic Sources: $0
3. Column C (Tool Costs): Tools needed for this traffic source
- Examples: Scheduling tools ($25), design software ($20), analytics tools ($30)
- Allocation: Divide tool costs among traffic sources that use them
- Monthly: Convert annual costs to monthly (Annual cost ÷ 12)
4. Column D (Other Costs): Additional expenses
- Examples: Content creation, virtual assistants, outsourced work
- Time Cost: Optionally include your time at hourly rate
- Attribution: Only costs directly related to this traffic source

STEP 2: RESULTS DATA

5. Column F (Leads Generated): Same as email signups from Tab 1
- Data Source: Copy from Tab 1, Column C
- Consistency: Must match between tabs
6. Column G (Customers Acquired): Same as first purchases from Tab 1
- Data Source: Copy from Tab 1, Column D
- Note: Only first purchases, not repeats

STEP 3: Customer Value

7. Column J (Customer LTV): Average lifetime value per customer
- Calculation: Total revenue from all customers ÷ number of customers
- Time Period: Use 6-12 month history if available
- Estimation: If new, estimate based on industry averages or similar products
- Update: Quarterly as you get more customer data

Cost Calculation Examples:

Facebook Ads Example:
- Monthly Ad Spend: $300 (from Facebook Ads Manager)
- Tool Costs: $50 (Canva Pro $15 + Scheduling tool $35)
- Other Costs: $20 (Stock photos)
- Total Costs: $370

Pinterest Example:
- Monthly Ad Spend: $0 (organic strategy)
- Tool Costs: $25 (Tailwind scheduling)
- Other Costs: $5 (Pin design templates)
- Total Costs: $30

Update Schedule:

• Monthly: Review all costs and update totals
• Quarterly: Update Customer LTV based on new data
• Campaign Changes: Update when starting/stopping campaigns
Tab/Sheet = ROI Projections

User Instructions for ROI Projections

STEP 1: Scenario Planning

1. Column A (Scenario): Describe each optimization scenario
- Current Performance: Your actual current numbers
- Optimized Emails: What if you improved email conversions
- Better Landing Pages: What if you improved page conversions
- Both Optimized: Combined improvements
- Custom Scenarios: Any other improvements you want to test

STEP 2: Traffic Projections

2. Column B (Monthly Traffic): Expected monthly visitors
- Current: Use actual traffic from Google Analytics
- Growth Scenarios: Estimate realistic traffic increases
- Conservative: Use current traffic to focus on conversion improvements

STEP 3: Conversion Assumptions

3. Column C (Conversion Rate %): Expected visitor-to-customer conversion
- Current: Calculate from actual data (customers ÷ visitors × 100)
- Optimized: Research industry benchmarks or estimate improvements
- Example: If currently 2%, optimized emails might reach 3-4%
4. Column D (Average Order Value): Expected revenue per customer
- Current: Calculate from actual sales data
- Data Source: Affiliate platform reports (total revenue ÷ total customers)
- Improved: Consider higher-ticket products or upsells

STEP 4: Cost Planning

5. Column F (Monthly Costs): Expected monthly expenses
- Current: Sum from Cost Analysis tab
- Scaling: Estimate how costs change with more traffic
- Fixed vs Variable: Some costs stay same (tools), others increase (ads)

Scenario Planning Examples:

Current Performance (Baseline):
- Traffic: 2000 (actual from Google Analytics)
- Conversion: 2.5% (50 customers ÷ 2000 visitors)
- AOV: $35 (total revenue ÷ customers)
- Costs: $500 (from Cost Analysis tab)

Email Optimization Scenario:
- Traffic: 2000 (same)
- Conversion: 3.5% (+1% from better email nurturing)
- AOV: $35 (same)
- Costs: $500 (same - no additional cost to optimize emails)

Break-even Analysis:
- Column I (Break-Even Traffic): Shows minimum traffic needed to cover costs
- Formula: Monthly Costs ÷ (Conversion Rate × Average Order Value)
- Example: $500 ÷ (2.5% × $35) = 571 visitors needed to break even

PLANNING PROCESS:

1. Start with Current: Enter your actual current performance
2. Model Improvements: Add scenarios for specific optimizations
3. Compare Results: See which improvements have biggest impact
4. Set Goals: Use projections to set realistic targets
5. Track Progress: Update monthly with actual results
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