> ## Documentation Index
> Fetch the complete documentation index at: https://docs.etho.net/llms.txt
> Use this file to discover all available pages before exploring further.
# Analytics
> Create funnel diagnostic trackers to monitor conversion rates, costs, and ROI at every stage
KPI trackers let you model a marketing funnel and compare your target conversion rates against actual performance at every stage — from impressions all the way down to patient starts. Each tracker calculates ROI, cost per acquisition, and generates actionable insights telling you exactly where your funnel is underperforming and what to do about it.
You need data from a live or recent campaign to fill in meaningful numbers. Launch a campaign from [Drive > Launch](/modules/drive/launch) first if you haven't already.
## Analytics landing
**Measure › Analytics** opens the framework dashboard for the project you have in scope. It never shows an empty state. A project that has no tracker gets one the first time you open Analytics, with the framework taken from the workspace business model and the funnel type from the project's offer type. A project with no tracking links, no ad facts, and no pipeline still renders every section of its framework in order, with each number at 0 in the blocked treatment and a note naming the source that would fill it (a tracking link, an ad account, a Connect pipeline). Switching projects in the header swaps the dashboard in place, and the header links to the full report and to the Trackers view.
If the framework cannot be resolved (no override, no business model, and either both kinds of evidence or neither), the landing shows a framework chooser with no numbers. Picking Product or Service saves the choice on the tracker and loads the report.
## Trackers view
The tracker list lives at **Measure › Analytics › Trackers** (`/measure/analytics/trackers`). It shows every KPI tracker with its name, funnel type, status (Active or Archived), and creation date, with search by name or funnel type, a New button, delete with confirmation, and the Pipeline Trend card. Each tracker's detail page shows its resolved framework with the reason (override, business model, or inferred from data), lets an editor override the framework, and opens the full CMO Report.
## How to create a KPI tracker
Go to **Measure > Analytics** from the sidebar and open **Trackers**. You'll see any existing trackers, or just the New button if this is your first one.
Click the **Create KPIs** button at the top of the page. This opens a multi-step creation modal.
The modal presents two paths:
* **Manual** — start from scratch by picking a funnel type and entering your own numbers
* **Auto** — populate from an existing Economics model (coming soon)
Select **Manual** to proceed.
Choose the funnel type that best matches your campaign structure. Each type defines a different set of stages with preset target conversion rates:
| Funnel type | Stages | Stage flow |
| -------------------------- | ------ | ------------------------------------------------------------------------------------------------------ |
| Lead Gen + Free Consult | 8 | Impressions → Clicks → Landing Page Views → Leads → Connects → Booked Appts → Showed Consults → Starts |
| Lead Gen + Paid Consult | 7 | Impressions → Clicks → Leads → Connects → Booked Paid Consults → Showed Consults → Starts |
| Call Funnel + Paid Consult | 7 | Impressions → Clicks → Leads → Calendar Views → Booked Calls → Booked Paid Consults → Starts |
| Basic ROI | 3 | Ad Spend → Consults → Starts |
| Webinar Funnel | 4 | — (coming soon) |
| Quiz Funnel | 5 | — (coming soon) |
| Self-Liquidating Offer | 4 | — (coming soon) |
If you're unsure which to pick, start with **Basic ROI** for a simple spend → consults → starts tracker, or **Lead Gen + Free Consult** for a full-funnel view.
Enter a descriptive name for this tracker (e.g., "Q4 2024 Facebook Ads Funnel"). This helps you identify it later when you have multiple trackers.
Click **Create KPI Tracker** to save. You'll be taken to the tracker detail page where you can start entering your numbers.
## How to use a KPI tracker
From the KPIs list, click any tracker to open its detail page. The page has four sections stacked vertically: Calculator Inputs, Funnel Performance, Results Summary, and What To Do Next. All changes auto-save as you type — the Save button confirms your data is persisted.
At the top of the page, enter your high-level targets and actual spend. These numbers drive all the calculations below:
| Field | What to enter |
| ---------------------- | ----------------------------------------------------------------------------- |
| Monthly Revenue Target | Your revenue goal for the period |
| Patient Start Goal | How many new patients you're aiming for |
| Target ROAS | Your target return on ad spend (e.g., 3x) |
| Patient Offer Price | The price of your offer or care plan |
| Consult Fee | Fee you charge per consultation (if any — this offsets your acquisition cost) |
| CPA Target % | Target cost per acquisition as a percentage of offer price |
| Calculated Budget | Auto-calculated based on your targets |
| Gross Amount Spent | Your actual total ad spend so far |
Below the inputs, the **Funnel Performance** table shows each stage of your selected funnel with columns for Target %, Actual %, Units (actual / target), and Cost/Unit. Enter your actual conversion rates and unit counts for each stage.
Each stage is color-coded so you can see at a glance how you're performing:
* **Green** — meeting or exceeding target
* **Yellow** — within 10% of target
* **Red** — more than 10% below target
The **Results Summary** section displays six calculated metric cards based on everything you've entered:
| Metric | What it tells you |
| ---------------- | --------------------------------------------------------------------------------------------------------------------- |
| Total ROI | Overall return on ad spend (shown as a multiplier like 3x, or "INFINITE" when consult fees fully cover your ad costs) |
| Cash ROI | Net cash return — positive means you're profitable, negative means you're spending more than you're earning |
| Net CAC | Cost to acquire one patient after offsetting with consult fee revenue |
| Cost Per Consult | Average cost to generate one consultation |
| Cost Per Start | Average cost to acquire one new patient |
| Total Revenue | Total revenue generated, with net profit shown underneath |
Below the cards, an **Acquisition Ratio** banner tells you at a glance whether your revenue exceeds your ad spend (green — positive) or falls below it (red — negative).
The **What To Do Next** section analyzes your funnel data and generates prioritized recommendations. Each insight card shows:
* **Stage** — which funnel stage has an issue (e.g., Clicks, Views, Leads etc.)
* **Priority** — High, Medium, or Low
* **Issue** — what's wrong (e.g., "Conversion rate is 15.5% below target")
* **Impact** — the real-world effect (e.g., "You need 5 more Leads to hit your goal")
* **Action** — a specific recommendation to fix it
If all stages are performing well, you'll see an "All Systems Green" message instead.
Your data auto-saves as you make changes. Click **Save Changes** in the top-right corner to confirm — it shows a toast confirming your data is saved.
## Infinite ROI
When your cost per consult drops to or below your consult fee, the tracker displays an **"Infinite ROI Achieved!"** banner at the top of the page. This means every consultation generates more revenue than it costs to acquire — your advertising is effectively paying for itself before any patient even starts the care plan.
Start with the **Basic ROI** funnel type if you just want a quick spend → consults → starts overview. Move to a full-funnel type like **Lead Gen + Free Consult** once you have data at every stage.
The color-coded stage indicators (green/yellow/red) are the fastest way to spot where your funnel is leaking. Focus your optimization efforts on the first red stage — fixing upstream problems has the biggest downstream impact.
## CMO Report
Any KPI tracker can also open a CMO Report at `/measure/analytics//report`. It is a full operating report for that tracker, built from one of two frameworks, and it is a different surface from the KPI tracker detail page described above.
### Product and Service frameworks
The Product framework treats the tracker as a self-liquidating cart: a front-end offer with order bumps, upsells, and a downsell. It renders a data-sufficiency strip, a customer strip, the action banner, a cart revenue chart split by page (All, Front end, Bumps, Upsells), a 12-tile KPI grid, return on spend, a funnel health check ladder, quick diagnosis, a paid-against-organic table, a back-end editor and targets, a cash and fees waterfall, a projections calculator, and a product mix and blended ledger, in that order.
The Service framework treats the tracker as a lead spine with calendar capacity: how many leads become booked calls, how many calls close, and whether cash collected keeps pace with what was contracted. It renders a data-sufficiency strip, a motion note, the action banner, a money strip, an engine strip, a value chain chart (Contracted, Scheduled, Live closer calls, Closes), a 14-tile KPI grid, which side of the wall, chain health with a nine-check constraint router, capacity and deposits, an inbound-against-outbound table, a by-channel table, a receivables panel, what a client is allowed to cost, cash not yet contracted, back-end targets, an ad-cost read against the cart, operating margin, the outbound chain and by-rep table, and a capacity planner, in that order.
Membership-specific sections (recurring economics, retention, activation) do not render yet. The report never tells you how to structure a campaign or set a budget; ad-side rows only route to break-even cost per click and cost per landing page view.
### How a tracker's framework is resolved
A tracker resolves to exactly one framework, checked in this order:
1. An owner's manual override on the tracker.
2. The organization's business model: `products` and `info_products` resolve to Product, `services` resolves to Service.
3. If neither is set, the last 90 days of evidence: purchase or cart activity resolves Product, pipeline or booking activity resolves Service.
4. If there's no override, no business model, and either both kinds of evidence or neither, the report shows the framework chooser instead of guessing. Picking one saves an override on the tracker.
### Report window and toggles
The report reads 7, 30, or 90 days, 30 by default. Every metric shows a delta against the immediately preceding window of the same length. The Product report has a traffic toggle (Paid, Organic, Combined, with Combined as the default); the Service report has a sales-motion toggle (Inbound, Outbound, Both, with Both as the default). A few Service panels (capacity, operating margin, the capacity planner, and the Combined column of the inbound-against-outbound table) always read every channel regardless of the motion toggle, and say so in their own text.
### Readiness on every number
Every metric on the report carries one of three states:
* **Blocked**: the value renders as 0 and names what would fill it (for example, "Blocked · connect Meta ad account"). This is a placeholder, not a real zero, and no band or delta is derived from it.
* **Provisional**: the value renders with a warning that the evidence behind it is still thin.
* **Decision-ready**: the value renders with its band.
A blocked or provisional number never drives a routed instruction. The health ladder still renders a provisional row with its warning, but the action banner names the data gap and its source instead of recommending a fix.
### Bands and provenance
Where a metric has a published band, the report shows a state and label: green ("On target · do not touch"), amber ("Optimize"), red ("Fix now"), or grey ("Optional", or "Operator set" for a manually entered target). Underneath, each band the engine computes from carries a one-letter provenance tag: `T` for a taught, published band, `L` for a band derived live from the tracker's own history, `B` for a build proposal with no band yet.
### The routed instruction
The action banner shows exactly one instruction at a time: the first red row in the health ladder or constraint router, or the first amber row if nothing is red, or an all-clear message if nothing needs fixing. It only appears when every metric it depends on is decision-ready; otherwise the banner names the missing data instead. The instruction resolves as an Olympus Action, with Accept and Dismiss controls. A dismissed instruction stays hidden for its cooldown period, and the next instruction in order takes its place.
### Operator inputs
Cash mechanics, cart or service prices, capacity, labor and overhead, and other typed inputs live under **Measure › Settings**, where you can edit workspace defaults or a single tracker's overrides. The same fields are also editable inline on the report itself; edits recompute the report immediately and persist per tracker. A user without edit permission sees the same fields as read-only, with a tooltip naming who can edit them.
### Dev preview modes
In development, the report's control bar includes a data-preview toggle with four modes (Live, Positive, Negative, and Empty) for checking how a report looks with sample data. Sample data never renders in production.
## Home dashboard cards
Home's Customize drawer offers a per-user preset: **Simple**, today's default card set, and **Advanced**, which adds a curated set of framework cards for the selected project on top of Simple, within the existing 12-card limit. Choosing a preset replaces the card set; any manual change after that marks the layout custom. Framework cards read the same readiness treatment as the report: a blocked source renders 0 and names the gap. A couple of them, calendar utilization and operating margin, always read the whole business regardless of the Home date range or project filter, and carry a visible marker saying so.
## Deferred
The CMO Report does not cover any of the following yet, and there's no committed date for it:
* Membership metrics (recurring economics, retention, activation, the membership ladder).
* Stripe line-item and subscription ingestion.
* Email-sequence revenue.
* Post-cart email sequence tables.
* Share links and PDF export of the report.
* An activation editor.
* A superadmin band editor (today's bands are set in code, not editable from the product).
## What to do next
Model your offer's cost structure and profitability in [Economics](/modules/measure/economics).