> ## 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.
# KPIs
> 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.
## KPI list page
The list page shows all your KPI trackers with their name, funnel type, status (Active or Archived), and creation date. You can search trackers by name or funnel type using the search bar, and delete trackers via the trash icon (with confirmation).
## How to create a KPI tracker
Go to **Measure > KPIs** from the sidebar. You'll see a list of any existing trackers, or an empty state 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.
## What to do next
Model your offer's cost structure and profitability in [Economics](/modules/measure/economics).