10 of 12 closed deals came through the "Land Clearing Growth Demo" booking page or direct calendar — NOT through tracked Facebook UTMs. Only 2 closes (Michael Speedy, Daniel McBee) have proper FB ad attribution. This means either: (a) UTM tracking breaks when leads book demos, or (b) most closes come from organic/referral traffic to the demo page. ACTION: Fix UTM passthrough on the demo booking form. Revenue attribution is blind right now.
All 49 Google leads are stuck in NEW LEAD stage. Not a single one has been booked, followed up, or closed. Either Google lead quality is terrible, or these leads are being ignored. ACTION: Audit Google lead response times. If they're not getting contacted, that's wasted ad spend.
695 leads (82%) are still in NEW LEAD. Only 82 ever got a sales call booked (9.7%). The biggest lever for growth isn't more ad spend — it's converting more of the leads you already have. ACTION: Implement automated follow-up for the 695 stuck leads. Even moving booking rate from 9.7% to 15% = 45 more sales calls = potentially 6-8 more closes.
| Source | Leads | Booked | Closed | Book Rate | Close Rate | Revenue | No Show |
|---|---|---|---|---|---|---|---|
| 795 | 82 | 12 | 10.3% | 1.5% | $19,200 | 26 (31.7%) | |
| 49 | 0 | 0 | 0% | 0% | $0 | 0 | |
| Other | 4 | 0 | 0 | 0% | 0% | $0 | 0 |
| Campaign | Leads | Booked | Closed | Book Rate | Close Rate |
|---|---|---|---|---|---|
| Qualified YT (main FB campaign) | 725 | 49 | 2 | 6.8% | 0.3% |
| No Campaign (direct/organic/demo page) | 106 | 30 | 10 | 28.3% | 9.4% |
| Land Clearing Growth | 7 | 2 | 0 | 28.6% | 0% |
| SCIO Conversion Ads V1 | 3 | 0 | 0 | 0% | 0% |
| May Video | 2 | 0 | 0 | 0% | 0% |
| Other | 5 | 1 | 0 | 20% | 0% |
Leads without UTM tracking (demo page visitors, organic, referrals) have a 9.4% close rate vs. 0.3% for the Qualified YT campaign. They also book at 28.3% vs. 6.8%. These are high-intent prospects who find Rise on their own. ACTION: Investigate what's driving these 106 "no campaign" leads — they're worth 31x more than paid leads. Double down on whatever creates them.
| Ad (utmContent) | Leads | Booked | Closed | Book Rate | Close Rate |
|---|---|---|---|---|---|
| TT1 | 224 | 7 | 0 | 3.1% | 0% |
| Winter 1 - Copy | 110 | 7 | 0 | 6.4% | 0% |
| Zach - 1 | 79 | 4 | 0 | 5.1% | 0% |
| best1 | 69 | 5 | 0 | 7.2% | 0% |
| Boom 1 - New Copy | 58 | 3 | 0 | 5.2% | 0% |
| 2026-6 ★ | 46 | 7 | 2 | 15.2% | 4.3% |
| TTdec2 | 24 | 3 | 0 | 12.5% | 0% |
| Heck 2 - Copy | 18 | 6 | 0 | 33.3% | 0% |
| 2026-3 | 17 | 2 | 0 | 11.8% | 0% |
| FTC 1 | 16 | 1 | 0 | 6.3% | 0% |
| 2026-4 | 16 | 2 | 0 | 12.5% | 0% |
| Dozer 1 | 16 | 0 | 0 | 0% | 0% |
| austin1 | 11 | 2 | 0 | 18.2% | 0% |
| Winter 1 | 9 | 0 | 0 | 0% | 0% |
| TTgary | 7 | 0 | 0 | 0% | 0% |
Ad "2026-6" has a 15.2% booking rate and is the only tracked ad with closes (2). It outperforms "TT1" (your highest-volume ad at 224 leads) which only books at 3.1%. Meanwhile, "Heck 2 - Copy" books at 33.3% but with small volume (18 leads, 0 closes yet). ACTION: Scale "2026-6" creative. Pause or refresh "TT1" — it's generating volume but the worst booking rate. Test scaling "Heck 2 - Copy" with more budget.
| Name | Created | Contact Source | First Touch | Ad | Value |
|---|---|---|---|---|---|
| Seth Deigert | Feb 18 | Land Clearing Growth Demo | Calendar booking | — | $0* |
| Ryan Deskins | Feb 15 | riseonlineads.com contact form | Manual/CRM | — | $0* |
| Chris Vangsnes | Feb 13 | Land Clearing Growth Demo | Calendar booking | — | $0* |
| Michael Speedy | Feb 7 | Qualified YT | 2026-6 | $0* | |
| Samuel Romero | Jan 31 | Land Clearing Growth Demo | Calendar booking | — | $4,000 |
| Daniel McBee | Jan 28 | Qualified YT | 2026-6 | $3,600 | |
| Joe Navarra | Jan 19 | Land Clearing Growth Demo | Other | — | $4,000 |
| David Whitcraft | Jan 18 | Land Clearing Growth Demo | Calendar booking | — | $4,000 |
| Brett Greene | Jan 17 | Land Clearing Growth Demo | Calendar booking | — | $3,600 |
| Jonathan Kelley | Jan 13 | Land Clearing Growth Demo | Calendar booking | — | $0* |
| Adam Ritchey | Jan 6 | Land Clearing Growth Demo | Calendar booking | — | $0* |
| James Bartley | Jan 4 | Land Clearing Growth Demo | Calendar booking | — | $0* |
* $0 = monetary value not entered in GHL, not necessarily a $0 deal. If avg deal = $3,840, estimated total revenue = $46,080
| Stage | Other | Total | % of Pipeline | ||
|---|---|---|---|---|---|
| NEW LEAD | 643 | 49 | 3 | 695 | 82.0% |
| SALES CALL BOOKED | 82 | 0 | 0 | 82 | 9.7% |
| NO SHOW | 26 | 0 | 0 | 26 | 3.1% |
| FOLLOW UP | 15 | 0 | 0 | 15 | 1.8% |
| CLOSED | 12 | 0 | 0 | 12 | 1.4% |
| DIY / LONG TERM | 12 | 0 | 0 | 12 | 1.4% |
| NOT A GOOD FIT | 5 | 0 | 1 | 6 | 0.7% |
83% of closed deals (10/12) lose UTM data before reaching the closed stage. The "Land Clearing Growth Demo" calendar link strips tracking parameters. Add hidden fields to the demo booking form that capture UTM params from the URL. Without this, you're flying blind on what's actually driving revenue.
"2026-6" books at 15.2% (5x avg) and has 2 confirmed closes. "TT1" generates the most leads (224) but books at only 3.1% — likely low-quality traffic. Shift 30-40% of TT1 budget to 2026-6 and Heck 2. Monitor for 2 weeks.
82% of your pipeline is untouched in NEW LEAD. At current 10.3% booking rate, getting just half of these engaged could yield 35+ additional sales calls and 4-5 closes worth ~$16-19K MRR. Build an automated re-engagement sequence: SMS + email + voicemail drop at Day 1, 3, 7, 14. Segment by lead age and source.
Every Google lead is stuck in NEW LEAD. Either the lead quality is terrible or they're not being worked. Check speed-to-lead on Google leads vs Facebook. If response time is >5 min, that's the problem. If they're being contacted but not booking, it's a quality issue — consider pausing Google spend.
7 of 12 closed deals show $0 revenue. If the avg deal is $3,840, you're missing ~$26,880 in tracked revenue. Team needs to update deal values when closing. Add it to the closing checklist.
26 of 82 booked calls were no-shows. Each no-show represents ~$232 in wasted ad spend (at $19,200 revenue / 82 bookings). Implement appointment reminders: SMS 24h before, SMS 1h before, SMS 15min before. Consider requiring a deposit or commitment question on the booking form.