The Funnel
Reading this page — every figure in the strip above is the
current month to date, so the final month in every chart is a partial one and
will always look low. Month-on-month percentages are deliberately not shown: at this
volume (3–12 inquiries a month) a single deal moves the percentage by double digits
and tells you nothing. The nine-month series is where the signal is.
S1
Awareness
How many people saw us?
House Ad Clicks by Newsletter
Ad Impressions by Newsletter
House ads are our own inventory. Impressions track newsletter
send volume; clicks are what actually reaches the microsite.
| Newsletter | Impressions | Clicks | CTR |
|---|
S2
Visit
How many landed on the microsite?
ADS MOFL Views by Section
Months where GA4 was unavailable and no backfill source exists are
shown as a gap ("no data"), never as zero. Backfilled months are marked °.
Sessions by Traffic Source (whole microsite)
Different scope from the views above. These are GA4
sessions across the whole microsite; the page-view figures are filtered to the tracked pages.
The two are not comparable and should not be divided by one another.
S3
Convert
How many raised a hand?
Inquiries by Month, by Source
Stack total equals Total Inquiries exactly. Qualified Sales
Inquiries (TF1) are counted separately and appear in the all-metrics table below.
Count, not quality. The Contact bucket is a general
enquiry form on a general contact page, and most of what arrives is not an advertising lead.
A full sample of June 2026 found 1 of 7 genuine: four were subscription
support, two were spam. September's submissions look the same. Treat a rise in Contact
volume — and any conversion rate computed from it — as a measurement signal, not a
performance one, until the source-side form split separates intent at the point of
submission.
Newsletter Signups by Month
Signups are audience growth, not inquiries — they are never
counted toward the funnel's inquiry total.
S4
Qualify
How many were worth pursuing?
Lead Scoring Bands by Month
Media Kits Sent by Month
A media kit going out is the first deliberate sales action in the
funnel — the point where an inquiry becomes a pursued lead.
S5
Book
How many got to a conversation?
Discovery Calls Booked by Month
Stage not instrumented — this is not a low number, it is an absent one.
Enterprise_Discovery_Calls is hard-coded to 0 in the aggregate: the legacy version read a personal Google Calendar, and the rebuild dropped it rather than depend on an account the business does not own. Nothing replaced it. Meetings booked by Nick and Francheska are not split out, presentations sent are not tracked, and the Microsoft Bookings links now on /advertise — which are Loadstar-owned and readable via Graph — feed nothing. Until a booking source is wired in, S5 cannot be read as a conversion rate, nor as evidence that calls are not happening.
S6
Close
How much did we win?
Revenue Won by Month (£, won-month)
Deal value is attributed to the month a deal is won, not
the month the inquiry arrived — so revenue and inquiries in the same column are not a
cohort.
Deals Won by Month
Open Pipeline Value by Month (£)
This is the open value of the pipeline as measured
at each month end — a snapshot, not a cumulative total. It falls as deals are won or lost,
so a declining line is not necessarily bad news.
Month-by-Month · All Metrics