Revenue
Cash collected in Razorpay. Targets are pro-rated when the range covers part of a month.
Revenue vs target
Program vs workshop
Share of cash collected in the range
Students onboarded
First enrolments per month, by plan. Renewals are excluded. The dark mark is the target.
Fortnightly workshops
₹3,999 per seat from Razorpay. "Became students" counts seat buyers who later enrolled.
Invoices generated, not paid
Trial renewals coming up
Funnel journey
Cohort view: leads created in the range, followed to wherever they are today. Stages come from ClickUp status changes.
Lead to sign-up
Show-up rate at discovery and drop-off before the ambition interview are the two conversion points this view tracks.
Where leads come from
Organic = no ad attached. Workshop buyers count once they ask about the program.
Average lead journey
Days from lead created to the final outcome
New leads per week
Campaign performance
Meta Ads data pulled daily at 06:00 IST. Revenue is first-touch: the ad that created the lead gets the payment.
Creatives
Top 3 by CTR are marked to keep; bottom 3 go to the refresh queue (minimum 5,000 impressions).
Ad set frequency, last 7 days
Average times one person saw the ad that week. At 3 or more, change the creative or the audience.
Landing page health
Bounce and load time (p75 LCP) vs the previous period of equal length
Scale, refresh or drop
One decision per ad set, from fixed rules. The weekly review debates the thresholds, not each campaign.
Cost vs fatigue
Program ad sets. Up = expensive leads; right = tired audience.
Decision matrix
Rules run top-down; the first match wins.
| Decision | Rule | Action this week |
|---|---|---|
| LEARNING | Under ₹15,000 spent in the range | Leave it alone; not enough signal yet |
| DROP | CPQL above 1.5× target with no sign-ups | Pause. The audience is wrong, so new creative will not fix it. |
| REFRESH | 7-day frequency 3 or more, or CTR down 20%+ (first half vs second half of the range) | Ship 2 new creatives on the best hook; keep the audience |
| SCALE | CPQL at or under target, frequency under 2.5, CTR steady | +20% budget every 3 days while CPQL holds |
| HOLD | Anything else | No change; re-check next week |
Dummy data generated by data/generate_seed.py: the mechanics are realistic, the numbers are not real. The same rules ship as SQL in sql/metrics/. All dashboards · Student dashboard