Enrichment — Reporting Streams

Activity = reported KPIs (period) · Marketing Efficiency = cohort CAC/ROAS · monthly, completed months
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Enrolments by month

by channel · dated by close month (term calendar)

Converted vs direct

converted = came from a logged trial · direct = no trial

By channel (trend)

Monthly enrolment revenue

fees from enrolments that closed each month (cash-in timing)

Monthly detail

trials by deal-create month · enrolments & revenue by close month

Running snapshotcash basis

Maturity window

judge every acquisition cohort at the same maturity, so months are comparable. Every number on this tab is attribution-based — trials, enrolments & revenue are backdated to the acquisition month and divided by that month's spend (never this-month ÷ this-month cash). Oct-25 excluded (outage) · recent months provisional.

ROAS by acquisition month

revenue ÷ spend for each month's paid cohort, at the chosen window · green ≥ 1× · red < 1×

Funnel

Leads are dashboard-counted, trials/enrolments deal-counted — aggregate flow, not traced person-by-person.

By acquisition month

paid channels (FB + Google) · Offline carries no spend · Oct-25 excluded · * = provisional (still maturing)

By acquisition month — Blended (incl. offline)directional

Leads/trials/enrolments include offline & organic. CAC = paid spend ÷ ALL enrolments · ROAS = ALL revenue ÷ paid spend — i.e. it credits paid spend with offline lift. Read as an upper bound, not clean paid attribution.

Rolling efficiencyattribution

Edits stay in memory until you Save · saving syncs Enrichment & Student Care across your devices

Import monthly pulls

Drop the deals export (must include Deal Name) and, optionally, the all-contacts export. Trials / CW / converted / cohort recompute on the new basis and the validator runs. Leads, spend & seasonal stay as entered.

Leads & spend

the only hand-keyed numbers each month · Offline spend is $0 · trials/CW come from the import

Seasonal / campaigns

feeds Total Spend & Blended Actual · names are reference only

Student Care — monthly

bookkeeping only (separate pipeline, no analytics) · FB Leads & Spend, Google Spend · Tours/Enrolments are the pre-Aug-2025 funnel (leave 0 for the leadgen era)