Business Analysis: Advertising analysis
The Advertising Analysis function is found within the Business Analysis section of Reporting from the main navigational menu.
Level-up Tip
Clicking the icon in the top-left of the table will align the table with the top of your browser viewport, making scrolling the data rows easy.
The advertising analysis provides conversion analysis for leads arising from your advertising, grouped by the month in which the lead was registered.
Display options
You may select the focus month, and the previous months with which you wish to compare your performance.
You may filter be venue.
Ad spend
GymOS does not know your ad spend. You enter this manually in the Ad Spend row every month, and click Save & Update. This data is then used by GymOS to calculate your metrics.
A paid lead source is determined by the selections you make on the Tracker Settings page.
Calculations
The information calculated and provided by GymOS comprises:
- Paid lead sources
- Volume, by paid lead source
- Total number of paid leads
- Cost per lead
- Paid lead to trial conversions
- Converted to trial
- Trial conversions (%)
- Cost per trial
- Paid lead to membership conversions
- Converted to a member
- Membership conversions
- Cost per membership
A common (very bad) mistake
Very often, gyms miscalculate their conversions by attributing the action points to the month of the conversion rather than the month the lead was acquired. This is why you see so many gym spreadsheets with “Divide by Zero” errors: a conversion is being derived in a different month than when the lead was retained, or the advertising expense occurred.
GymOS attributes the data correctly, and the results therefore have meaning.
Conflating organic and paid leads results in another common, statistically flawed metric. Yes, some advertising may result in seeming increases in “organic” sign-ups, but correlation does not imply causation. Using this number is extremely risky, and it should be taken with a “pinch of salt”.