New leads
New inquiries captured during the reporting period.
Are our campaigns generating interest?MATWORKS /
REPORTING THAT LEADS TO ACTION
See the numbers. Decide the next move.
A dashboard is a starting point. The useful part is understanding where prospects drop off, what a new member costs, and what your team should do next.
THE NUMBERS BEHIND THE WORK
Know what’s working.
Track leads, trials, and memberships. See where people move forward and where follow-up can help.
MATWORKS / YOUR ACADEMYSAMPLE DATA
Main Dashboard
Sample monthMember acquisition overview
Total leads
120Booked trials
48New members
18Ad cost / new member
$50Advertising spend $900Trial show rate 75%Trial-to-member rate 50%
Sample figures are not client results. Acquisition cost includes ad spend only, excluding service fees.
What the numbers can tell you.
Trial booking rate
Booked trials ÷ new leads.
Are inquiries moving toward a first class?Trial show rate
Attended trials ÷ booked trials.
Do reminders and the booking experience need work?Trial-to-member rate
New members from attended trials ÷ attended trials.
Is the trial experience leading to memberships?Ad cost per new member
Attributed advertising spend ÷ attributed new members.
How efficient is acquisition before service fees and other costs?Retention
Members from a starting group still active at period end ÷ that starting group.
Are existing members staying?The sample dashboard is illustrative. Rates must use aligned groups and reporting periods; a person who inquires this month may join next month. A zero denominator means the rate is unavailable, not zero.
FROM REPORT TO NEXT STEP
Review. Understand. Adjust.
If inquiries are coming in but bookings are low, review response time and the offer. If bookings are healthy but attendance is low, examine reminders and arrival instructions. If trials are attended but few join, review the first-class experience and membership conversation.
A useful growth review includes
- Results for an agreed period and the sources behind them.
- What changed in campaigns or follow-up.
- Gaps in the data and what still needs confirmation.
- Specific next actions and who owns them.
Good reporting starts with good inputs.
Marketing data
Advertising account access, campaign spend, inquiry forms, and source tracking.
Team updates
Consistent records of bookings, attendance, membership outcomes, and lead status.
Membership data
Revenue and retention require access to your gym’s membership records through supported integrations or agreed exports.
Available metrics, attribution, and review cadence are agreed during onboarding. A lead source alone does not prove that an ad caused a sale. Service fees, refunds, and membership billing affect the full financial picture; ad cost per member is not profit or ROI.
Let’s make your reporting useful.
Start with a free 30-minute conversation about your gym.