Analytics and reporting for a massage or spa business
Most spa owners have the data and cannot see it, because it sits in three places that do not talk. The booking platform knows new versus returning and who rebooked. The ad accounts know spend. The phone knows what was missed. Nobody joins them, so the monthly question, did marketing work, gets answered with a feeling.
Six numbers settle it: new clients this month, cost per new client by channel, rebooking rate at first visit, no-show and late-cancel rate, revenue per treatment room hour, and membership or package count.
Watch the trap specific to this trade. Ad platforms report a booking a regular made after clicking a retargeting ad, which inflates the channel deserving it least. Separating new from returning is the whole game. Two weeks in, working means a weekly page you actually read and at least one channel you can defend cutting, because the number says so and not because it felt slow.