Norse Marketing — Client Metrics

Sales

Closes, unit economics, and sales team conversion.

Sales LIVE

—

Cost per acquisition LIVE

—

Meta spend ÷ closes (last 30d)

Sales team conv LIVE

—

Closes ÷ apps (in-period · cohort version pending)

Paid Ads

Spend mix and Meta ad efficiency, scoped to direct response.

Total ad spend LIVE

—

Last — · DR + Organic

Organic ad spend LIVE

—

TOF Engagement + Propaganda Machine

Direct response spend LIVE

—

VSL funnel campaigns (excl. webinar)

CPM LIVE

—

Direct response campaigns

CTR LIVE

—

Unique outbound, DR only

CPC LIVE

—

Unique outbound, DR only

Cost per application LIVE

—

DR spend ÷ Typeform ads form apps

Cost per call booked LIVE

—

Total ad spend ÷ all calls booked

Applications & Calls

Inbound application volume, booked calls, and call outcomes.

Applications from ads LIVE

—

War Dogs Academy Application (A) — Typeform

Applications from organic LIVE

—

War Dogs Academy Application (O) — Typeform

Calls booked LIVE

—

GHL bookings (Discovery Call calendar)

Application to call % LIVE

—

Calls booked ÷ applications (ads + organic)

Shows LIVE

—

Calls booked − no shows

No shows LIVE

—

GHL VSL Call Funnel — No Shows stage

CPM, CTR, CPC, and Cost per application are scoped to direct response campaigns. Cost per call booked uses total ad spend ÷ all calls booked (both forms). Sales team conv uses applications-in-period as denominator (cohort view available in Performance).

Sales

Closes, calls scheduled, show rate, close rate.

SalesLIVE

—

Cost per acquisitionLIVE

—

Meta spend ÷ sales (last 30d)

Scheduled callsLIVE

—

Closer calendar bookings (sheet)

ShowsLIVE

—

Showed up to scheduled call

Show up %LIVE

—

Shows ÷ scheduled

Show to close %LIVE

—

Sales ÷ shows

Total

Cross-funnel rollup: spend, leads, applications, demos booked.

SpendLIVE

—

All funnels · —

LeadsLIVE

—

Meta-attributed leads (all campaigns)

Applications (ads)LIVE

—

Eiendomsmalen Søknad · Typeform

Applications (organic)LIVE

—

Eiendomsmalen Søknad (O) · Typeform

Calls bookedLIVE

—

Monday "Demo booked" date count

CPLLIVE

—

Total spend ÷ total leads

CP AppLIVE

—

Total spend ÷ applications (ads)

CP Call bookedLIVE

—

Total spend ÷ demos booked

VSL Funnel

Direct-response campaigns driving the VSL applications.

SpendLIVE

—

Lead Magnets + TOF Conversions (non-Blogg) + MOF + BOF

CPMLIVE

—

CTRLIVE

—

CPCLIVE

—

LeadsLIVE

—

Meta Website Leads (VSL campaigns)

ApplicationsLIVE

—

Eiendomsmalen Søknad · Typeform

CPLLIVE

—

VSL spend ÷ VSL leads

CP AppLIVE

—

VSL spend ÷ applications (ads)

Blogg Funnel

Ad sets with "Blogg" in the name, Meta-attributed leads.

SpendLIVE

—

CPMLIVE

—

CTRLIVE

—

CPCLIVE

—

LeadsLIVE

—

Meta Website Leads (Blogg ad sets)

CPLLIVE

—

Blogg spend ÷ Blogg leads

Webinar Funnel

EW (EverWebinar) / Event / Webinar / Challenge campaigns, Meta-attributed leads.

SpendLIVE

—

CPMLIVE

—

CTRLIVE

—

CPCLIVE

—

LeadsLIVE

—

Meta Website Leads (EW + webinar campaigns)

CPLLIVE

—

Webinar spend ÷ Webinar leads

Google Ads

Search + Engagement campaigns on Eiendomsmalen account. Per-funnel split by campaign name.

Total spendLIVE

—

All Google Ads campaigns

VSL funnel spendLIVE

—

Campaigns w/ "VSL" in name

Blogg funnel spendLIVE

—

Campaigns w/ "Blogg" in name

Webinar spendLIVE

—

Event / Webinar campaigns

VSL leads (conv)LIVE

—

Google Ads conversions · VSL

Blogg leads (conv)LIVE

—

Google Ads conversions · Blog

VSL CPCLIVE

—

VSL CTRLIVE

—

VSL CPLLIVE

—

Spend ÷ conversions

Blogg CPCLIVE

—

Blogg CTRLIVE

—

Blogg CPLLIVE

—

Spend ÷ conversions

CPM / CTR / CPC are scoped per-funnel. Total CP App uses total spend ÷ ads applications. Webflow lead counts populate as form submissions arrive — webhook fires on every form on Eiendomsmalen Norge.

Playbook · Ads

Meta spend + efficiency for campaigns bucketed to "Playbook Funnel". CTR/CPC use unique outbound clicks.

SpendLIVE

—

Meta · "Playbook Funnel" campaigns

CPMLIVE

—

Cost per 1,000 impressions

CTR (unique outbound)LIVE

—

Unique outbound clicks ÷ impressions

CPC (unique outbound)LIVE

—

Spend ÷ unique outbound clicks

CPLLIVE

—

Spend ÷ leads

CP Bundle purchaseLIVE

—

Spend ÷ bundle purchases

CP ApplicationLIVE

—

Spend ÷ applications

ROASLIVE

—

Revenue ÷ Playbook spend

Playbook · Funnel

Lead → purchase → upsell → application. Take rates use simple ratios (X ÷ Bundle in same period). AOV = all Playbook revenue ÷ bundle purchases.

LeadsLIVE

—

Sheet · "NO Playbook Leads" tab

Bundle purchasesLIVE

—

— · Norse Playbook Bundle

Order bumpsLIVE

—

— · Asset Library

Upsell 1LIVE

—

— · HL + Course

Upsell 2LIVE

—

— · Audit + Mockup

ApplicationsLIVE

—

AI Vekstpartner Søknad · Typeform

Lead → Bundle %LIVE

—

Bundle purchases ÷ leads

Upsell 1 take rateLIVE

—

HL + Course ÷ Bundle

Upsell 2 take rateLIVE

—

Audit + Mockup ÷ Bundle

Application take rateLIVE

—

Applications ÷ Bundle

AOVLIVE

—

All Playbook revenue ÷ bundle

AI Lead Magnet · Ads

Meta spend + efficiency for campaigns bucketed to "AI Lead Magnet". CP Application uses home-page form submissions as the application count.

SpendLIVE

—

Meta · "AI Lead Magnet" campaigns

CPMLIVE

—

Cost per 1,000 impressions

CTR (unique outbound)LIVE

—

Unique outbound clicks ÷ impressions

CPC (unique outbound)LIVE

—

Spend ÷ unique outbound clicks

CPLLIVE

—

Spend ÷ leads

CP ApplicationLIVE

—

Spend ÷ home-page applications

AI Lead Magnet · Funnel

Lead magnet redirects to the home page after download; the home-page Typeform counts as the lead magnet application. Submissions include all home-page traffic (noisy without UTM filter).

LeadsLIVE

—

Sheet · "NO AI Lead Magnet Leads" tab

ApplicationsLIVE

—

Home-page Typeform · all sources

Combined totals

All funnels rolled up. Revenue / fees / net come from the Playbook Stripe account (Lead Magnet has no direct revenue). USD revenue converted to NOK at daily ECB rates.

Total ad spendLIVE

—

All NM Meta campaigns

Total revenueLIVE

—

Playbook gross, NOK

Stripe feesLIVE

—

Settlement-currency fees, NOK

Net revenueLIVE

—

Revenue − fees

Total leadsLIVE

—

Playbook + Lead Magnet

Overall ROASLIVE

—

Revenue ÷ total ad spend

Webinar funnel deferred to v2. Stripe revenue settles in USD; NOK figures use daily ECB rates from frankfurter.dev. Lead Magnet applications count all home-page Typeform submissions (will be filtered to lead-magnet UTM source once tagging is added to the CTA). Take rates use simple ratios (X ÷ Bundle in same period) — slightly noisy at window edges but converges with multi-day periods.

Paid Ads

Meta spend and ad efficiency, all campaigns.

Ad spend LIVE

—

Meta · all campaigns · last —

CPC LIVE

—

Spend ÷ unique outbound clicks

Unique CTR LIVE

—

Unique outbound clicks ÷ reach

Cost per lead LIVE

—

Spend ÷ Monday leads (by Date Created)

Sales

Monday CRM — every board item is a lead; the Closed group holds closes.

Leads LIVE

—

All board items · by Date Created

Closed leads LIVE

—

Closed group · by Closed Date

Closed locations LIVE

—

Sum of # of locations · by Closed Date

Locations per close LIVE

—

Closed locations ÷ closed leads

Cost per acquisition LIVE

—

Spend ÷ closed leads

Cost per acquired location LIVE

—

Spend ÷ closed locations

Leads count every Monday board item by Date Created. Closes, locations, and CPA attribute to the Closed Date, so a lead created in one period can close in another.

Loading events…

Registrations and shows come from WebinarJam. VIP sales are all 149 kr Stripe charges in the event window and count as revenue — revenue is 24 995 kr per close plus VIP income, and every cost metric and ROAS runs on gross ad spend. Cash collected is deliberately not shown, since some payments may be collected outside Stripe. Spend figures marked MANUAL are hand-entered placeholders and swap to live Meta data (with CPC and CTR) as soon as ad-account access is granted.

Loading workshops…

Workshops appear automatically from the Monday boards and WebinarJam. Spend covers the Workshop and Propaganda campaigns from the day after the previous workshop through the event day, on gross spend. Registrations and shows come from WebinarJam — the 06/01 and 03/02 events were deleted there, so their numbers are frozen from the tracking sheet and marked SHEET. Surveys are the two segment forms in the same pre-event window; applications are "Workshop Application" submissions from the event day until the next workshop. VIP counts come from the boards' VIP column, amounts from the VIP Amount column in EUR converted to NOK (early events use the tracking sheet's NOK values). Closes, revenue and cash come from the fakturaoversikt sheet attributed by close date — cash collected counts rows through the current month plus VIP, and outstanding AR is what later month tabs have scheduled.

Loading events…

One box per weekly webinar — LK runs Sundays (first 12 Jul 2026), NS Wednesdays (first 15 Jul 2026); the next upcoming webinar shows as UPCOMING while its week builds. Spend is the funnel's Meta campaign (LK Webinar; Samlivsbrudd = NS) from the day after the previous webinar through the webinar day, converted USD→NOK at daily ECB rates. Registrations count signups in that window, shows count who was in the live room on the webinar day, replays land in the week after. VIP tickets (Stripe VIP products, spend window) count as revenue, never as a spend deduction — every cost metric and ROAS runs on gross ad spend. Sales are the Stripe webinar offers (LK 5 990 / NS 6 490) from the webinar day through the day before the next webinar. Package deals (Stripe payments above the webinar offers) attribute to the call funnel when the buyer sits in the GoHighLevel pipeline, otherwise to the webinar the buyer was registered to; payments matching neither are listed as unattributed in the payload, never guessed. Card-paid Shopify orders flow through Stripe and are caught here; Shopify orders paid with Vipps or Klarna are invisible to the dashboard unless the buyer is added to the GoHighLevel pipeline with the deal value.

Laster…

Annonseforbruket er VSL-kampanjene på Meta-kontoen (webinar-kampanjer telles ikke i trakten og varsles separat). Søknader er kontakter med taggen application i GoHighLevel, bookede samtaler er taggen call booked, begge datert den dagen kontakten kom inn. No-shows og closes leses fra pipelinen VSL Funnel - Salgslederløftet, datert når kortet ble flyttet, og verdien er beløpet satt på opportunityen ved close. Leadmagneter telles per lm-tagg. Interne testkontakter er ekskludert. Tallene starter 14. august 2026.

Loading events…

Registrations, shows and engagement come from WebinarJam (EM account, Flippemalen events). Spend is Meta webinar-campaign spend from the day after the previous event through the event day; VIP sales are all succeeded Stripe charges under 200 kr in the same window and count as revenue and cash, not as a spend deduction — every cost metric and ROAS runs on gross ad spend. Applications ("Flippemalen Live Event" form), sales calls and sales are attributed from the event day until the day before the next event. Sales, revenue and cash come from the KPI sheet and are split per sale date using Monday lead sources (Webinar vs Ads; unmarked sales within 21 days after a webinar count as webinar, otherwise VSL). Calls have no funnel split and cover both pipelines.