Norse Marketing — Client Metrics

Revenue & cash collected

Dec 2025 → May 2026 · monthly · click a month for daily view

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Revenue

Cash

Return on ad spend

Revenue ÷ Meta spend (R-ROAS) and Cash ÷ Meta spend (C-ROAS) · monthly

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R-ROAS

C-ROAS

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Revenue, cash collected, and closes per day

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Revenue

Cash

Sales

Historical trends

Compare any metric against last week or last month

Current period

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Current

vs last month

Metrics

The headline read on the whole marketing operation. Updates with the period selector.

Meta ad account: —

Sales

Closes, unit economics, and sales team conversion.

Sales LIVE

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Cost per acquisition LIVE

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Meta spend ÷ closes (last 30d)

Sales team conv LIVE

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

Paid Ads

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

Total ad spend LIVE

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Last — · DR + Organic

Organic ad spend LIVE

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TOF Engagement + Propaganda Machine

Direct response spend LIVE

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VSL funnel campaigns (excl. webinar)

CPM LIVE

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Direct response campaigns

CTR LIVE

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Unique outbound, DR only

CPC LIVE

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Unique outbound, DR only

Cost per application LIVE

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DR spend ÷ Typeform ads form apps

Applications

Inbound application volume, split by source.

Applications from ads LIVE

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War Dogs Academy Application (A) — Typeform

Applications from organic LIVE

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War Dogs Academy Application (O) — Typeform

CPM, CTR, CPC, and Cost per application are scoped to direct response campaigns. Sales team conv uses applications-in-period as denominator (cohort view available in Performance).

Sales

Closes, calls scheduled, show rate, close rate.

SalesLIVE

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Cost per acquisitionLIVE

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Meta spend ÷ sales (last 30d)

Scheduled callsLIVE

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Closer calendar bookings (sheet)

ShowsLIVE

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Showed up to scheduled call

Show up %LIVE

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Shows ÷ scheduled

Show to close %LIVE

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Sales ÷ shows

Total

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

SpendLIVE

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All funnels · last —

LeadsLIVE

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Webflow form submissions (all funnels)

Applications (ads)LIVE

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Eiendomsmalen Søknad · Typeform

Applications (organic)LIVE

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Eiendomsmalen Søknad (O) · Typeform

Calls bookedLIVE

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Monday "Demo booked" date count

CPLLIVE

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Total spend ÷ total leads

CP AppLIVE

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Total spend ÷ applications (ads)

CP Call bookedLIVE

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Total spend ÷ demos booked

VSL Funnel

Direct-response campaigns driving the VSL applications.

SpendLIVE

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TOF Conversions (non-Blogg) + MOF + BOF

CPMLIVE

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CTRLIVE

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CPCLIVE

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LeadsLIVE

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Webflow "NO Ads Form"

ApplicationsLIVE

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Eiendomsmalen Søknad · Typeform

CPLLIVE

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VSL spend ÷ VSL leads

CP AppLIVE

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VSL spend ÷ applications (ads)

Blogg Funnel

TOF Conversions ad sets with "Blogg" + Webflow blog form leads.

SpendLIVE

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CPMLIVE

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CTRLIVE

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CPCLIVE

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LeadsLIVE

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Webflow "Blogg Form"

CPLLIVE

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Blogg spend ÷ Blogg leads

Webinar Funnel

Event / Webinar / Challenge campaigns + Webflow webinar registrations.

SpendLIVE

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CPMLIVE

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CTRLIVE

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CPCLIVE

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LeadsLIVE

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EW / Live Event / Seb Web forms

CPLLIVE

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Webinar spend ÷ Webinar leads

Google Ads

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

Total spendLIVE

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All Google Ads campaigns

VSL funnel spendLIVE

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Campaigns w/ "VSL" in name

Blogg funnel spendLIVE

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Campaigns w/ "Blogg" in name

Webinar spendLIVE

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Event / Webinar campaigns

VSL leads (conv)LIVE

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Google Ads conversions · VSL

Blogg leads (conv)LIVE

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Google Ads conversions · Blog

VSL CPCLIVE

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VSL CTRLIVE

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VSL CPLLIVE

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Spend ÷ conversions

Blogg CPCLIVE

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Blogg CTRLIVE

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Blogg CPLLIVE

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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

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Meta · "Playbook Funnel" campaigns

CPMLIVE

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Cost per 1,000 impressions

CTR (unique outbound)LIVE

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Unique outbound clicks ÷ impressions

CPC (unique outbound)LIVE

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Spend ÷ unique outbound clicks

CPLLIVE

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Spend ÷ leads

CP Bundle purchaseLIVE

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Spend ÷ bundle purchases

CP ApplicationLIVE

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Spend ÷ applications

ROASLIVE

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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

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Sheet · "NO Playbook Leads" tab

Bundle purchasesLIVE

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— · Norse Playbook Bundle

Order bumpsLIVE

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— · Asset Library

Upsell 1LIVE

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— · HL + Course

Upsell 2LIVE

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— · Audit + Mockup

ApplicationsLIVE

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AI Vekstpartner Søknad · Typeform

Lead → Bundle %LIVE

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Bundle purchases ÷ leads

Upsell 1 take rateLIVE

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HL + Course ÷ Bundle

Upsell 2 take rateLIVE

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Audit + Mockup ÷ Bundle

Application take rateLIVE

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Applications ÷ Bundle

AOVLIVE

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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

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Meta · "AI Lead Magnet" campaigns

CPMLIVE

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Cost per 1,000 impressions

CTR (unique outbound)LIVE

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Unique outbound clicks ÷ impressions

CPC (unique outbound)LIVE

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Spend ÷ unique outbound clicks

CPLLIVE

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Spend ÷ leads

CP ApplicationLIVE

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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

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Sheet · "NO AI Lead Magnet Leads" tab

ApplicationsLIVE

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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

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All NM Meta campaigns

Total revenueLIVE

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Playbook gross, NOK

Stripe feesLIVE

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Settlement-currency fees, NOK

Net revenueLIVE

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Revenue − fees

Total leadsLIVE

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Playbook + Lead Magnet

Overall ROASLIVE

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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

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Meta · all campaigns · last —

CPC LIVE

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Spend ÷ unique outbound clicks

Unique CTR LIVE

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Unique outbound clicks ÷ reach

Cost per lead LIVE

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Spend ÷ Monday leads (by Date Created)

Sales

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

Leads LIVE

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All board items · by Date Created

Closed leads LIVE

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Closed group · by Closed Date

Closed locations LIVE

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Sum of # of locations · by Closed Date

Locations per close LIVE

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Closed locations ÷ closed leads

Cost per acquisition LIVE

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Spend ÷ closed leads

Cost per acquired location LIVE

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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.