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How are we doing right now?
Latest month (April 2026) vs. previous month (March 2026). "New customers" only — existing customers excluded.
New Customers
63
↓ 26.7% vs March
Number of people/businesses who bought from us for the first time this month.
New-Customer Revenue (Month 1)
$60,287
↓ 13.9% vs March
Total $ those new customers spent in their first month with us.
Avg. New Customer Value
$957
↑ 17.5% vs March
How much an average new customer is worth in their first month. Higher = bigger deals.
Rolling 3-Month Revenue
$298,427
↑ 22.8% vs March
Total revenue from all customers we acquired in the last 3 months, earned during those 3 months.
Marketing Spend (April)
$9,223
↓ 60.9% vs March avg
Total $ spent on marketing this month (Google Ads, Meta, agencies, etc.).
Are we growing?
Monthly trend in new customers and the revenue they generate. The grouped chart on the right shows both Month-1 revenue (what they spend right away) and Months 1-3 revenue (how much they spend in their first 3 months) — together, they tell us whether new customers are getting traction or fading.
New Customers per Cohort Month
Revenue per Cohort: Month 1 vs Months 1-3 ($)
What's the story? Sept 2025 was the peak (123 new customers, $112K Month-1 revenue) — driven by elevated Google Ads spend. From October onward, paid spend was cut roughly 60%, and customer count fell with it. April 2026 is back to roughly the average pre-peak level.
Quality signal — are new customers getting traction? The gap between the two bars per month shows how much each cohort grew beyond their first purchase. Mature cohorts (May 25 - Jan 26) show strong follow-on spending — Months 1-3 revenue is typically 1.5-2x the Month-1 figure. Sept 2025 cohort generated $173K in 3 months vs $113K in Month 1 (a 54% lift) — they came back for more. Recent cohorts (Feb 26 onward) have incomplete data — Feb 26 is the last cohort with a full 3-month window. Apr 26 shows only 1-2 months of data so far and will grow as we collect more.
Where are customers coming from?
When someone first finds out about Versatile, this is the channel that brought them. Combined view of last 12 months.
% of New Customers by Source
Month-1 Revenue by Source ($)
Quick read: "Direct & Other" includes customers who came in by phone, walk-in, or directly to our website without going through a marketing channel. "Organic Search" = found us by searching on Google without us paying for the click.
Are we spending wisely?
Top section: paid channels with direct spend attribution. Bottom section: earned and unattributed customers — no direct spend, but often influenced by past marketing investments (SEO, content, brand awareness).
| Channel |
Spent (12 mo) |
New Customers |
M1 Revenue |
M1-3 Revenue |
Cost per Customer |
Revenue per $ Spent (M1) |
| PAID CHANNELS — Direct spend attribution |
| Paid Search (Google Ads) | $150,524 | 189 | $191,561 | $245,132 | $797 | $1.27 |
| Paid Social (Meta - Facebook/Instagram) — brand awareness / top-of-funnel | $90,211 | 42 | $19,468 | $42,525 | $2,148 | $0.22 |
| Trade Shows | $43,864 | 1 | $433 | $433 | $43,864 | $0.01 |
| Trade Advertising (print pubs) | $16,210 | 0 | $0 | $0 | n/a | $0.00 |
| Industry Listings (other) | $105,446 | 7 | $3,261 | $3,993 | $15,064 | $0.03 |
| Agency Fees (TRU support) | $57,662 | n/a | n/a | n/a | Supports all channels |
| Paid Subtotal | $463,917 | 239 | $214,723 | $292,083 | $1,941 | $0.46 |
| EARNED & UNATTRIBUTED — Customers we likely influenced but can't tie to spend |
| Organic Search — free Google results | $0 direct | 285 | $201,683 | $317,933 | — | Earned |
| Untracked (no lead source recorded) — attribution gap | $0 attributed | 270 | $274,973 | $510,459 | — | — |
| Earned + Untracked Subtotal | $0 | 555 | $476,656 | $828,392 | — | — |
Why Organic & Untracked matter: Together they represent
53% of our customers (555 of 1,055) and
53% of M1 revenue ($477K of $901K) — more than all paid channels combined. They don't have direct spend attached, but they're not "free":
- Organic Search is influenced by historical SEO investments, content production, technical site health, and brand awareness built by paid channels (especially Meta's top-of-funnel work).
- Untracked records are customers whose source we never captured — likely a mix of direct, word-of-mouth, returning customers, and channels we have no UTM tracking for. Reducing this bucket should be a marketing operations priority — every untracked customer is a measurement we can't optimize.
TL;DR: "Revenue per $ Spent" is the simplest way to read paid performance. $1.00 means we're breaking even. Above $1 = making money; below $1 = losing money in Month 1. Earned & Untracked rows don't get a ratio because there's no direct spend to divide by.
Who are our customers?
Split between Contractor customers (professional installers, designers, engineers) and DIY customers (homeowners installing themselves).
M1 vs M1-3 Revenue by Type ($)
What this tells us: Contractor customers are 85% of our customer count and generate 91% of revenue. Critically, Contractors continue to buy in months 2-3 (M1-3 revenue is 69% higher than M1 alone). DIY customers tend to be one-and-done — their M1-3 revenue is only 22% higher than M1. Bottom line: focus marketing on Contractors for compounding returns.
Are we connecting with people online?
Indirect indicators of brand health — how many people see us online, click through, and engage when they land on our website. Three trend windows so you can see if things are improving, getting worse, or holding.
| Metric |
Last 3 months
(Feb-Apr 26) |
Last 6 months
(Nov 25-Apr 26) |
12 months
(May 25-Apr 26) |
What the trend tells us |
| Google Ad impressions (total) | 1,108,507 | 3,516,862 | 24,303,487 | Volume fell as paid spend was cut Oct onward. Expected and intentional. |
| Google Ad clicks (total) | 17,818 | 35,701 | 191,537 | Click volume fell with spend. |
| Google Ad click rate (CTR) | 1.61% | 1.01% | 0.79% | ↑ Doubled. Ads are working harder per dollar — better targeting / creative. |
| Free Google search appearances (per month avg) | 293,300 | 274,797 | 292,634 | Holding steady — we're consistently appearing in ~285K free Google searches every month. |
| Average ranking on Google (organic, lower = better) | #18.2 | #17.2 | #18.9 | ↑ Improved. Was #22 in May 2025. Customers find us higher in free results. |
| Website visits to versatile.net (per month avg) | 28,695 | 27,581 | 39,011 | Average visits per month is down vs the 12-month average — paid traffic cut shows here. Stable across recent windows. |
| Engagement rate (visitors who interact, not bounce) | 50.6% | 48.7% | 43.2% | ↑ Strong improvement. Was 36.9% in May 2025 → 52% in April 2026. Better quality traffic. |
| Google Business Profile interactions | — | 3,336 | — | Profile views + calls + directions + clicks. GMB only retains 6 months of data — older periods unavailable from the dashboard UI. |
| GMB website clicks from search | — | 1,717 | — | Free website visits from our Google profile. GMB 6-month retention limit. |
| GMB phone calls from search | — | 664 | — | Direct calls people made after finding us in search. GMB 6-month retention limit. |
The story across all three windows: We're spending less on paid ads, but quality is up. Free Google ranking is improving, ads are clicking at twice the rate they did a year ago, and visitors who land on the site engage more than ever. Bottom line: marketing is working harder per dollar even as the budget shrinks.
What needs attention?
Issues or opportunities surfaced from the data. Red = urgent. Yellow = monitor. Green = working well.
🟡
Meta is doing its top-of-funnel job — but we should test lead-gen campaignsContext: Meta's current role is brand awareness and traffic generation, not direct conversion. Across 12 months it brought us 1,288 records (about 30% of all leads/prospects) — that's significant top-of-funnel reach.
The quality gap: Only 5.4% of Meta-sourced records give us a phone number (vs 39% from all other sources combined). Conversion to customer is 3.3% (vs 24% overall). Sales has limited ability to follow up with most of this traffic.
📊 Meta source quality breakdown — 12 months
| Metric | Meta-sourced | All other sources | Gap |
|---|
| Total records | 1,288 | 3,060 | 30% of all funnel volume |
| Has email | 99.9% | 98.6% | — equivalent |
| Has phone | 5.4% | 50.7% | 7x lower |
| Converted to customer | 3.3% | 33.1% | 10x lower |
| Spam emails flagged | 0.2% | 0.1% | — equivalent (small) |
Recommended action: Test moving a portion of the $90K Meta spend into a lead-generation campaign (Meta Lead Ads or a paid funnel with required phone capture and qualifying questions). This would tell us whether Meta can drive qualified, contactable leads — or confirm that the right move is to keep Meta purely for awareness and reallocate the budget to higher-converting channels.
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Trade Shows produced 2 customers from $44K spendCost per customer = $21,932. Unless these 2 are large-account installations with future expansion, this channel is not paying for itself.
🟡
Industry listings spend ($105K) tied to only 7 attributed customers$15K cost per customer. May reflect attribution gap (i.e., customers who saw the listing but said "Direct"). Worth checking with TRU.
🟡
Phone capture rate is 39%Of every 10 leads received, only 4 give us a phone number. Sales can't call the other 6. Adding a phone field as required on web forms could change this overnight.
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125 records show as "customer" in NetSuite but have no first-sale dateData cleanup needed. These are likely existing customer accounts with new activity or test records. Excluded from new-customer reporting; flagged for ops review.
🟢
Google ranking improved meaningfully — from #22 to ~#15-16Customers searching for our products are finding us faster. This is "free traffic" — the foundation of low-cost growth.
🟢
Website engagement rate climbed 36.9% → 52.0%Visitors are spending more time on the site and interacting more. Quality of incoming traffic is improving.
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Contractor customers continue buying in months 2-3 (1.69x M1)Strong validation that the Contractor segment generates compounding revenue. Marketing efforts that bring in more Contractors pay back over time.