CSM – Understanding the Results Tracker

5 min read

Let’s break down how to understand and use this results tracker! It might look a little busy at first, but we’ll go through it step by step to make sure you’re comfortable with everything. #

Diving into the Columns #

Let’s start from the left side of the tracker:

  • Column C: Clients
    • This column lists all of our clients.
    • Active Clients: These are the clients you’ll see at the top, representing who we’re actively working with.
    • Paused Clients: These are clients still with us but have temporarily stopped their campaigns.
    • Off-boarding Clients: Clients who are in the process of ending their campaigns with us.
    • On-boarding Clients: Clients who haven’t launched yet but are in the setup phase.
  • Appointment Closer
    • This section tells us who is responsible for closing appointments for each client and how they’re handling bookings.
    • No Symbol (e.g., Ryan): This means the closer is booking directly into our internal Go High Level (GHL) system’s Google Calendar.
    • Asterisk (*): This indicates that the closer is booking into an external calendar. This usually means they’re earning a per-appointment fee ($24 or $29, depending on if the client is new). You should also see a note in Column AD if they’re booking externally.
    • “No Closer”: When you see “No Closer,” it means we’re not guaranteeing booked appointments for this client. Instead, we’re focusing on lead generation. The client themselves is responsible for closing the appointments from the leads we provide. You can review the contract for more details on the difference.
    • Caret (^): If you see this symbol, it means the client has waived their guarantee of booked appointments due to specific circumstances. For example, if a client drops their ad spend below the contracted minimum.
  • Sales, MB (Media Buyer), CSM (Client Success Manager)
    • Sales: This shows which sales individual closed the client.
    • MB: This is your media buyer, the person working on the campaign.
    • CSM: This indicates who the Client Success Manager is for that client.
  • Launch Date and Rollover Dates
    • These dates should always match what’s on the revenue tracker. They represent important milestones for the campaign.
  • Billing Date
    • Similar to the launch and rollover dates, this should also match the revenue tracker.
  • Last Month Carryover Dates (10th, 15th, 20th, 25th)
    • You’ll only see carryover dates for these specific billing cycles because their billing periods are different from an “end of month” cycle.
    • Why is this important? We guarantee a certain number of booked appointments within a client’s specific billing cycle.
    • End of Month Client: Their billing cycle is straightforward (e.g., May 1st to May 31st).
    • 10th Billing Client: Their cycle might be May 10th to June 9th. So, we’d need to look at appointments generated across both May and June.
    • 15th Billing Client: Their cycle might be May 15th to June 14th.
    • 20th Billing Client: Their cycle might be May 20th to June 19th.
    • 25th Billing Client: Their cycle might be May 25th to June 24th.
    • The carryover ensures we track appointments accurately across these unique billing periods.
  • Leads for the Month & Leads for the Week
    • Leads for the Month: This number represents all leads generated from the 1st of the month until today’s date.
    • Leads for the Week: This shows leads generated from Monday of the current week until today’s date.
  • Week Numbers (at the top)
    • Our weeks run from Monday to Sunday. These numbers indicate the week we’re in and the booked appointments for that specific week.
  • Month Totals & Booked Appointment Goals
    • You’ll find the month totals for booked appointments here.
    • At the very top, you’ll see the desired number of booked appointments for the current week and month. For example, a goal might be 22 booked appointments per client for the month.
    • Colors Changing: If a client isn’t meeting their pacing goals, the colors in this section will change to highlight it.
  • Conversion
    • We aim for our closers to convert at no less than 25%.
    • Green: If conversion is at 25% or higher, it will be green (the higher, the greener!).
    • Fluctuating Colors: Anything below 25% will start to change colors, indicating it’s below our target.
  • Ad Spend
    • This shows the amount of money spent on ads.
  • End of Billing Cycle
    • This indicates the full duration of the client’s current billing cycle.
    • End of Month: May 1st to May 31st.
    • 10th Billing: April 10th to May 9th.
  • New Billing Cycle
    • This indicates when the next billing cycle begins. For example, if the previous cycle ended on May 9th, the new one would start May 10th.
  • Total Spent for End of Billing Cycle
    • This is the actual amount of ad spend we’ve used for that billing cycle.
    • Keep in mind that the actual spent amount might not always be exactly the contracted amount (e.g., $2500 vs. $2494). This is because the cost per lead can fluctuate. If a lead costs $50 one day, we won’t spend $5 if the remaining budget is only $5.
  • Variance
    • This column shows the difference between the expected ad spend and the total actual spend.
  • Offer & Limitations
    • This section highlights any potential issues that might be impacting our ability to get more booked appointments or generate leads. This could include:
      • Availability issues
      • Other clients nearby
      • Low-income areas (if applicable)
      • Any other hardships
  • Column AD: Appointment Closer Fee per Booked Appointment
    • This repeats information from earlier and should match the revenue tracker for the fee paid per booked appointment.

Updated on June 3, 2025
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