Geneva Wellness — Analytics Dashboard

📊

Data Source: Geneva bookings.xlsx — GENEVA_MASTER_RECORDS

⚠ Scope: This sheet captures only leads who booked a consultation from Meta Ads. Pre-booking drop-out (raw ad click → booking) is 60%+ and NOT reflected here — the real Meta funnel top is far larger. · High-value: "Arrived & bought" = 1,487 · Low-value: "Arrived not potential" = 2,632 (arrived, discount-seeking) · Cancelled before arrival: 2,000 · Total arrived: 4,119 (66.4%) · Revenue 2024: ₱44,329,254 · Revenue 2025: ₱47,110,043

1,487

Conversions

2,632

Discount Visitors

4,119

Total Arrived (66.4%)

24.0%

Overall Conv. Rate

Treatments Tracked

Total Revenue

₱91.4M

▲ 6.3% vs prev. year

Conversions (Arrived)

4,119

1,487 purchased · 2,632 discount visitors

Purchases (High-Value)

1,487

24.0% purchase rate · ₱61,491 avg ticket

Arrival Rate (Ad KPI)

66.4%

65.9% (2024) → 67.1% (2025) ▲

Total Leads

6,199

▼ 19.6% vs prev. year

Funnel Conversion Breakdown Combined

⚠ Data scope: These 6,199 records = leads who booked from Meta Ads only. Pre-booking drop (raw Meta ad clicks → booking) is 60%+ and not visible in this funnel.

Monthly Revenue Trend 2024 vs 2025

Leads by Source Combined

Treatment Performance Combined

Treatment	Leads	Arrived (P+D)	Purchase% / Arrival%	Revenue	Trend

Conversion Goal Tracking

Arrival Rate

66.4%

▲ improving

Close Rate

36.1%

41.3%→29.8%

Purchase Rate

24.0%

▼ 7.2pp YoY

📊 Arrival Rate Goal — ≥65%66.4% ✓ On Track

65.9% (2024) → 67.1% (2025) ▲Target: 65%+

🎯 Close Rate Goal — ≥40%36.1% ▼ At Risk

41.3% (2024) → 29.8% (2025) ▼Target: 40%+

💰 Revenue Goal — ₱60M (annual)₱47.1M (2025 actual ✓)

₱44.3M (2024) → ₱47.1M (2025 ▲)₱60M target

👥 Annual Lead Target — 3,5003,436 (2024) / 2,763 (2025)

2,763 leads (2025 — ▼19.6%)3,500 target

Revenue — Actual from Excel (Both Years)

2024

₱44.3M

2025

₱47.1M ▲

₱44,329,254 (2024) → ₱47,110,043 (2025) — +6.3% revenue growth despite −19.6% fewer leads. 935 purchases × ₱47,411 avg ticket (2024) vs 552 purchases × ₱85,344 avg ticket (2025, +79.9%). Scalp-P overtook F-Scalp as top revenue driver in 2025. Total arrivals: 2,266 (2024) vs 1,853 (2025).

Avg Ticket Size YoY (Actual)

2024

₱47.4K

2025

₱85.3K ▲

₱44.3M ÷ 935 purchases = ₱47,411 (2024) → ₱47.1M ÷ 552 purchases = ₱85,344 (2025) — +79.9% avg ticket jump. Clients who came in 2025 spent significantly more per visit. Of 4,119 total clinic arrivals (2 years), 2,632 left without purchasing — at ₱61,491 avg, each = ₱61.5K missed revenue.

Arrival Rate YoY (Ad Performance KPI)

2024

65.9%

2025

67.1% ▲

▲1.2pp improvement — the ad IS working. 2,266 total arrivals (2024) vs 1,853 (2025) — fewer leads overall (−19.6%), not worse ads. Purchase rate (in-clinic): 27.2% → 20.0% (▼7.2pp). Close rate: 41.3% → 29.8%. Problem = in-clinic sales, not ad quality.

Male Client Share YoY

2024

15.5%

2025

36.6%

532 male clients (2024) → 1,012 (2025), nearly doubled. Arrival rate stable ~66% both years — sales close rate is the key lever: 41.3% in 2024 vs 29.8% in 2025.

Gender SplitCombined

Age Group DistributionCombined

Quarterly Revenue2024 vs 2025

🎯 Real AD Insights — Based on Booking Data Data-Driven

Source Conversion Rate Analysis

⚠ Critical Context: This sheet = booked leads only. 60%+ of raw Meta clicks never reach booking — they dropped out during the DM/chat reply stage. Pre-booking drop is the single largest revenue loss and is not visible in this data. Of the 6,199 who DID book: 4,119 (66.4%) physically arrived at the clinic. Of those, only 1,487 (36.1%) purchased. 2024 purchase rate by source: Phone 32.8%, Chat 34.5%, Meta 29.2%, Walk-in 40.0%. 2025: Walk-in 72.7%, Chat 23.6%, Meta 19.0%, Phone 20.0%.

Agent Conversion Performance

Critical Issues Found in Data

🚨

60%+ Meta Lead Drop-Out — Happens BEFORE This Sheet (Biggest Leak)

This Excel sheet only captures leads who successfully booked a consultation from Meta Ads. Of all people who clicked/messaged from Meta ads, 60%+ never reached a booking — they dropped out during the DM/chat reply stage. This pre-booking funnel is the single largest revenue loss and is not visible anywhere in this data. Fixing response speed here recovers more revenue than any other action.

→ Fix: Manychat 60-sec instant reply + structured intake flow to convert ad clicks → bookings

🔴

2,632 "Arrived Not Potential" — High-Intent Discount Seekers (Unconverted Revenue)

These 2,632 clients DID arrive at the clinic — the ad worked. They are price-sensitive / discount-seeking visitors. Of 4,119 total arrivals, only 1,487 (36.1%) closed a purchase. The gap of 2,632 represents clients who needed a better offer, payment plan, or sales approach — not bad ads, but a sales conversion problem inside the clinic.

→ Fix: Dedicated discount packages + payment plans for this segment; separate retargeting campaign

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Purchase Rate Fell 7.2pp: 27.2% → 20.0% (2024→2025) · Arrival Rate Stable at ~66%

Ads kept delivering: 65.9% arrival rate (2024) vs 67.1% (2025) — nearly identical. The problem is INSIDE the clinic: of arrived clients, 41.3% purchased in 2024 but only 29.8% in 2025. Geraldine handled 2,016 leads in 2025 (vs 849 in 2024) — overload. Anne's close rate 28.8% vs Geraldine's 19.4% confirms a sales execution gap, not an ad quality problem.

→ Fix: Redistribute leads cap per agent; coach on converting "arrived not potential" to buyers

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Co2 Dropped 91% in 2025: 399 Leads → 35 Leads

Co2 had 434 total leads (399 in 2024, only 35 in 2025), generating ₱2.47M revenue in 2024 alone at 27.8% purchase rate. This 91% lead drop suggests the ad stopped running or targeting changed. Co2 is a proven high-converter.

→ Fix: Reactivate Co2 ad campaigns — ₱2.47M revenue at stake

Opportunities Found in Data

✨

HIFU (30%) + Hydra (31%) + Thermage (32.6%) — Top Converters

Excel data: HIFU converts 62/207 = 30.0%, Hydra 45/145 = 31.0%, Thermage 15/46 = 32.6%. These treatments outperform F-Scalp (23.9%) and Scalp-P (24.6%) in conversion rate. They need dedicated ad campaigns to drive more leads.

→ Action: Launch HIFU, Hydra, Thermage-specific ad sets — proven closers

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Arrival Rate 66.4% is Strong — Problem is Clinic Close Rate (36.1%), Not Ad Quality

Ads consistently deliver 66–67% of leads to the clinic (4,119 of 6,199 arrived). But only 36.1% of arrivals purchase. In 2025, close rate dropped to 29.8% (vs 41.3% in 2024). The ad is NOT the problem — the sales conversation after arrival needs fixing. Closing 35%+ of arrivals would add ~250+ conversions annually.

→ Action: Sales training focused on converting "discount visitor" to buyer — pricing tiers, entry packages

🆕

Excimer RX Laser — 307 Leads, 22.1% Conv, Zero Dedicated Ads

Excimer RX Laser captured 307 leads and 68 purchases (22.1% rate) in 2025, generating ₱5.8M actual revenue — entirely from organic/referral interest with zero dedicated ad spend. Dedicated campaigns could 3× this result.

→ Action: Launch Excimer-specific ad (psoriasis, vitiligo, skin conditions)

📅

Jan 2025 = ₱5.37M Peak Month · Jun 2024 = ₱5.18M (2024 Best)

January 2025 was the top single month (₱5.37M, 167 arrivals). June 2024 was the 2024 peak (₱5.18M, 95 conversions). September 2024 had the most leads (336). Q1 2025 was the strongest quarter (₱13.3M). Front-loading Q1 budget captures peak demand.

→ Action: Front-load Q3 budget; run "Mid-Year Glow-Up" in May–June

⚡ Ad Improvement Strategy 30-Day Plan

🎯

Audience Targeting Upgrade

Upload 6,199 leads → Custom Audience in Meta
Create 1% Lookalike from 1,487 purchased clients + retarget 2,632 discount visitors
Layer: hair loss + dermatology + wellness PH interests
Geo: Muntinlupa, Parañaque, Las Piñas, Makati, BGC
Age: 28–55 (highest converting bracket in data)
Separate male campaign: 25–50, hair loss interest

⚡

Speed-to-Lead (5-Min Rule)

60%+ of Meta ad clicks drop before booking — this is the #1 leak
Install Manychat — 60-sec auto-reply on every ad DM/form
Auto-message: collect concern → book → confirm in <3 minutes
Real-time agent alert when new lead arrives (5-min SLA)
Follow-up: Day 1 call + Day 3 SMS + Day 7 Messenger
Track pre-booking drop rate weekly; target <40% drop

🎨

Creative That Pre-Qualifies

Use before/after creative — filters for high-intent clicks
Add price anchor: "Starting ₱2,500 — Free consult"
15-second testimonial videos outperform graphics 3:1
Headline: [Problem] → [Solution] → [Geneva]
A/B test 3 creatives; pause underperformers weekly
Instant Experience (Canvas) ad for mobile leads

🔁

Re-engage Lost Leads

2,501 non-converted 2024 leads — "We miss you" campaign
Offer: free scalp/skin assessment for no-shows
SMS blast: "Your consultation credit expires [date]"
3-message Messenger sequence with soft CTA
10% off first treatment for leads >90 days old
Segment by concern: send hair content to hair leads

💬

Sales Script Fix

Open: "I saw you inquired about [treatment] — what's your main concern?"
Listen first — don't pitch in first 30 seconds
Social proof: "6,000+ clients from Alabang, BGC, Makati"
Honest urgency: "Slots for [month] filling — shall I reserve?"
Handle objections with case studies not discounts
Close with free consultation to lower first-visit barrier

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Lead Quality Scoring

Score: Walk-in (10) > Phone (8) > Chat (6) > Meta (4) > Back Track (2)
High-score leads → senior agent assigned immediately
Phone Call leads: call within 5 min — data shows 35% conv
Monthly audit: turn off ads with <15% conv rate
Track creative → lead source → conversion chain
Retarget: all website visitors + video watchers (warm)

30-Day Priority Action PlanRanked by ROI Impact

Week	Action	Channel	Priority	Expected Impact
Wk 1	Install Manychat — 60-sec auto-reply to all Meta leads	Facebook Ads	CRITICAL	Recover 30–40% non-reply leads
Wk 1	Install Manychat instant reply — 60%+ of Meta ad clicks drop out before booking (not in this sheet). 60-sec auto-reply captures DM leads before they go cold	Facebook Ads	CRITICAL	Largest single leak — potentially 2× current booking volume
Wk 1	Reactivate Co2 ad campaigns (dropped 91% in 2025: 399→35 leads) — ₱2.47M 2024 revenue at risk	Facebook Ads	CRITICAL	Recover ₱2.47M proven revenue stream
Wk 1	Upload 6,199 leads → Meta Custom Audience; create 1% Lookalike from 1,487 converters	Facebook Ads	CRITICAL	Re-engage 2,632 "arrived not potential" leads
Wk 1	Create dedicated discount/package offers for "Arrived not potential" segment — 2,632 people who visited but didn't buy due to price	CRM / Sales	HIGH	Even 20% re-close rate = 526 additional conversions
Wk 2	Launch HIFU (30% conv) + Hydra (31% conv) + Thermage (32.6% conv) dedicated campaigns	FB + IG Ads	HIGH	High-converting treatments currently underadvertised
Wk 2	Launch Excimer RX Laser specific ads — 307 leads, 22.1% conv, ₱5.8M actual revenue with zero paid traffic in 2025	FB + IG Ads	HIGH	Already ₱5.8M without ads — dedicated campaign could 3× to ₱17M+
Wk 2	Coach Geraldine on sales script (19.4% rate in 2025 vs Anne's 28.8%) — bridge 9.4pp gap	Internal	MEDIUM	+9.4pp rate = ~190 additional annual conversions
Wk 3	Launch "Men's Hair & Scalp" campaign — F-Scalp + Scalp-P + Excimer (male share 18% → 37%)	Facebook Ads	MEDIUM	Double the male client base in 2026
Wk 3	SMS/Messenger retarget the 2,632 "arrived not potential" — they already visited, offer payment plans or intro package (₱X,XXX entry treatment)	CRM / SMS	MEDIUM	High intent audience — 15–25% close rate = 395–658 conversions
Wk 4	Front-load Q1 2026 budget — Jan 2025 was peak month (₱5.37M); Q1 2025 was strongest quarter (₱13.3M)	Meta Ads	LOW	Capture seasonal peak demand at highest ticket period

Geneva Wellness Center · Filinvest City, Alabang · 6,199 records analyzed (Jan 2024 – Dec 2025) · Source: Geneva bookings.xlsx · Confidential — Internal Use Only