Weekly Traction Report — November 2–8 work in progress

Days are on Mountain Time, the time zone Google Ads and Meta report in. Site visits exclude bots, tests, the team's internal traffic, and other domains that load the Rocket Closet tag. Leads exclude tests and messages that aren't service inquiries. All amounts are in US dollars. When a number isn't recorded, the report says “not recorded,” never zero.

Impressions and clicks: Google Ads covers the whole account and Meta counts link clicks, both on Mountain Time; Google organic comes from Search Console, on Pacific Time (one hour apart). “Real visits” by channel follow this week's list of active campaigns for every period, so visits from a campaign that ran earlier and stopped show up under “Links from paused ads,” which can make “prior” and “4 wk” look lower.

“New customer” by channel: the email on the first Stripe charge is matched with the email on the HubSpot leads; the channel of the most recent lead before the payment is the one that counts. 0 unattributed new customers this week (2 over 4 weeks): they paid without a form or with a different email.

How each customer was matched (this week · 4 wk): matched by email 0 · 2 · no match 0 · 1. 1 with no channel go to Sofi's sheet to complete (the list with names is not published).

Each new Stripe customer (first charge of their first subscription) is matched to HubSpot in this order, and stops at the first hit: 1 · email (every email Stripe has, against HubSpot's primary and additional emails); 2 · phone (last 10 digits); 3 · full name (no accents, any case) of a contact created in the 7 days before the payment or sharing the email domain, only if every match points to the same channel — marked low certainty; 4 · payment metadata (UTM, hubspotutk or client reference in Stripe). In 1–2 the contact created last, up to 1 hour after the payment, counts. The channel comes from that contact's source: App if the app created it (Mobile-App integration; GA4 doesn't measure the app). The app doesn't keep the source: if steps 2–4 find no earlier contact from the site, someone who saw an ad but signed up and paid only in the app shows as “App.” A contact created by another integration (e.g. from Stripe) shows as “Other.” Otherwise, it's the contact's original source in HubSpot (their first recorded visit: Google paid, Meta paid, organic, ChatGPT, direct) and, for “other campaigns,” its UTM. No channel: review: none of the four matched, or the contact has no source — the channel is never guessed. That's why it can differ from new customers by channel in ②, which only count leads who filled out the form before paying and use the source of the visit when they filled it out.

Branded: 29 impressions and 4 clicks · non-branded: 5,526 impressions and 30 clicks. The site showed up in 282 different searches. Incomplete week in Search Console: Nov 8 preliminary (Google publishes with a 2–3 day delay; the numbers will go up).

Google only, and only results without ads (Search Console; days in Pacific Time). Position: the site's average rank, 1 = the first result. “Branded”: searches that include “rocket closet” or a variation. Google hides searches made by very few people: 26 clicks this week come from them; they count in the total and in “non-branded.” Check: the daily clicks add up to the API total (34 = 34).

Meta served 6,464 impressions to 4,760 people this week; this ad got 23% of them (6 ads had impressions). “Prior” and “4 wk” are for the same ad; “—” means it didn't run in that period.

Clicks = every tap GA4 recorded on that button, on that page, during the week (one person tapping it 4 times counts as 4). % = that button's clicks ÷ all clicks on the page's measured buttons in the same period. Buttons that share the same data count once in the total, but each one shows the same %, so the list can add up to a bit more than 100%; “Started the form” is supporting data, not a click, so it's left out. For “4 wk,” the total only includes buttons measured for the full 4 weeks. Real visits with a click = real visits to the page (engaged sessions, with no bots, internal traffic, or tests) in which someone tapped the button at least once. “Not measured yet” means the site doesn't track that button, not that nobody tapped it. GA4 reports days in Central Time. The screenshot is refreshed when the site changes; the numbers are refreshed every week.

8 green · 4 yellow · 3 red · 1 not run. Each check is read every week via API or from the public page; “couldn't be read” never counts as green. Event Match Quality here is an approximate measure (events that carry an email): Meta doesn't expose the official score via API.