Murph Outbound Funnel

Meta ad spend to booked discovery calls. One chain, every number pulled live and labelled with its source.

Headline economics

GHL truth

Cost per booked call

spend / leads

Cost per lead

PostHog + Meta

Click to lead

The funnel

Call quality, LockedIn grades on the booked calls

Meta spend / LockedIn A+B

Cost per A or B call

LockedIn call_logs

Grading coverage

LockedIn outcomes

Held / no-show

LockedIn outcomes

Won

Grade distribution, calls joined to this window's bookings

Grade	Calls	Won	Close rate

VSL retention, the content-quality signal

Of the leads who reach the post-gate VSL on /video, how deep they watch (PostHog vsl_progress). This is the lever for the VSL itself: hook vs body vs offer. It is not lead to watched (the email gate sits before the video, so that is ~100% by design and measures nothing).

Scaling model, drag a lever to scale the whole funnel

Variables

live = measured this window. The two purple rows are your real levers. Grey rows are assumptions, set them to your numbers.

Spend (Meta)

Spend per day$

Cost per click$

The funnel, your two levers

Click to lead the gate: offer + phone field%

Lead to booked the VSL and the close%

Sales (assumptions, set to your data)

Show rate%

Close rate%

Economics (assumptions)

Price per month$

Gross margin%

Avg retention months mo

Customers per mo

New MRR per mo

added every month

CAC per customer

spend / customers

Cost per lead

leads per mo

Cost per booked

booked per mo

Payback

months of margin

LTV to CAC

LTV $

Booked per mo

at this spend

Closer load

calls per workday

Scaling ladder, at your current levers

Spend/day	Leads/mo	Booked/mo	Customers/mo	New MRR/mo	CAC	Closers

Leads and cost-per-lead are anchored to the live click to lead. Everything past booked rides on the assumption sliders, set show, close and price to your real numbers before trusting the customers and MRR columns.

Per-ad breakdown, Meta `ad.id` = PostHog `initial_utm_content`

Ad	Spend	Clicks	CTR	CR (lead)	CPL	VSL view	75%

Tracking truth

Deep funnel and revenue, below the booked call

GHL pipeline, source (all-time)

Stage	Opps
New lead	87
Shown Interest	39
Needs Manual Follow Up	3
Booking Link Sent	6
Meeting booked	1
Discovery done	2
2nd meeting booked	1
Closed to sale	4
Sold (client)	1
Nurture	2
Lost / Disqualified	2

GHL stage fields are maintained by hand (demoted to metadata): directional, not truth. Per-ad attribution dies here, bookings attach to Meta only via the source field, never the ad. The booking truth is the calendar count above.

Revenue and ROAS

Stripe active subscriptions9

Stripe MRR (mixed-ccy est)$8,102

Ad-sourced revenuenot joined

ROASopen

Stripe MRR is mostly non-ad retainers, there is no Stripe to Meta Purchase event and GHL monetaryValue is 0 on every opp, so ad ROAS cannot be computed today. Flagged, not faked.