If you do not know which marketing channel brings your best members, you are guessing where to spend money.
Track the source
Ask every new member: "How did you hear about us?" Track the answer. Options: Instagram, Google, referral, walk-by, event, ClassPass, other. This simple question reveals everything.
Cost per acquisition (CPA)
Monthly marketing spend per channel ÷ new members from that channel. Instagram ads spending $500/month bringing 10 members = $50 CPA. Referrals costing $10 per free class bringing 15 members = $10 CPA.
Lifetime value (LTV)
Average revenue per member × average membership duration in months. If average member pays $200/month and stays 8 months, LTV = $1,600.
The ROI check
If CPA is $50 and LTV is $1,600, your ROI is 32x. Keep spending. If CPA is $200 and LTV is $400, optimise or cut that channel.
KOLLABO OS CRM tracks member source and lifetime spend, making ROI calculation automatic. os.kollabo.online