# Core metrics sheet

- Source: https://simeoncreatives.com/resources/core-metrics-sheet
- Hub: Business Growth & Case Studies

Five numbers a studio can read on Monday. Impressions are diagnostics. Conversations are the scoreboard.

One sheet, one tab, last 12 weeks. Update every Monday. If a number takes more than five minutes to find, the store is wrong, not the metric.
Do not add vanity columns because a tool offers them. Traffic without conversations is a hobby.

```mermaid
flowchart LR
    I["Inbound"] --> Q["Qualified"]
    Q --> P["Proposal"]
    P --> W["Won"]
    I --> T["Time to reply"]
```
*Count the pipe. Do not decorate it.*

## Definitions (write these on the sheet header)

| Metric | Counts as | Does not count |
| --- | --- | --- |
| Qualified conversation | They match the who-line and can buy | Newsletter signups, spam, “just researching” |
| Proposal sent | A dated PDF or scoped email they can accept | A vibe call with no artifact |
| Close rate | Won / proposals sent, last 90 days | Won / all conversations (that hides a leaky qualify step) |
| Site contact completion | Form row that is a real person | Honeypot hits, empty tests, duplicate refreshes |
| Time to first reply | Hours from inbound timestamp to first human send | Auto-ack “we got it” |

- [ ] These five definitions pasted at the top of the sheet so next quarter’s you does not renegotiate them

## Columns

Week-starting date, then the five counts, then source notes. That is enough.

| Week of | Qualified | Proposals | Won | Site contacts | Median hours to reply | Notes |
| --- | --- | --- | --- | --- | --- | --- |
| YYYY-MM-DD |  |  |  |  |  |  |
| YYYY-MM-DD |  |  |  |  |  |  |
| YYYY-MM-DD |  |  |  |  |  |  |

- [ ] Source column uses search / direct / referral / outbound. If you cannot name it, write “unknown” and fix tracking that week
- [ ] Customer acquisition cost (CAC) and lifetime value (LTV) stay off this sheet until the counts above exist for a full quarter

## Monday ritual (15 minutes)

- [ ] Fill last week’s row from the intake sheet, not from memory
- [ ] If median reply time missed the service level agreement (SLA), name the cause in Notes
- [ ] One fix for the worst number. Not five new channels

## Related guides

- [A 90-day growth sprint for one offer](https://simeoncreatives.com/blog/ninety-day-growth-sprint-one-offer)
- [Website, search, and outreach share one offer](https://simeoncreatives.com/blog/website-search-outreach-one-offer)
- [Simeon Creatives growth-system case study](https://simeoncreatives.com/blog/case-study-simeon-creatives-growth-system)