Northwind DentalFull-funnel performanceSeptember 2026

UTM Grabber1,120 leads
Google Ads$18.9K spend
Meta Ads$9,100 spend
Google Analytics 440,822 sessions
HubSpot519 deals
Sample datafictional business

September turned $27.9K of ads into $165K of revenue.

Ads brought $165K of your $271K revenue: Meta Ads returned $7.08 per $1 of spend, Google Ads $5.31. 45% of leads became a deal and 57% of decided deals were won.

northwinddental.comGravity Forms30 days

Ad spend

$27.9K

↑Up 8% from August

Leads

1,120

↑Up 12% from August

Customers

229

116 deals still open

Revenue

$271K

ROAS

5.9x

ad revenue / ad spend

Cost per customer

$231

ad spend / ad customers

The takeaway

Google Ads brought 37% of your revenue.

Google Ads: 87 customers worth $100K.

Your ad platforms brought 61% of revenue on $27.9K of spend. The other 39% came from organic, direct, referral and deals with no form lead.

The funnel

From first visit to customer.

Each stage comes from the platform named under it.

Website sessionsGoogle Analytics 4
40.8K
↓2.7% of sessions became leads
Form leadsUTM Grabber
1,120
↓45% of leads became deals
Deals createdHubSpot
499
↓44% of deals won so far
Customers wonHubSpot
219

Deal stages count deals matched by email to these leads: 499 of 519. The other 20 are in the totals and the channel table.

Channels

Every channel, from spend to revenue.

Ad platforms first, then the channels you don't pay per click for.

Every channel side by side

Channel	Ad spend	Sessions	Leads	Lead rate	Customers	Revenue	ROAS	Cost per customer
Google Ads	$18.9K	5,320	415	7.8%	87	$100K	5.3x	$217
Meta Ads	$9,100	11,640	287	2.5%	34	$64.4K	7.1x	$268
Organic	–	10,581	210	2.0%	49	$35.9K	–	–
Direct	–	8,201	85	1.0%	23	$31K	–	–
Referral	–	1,718	85	4.9%	23	$19.3K	–	–
Social	–	3,362	38	1.1%	3	$700	–	–
No form lead	–	–	0	–	10	$20K	–	–
Total	$27.9K	40,822	1,120	2.7%	229	$271K	5.9x	$231

Leads count toward the channel of their form fill. Sessions are grouped the same way from Google Analytics source and medium. ROAS and cost per customer in the Total line cover your ad platforms only.

Spend to revenue

What each ad dollar brought back.

From ad spend to revenue

Show the numbers

Step	Value
Ad spend	$27.9K
Google Ads revenue less spend	$81.2K
Meta Ads revenue less spend	$55.3K
Revenue from ads	$164.5K

Middle bars: each platform's revenue minus its own spend. Green adds, red loses.

Spend to revenue

Google Ads vs Meta Ads

Google Ads$18.9K spend

Meta Ads$9,100 spend

Ad spend$18.9K$9,100
Leads415287
Cost per lead$45.42$31.71
Customers8734
Cost per customer$217$268
Revenue$100K$64.4K
ROAS5.3x7.1x

Google Ads vs Meta Ads in September. A check marks the better value on each line.

Next steps

What to do next.

This week
Follow up every form lead
621 of 1,120 leads (55%) never became a deal in HubSpot. Make sure each form submission lands in HubSpot and gets a reply.
High impactLow effort621 leads with no deal
This month
Test more budget on Meta Ads
It returned $7.08 per $1 of spend (34 customers at $268 each), the best of your ad platforms (Google Ads $5.31). Add budget in steps and watch cost per customer.
Medium impactLow effort

How we built this report

Leads: 1,120 form submissions in UTM Grabber, September 2026. Each counts toward the channel of its form fill; an ad platform when utm_source and utm_medium or a click ID (gclid, fbclid, msclkid) show one.
Ad spend: $27.9K from Google Ads and Meta Ads, September 2026.
Sessions: 40,822 from Google Analytics 4, September 2026, grouped into the same channels by session source and medium (AI assistants count as Organic, email as Referral).
Deals: 519 from your HubSpot, created Sep 1 to Oct 5, 2026. 499 (96%) matched a form lead by email; 20 match no form lead. Customers are won deals; revenue is their amount.
ROAS: revenue from customers that came through an ad platform, divided by that platform's spend.
Changes compare September 2026 with August.
Customers, revenue and ROAS are not compared with August: 22% of this period's deals are still open, so the totals can still grow.