Clinic AssistGuide & Glossary

Dashboard Guide & Glossary

A plain-English guide to what this dashboard is, what each page shows, and what the numbers mean.

What this dashboard is

This dashboard is the company's single, live view of how the business is doing — sales, finances, marketing, delivery and clients, all in one place instead of scattered across tools.

It mostly updates itself. Sales & client data comes live from Close CRM, the finances live from Xero, website traffic live from Google Analytics, and delivery / client health and approved marketing spend live from ClickUp — all refresh automatically every day.

Why it helps: at a glance you can see where new clients come from and what they cost to win, whether the business is profitable and on which services, and which clients are healthy or at risk — so decisions run off one agreed set of numbers.

What you see depends on your login. Each role sees the pages relevant to it — use the tabs along the top to move between them. Almost every page now runs on live data; the one remaining placeholder (the Fundraising → Group view) is clearly labelled.

The pages — what each one shows

Page	What it shows	Status
Overview	A 30-second pulse of the whole business — headline MRR, the full funnel (visitors → leads → clients), retention.	Live
Sales & Marketing	Where new clients come from: marketing spend & channels, the discovery-call funnel, conversions, new MRR and ROAS.	Live
Marketing	Website traffic from Google Analytics — real visitors, channels, campaigns, landing pages, geography.	Live
Operations / Delivery	What happens after a deal closes — the onboarding pipeline, client-recovery work, booked cancellation/review calls, alerts and bugs.	Live (ClickUp)
Client Health / Retention	Whether existing clients are healthy and staying — early-warning statuses, risk flags, notice given, and why clients leave.	Live (ClickUp)
Operational Snapshot	A simple view of active, onboarding and recorded-churn client counts. No money figures.	Live
Finance	Profitability from Xero — revenue, gross/net margin, revenue by service, cost and cash.	Live
Fundraising	The investor / due-diligence pack for Clinic Assist (growth, retention, finances).	Live (Group view is placeholder)
Glossary (this page)	This guide, plus definitions of every term used across the dashboard.	—

Where the data comes from

The dashboard stitches several tools into one view. Each page is powered by a specific source — some are live now, others are being connected.

Source	Powers	Status
Close CRM	Sales leads, funnel and conversions	Daily refresh starts 08:00 UK
Xero	Finance & Fundraising — revenue, margins, cost and cash	Daily refresh starts 08:00 UK
ClickUp	Client lifecycle, MRR, operations and retention; marketing spend excluded	Daily refresh starts 08:00 UK
Google Analytics	Marketing — website traffic & top-of-funnel	Daily refresh starts 08:00 UK

The vision. One dashboard that follows the whole customer journey as each integration lands — marketing (Google Analytics) → sales (Close) → operations & client health (ClickUp) → finance (Xero) — instead of jumping between separate tools.

Auto-refresh. Railway starts the daily source refresh at 08:00 UK (GMT/BST). Completion takes several minutes. Check System Health for the actual timestamp and source failures.

Close data starts 1 March 2026. Everything before that was bulk-imported during setup and isn't reliable, so Close-based date ranges, trends and comparisons clamp to on/after 1 March 2026. (Xero finance history goes back further.)

Client lifecycle. ClickUp Master Client List supplies live-client counts, Monthly Total, Actual Go-Live Date and Leave Date. Undated exits cannot be assigned to a month. Close remains the sales-funnel source; Xero supplies invoiced financial actuals.

Money & growth

MRR — Monthly Recurring Revenue

The predictable subscription revenue billed every month.

Industry: the headline SaaS metric — the sum of every active subscription's monthly fee.

Here: sum of Monthly Total for ClickUp Master Client List records with status live. This is the recorded current recurring total, not Xero cash or invoiced revenue.

ARR — Annual Recurring Revenue

The annualised run-rate of recurring revenue.

Here: simply MRR × 12.

Avg Deal Size

The typical monthly value of one client.

Here: MRR ÷ number of active paying clients.

Net New MRR

Growth in recurring revenue over a period, after losses.

Here: New MRR added (from clients who went live) − Churned MRR (from clients who left) in the period.

Quick Ratio

How efficiently you grow — revenue gained for each pound lost to churn.

Industry: new MRR ÷ churned MRR; above ~4 is considered healthy.

MRR Growth % & Total Revenue

Here: both are approximations (no historical snapshots are stored), and labelled as such on the dashboard — directional, not accounting-grade.

Unit economics

LTV — Lifetime Value

The total revenue you expect to earn from a client across the whole relationship.

Industry: commonly average revenue per client ÷ churn rate, or average monthly revenue × average tenure (how long a client stays).

Here: Avg Deal Size × an assumed average tenure of 24 months. If you want a different tenure assumption it can be changed in one place.

CAC — Customer Acquisition Cost

The average cost to win one new client.

Industry: total sales & marketing spend ÷ number of new customers won in the same window.

Here: ad spend over the last 3 complete months ÷ new clients who went live in that window.

LTV : CAC

How much lifetime value each pound of acquisition spend returns.

Industry: ~3:1 is the healthy benchmark; below 1:1 means you lose money acquiring a client.

CAC Payback

How long a client must pay before they've covered what it cost to acquire them.

Industry: CAC ÷ monthly revenue per client; under ~12 months is generally good.

Marketing & funnel

ROAS — Return On Ad Spend

How much revenue each pound of advertising generates.

Industry: revenue attributed to ads ÷ ad spend (e.g. 4× means £4 back per £1 spent).

Here: new MRR added ÷ spend in the period — a one-month-payback view, not an LTV-based one (so it's a conservative, short-horizon ROAS).

CPL — Cost Per Lead

Here: ad spend ÷ leads created, by channel.

Conversion

A lead that turned into a paying/onboarding client.

Here: counted from the client's opportunity reaching a paid/onboarding stage — not from lead status, because lead statuses aren't actively maintained in Close.

Disco Booked / Attended · No-Show · OBF Paid

Disco = discovery call. Booked = a call was scheduled; Attended = the client actually showed; No-Show = booked but didn't attend. OBF Paid = Onboarding Fee paid — the point a client commits.

Here: "Attended" is read from a Yes/No field in Close, falling back to a status rule when blank.

Funnel (cohort view)

Here: clients are grouped by the month their disco was booked, then we track how far that same group progressed (attended → paid). That keeps every stage-to-stage rate at or below 100%. Recent months read lower because that group hasn't finished moving through the funnel yet.

Sales Funnel Conversion (interim)

This section currently shows stage-to-stage conversion % for the cohort booked since 1 March (with the underlying count shown beneath each rate).

It is not "sales velocity" (average days between stages) yet: measuring velocity needs a reliable date at each stage, and Close only timestamps two of them today (when a disco was booked, and when a client went live). The middle stages aren't dated consistently. Once the team maintains the Close stages properly from June 2026, this section returns to true sales velocity in days.

Operational watchlist

Stuck deals — active opportunities with no status change for longer than the configured threshold.
Onboarding stalls — clients sitting in onboarding longer than expected.
Lost / Churn reasons — the top reasons clients are lost or churn (blank until the team starts recording them in Close).
Data hygiene — the share of recent leads with no recorded source; a high figure means attribution is patchy.