The funnel
Clicks = reach × click rate
Enquiries = clicks × website enquiry rate + direct message enquiries
Customers = enquiries × close rate; revenue = customers × customer value
The “what if” section raises each step by 50% in turn, holding the others steady, so you can see which improvement adds the most customers. With small numbers the result may round to a fraction of a customer; over a year those fractions add up.
Finding your numbers
- Reach and clicks: the insights section of each platform. Add them up across platforms.
- Visitors and enquiries from social: GA4, under Acquisition, filtered to social channels. This only works reliably if social links are tagged; use the UTM Link Builder.
- Message enquiries: count DMs that turned into genuine enquiries; many service businesses get most social leads this way.
- Close rate: from your CRM or a simple tally for a month.
Improving each step
- Reach: consistent posting, formats each platform favours, and content worth sharing.
- Clicks: give people a reason to visit: a useful resource, a specific offer, or proof they want to see more of.
- Enquiries: land them on a relevant page (not the homepage) with a simple form or booking link.
- Close rate: reply fast. Social enquiries go cold within hours.
Read how to get leads from social media as a service business for practical tactics.