Meaningful demand reaches the website.
Sisters in Motion systems audit.
Core finding
The systems work separately, but the customer journey is not connected or measurable end to end.
Direct diagnosis
GA4 collects activity, but it does not currently describe how a visitor becomes a retained member.
Confirmed: Squarespace, Stripe Payment Links, Mindbody, and GA4 are active.
Broken: leads and revenue are missing, while zero-revenue class bookings are labeled as purchases.
Unknown: form routing, Stripe fulfillment, discovery-call scheduling, and several Mindbody reporting configurations.
What is wrong, and what we would change.
The work starts with data integrity and ownership. A rebuild without that foundation would produce a better-looking version of the same reporting problem.
GA4 does not record the lead lifecycle.
Paid offers exist, but value is not represented.
The strongest measured acquisition signal.
Critical
GA4 models the wrong funnel.
Class bookings appear as zero-dollar purchases. Leads, payments, attendance, memberships, and retained revenue are absent.
No trustworthy conversion or revenue reporting.
The team cannot identify which channel or workflow produces members.
Publish a lifecycle event contract and reconcile GA4 against Stripe and Mindbody.
Critical unknown
New-student handoffs are not verified.
Stripe checkout, Squarespace forms, staff coordination, and Mindbody fulfillment cross system boundaries.
Manual work can fail silently.
Ownership, response times, duplicate records, and missed follow-up cannot be assessed.
Interview the process owner, inspect configuration, and assign one authoritative lifecycle record.
High
Paid acquisition is disconnected.
Google Ads has no completed GA4 link. Meta campaign-data import is not connected.
Budget cannot be tied to business outcomes.
Weak engagement is visible, but customer contribution is not.
Repair links, UTMs, and downstream conversion imports before changing spend.
High
New-student landing pages do not prove conversion.
Discovery Package and Get Started produced 284 sessions and no measured key event.
Campaign traffic reaches pages without a verified outcome.
Get Started also duplicates the homepage and canonicals to the root.
Create focused landing journeys with one goal, one recovery path, and measured completion.
Medium
Reporting is not an operating cadence.
Mindbody had no saved reports visible, Analytics 2.0 was unavailable, and GA4 retains event data for two months.
Decisions rely on ad hoc inspection.
Funnel, retention, and capacity questions are not reconciled weekly.
Create a weekly scorecard with named owners, source definitions, and exception checks.
Needs review
The website platform may not support the target workflow cleanly.
Current Squarespace permissions hide forms, integrations, scripts, redirects, and contact behavior.
A rebuild decision cannot yet be scoped responsibly.
Platform, content, integration, and maintenance requirements are incomplete.
Define requirements first, then select Webflow, WordPress, or Next.js with Sanity.
The brand and beginner-friendly positioning are clear.
Mindbody is a mature authority for studio operations.
Organic Search shows strong measured engagement.
In-studio demand includes multiple strong and full classes.
The customer journey crosses five operating boundaries.
Question marks identify the handoffs that current access could not verify.
Traffic sources
Paid Search, Paid Social, Organic Search, direct, and referral.
Squarespace
Content, forms, campaign pages, Discovery Package offers.
Stripe
$29 Discovery Package and $199 four-week offer through Payment Links.
Staff + Mindbody
Client record, call coordination, intro booking, attendance, membership.
GA4
Traffic and booking activity, but no reliable lead, revenue, or retention chain.
Solid arrow = observed routeQuestion mark = configuration or process requires verification
System
What it should own
Current audit state
SquarespacePublic content and lead capture
Website experienceLanding content, forms, and campaign destinations
Partially visible
StripePayment value and transaction identity
Discovery offer paymentSuccessful checkout, refunds, and webhook delivery
Needs access
MindbodyOperational customer status
Booking, attendance, membership, retentionThe core studio system of record
Operations visible
GA4Normalized behavior and outcomes
Attribution layerReceives events but should not invent operational truth
Not trustworthy
Google / MetaSpend and campaign delivery
Acquisition sourceShould receive verified downstream conversion outcomes
Not connected
Some traffic data is useful. Conversion data is not.
Zero measured leads does not mean zero real leads. It means the current analytics implementation did not record them.
What can be trusted
Current audit confidenceSessions and page activityUsable
GA4 is collecting page and engagement activity, subject to consent and internal-traffic review.
Lead volumeUnusable
Form starts exist, but no form-submit or normalized lead event is recorded.
RevenueUnusable
GA4 reports $0 while Stripe Payment Links sell paid offers.
BookingsMisleading
Class bookings are visible but mislabeled as ecommerce purchases.
Attendance and membershipsUnknown
Mindbody owns these stages, but lifecycle reporting was not available.
Paid-media contributionUnusable
Platform links and downstream conversions are incomplete.
Search performanceUnavailable
No Search Console link was present in the inspected GA4 product-link surface.
Channel engagement
Bar = sessions · value = engagementSource: GA4, July 27–August 23, 2026. Paid traffic shows weak engagement, but missing lifecycle events prevent a customer-acquisition conclusion.
Current GA4 configuration
Observed product stateGoogle Ads link
No completed property link was present.
Search Console link
No completed property link was present.
Meta campaign import
Campaign-data import was not connected.
Event retention
Event-level data is retained for two months.
Internal traffic
The exclusion filter remains in Testing.
Seven business stages. Only fragments are measured.
The recommended event names below describe the target measurement contract. They are not all implemented today.
Inquiry
Not measured
Paid package
Value not represented
Call booked
Scheduler unknown
Intro reserved
Booking appears as purchase
Intro attended
Mindbody stage
Member started
No analytics event
Retained value
No cohort chain
Stage
Recommended event
Authority
Minimum data
Inquiry
lead_created
Chosen lead record
lead_id, source, campaign, landing page
Discovery payment
discovery_purchase
Stripe
lead_id, transaction_id, value, currency
Call scheduled
discovery_call_booked
Scheduling system
lead_id, appointment_id, scheduled_at
Intro reserved
intro_booked
Mindbody
lead_id, client_id, class_id, scheduled_at
Intro attendance
intro_attended
Mindbody check-in
lead_id, class_id, status, attended_at
Membership
membership_started
Mindbody
lead_id, plan, value, start_date
Retention
retained_30/60/90
Mindbody cohorts
lead_id, cohort_day, active_status, retained_value
The current site attracts interest but does not close the measurement loop.
A replacement site is likely, but the platform choice follows the integration requirements.
Landing-page activity
Sessions · measured key events/
35310
/discoverypackage
1540
/getstarted
1300
/4weeksunlimited
300
The current key event is not a reliable business conversion. The chart shows the analytics implementation, not confirmed customer outcomes.
Website issues
Observed public stateDiscovery Package
Direct Stripe offers and a separate inquiry form compete without a measured completion state.
Get Started
Duplicates the homepage experience and declares the homepage canonical.
Public inventory
23 of 49 sitemap URLs matched selected legacy, template, campaign, or work-in-progress patterns.
Sitemap homepage
The canonical root was absent while a homepage-like path carried priority 1.0.
Form and integration settings
Current Squarespace Viewer access does not expose routing, contacts, scripts, redirects, or connected accounts.
Mindbody has the operational truth, but reporting access is incomplete.
The capacity view is a six-day signal. It is not a recommendation to cancel or consolidate classes.
Visible class capacity
Aug 24–29 snapshotIn-studio
52.1%
Virtual
11.9%
Open Pole
0%
Intro
1 / 6
Seventeen classes had numeric counts: 63 of 216 visible spots, or 29.2%. Two additional in-studio classes were marked full. A 90-day attendance and payroll review is required.
Operational reporting gaps
Mindbody audit stateActive operating platform
Classes, client records, branded app, branded web tools, tasks, and contact logs are active surfaces.
Analytics 2.0
The audit user lacked dashboard permission or assigned templates.
Recurring reporting
No favorite or saved reports were visible during the review.
Lifecycle ownership
The path from Stripe buyer to Mindbody client, intro attendance, and membership still requires process confirmation.
Connect the operating truth, then rebuild the experience.
The platform is a delivery choice. The lifecycle, data contract, and ownership model are the architecture.
Acquisition + experience
Google Ads / Meta / Organic
Consistent campaign and source identity.
New website
Focused landing pages, lead capture, content management, and conversion UX.
Stripe checkout
Payment value and transaction identity tied to the same lead.
Shared lifecycle
Authoritative lead record
One lead ID, source, status, owner, and history.
Integration layer
Normalizes Stripe, scheduler, Mindbody, and analytics events.
Exception queue
Staff handles missing data, sensitive conversations, and judgment.
Operations + reporting
Mindbody
Booking, attendance, membership, and retention authority.
GA4 + ad platforms
Receive normalized lifecycle outcomes, not raw operational noise.
Operating scorecard
Weekly reconciliation across leads, value, attendance, and retention.
00
Confirm access, ownership, and the current workflow.
Inspect hidden configuration and reconcile a small sample of real customer journeys.
Exit gate
System evidence and the process owner agree on the actual workflow.
01
Implement the lifecycle event and attribution contract.
Fix lead, payment, booking, attendance, membership, retention, ads, Search Console, filters, retention, and reconciliation.
Exit gate
One test journey produces one consistent chain without duplicate conversion.
02
Connect Stripe, lead ownership, scheduling, and Mindbody.
Automate acknowledgements, reminders, no-show recovery, lifecycle updates, and exception tasks.
Exit gate
Staff stops retyping the same customer data and every exception has an owner.
03
Build the conversion website on the selected platform.
Migrate approved content, create focused journeys, connect checkout and CMS, preserve redirects, and validate analytics before launch.
Exit gate
Every production path has a measured completion and verified operational handoff.
04
Improve acquisition, landing pages, capacity, and retention.
Use attended intro, membership, retained revenue, and 90-day schedule evidence instead of click metrics.
Exit gate
Growth decisions use reconciled business outcomes.
Website platform decision
Select after Phase 0 requirements| Lane | Strongest fit | Integration model | Main tradeoff |
|---|---|---|---|
| Webflow | Fast managed marketing site with visual editor autonomy. | Stripe, Mindbody, and lifecycle automation remain external integrations. | Custom data and workflow logic may outgrow the page platform. |
| WordPress | Conventional content ownership and broad plugin ecosystem. | Plugins or custom services connect forms, checkout, CRM, and analytics. | Requires strict plugin, security, performance, and maintenance governance. |
| Next.js + Sanity | Custom conversion flows, structured content, and strongest integration control. | Lifecycle services, Stripe, Mindbody, and analytics can share explicit contracts. | Highest engineering and ongoing developer-ownership requirement. |
Recommendation: do not select the platform from aesthetics alone. Confirm editorial workflow, integration depth, budget, maintenance owner, and launch requirements first.
What Sisters in Motion needs to decide next.
These inputs convert the first-pass diagnosis into a verified implementation scope.
Approve scoped configuration access or owner-led screen shares.
Squarespace, Stripe, Mindbody reporting, ad platforms, and Search Console require deeper review.
Name the owner of the current new-student workflow.
One person must explain inquiry, payment, call, intro, attendance, membership, and follow-up.
Confirm whether Get Started is used by active campaigns.
Campaign use determines whether the duplicate route should be rebuilt, redirected, or retired.
Confirm how Stripe purchases become Mindbody records.
This reveals whether the core fulfillment seam is manual, automated, or hidden by current permissions.
Approve measurement repair before workflow automation.
Measurement creates the verification layer required for every later integration and rebuild decision.
Define the website ownership and platform requirements.
Identify the content editor, integration depth, maintenance owner, launch scope, and budget constraints.
Squarespace
Forms, contacts, scripts, integrations, redirects, analytics, and permissions.
Stripe
Payment Links, products, completed payments, webhooks, refunds, and checkout behavior.
Mindbody
Analytics 2.0, lifecycle, revenue, memberships, reporting, and integration configuration.
Advertising
Google Ads and Meta spend, campaigns, pixels, conversion actions, and imports.
Search
Search Console and Google Business Profile configuration and performance.
Process owner
Response time, call scheduling, no-show recovery, offer, follow-up, and retention workflow.
Audit limitations and interpretation rules
GA4 window: July 27–August 23, 2026. Current conversion configuration is incomplete, so zero key events does not prove zero customers.
Mindbody capacity: August 24–29 snapshot. Use 90 days of attendance and payroll before schedule changes.
Squarespace: public pages plus Viewer-level contributor access. Hidden configuration remains unverified.
Privacy: configuration observations are not a legal-compliance conclusion. Qualified owner review is required.