ARIA case study
ARIA: one source of truth for Slow Burn Method
The founder now opens one page to see what was spent, what it produced, who sales reached, who paid and how much was collected, instead of piecing it together from six tools and a dozen spreadsheets.
- Client
- Slow Burn Method (SBM), a health and wellness coaching business led by Coach Raj
- Built by
- GenLeadAI
- Product
- ARIA, a client-facing marketing, sales and revenue analytics platform
- Refresh
- Automatic, up to twice a day, with live CRM counts and instant payment events
- Reporting
- Founder Command Centre, six detailed workspaces, ROI reports on five cadences
- Status
- Live in production and used daily
Every team produced data. Nobody had the full answer.
- Ad data lived in the ads team's daily spreadsheet and a separate funnel report.
- Leads arrived through a quiz, WhatsApp, call-back forms and landing pages, each logged in its own sheet.
- Sales activity was typed into a daily log by each caller, with hand-written totals.
- CRM and email data sat in Zoho; WhatsApp messaging had no reporting API.
- Payments and memberships lived in SBM's own in-house CRM.
- Website behaviour was only visible inside Google Analytics.
Answering simple questions meant exporting, copying and reconciling by hand, and two people could get two different numbers. Columns changed mid-month, totals were typed by hand and dates were drag-filled with the wrong year.
ARIA organises everything the way the business thinks.
Organised by batch
Every view has a one-click batch switch. Closed batches are frozen, so last month's report still matches the dashboard today.
Founder Command Centre
Spend, purchases, leads, enrolments, the ad funnel and website traffic on one page, with filters by channel, campaign, creative and lead source.
Team workspaces
Ads, sales, leads, quiz, webinars, website traffic and CRM revenue, where every summary number traces back to its daily rows.
Automated ROI reports
Weekly to yearly reports emailed automatically. Numbers are calculated in code; AI writes only the narrative, so no figure is invented.
Reliable refresh
Scheduled jobs with automatic retries, status badges and a Data health page that lists every flagged issue.
Privacy by design
Read-only connections, verified payment webhooks, and no names, emails, phone numbers or cities stored from the CRM.
Eleven sources, each with its own schedule.
Six rules every ARIA feature follows.
One number, one calculation
Any figure shown in two places comes from the same shared calculation.
Totals add up
A summary card always equals the sum of the chart or table beside it.
Rates from totals
CTR and cost per purchase are recalculated from totals, never averaged across rows.
Closed means closed
Closed batches are frozen and re-checked before every release.
Read by meaning, not position
Sheets are read by column name, and ARIA adds up rows itself instead of trusting typed totals.
Blank is not zero
A day nobody has entered yet is left out, and today's partial day never mixes into totals.
Why the numbers in ARIA can be trusted.
Did our website tracking break?
Sessions dropped by more than 90% in a few days. Comparing Google Analytics with Meta's landing page views showed both fell together because traffic campaigns had been scaled back. The false alarm was closed with evidence.
Sales logs only told half the story
The CRM showed many more people paying directly through checkout after seeing an ad. Bringing CRM payments into ARIA gave the founder a far more accurate picture of what ads produced.
A sheet that changed shape mid-month
When 'Total Calls' became 'Unique Calls' and 'Follow Ups', ARIA read each day's header by name and kept closed batches unchanged.
Dates that jumped years
A drag-fill turned one day into 2026 to 2029. ARIA recovered those rows from the day block's own date and flagged them.
Hand-typed totals that were wrong
One sheet said 147 calls while the callers' rows added up to 177. ARIA sums the rows itself.
Scheduling without a new service
Instead of adding a third-party scheduler, the CRM sync was chained onto ARIA's existing daily job with independent error handling.
Before ARIA and with ARIA.
Before ARIA
With ARIA
Data spread across ad sheets, funnel reports, sales logs, lead sheets, Zoho, the CRM and Google Analytics
One platform covering eleven sources
Reports assembled by hand from exports and copied figures
Automatic daily refresh, live CRM counts and real-time payment events
Different people got different totals
Every shared number comes from one calculation
Enrolments counted only from sales calls
Paid members and revenue straight from the CRM, by batch
Sheet changes and typos silently broke numbers
Column changes, wrong dates and bad totals are handled and flagged
ROI reports written manually, if at all
Five report cadences generated and emailed automatically
Unclear which numbers were estimates
Unverified numbers clearly labelled until proven
The founder can see spend, leads, sales reach, paying members and revenue for any batch in seconds, and the team spends its time acting on numbers instead of compiling them.
See where your leads are leaking.
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