What this dashboard shows
This dashboard combines three data sources into a single operational view:
- HubSpot Investment object — every funded investment (the source of truth for committed capital)
- HubSpot Deal pipeline — discovery calls booked through the sales process
- Ad platform APIs — Meta (archive + live), LinkedIn, and Google Ads spend
Most charts respect the Date / Fund / Class / Type filters at the top of the page. The Investor Summary page (second tab) is all-time — it hides the filter bar and shows lifetime investor metrics, LTV distribution charts, and classification breakdowns.
Period-over-period comparison
The "vs" picker next to the date range turns on period-over-period deltas on every KPI card and in the All Money table:
- Previous Period (default)
- The window immediately before the base period, sized to match. For "This Quarter" mid-quarter, the comparison is the same number of elapsed days in the prior quarter — so partial periods compare apples-to-apples.
- Same period previous year
- The base window shifted back 12 months. Useful for seasonality checks.
- None
- Hide deltas; cards show current period only.
- Preset / Custom
- Pick any preset window (This Week, Last Month, etc.) or specify custom dates to anchor the comparison.
Each card shows a colored pill: green up = better, red down = worse, grey = flat or no activity. Cost per DCB, Cost per Investment, and other "lower is better" metrics invert the color logic — a green pill means the cost went down. The "prev: X" line below each pill shows the comparison value for context.
All Money — by Closer / AM
The purple-bordered card between the KPI rows and the funnel divider breaks all money raised in the date range down by closer (Kelvin, Bronson, Jonny) and AM (Daniel, Alex Z.), plus Unattributed and Overall columns. Five rows, giving both an investor lens and an investment lens: All Investors Active (unique contacts), All Investments (count of investment records), All Money Raised (sums every record), Avg Ticket (per investor) (money ÷ unique contacts), and Avg Ticket (per investment) (money ÷ records). Where a column's investment count exceeds its investor count, the gap is repeat fundings — and the two avg-ticket rows diverge for the same reason.
The dollar totals reconcile 1:1 with Total Capital Raised above; investor counts will differ from the Funded Investments count because a single contact may have multiple investment records in the same window (the All Investments row, by contrast, ties to that record count). Attribution uses the closer field on each investment record; if it's blank or doesn't match the roster, the record lands in Unattributed.
Unique-contact dedup on the "All Investors Active" row. The investor-count row is a count of unique contacts, not investment records. A contact whose investments are attributed to two different people in the same range (e.g. Q1 funded by Kelvin, Q2 funded by Alex Z.) counts in both person columns but only once in Overall. So summing the visible columns can exceed the Overall count — the math is honest, just based on distinct people, not record additions. When that mismatch exists, a small "(N cross-credited)" footnote appears under the Overall cell to make the discrepancy legible. The All Investments, dollar, and avg-ticket rows don't have this issue (records and dollars just add).
Top KPIs
- Funded investments
- Count of Investment records whose
funds_received falls inside the date filter. Click to drill in.
- Total capital raised
- Sum of
investment_amount across those funded investments.
- Avg investment size
- Total capital raised ÷ funded investments. Includes New, Repeat, and Bolt-On investments.
- Discovery calls booked
- Count of deals that entered the DCB stage during the window. Click to drill in.
Ad spend KPIs
Pulled daily from the SCI ad-spend Google Sheet. Each platform tab is read separately and summed by date.
- Total ad spend
- Meta + Google + LinkedIn for the date window.
- Cost per DCB
- Total ad spend ÷ discovery calls booked in the window.
- Cost per investment
- Total ad spend ÷ funded investments in the window.
- ROAS
- Capital raised ÷ ad spend in the window.
Note: Cost per DCB and Cost per Investment are most meaningful for windows of a quarter or longer. Short windows can produce volatile ratios when timing of investments and ad spend don't align.
Source breakdown (DCB and Funded)
Two columns of charts side-by-side:
- Discovery Call Booked side uses the deal's
hs_analytics_source (the source captured at the time of the call).
- Funded Investment side uses the contact's
hs_latest_source — i.e. wherever that investor most recently came from.
Why the difference matters: Discovery Call source tells you "where did the booking come from"; Funded source tells you "what do we know about this investor's overall attribution." For investors who have multiple touchpoints, these can differ.
Closer / Setter performance
Four bar charts:
- Calls Booked by Closer / Setter — counts of deals attributed to that owner via
hubspot_owner_id (closer) or setter_owner (setter).
- Investments Funded by Closer / Setter — same logic, on Investment records via
closer / setter properties. The closer charts include the two Account Managers (Alex Z. and Daniel A.) alongside the four closers, because investment records carry AMs in the closer field — most repeat fundings are theirs. These charts therefore reconcile with the All Money by Closer/AM table further down.
Click any bar to see the underlying records.
Conversion rate
For each closer/setter: investments funded ÷ calls booked, expressed as a percentage. Sorted by rate, descending.
Caveat: The numerator and denominator come from different windows of activity. A call booked in October might fund in December, and we count both within the same date filter. For very recent date windows, conversion will look artificially low because pending deals haven't had time to close.
Funded by Fund
Two-bar chart per fund: funded count and DCB count. The funded count uses Investment records' fund_invested property. DCB count uses a date cutoff to approximate which fund a call belongs to (since deals don't carry fund info directly).
Monthly trend charts
Bar charts of activity by month of funds_received (for funded) and DCB-stage entry date (for discovery calls). Click any bar to see that month's records.
Investor Summary page
The second tab at the top of the dashboard. Shows all-time investor metrics and LTV analysis. The filter bar is hidden — all metrics are lifetime / all-time.
How investors are grouped
Three-pass deterministic grouping by responsible_party:
- Group by RP string — each unique responsible_party value starts as its own group.
- Merge by email — if two RP groups share an investment email address, they're the same person (e.g. "Ginger L Petroff" and "Ginger L. Petroff" on the same email merge into one).
- Merge by contact association — if two RP groups share a HubSpot contact association, they're the same person.
The canonical label displayed is the most-used RP string within each merged group. Within each investor, investments are sorted by funds_received date — the earliest is the "first investment," every subsequent one is "follow-on."
Capital by Fund
Investment count and total capital per fund, with percentage of portfolio total. Click any count or capital cell to open the drill-down showing all investors with investments in that fund.
Investor Classification
Four-way classification:
- One Time
- Investor with exactly 1 investment record.
- Bolt-On
- Investor with 2+ investment records, all in the same fund.
- Returning
- Investor with investments in 2+ different funds.
- Repeat (all)
- Bolt-On + Returning combined — any investor with 2+ investments.
Shows both investor count (% of all investors) and capital (% of total capital) for each type. Click any count or capital cell to drill into investors of that type.
LTV tiles
- All-Investor LTV Multiple
- Total lifetime capital ÷ total first-investment capital across all investors. Sub-line shows average first investment, average lifetime value, and investor count.
- Repeat-Investor LTV Multiple
- Same calculation filtered to investors with 2+ investments only.
- One-Time Avg Investment
- Average investment from investors with exactly 1 record.
- Repeat Avg First Investment
- Average first investment from repeat investors only. The gap between this and the repeat avg lifetime value shows the reinvestment upside per repeat investor.
Investor Classification by Fund
Two investor count columns: Fund Investors counts everyone with at least one investment in that fund (an investor in Fund 3 and Fund 5 counts in both — per-fund numbers sum higher than the unique total, noted with an asterisk on the Overall row). First-Fund Investors counts investors whose first-ever investment was in that fund — these sum exactly to Overall. The classification columns (One Time / Bolt-On / Returning / Repeat) anchor on first-fund investors. Repeat rate = Repeat ÷ First-Fund Investors. Repeat LTV× = total lifetime capital ÷ first-investment capital for that fund's repeat investors. Older fund cohorts show higher repeat rates and LTV multiples because their investors have had more time to reinvest. Every count cell is clickable — click to drill into that fund × type intersection.
LTV distribution charts
Three charts bucket investors by total lifetime value:
- Investor count by LTV bucket
- How many investors fall in each range (<$100K through $5M+). Click any bar or label to drill.
- Capital concentration by LTV bucket
- What percentage of total capital each bucket represents. Click to drill.
- First investment vs follow-on by LTV bucket
- Within each bucket, what share of the capital came from first investments vs follow-on. Higher follow-on % in larger buckets = repeat behavior driving LTV.
Drill-down: Investor accordion
All table and chart drills on the Investor Summary page open an accordion view: investors sorted by lifetime value descending, each showing their name, investment count, first investment, lifetime total, LTV multiple, and classification tag. Click any investor row to expand and see their individual investment records underneath (date, fund, closer, setter, amount). The breakdown panel at the top still works — selecting a breakdown row filters to flat investment records.
Drill-downs
Most surfaces on this dashboard are clickable. Clicking opens a slide-in panel with two zones:
- Top zone (breakdown) — aggregates the cohort by a chosen dimension (Source, First Conversion, Recent Conversion, Source detail, Closer, Setter, Fund, Type, Month, Class).
- Bottom zone (records) — individual investments or deals.
Click any breakdown row to filter the records below to that subgroup. Click again or "clear" to remove the filter. Press Esc to close.
Each record row's contact or deal name is a link — click it to open the HubSpot record in a new tab.
Glossary
- DCB
- Discovery Call Booked — when a prospect schedules an intro call, the deal moves to the DCB stage.
- Closer
- The team member who runs the closing call.
- Setter
- The team member who books the discovery call (often via outreach).
- New / Repeat / Bolt-On
- Investment types. New = investor's first investment. Repeat = an investor coming back. Bolt-On = an additional commitment to an existing position.
- First Conversion
- The first form a contact filled out, captured by HubSpot's analytics tracking.
- Recent Conversion
- The most recent form a contact filled out.
v39.13