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 LTV section at the bottom is the exception — it always reflects all loaded investments, because LTV is a lifetime metric.
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.
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 LTV section
Tracks investor lifetime value across all fund Investment records (Fund 1 through Fund 5).
Important: This section ignores all dashboard filters (date, fund, class, type). LTV is a lifetime metric — it doesn't make sense to compute it within a date range.
How investors are grouped, and first vs follow-on: Each investment is resolved to a canonical investor — first by its contact association, then by matching its email_address to a contact's email (primary or any HubSpot-linked additional email). This means an investor who funded under two emails that HubSpot has already linked to one contact rolls up as a single investor, and their later investments are correctly counted as follow-on. Investments whose email matches no contact group on the raw email; a record with no email forms its own single-investment group. Within each investor, all Investment records are sorted by funds_received date — the earliest is the "first investment," every subsequent one is "follow-on." This doesn't depend on the type_of_investment field.
Note: Investors who used different emails on records HubSpot never linked (e.g. a personal vs. entity email that were never cookied together) will still appear as separate investors. Merging those duplicate contact records in HubSpot will automatically roll them into one here and raise per-investor LTV accordingly.
Eight tiles in two rows:
- Total investors
- Count of unique canonical investors. Investments are resolved to a contact (via association, or by matching primary/additional email), so emails HubSpot has linked to one contact count as a single investor. Investments matching no contact fall back to grouping on their raw email.
- Total investments
- Count of all Investment records across every group. Matches the Funded Investments count at the top of the dashboard (All funds, no date filter).
- Portfolio LTV
- Sum of all
investment_amount across all Investment records. Should match Total Capital Raised at the top of the dashboard.
- Avg LTV per investor
- Portfolio LTV ÷ total investors.
- Repeat investors
- Count of investors with more than one investment record (i.e. at least one follow-on after their first). One-time investors are the remainder: total investors − repeat investors.
- Total first-invest capital
- Sum of each investor's earliest investment amount (by
funds_received date).
- Avg first investment
- Total first-invest capital ÷ total investors.
- LTV / first investment
- The average multiplier — how many dollars of total LTV does each first-investment dollar produce?
- LTV & reinvestment by fund
- Breaks the two headline metrics down by fund. Each investor is anchored to a single fund — the fund of their first investment (earliest
funds_received) — so they're counted once, even if later investments went to other funds.
- LTV× — that fund's total LTV (first + all follow-on dollars from its anchored investors) ÷ that fund's first-invest capital. Same multiplier the "LTV / first investment" tile shows, computed per fund. The Overall row equals the portfolio multiplier on that tile. Note: per-fund multipliers don't sum to Overall — they're ratios, not shares.
- Reinv% — of the investors anchored to that fund, the share with more than one investment. Independent per fund; the Overall row is repeat investors ÷ total investors across all funds.
The three distribution charts below the tiles bucket investors by total LTV — count, capital concentration, and first-investment vs follow-on share within each bucket.
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.
v38.2