Partnership review
Posts one, two and three
Three posts, a wide audience, and what we learned about intent.
Ben, Jay Mike: thank you for three posts and for trusting us with your audience. Your posts sent 1,081 people to BetterFaith and 86 opened an account. We opened our funnel as wide as it goes for them, including free sessions. What we learned is that the intent to book wasn't there. This is the full picture.
Impressions and taps are your Meta figures as reported. Everything after the tap is from BetterFaith's own records, matched to your posts by your tracking link. No names or personal details appear anywhere in this report.
Post by post
From tap to qualified account
Post one sent people to our homepage. Before post two we rebuilt that front door so your link went straight into matching, and the share of taps that became qualified accounts went from 1.4% to 11.7%.
| Post one 3 to 4 Aug | Post two 2 to 3 Sep | Post three 28 to 29 Sep | All three | |
|---|---|---|---|---|
| Impressions | 43,400 | 20,000 | 23,000 | 86,400 |
| Link taps | 643 | 309 | 129 | 1,081 |
| Tap rate | 1.48% | 1.55% | 0.56% | 1.25% |
| Started the matching questions | not tracked | 144 | 49 | 193 |
| Shared an email | 9 | 66 | 22 | 97 |
| Opened an account | 9 | 58 | 19 | 86 |
| Qualified accounts (US) | 9 | 36 | 12 | 57 |
| Qualified accounts per tap | 1.4% | 11.7% | 9.3% | 5.3% |
Qualified means the person's browser is set to a US timezone. All of our guides are US based and we work under US state rules, so that's where we can serve today. Post one predates our matching flow, so its middle steps weren't recorded.
What we built for your audience
We opened the funnel as wide as we could
Your audience was our first large group of people meeting BetterFaith cold, mid-scroll. After each post we removed another reason someone might not book.
| When | What we built | Why |
|---|---|---|
| Late July | Tracking on your link, end to end | So every visit from your posts was counted and credited to you, from the first tap through to booking. |
| After post one | A new front door: matching first, account later | Post one asked for an account up front and most people left. We cut matching to four steps and showed matches before any account. |
| 22 Aug | A concept menu written in your voice | Three Story sketches built on your question-box Story, for Jay Mike to workshop with you. |
| August | A personal email to every post one sign-up | We wrote to each person from post one by hand. |
| 2 Sep | A 60-day email sequence for everyone | Every sign-up from posts two and three entered it: a note from our founder, a real guide's story, guides with live availability each week, and a check-in at the end. |
| September | A reminder for people who stopped partway | 11 people who left partway through got a note bringing them back to finish. |
| After post three | A free first session for every sign-up | We offered the whole post three group a session at no cost, to take price off the table completely. |
Posts two and three together
Where people stopped once they reached us
| Stage | Reach | People | Of taps | Stopped here |
|---|---|---|---|---|
| Tapped through | 438 | 100% | - | |
| Started the questions | 193 | 44% | -245 | |
| Told us what they needed | 143 | 33% | -50 | |
| Shared an email, saw matches | 88 | 20% | -55 | |
| Opened an account | 77 | 18% | -11 | |
| Qualified account (US) | 48 | 11% | -29 |
Tap counts run a little above real arrivals. The biggest drop after arrival was the email step: 55 people answered everything and stopped there.
What the traffic taught us
A Story does all of its work in one day
People arriving at BetterFaith per hour, Eastern time, on the same scale. Both posts went up around late morning. Most of the response came that first afternoon, with a long overnight tail from people in other time zones.
Post two, from 11:00 on 2 Sep. 144 people.
Post three, from 12:00 on 28 Sep. 49 people.
Every arrival from each post came inside a 24 to 25 hour window, then stopped. Your concept notes suggested posting between 8 and 10 pm, when US followers are on their phones. Neither post got that test.
Nine things we learned
What your audience showed us
| What we saw | What it tells us |
|---|---|
| Tap rates of 1.48% and 1.55% on the first two posts | Strong for a Story link sticker. Your words landed with the people who saw them. |
| Post three reached 23,000 people and drew 129 taps | Reach held steady while taps fell. We don't have copies of the Stories, so we can't tell what drove it, and we'd love to look at all three side by side with you. |
| Taps to qualified accounts: 1.4%, then 11.7% | Opening the front door worked for sign-ups. It didn't change whether people booked. |
| A free session didn't move post three | With price off the table, one person booked and then cancelled. Cost wasn't what was holding people back. Readiness was. |
| Six in ten asked for "a little of both" | 86 people wanted a mix of guidance and care, 35 asked for discipleship, and 19 for biblical counseling. People came looking for a guide to walk with, more than for counseling. |
| Most picked the broadest topic, growing closer to God | That's what curiosity sounds like more than need. The few who named something specific, like a marriage or a hard decision, followed through most: 73% on relationships in post two. |
| 50 opened the questions and left without answering | They were taking a look, not making a decision, which is what you'd expect from a Story seen mid-scroll. |
| A third of accounts came from outside the US | People across Europe, Africa, Asia, Australia, Canada and Latin America signed up for something they couldn't book yet. Your reach is wider than our service area today. We're keeping those accounts open. |
| 40 of 63 people from your posts opened our welcome emails, and 6 clicked | They're reading, and they stayed subscribed. Reading about it and booking it turned out to be very different decisions. |
For any future faith-care campaign
What it would take to reach people ready to book
Your audience is broad and engaged, and it responds to you. A broad audience mostly brings curiosity, though. These are the changes we think any creator would need to make to reach the smaller group who are ready now.
Format
A Reel or feed post, with the Story alongside
The Story converts the people who see it, but only for a day. A Reel or feed post can be saved, shared, and found for weeks.
Because every arrival came inside one 25-hour window.Timing
Post in the US evening
Try 8 to 10 pm Eastern, when your US followers are scrolling and can act on it right away.
Because both posts went up late morning and a third of sign-ups were outside the US.Audience
Say who it's for, out loud
Speak to people in a hard season right now, in the US, who want someone to talk to this week. A narrower call brings fewer taps and more people who follow through.
Because free sessions didn't convert curiosity into bookings.Story
One concrete thing from your own life
A specific season, like a hard marriage stretch or a big decision, brings people who know what they want help with. Your question-box Story is still the best setup we've seen.
Because specific needs followed through at up to 73%.What we're taking forward
The lessons we'll keep
| Reach and intent are different things | A wide, warm audience can fill a funnel without filling a calendar. We'll judge channels on bookings from now on, not sign-ups. |
| The matching-first flow stays | It turned taps into accounts far better than our old homepage did, and every channel benefits from it. |
| Demand outside the US | A third of sign-ups came from abroad. Where we expand first is now an open question for us because of it. |
Thank you, both of you
We set out to win your audience and worked hard at it. It didn't turn into bookings, and we'd rather say that plainly than dress it up. These three posts still taught us more about how people meet BetterFaith for the first time than anything else we've run. If you can send screenshots of the three Stories, we'll keep them with this review.
dakota@betterfaith.comHappy to walk through any of this with you both.
Sources. Impressions, taps and tap rates are your Meta figures as reported. Everything after the tap is from BetterFaith's own records, matched to each post by your tracking link: 195 visits from posts two and three, and account sign-ups for post one. Email figures are from our email platform. Times are Eastern.
Inferred. Country comes from browser timezone, not a stated address. No names or personal details appear here.
