Guest Funnel
The Insights tab in your Guests hub answers the question a church board actually asks: what did a new visitor cost, and which of the things we are doing is working?
Every other report in Passport describes what happened. This one puts a price on it.
What you need
- Admin or staff access in Passport
- A Plan Your Visit page, or a connected Facebook or Google lead form — something has to be bringing guests in
Spend figures additionally need a connected ad account. Everything else works without one.
Open it
People → Visitors → Insights. Pick a range across the top: 30 days, 90 days, or 12 months.
How fast someone reaches your guests
This panel is first because it is the only thing on the page you can change this afternoon.
It shows two percentages, and the difference between them is the point:
| What it counts | |
|---|---|
| Reached by a person within 48 hours | A completed follow-up task, or a recorded pastoral visit |
| Received anything at all | The above, plus automated texts and emails, plus an assigned-but-not-yet-done task |
The second number is always higher. If you only looked at that one you could conclude your follow-up is excellent when all that actually happened is an automated text said hello. When the gap between them is wide, Passport says so directly.
:::note An assigned task is not a conversation A follow-up task that has been assigned but not completed counts toward "received anything", not toward "reached by a person". Assigning is an intention; the phone call is the thing that works. :::
The third number, still waiting to hear from anybody, is not a percentage. It is a count of people you could ring today. Open Needs attention and they are sorted with the most neglected first.
Why the percentages exclude your newest guests
Anybody captured in the last 48 hours is left out of the calculation. They have not had time to be contacted, and counting them as un-contacted would make every recent period look like a failure.
Where your guests come from
One row per channel, and per campaign within a channel.
| Column | What it means |
|---|---|
| Guests | People captured in the period, from that channel |
| Planned | How many told you which service they were coming to |
| Came | How many kept that visit. The gap between Planned and Came is your no-show rate |
| Came back | Visited more than once — the number that separates a guest from a regular |
| Spend | What you spent, where we can read it |
| Cost per visitor | Spend ÷ the number who actually turned up |
Cost per visitor, not cost per lead
Facebook and Google both show you a cost per lead. That number rewards a cheap form nobody follows up.
If you spend $200 and get four form submissions, your cost per lead is $50. If one of those four actually turns up, your cost per visitor is $200. Only the second number tells you whether the money did anything, so it is the one Passport shows.
A blank is not a zero
A channel with no spend data shows —, not $0.00.
Some of your channels genuinely are free — inviting a friend costs nothing. Others we simply cannot measure, because there is no connected ad account. Showing "$0.00 per visitor" for the second kind would be the most flattering possible lie, so unmeasured and free deliberately look different.
Field outreach sits in the same table
GoReach prospects appear as a row alongside your ad campaigns, with the same columns. That is on purpose: knocking on doors and buying Instagram ads are two ways of doing the same job, and they should be compared on the same metric rather than in two reports nobody puts side by side.
Why recent periods can look worse than they are
Rows are grouped by when the guest was captured, and their outcomes are counted whenever those happened — including after the period ended.
That means somebody captured yesterday counts in "Guests" but has not had a chance to appear in "Came". Over a 30-day window that is a real effect. If a short range looks disappointing, check the 90-day one before concluding anything.
What Passport tells you without being asked
Once a week, alongside your admin digest, Passport writes down what these numbers mean. You will see things like:
- "12 guests have not heard from anybody" — with a link straight to them
- "Only 40% of planned visits are being kept" — usually a reminder-timing problem, and it says which setting to check
- "Your automation is doing the talking" — when almost everyone gets a text and almost nobody gets a call
- "One of your channels costs twice as much per visitor" — framed as where the next pound goes, not as switch-something-off
Each one names a real number from your own data. None of them quote industry averages or research findings, because we would be making those up.
A recommendation only appears when there is enough data to mean something — a church with four guests will not be told their no-show rate is a problem.
Reporting attendance back to the ad platforms
If you advertise, there is one more thing worth knowing about. See Admin → Settings → Ad Platforms.
By default Passport tells Facebook and Google nothing about who attended. If you switch attendance sharing on, they start learning the difference between people who fill in forms and people who come to church — and their targeting improves accordingly.
The setup page lists exactly what leaves and what never does. It is off until you turn it on.
Where these numbers come from
| Number | Source |
|---|---|
| Guests, per channel | Person.guestSource and the campaign on their record, set when they were captured |
| Planned, Came, Came back | Visit plans and their outcomes |
| Reached by a person | A completed follow-up task or a pastoral visit |
| Received anything | The above, plus messages sent to that guest |
| Spend | Read nightly from your connected ad account, over a rolling window |
Spend is re-read every night for the past week rather than written once, because ad platforms restate recent days as attribution windows close. Your figures will settle to match Ads Manager within a day or two.
Community events
Below the channel table there is a second one, with a row for each community event you have run: how many registered, how many came, and — the column the whole thing exists for — how many of those have since been to a service.
A community event is not a marketing channel, which is why it is not a row in the table above. It is a night, and it is judged one event at a time.
Next steps
- The wider picture — The Analytics Dashboard.
- Improve your best route — Your Plan Your Visit page is usually the one worth tuning.
- Work the guests themselves — The Guests hub.