Checking
The Numbers

Your bookings now come straight from Roller The big one

Until now your booking numbers came from a Resova export loaded by hand each week. As each studio moved to Roller, that export covered fewer of them, and the dashboard showed the rest as if they had stopped selling. The dashboard now pulls bookings directly from Roller every morning, before anyone is at their desk.

Three studios are switched on: Kansas City from September 2, Southlake from August 28, and Oklahoma City from September 22, each loaded back to its first day on Roller. Your Resova history stays exactly where it was. Both feed one set of numbers, so nothing on any page needs a toggle.

We told you Kansas City had a $0 week. It did not. Please read

The briefing for the week of September 7 flagged Kansas City as critical, with no revenue. When we checked it at the time we called it accurate. It was not. Kansas City had gone live on Roller on September 2 and was selling the whole time; we were looking at a system the studio had stopped using.

That week reads 7 bookings and $2,600 for Kansas City now, and the week of September 14 reads 8 bookings and $3,004. The same blind spot is still in place for every studio that has moved to Roller and is not yet switched on here. See the first item under What We Need From You.

Bookings that moved with you are counted once

When a studio goes live, its future bookings are copied from Resova into Roller, so for a while the same booking exists in both. Kansas City brought 22 across. We matched 21 of them to their Resova original by show time, party size, and booking date, and the dashboard now counts the Roller copy only, because that is the one that will reflect a later payment or cancellation.

One could not be matched with certainty: a 20-person show on September 15 that looks like a July booking rescheduled. It is counted from both systems until someone confirms, which could overstate Kansas City by about $1,000. Revenue from Roller is the booking total, tax and booking fees included, the same basis your Resova numbers use.

Southlake and Oklahoma City are on the board New

Your two newest studios now have their own pages, with bookings, ad spend, traffic, and reviews. Both opened on Roller, so their numbers start on their first day and there is no Resova history behind them. The ranking board now measures every studio against all twelve.

Two things you will notice in their data. A large number of bookings at both studios were cancelled, 75 at Southlake and 26 at Oklahoma City, nearly all of them created by staff and cancelled within minutes, which looks like teams practising on the new system. They are left out of every figure. And both studios use discount codes, so a comped or partner booking counts as a booking with the guests it brought and the amount actually charged, which is sometimes zero.

The dashboard was seeing a fifth of your Google ad spend Fixed

Your Google Ads used to run from one account. In early September TOMIS moved each studio into an account of its own, and the dashboard kept reading only the original. Spend appeared to fall off a cliff when it had simply moved. The dashboard now reads every account and adds them up.

This is also why recent briefings said ad conversions had collapsed at Fort Worth and San Diego. They had not. The campaigns had moved to accounts we were not reading. Each studio's spend now comes from its own account, and anything before the move still comes from the original one, so history is unbroken.

"Conversions" now means purchases, and only purchases Please read

The old account counted mostly purchases as conversions. The new accounts also count phone calls and form fills. Left alone, your conversion number would have jumped the week a studio changed accounts, for a reason that has nothing to do with how the ads performed. A purchase is the one result that means the same thing in every account, so that is now what the dashboard counts, and return on ad spend is purchase revenue over spend.

Taken on its own, this change leaves your spend before the move untouched and moves purchase revenue by a fraction of one percent. The conversion count itself is lower than you are used to, because calls no longer inflate it. For September 1 to October 4, across every account: $52,802 spent, 202 purchases, and a return of 1.28.

Twin Cities ads are connected, on both Google and Meta Was a blind spot

Roseville and Eden Prairie have read zero Google ad spend on the dashboard, because their ads run in a separate agency account. That account is now connected, along with their agency's Meta account. Both studios show real spend, purchases, and return for the first time.

A correction to our last update. We told you every conversion in the Twin Cities Google account was recorded as worth one dollar, and advised against showing a return for it. A closer read found that the account's Google Analytics purchase record has carried real dollar values all along. We now use that record, which is the same measure used for Houston. The Google return is low and worth a conversation with their agency: the two branded campaigns return about 1.2, and the Performance Max and events campaigns return close to nothing. Because that spend now counts, your portfolio return reads lower than it did, in past months as well as this one.

Your operators can see their studios as a group The big one

Red Door runs five of your studios. Until this week they could open each one, but never see the five together, because a combined view existed only for corporate. An operator's Overview now adds up whichever studios they hold. Every other tab still shows one studio at a time and names it at the top, so nobody has to guess which room they are looking at.

The ranking board is unchanged and still measures every studio against all ten, so an operator's placings are real placings. They see their own rows and their own figures. No other studio's name reaches them.

Five of your operators have their own logins New

Red Door: Nicholas Madden, Kyle Maloy, Sang Le, and Nikki Beckman-Elliott, each scoped to San Diego, Sacramento, Fort Worth, Concord, and San Mateo. Twin Cities: Tom Polusny, scoped to Roseville and Eden Prairie.

Access is granted person by person rather than by email domain. That is deliberate: opening a whole company's domain would let anyone there sign themselves up, and an account created without studios attached would default to seeing all ten of yours. Named people only, each one scoped as they are created. Send us a name and their studios and it takes a couple of minutes.

Your weekly briefing was averaging two businesses together Please read

The briefing has been reporting an average booking value that quietly folded corporate Event Sales in with everyday bookings. Because an Event Sales booking runs around four times the value of a normal one, that average moves whenever the event mix moves, even when ordinary demand has not changed at all.

Both figures are now given separately, and the briefing leads with the everyday one. For the week of August 17 that turned a passing remark into the headline: your corporate event line was strong and your walk-in check softened underneath it. Worth asking whether that is discounting, smaller parties, or product mix.

A feedback button, on every page New

Bottom of the menu. Pick what it is about, write a line, send. It reaches us with the page you were on, and a reply goes straight back to whoever sent it. Anyone with a login can use it, studio managers included.

The menu got simpler, and it stays put

The Locations list is now just your studios. Overview means everything you are allowed to see, and picking a studio narrows to it. The menu also stops scrolling away as you move down a long page.

Your Overview is now one screen The big one

Seven stacked sections became one row of the five numbers a studio owner opens a tab to see: ad spend, visitors, bookings, revenue, and whether it beat the spend.

Every number on that page now covers the same days

Booking data loads about ten days behind while ad spend is same-day fresh. The old page mixed them, so return on ad spend read roughly a third low every day for no reason but the calendar.

Your year-over-year numbers now say which kind of growth it is Please read

January read up 236% without a single studio improving, because you ran two studios in 2025 and ten in 2026. Both readings now travel together: +78% across all studios, -5% for the studios open in both years.

Studio managers see only their own row Your ask

Corporate keeps the full ten-studio ladder. A manager gets their own row, their own figures, and rankings still measured against all ten. Now extended, so an operator holding several studios sees them added up.

The Recent Reviews panel is gone

It was never recent. Google returns at most five reviews per studio and picks them itself. Counts and star ratings, the part anyone was reading, stayed.

Event Sales moved to Bookings

Your corporate group sales line moved next to the rest of your booking numbers.

Two studios, two plans, one metro New

Roseville and Eden Prairie each got a plan, ordered by what a booking is worth, with the first article written end to end. The metro question went back to you and is still open.

Roseville has lost ground, and it is not the season Please read

The search reports put a real decline in front of you rather than smoothing it into an average.

The studio scoreboard is live Was previewing, now shipped

All ten studios ranked against each other every week on bookings, revenue, games run, contestants, and reviews. Rankings only. Now scoped, so a location manager sees just their own row.

Your weekly briefing comes to you first Was previewing, now shipped

The Monday briefing moved off the dashboard and into your inbox with an approve button. Nothing reaches the wider group until you press it.

Money already on the books New

A chart on Bookings showing revenue for events that have not happened yet, month by month, split into collected and still owed. About $292,000 booked for events still to come at the time, roughly $74,000 of it still to collect.

A full year of revenue, at a glance New

Booked revenue on Bookings ran month by month across the calendar year instead of week by week. Now replaced by the year-over-year version above.

Where you rank on Google, honestly New

The single "average position" number was replaced with how many of your terms sit at positions 1-3, 4-10, 11-20, and beyond. 7,854 terms on page one, up 512, and 28,873 people seeing you at 11-20 with only 378 clicking.

Every comparison shows the real number

"Up 19%" started coming with what it was up from, in dollars or bookings, and the dates that baseline covers. The SEO page got those comparisons on all eight of its numbers.

Heads up: one traffic number was inflated Please read

Fort Worth's 12-minute average session was automated visits from an Amazon data centre sitting on the booking page for up to 48 hours at a time. Fixed by switching to Avg Engagement Time, which cannot be inflated that way.

Your customers' details are no longer stored

Names, emails, and phone numbers from your booking exports are scrambled the moment they load, before anything is written down. Everything you see, geography included, still works exactly as before.

Your Google reviews are in Top ask

Your Google review totals and star ratings now show on the dashboard, for each studio and across all ten.

Every number now explains itself

Hover any metric, like sessions, ROAS, or cost per booking, for a plain-English definition and why it matters. Built for owners, not marketers.

Clearer labels throughout

Comparisons now read "vs previous period" and "vs last year" in plain words, and your paid channels are named directly: Google Ads and Meta Ads.

The date range follows you

Pick a date range and it stays pinned at the top as you scroll, so you always know exactly what period the numbers on screen cover.

Bookings & revenue are in The big one

Real revenue, experience counts, utilization, and your busiest days and times, broken out for every studio.

A weekly briefing that reads itself

Every Monday, a plain-English summary of what's up, what's down, and where to look across all ten studios.

Every number has context

Each metric compares to the period before and the same stretch last year, always like-for-like, so the numbers stay fair.

Meta joins Google in one view

Facebook and Instagram spend and results now sit right alongside Google Ads, per studio.

Event Sales, broken out on its own

Big-group and corporate bookings are now their own line, quietly driving about a quarter of this year's revenue.

Safe to hand out to your team

Each studio's manager can have their own login and see only their studio, while you keep the company-wide view.

Every studio, one screen

Your dashboard is up. Jump between locations and see each one's numbers instantly, with no spreadsheets and no waiting.

Your marketing, in plain view

Google Ads, search traffic, and rankings in one place, so you can see what's working and what it costs to bring people in, broken out per studio.

Smoother location switching New this week

You flagged that picking a studio didn't stick when you moved between tabs. Fixed, so your selected location now follows you everywhere.