Arcana EN + FR — Sales / Funnel EPL / CPL Recap (v2)

Generated 2026-05-19 · Truth source: SalesDateV2 feed · Per-product detail from raw SalesHM/Stripe/CB tabs · Funnel EPL denominator = unique contacts ever in 03_PROMO_* or 03_CLOSING_* automation for that persona×stage · CPL data: Keitaro EN report · FX: USD→EUR = 0.8623

1. SalesDateV2 truth check

SalesDateV2 total

€120,130.48

6,602 txns (Skip=0 ∧ Approuv*/Compl*)

HM (feed)

€101,882.93

5855 txns

Stripe (feed)

€15,939.77

637 txns

CB (feed)

€2,307.77

110 txns

Per-market reconciliation vs SalesDateV2!B (sheet's grand total):
EN (€14,383) + FR (€103,822) + OTHER/UNMAPPED Stripe (€1,994) = €120,198.50
SalesDateV2!B unformatted grand total = €120,130.48. Diff: +€68 (0.06%). ✅ Aligned within rounding.

Sheet fix applied 2026-05-20: the feed formula's Stripe row bound was extended from 1000 → 5000 (Stripe data had grown past row 1000 and the original cap was silently excluding 124 rows / ~€3.1k of real Stripe revenue from sheet B). After backfill, sheet B and per-market sum agree.

Why NOT use ScoreClient: ScoreClientFR sums €132,510 because it buyer-routes — attributing a buyer's entire HM revenue to their primary market. SalesDateV2!B (post-fix) is the per-row truth source. User-confirmed 2026-05-19.

2. Headline KPIs

EN revenue

€14,382.64

871 txns

FR revenue

€103,821.50

5620 txns

FR / EN ratio

7.2×

revenue gap

EN AOV

€16.51

FR AOV

€18.47

3. EN — CPL economics (Keitaro)

Keitaro tracks CPL-attributed paid traffic only. Revenue display = USD.

Total paid cost

$12,592.73

€10,859.09

CPL

$2.07

€1.79 | 6,077 regs

Keitaro EPL

$2.43

CPL-attributed only

ROI

+17.2%

Keitaro campaign breakdown

Campaign	UC	Regs	Sales	Revenue	Cost	CPL	EPL	ROI
Andrea	1,385	477	1	$6.56	$1,173.92	$2.46	$0.01	-99.4%
Andrew	1,404	505	122	$2,644.09	$1,222.50	$2.42	$5.24	+116.3%
Replay	10,865	5,095	693	$12,106.08	$10,196.31	$2.00	$2.38	+18.7%
TOTAL	13,654	6,077	816	$14,756.73	$12,592.73	$2.07	$2.43	+17.2%

4. EN — Per-funnel EPL

EPL denominator = unique contacts ever in 03_PROMO_<persona>F<n>_* or 03_CLOSING_<persona>F<n>_* for the relevant funnel. Margin column = EPL_USD − CPL_USD ($2.07).

Funnel	Cohort (unique)	Sales	Revenue	EPL (€)	EPL ($)	$ Margin vs CPL	Source autos (size)
CIA_F1	346	41	€1,187.01	€3.43	$3.98	+1.91	CLOSING_CIAF1(346)
CIA_F2	0	1	€5.24	€0.00	$0.00	-2.07	_ARCHIVED_PROMO_CIAF2_RRS_LEGACY_v0(0), PROMO_CIAF2_RRS_HTML(0)
CIA_F3	0	2	€48.75	€0.00	$0.00	-2.07	PROMO_CIAF3_GRK(0), PROMO_CIAF3_GRK_HTML(0)
CLA_F1	7,031	510	€7,704.45	€1.10	$1.27	-0.80	CLOSING_CLAF1(7031)
CLA_F2	1,032	93	€1,608.69	€1.56	$1.81	-0.26	PROMO_CLAF2_GRD(1032)
CLA_F3	708	45	€869.10	€1.23	$1.42	-0.65	PROMO_CLAF3_NAJ(708)
CLA_F4	351	27	€617.10	€1.76	$2.04	-0.03	PROMO_CLAF4_ASC_HTML(351)
CLA_F5	203	7	€176.98	€0.87	$1.01	-1.06	PROMO_CLAF5_RFR_HTML(203)
MIK_F1	46	1	€6.14	€0.13	$0.15	-1.92	CLOSING_MIKF1_TPA(46)

5. FR — Per-funnel EPL

FR Keitaro CPL not yet supplied. Margin column omitted. Same denominator definition (PROMO+CLOSING union per funnel) using AC FR account.

Funnel	Cohort (unique)	Sales	Revenue	EPL (€)	EPL ($)	Source autos (size)
CIA_F1	8,566	995	€16,780.59	€1.96	$2.27	CLOSING_CIAF1(8566), CLOSING_CIAF1_STRIPE(643), CLOSING_CIAF1_STRIPE_FB(643)
CIA_F2	8,184	200	€5,089.46	€0.62	$0.72	PROMO_CIAF2_RRS(8184)
CIA_F3	8,106	153	€4,457.72	€0.55	$0.64	PROMO_CIAF3_GRK(8106)
CIA_F4	7,269	48	€961.59	€0.13	$0.15	PROMO_CIAF4_GRF(7269)
CIA_F5	7,245	27	€410.22	€0.06	$0.07	PROMO_CIAF5_SIT(7245)
CIA_F6	7,221	45	€800.39	€0.11	$0.13	PROMO_CIAF6_GDR(7221)
CLA_F1	14,417	1224	€19,104.09	€1.33	$1.54	PROMO_CLAF1_ETK(1480), CLOSING_CLAF1(13554), PROMO_CLAF1_STRIPE_ETK(0), PROMO_CLAF1_STRIPE_FB_ETK(0), CLOSING_CLAF1_STRIPE(4643), CLOSING_CLAF1_STRIPE_FB(4643)
CLA_F2	10,752	543	€10,721.77	€1.00	$1.16	PROMO_CLAF2_GRD(10752)
CLA_F3	5,767	249	€4,848.55	€0.84	$0.97	PROMO_CLAF3_NAJ(5767)
CLA_F4	5,284	24	€1,595.71	€0.30	$0.35	PROMO_CLAF4_ASC(5284)
CLA_F5	5,026	14	€1,056.16	€0.21	$0.24	PROMO_CLAF5_RFR(5026)
CLA_F6	4,753	15	€1,046.87	€0.22	$0.26	PROMO_CLAF6_VCP(4753)
MAR_F1	123	68	€870.32	€7.08	$8.21	CLOSING_MARF1(123)
MAR_F2	100	1	€12.55	€0.13	$0.15	PROMO_MARF2_GVA(100)
MAR_F3	100	1	€14.79	€0.15	$0.17	PROMO_MARF3_ABC(100)
MIK_F1	358	561	€9,015.62	€25.18	$29.20	CLOSING_MIKF1_TPA(358), CLOSING_MIKF1_STRIPE_TPA(0)
MIK_F2	528	66	€976.68	€1.85	$2.15	PROMO_MIKF2_RAA(528)
MIK_F3	522	48	€1,102.38	€2.11	$2.45	PROMO_MIKF3_7SC(522)
MIK_F4	516	40	€953.46	€1.85	$2.14	PROMO_MIKF4_GRB(516)
MIK_F5	509	28	€623.50	€1.22	$1.42	PROMO_MIKF5_RPA(509)
MIK_F7	495	20	€336.83	€0.68	$0.79	PROMO_MIKF7_FPA(495)
MIK_F8	482	29	€551.67	€1.14	$1.33	PROMO_MIKF8_RDA(482)

6. EN — Product breakdown + per-product EPL (top 20)

Per-product EPL = product revenue ÷ funnel cohort (the persona×stage PROMO+CLOSING cohort the product belongs to). Margin column = EPL_USD − CPL_USD ($2.07). Products without a PERSONA_F<n> code (legacy CB / generic Stripe) show — for cohort/EPL.

#	Product	Revenue	Txns	% of EN	Cohort	EPL (€)	EPL ($)	$ Margin vs CPL	Source
1	CLA_F01 : Grand Karmic Change Tarot Study	€4,185.47	397	29.1%	7,031	€0.60	$0.69	-1.38	HM €3,165/315, CB €1,020/82
2	CLA_F01 : Karmic Numbers of Chance	€2,240.13	73	15.6%	7,031	€0.32	$0.37	-1.70	HM €2,240/73
3	CLA_F02 : The Grand Karmic Curse Removal Ritual	€1,105.97	86	7.7%	1,032	€1.07	$1.24	-0.83	HM €1,106/86
4	CLA_F01 : Psycho-Magnetic Tele-Contact Sessions	€881.27	18	6.1%	7,031	€0.13	$0.15	-1.93	HM €881/18
5	CIA_F01 : Soul Recovery Ritual	€617.51	8	4.3%	346	€1.78	$2.07	-0.00	HM €618/8
6	Psycho-Magnetic Tele-Contact Sessions	€560.03	8	3.9%	—	—	—	—	CB €560/8
7	CLA_F03 : Numbers to play	€524.61	40	3.6%	708	€0.74	$0.86	-1.21	HM €525/40
8	Karmic Numbers of Chance	€465.53	13	3.2%	—	—	—	—	CB €466/13
9	CLA_F04 : Personal Luck Almanac	€432.33	24	3.0%	351	€1.23	$1.43	-0.64	HM €432/24
10	CLA_F01 : 7 Keys to Happiness	€397.59	22	2.8%	7,031	€0.06	$0.07	-2.01	HM €398/22
11	Astrological Previsions (28 DAYS FREE)	€347.42	93	2.4%	—	—	—	—	HM €347/93
12	CIA_F01 : Grand Ancestral Reconciliation Ritual	€262.02	29	1.8%	346	€0.76	$0.88	-1.19	HM €262/29
13	7 Keys to Happiness	€261.78	7	1.8%	—	—	—	—	CB €262/7
14	CLA_F02 : Triple Luck Activation Ritual	€223.87	3	1.6%	1,032	€0.22	$0.25	-1.82	HM €224/3
15	CLA_F02 : Grand Universal Money Ritual	€211.53	3	1.5%	1,032	€0.20	$0.24	-1.83	HM €212/3
16	CLA_F03 : Pentacle of the Great Divine Fire	€209.86	3	1.5%	708	€0.30	$0.34	-1.73	HM €210/3
17	CLA_F04 : Wealth Ignition	€184.77	3	1.3%	351	€0.53	$0.61	-1.46	HM €185/3
18	Complete Numerology Study	€178.50	3	1.2%	—	—	—	—	Stripe €179/3
19	CLA_F05 : Red Flame Ritual	€176.98	7	1.2%	203	€0.87	$1.01	-1.06	HM €177/7
20	Personalized Intuitive Consultation	€170.74	2	1.2%	—	—	—	—	Stripe €171/2

EN by source

Source	€	n	%
HM	€11,569.22	745	80.4%
CB	€2,307.77	110	16.0%
Stripe	€505.65	16	3.5%

EN by persona

Persona	€	n	%
CLA	€10,976.31	682	76.3%
OTHER	€2,159.20	144	15.0%
CIA	€1,241.00	44	8.6%
MIK	€6.14	1	0.0%

EN by funnel stage

Stage	€	n	%
F1	€8,897.60	552	61.9%
F2	€1,613.93	94	11.2%
F3	€917.84	47	6.4%
F4	€617.10	27	4.3%
F5	€176.98	7	1.2%
OTHER	€2,159.20	144	15.0%

7. FR — Product breakdown + per-product EPL (top 30)

Same denominator definition (PROMO+CLOSING cohort per persona×stage, AC FR account). FR CPL not yet supplied — margin column omitted.

#	Product	Revenue	Txns	% of FR	Cohort	EPL (€)	EPL ($)	Source
1	CLA_F01 : Chiffres Karmiques	€8,151.30	271	7.9%	14,417	€0.57	$0.66	HM €8,151/271
2	CLA_F02 : Dsenvotement Karmique	€7,099.54	449	6.8%	10,752	€0.66	$0.77	HM €7,100/449
3	CLA_F01 : tude Tarologique de Grand Changement Karmique	€6,784.35	800	6.5%	14,417	€0.47	$0.55	HM €6,784/800
4	CIA_F01 : Grand Rituel de Rconciliation Ancestrale	€6,621.30	663	6.4%	8,566	€0.77	$0.90	HM €6,621/663
5	CIA_F01 : Rituel de Recouvrement d'me	€6,469.12	206	6.2%	8,566	€0.76	$0.88	HM €6,469/206
6	MIK_F01 : Talisman de Pouvoir Suprme des Anges	€4,589.50	379	4.4%	358	€12.82	$14.87	HM €4,589/379
7	CLA_F03 : Numros Jouer	€3,396.08	197	3.3%	5,767	€0.59	$0.68	HM €3,396/197
8	Prvisions Astrologiques (28 JOURS GRATUITS)	€2,840.42	314	2.7%	—	—	—	HM €2,840/314
9	tude Tarologique - 14,44	€2,785.75	172	2.7%	—	—	—	Stripe €2,786/172
10	CLA_F01 : Tl-Contacts Psycho-Magntiques	€2,768.94	77	2.7%	14,417	€0.19	$0.22	HM €2,769/77
11	CIA_F02 : Rituel de Reconnexion Spirituelle	€2,719.04	148	2.6%	8,184	€0.33	$0.39	HM €2,719/148
12	MIK_F01 : Chiffres Angliques	€2,529.27	98	2.4%	358	€7.06	$8.19	HM €2,529/98
13	tude Personnalise des Nombres - 69	€2,446.88	38	2.4%	—	—	—	Stripe €2,447/38
14	CIA_F03 : Grand Rituel de Libration Karmique	€2,259.20	110	2.2%	8,106	€0.28	$0.32	HM €2,259/110
15	CIA_F01 : Agenda Spcial de Chance Or	€2,153.49	73	2.1%	8,566	€0.25	$0.29	HM €2,153/73
16	CLA_F02 : Triple Rituel d'Activation de Chance	€1,862.58	43	1.8%	10,752	€0.17	$0.20	HM €1,863/43
17	Rituel Renforc Vie	€1,839.08	92	1.8%	—	—	—	Stripe €1,839/92
18	CIA_F01 : Crmonie de Purification des Canaux Spirituels	€1,536.68	53	1.5%	8,566	€0.18	$0.21	HM €1,537/53
19	CLA_F01 : 7 Secrets du Bonheur	€1,399.50	76	1.3%	14,417	€0.10	$0.11	HM €1,399/76
20	MIK - Chiffres Angliques	€1,347.79	49	1.3%	—	—	—	HM €1,348/49
21	Prvisions Tarologiques (28 JOURS GRATUITS)	€1,324.01	135	1.3%	—	—	—	HM €1,324/135
22	CLA_F02 : Grand Rituel Universel dArgent	€1,125.25	30	1.1%	10,752	€0.10	$0.12	HM €1,125/30
23	MIK_F03 : 7 Secrets de Chance des Anges	€1,102.38	48	1.1%	522	€2.11	$2.45	HM €1,102/48
24	CIA_F02 : Rituel de Restauration de la Ligne Ancestrale	€1,095.91	27	1.1%	8,184	€0.13	$0.16	HM €1,096/27
25	Rparation Transgnrationnelle - 18	€1,089.00	61	1.0%	—	—	—	Stripe €1,089/61
26	CLA_F05 : Rituel Flamme Rouge	€1,056.16	14	1.0%	5,026	€0.21	$0.24	HM €1,056/14
27	CLA_F04 : Agenda Spcial Chance	€1,046.95	14	1.0%	5,284	€0.20	$0.23	HM €1,047/14
28	MIK_F02 : Rituel d'Appel des Puissances Angliques Agissantes	€976.68	66	0.9%	528	€1.85	$2.15	HM €977/66
29	CLA_F06 : Voyance Chance Prcise	€973.73	13	0.9%	4,753	€0.20	$0.24	HM €974/13
30	CIA_F04 : Grand Rituel du Feu	€961.59	48	0.9%	7,269	€0.13	$0.15	HM €962/48

FR by source

Source	€	n	%
HM	€90,381.73	5089	87.1%
Stripe	€13,439.77	531	12.9%

FR by persona

Persona	€	n	%
CLA	€38,373.16	2069	37.0%
CIA	€28,499.98	1468	27.5%
OTHER	€22,490.56	1221	21.7%
MIK	€13,560.15	792	13.1%
MAR	€897.66	70	0.9%

FR by funnel stage

Stage	€	n	%
F1	€45,770.63	2848	44.1%
F2	€16,800.46	810	16.2%
F3	€10,423.44	451	10.0%
F4	€3,510.76	112	3.4%
F5	€2,089.88	69	2.0%
F6	€1,847.26	60	1.8%
F7	€336.83	20	0.3%
F8	€551.67	29	0.5%
OTHER	€22,490.56	1221	21.7%

8. Insights

Truth alignment: SalesDateV2 = €120,130. My per-market split = €120,198 (100.1% reconciled).
FR is 7.2× larger by revenue but AOVs are close (EN €16.51 vs FR €18.47) — the gap is product/funnel coverage, not market quality.
EN paid-traffic ROI: +17.2% overall, but campaign "Andrea" loses 99% on $1,174 spend (1 sale). Kill or rework.
EN funnel EPL vs CPL $2.07: see margin column. Funnels where EPL_USD > CPL_USD are profit-positive; others bleed.
FR CPL not yet supplied — supply the FR Keitaro export to complete the FR margin column.

9. Methodology notes

Top-line totals = SalesDateV2 feed (col L:W) with Skip=0 and Statut starts with Approuv*/Compl* — same logic as the sheet's B column.
Per-market split = source tabs filtered by Marché. Rows with blank/#REF! Marché bucketed separately.
Funnel cohort = unique contacts in any automation matching 03_(PROMO|CLOSING)_<persona>F<n>. PROMO and CLOSING are union'd (so a contact counted once even if in both).
EPL = market_funnel_revenue ÷ market_funnel_cohort. Cross-market contamination is possible if EN buyers exist in AC FR cohort or vice versa — measured separately per account.
Keitaro = paid-traffic CPL only; numbers in USD from voyance-claire.com export.

Scripts: _tools/_arcana_recap_v2.py, _arcana_funnel_cohorts_build.py