🧢 Coach T’s Recap
The Coach’s Notes beta pulls together digestible, actionable and report-ready insights from across your dashboard into one simple view. It’s your shortcut to brand storytelling.
When you’re early in your tracking journey (month 1-5), your sample is still building. That means Coach’s Notes focuses on the insights that matter most early on:
Category Size: How big your addressable market is - the total number of people your brand can potentially reach.
Your awareness ranking in the category: This signals your current competitive strength and the scale of opportunity ahead.
Foundational brand-building tips: Expandable guidance panels with strategic and tactical recommendations to support brand growth.
These sections help you understand where your brand sits today and what you can do to strengthen it from the outset.
Once you hit Month 6, your sample is large enough to unlock more advanced insights. Let’s walk through the reports you’ll find in Coach’s Notes and how to use them.
Explore Coach’s Notes
💡Tip
Toggle between brands to compare performance across your competitor set, and apply audience filters to see how different groups respond to each brand. This makes it easy to spot strengths and weaknesses for both you and your competitors.
Key takeaways from the last 6 months
The Key Takeaways section surfaces a 6-month snapshot of:
Category size: Your total addressable market.
Significant funnel movement: Highlighting where brands are gaining momentum, sustaining hard-earned performance, or starting to lose ground.
Top-of-funnel conversion: How effectively you or your competitors convert attention into intent (awareness → consideration), relative to the competitor average.
Most impactful conversion driver: The brand statement that has the strongest impact on awareness → consideration conversion in the category.
Category
This visual shows your category penetration in context. The smallest block represents brand awareness, the middle block reflects the category size (your buyer pool), and the largest block shows the total adult population. Understanding the size of your category helps you see whether you’re playing in a big, competitive space where the job is to win share, or a smaller or emerging category where the job is to grow the category itself.
Funnel
The Funnel section shows your awareness ranking, helping you quickly understand:
Where your brand sits today in terms of mental availability
How you compare to the top performer, the lowest performer, and the competitor average
What your current position signals: whether you’re in a phase of growing visibility, defending hard-earned traction, or maintaining a strong lead
Use this section to get a clear read on your relative standing in the market and determine where your brand-building efforts should focus: building, defending, or maintaining.
Funnel Timeline
The Funnel Timeline reports show how your awareness and preference metrics are shifting over time, helping you spot long-term trends shaped by marketing activity, seasonality, and competitive pressure. Coach’s Notes automatically calls out the two most significant changes, or highlights when things have remained stable.
This section helps you understand:
Where momentum in Awareness and Preference is building or softening
Which audiences are driving the change, so you know where to investigate further
Stability matters too. Maintaining performance often reflects consistent investment and strong brand foundations.
Conversion
Top-of-funnel conversion shows how effectively you or your competitors convert attention into intent (awareness → consideration), relative to the competitor average.
This section helps you understand:
How many people who know your brand would now consider it
Whether you're outperforming or underperforming the category
How compelling your brand is once it captures attention
It’s your first indicator of where the funnel may be leaking and where interest may not be carrying through.
Conversion Drivers
Conversion Drivers help you understand which brand associations have the biggest impact on driving conversion within your category. Use this to guide which associations you want to be known for. Focusing on the associations that matter most, especially where you currently underperform, helps strengthen conversion and earlier-stage demand.
How it’s calculated
We run a statistical model that looks at the survey responses in your category over the last 6 months. It measures how much more likely someone is to convert when they agree with a specific statement (e.g., ‘Is a brand I trust’) compared to someone who doesn’t.
This produces an odds ratio (e.g., 3.8x), which tells you:
“Those who agree that a brand in the category 'Is a brand I trust' are 3.8x more likely to convert from Awareness to Consideration.”
Your brand’s performance on each statement is then compared to how important that statement is to the category overall, helping you see where to focus.
How to read it
You’ll see the top 3 most impactful statements, ranked by:
Importance (the odds ratio)
Your brand’s performance (how many people associate that statement with you)
High importance + low performance = an opportunity to lift top-of-funnel conversion
High importance + high performance = an opportunity reinforce key messaging
Together, these insights show where brand associations can meaningfully strengthen your funnel.