Features
Marketing analytics from spend to first payment
Mimiao brings marketing spend, leads, conversions and first successful payments into one view. See CAC and ROMI overall or by channel and campaign — then put the next budget behind evidence, not a hunch.
One expense for both P&L and CAC
Advertising is recorded in the shared expense journal, either once or as a recurring template. Choose a marketing category, channel and optional campaign; the same amount feeds the financial report and CAC, with no second spreadsheet or duplicate entry.
- One-off and recurring marketing expenses
- Attribution to a channel and a specific campaign
- One source of spend for P&L and marketing analytics
A funnel that follows the money, not just inquiries
The channel and campaign are captured on the lead card and carry into the student profile on conversion. The funnel shows how many inquiries became students and how many reached a first successful payment, so a cheap lead never passes for a cheap customer.
- CPL — cost per lead
- CPA — cost per converted student
- CAC — cost per student with a first successful payment
CAC, ROMI and payback in the same breakdown
Switch between channels and campaigns and compare spend with revenue after refunds. Mimiao shows ROAS, ROMI, realized LTV, LTV:CAC, payback and budget utilization — without formulas maintained by hand.
- Channels and campaigns compared by the same rules
- Revenue measured net of refunds
- Budget, LTV:CAC and payback beside CAC
The system shows where data is still incomplete
A readiness panel highlights leads without a channel and spend that has not been allocated. Nothing disappears: those amounts remain in the overall result and an explicit “Unallocated” row, while you see exactly what to complete for a more accurate comparison.
- Attributed-lead and allocated-spend coverage
- A dedicated row for unallocated data
- Actionable prompts instead of silent reporting gaps
Frequently asked questions
How does Mimiao calculate CAC?
CAC is marketing spend for the selected period divided by the acquired students who reached a first successful payment. Mimiao ties that outcome back to the channel and campaign where the student journey started. If there are no payments yet, it shows that the metric cannot be calculated instead of substituting a misleading zero.
How are CAC, CPL and CPA different?
CPL answers “what did an inquiry cost?”, CPA answers “what did a lead-to-student conversion cost?”, and CAC answers “what did a student who paid for the first time cost?”. Mimiao places all three together, so you can see where acquisition becomes expensive.
Can I analyse individual advertising campaigns?
Yes. A campaign belongs to a channel, for example Meta Ads → “Autumn B1 intake”. You can assign it to a lead, a student and a marketing expense, then switch the report between channel and campaign grouping.
What happens to spend or a lead without a channel?
It is never dropped. Unallocated spend remains in total marketing cost, and the lead remains in the overall funnel. The detailed report places it in an explicit “Unallocated” row, while the readiness panel shows how many records still need attribution.
See your school in Mimiao
14 days free with personal onboarding — or wander around the demo school first.