The best (and most profitable) businesses in the world are run as a science experiment. They know what their control is (meeting booking rate, show up rate, close rate, cash-per-call, client acquisition cost, lifetime value, etc.), and they test variables against it (low ticket funnel vs. call funnel, new offer, increase in price, etc.) to find what works the best. You know you need better tracking and data systems, but all your stuff is on Google Sheets, and it takes hours to figure out one KPI.