Full report · 1 August to 2 October 2026
Millionaire Mind
Intensive Paris 2026
Two months of campaign, four distinct periods, and a clear recovery since 22 September. This document covers everything since day one: what was sold, to whom, through which path, what advertising cost and returned, what was built, and what is left to do before December. Buyer names and e-mail addresses are replaced by neutral labels.
In short
Where we stand, in six sentences
The seminar takes place in Paris on 4, 5 and 6 December. To date, 42 seats have been sold.
Those seats represent €13,092, of which €11,368 is already in the bank. The rest arrives with the three-instalment plans.
Advertising has cost €3,442.30 since 7 August. The people it brought in have bought €11,399 worth of seats. In other words, one euro of advertising returns roughly three.
Sales slowed in September, then picked up again on 22 September. Since then, daily revenue has doubled, and mostly in VIP passes, which cost more.
One thing is missing to accelerate: a closing date for the launch rate. Without one, nobody is in a hurry to book.
Three small issues need fixing, explained at the end. None is serious, but each one costs money if left alone.
Read this first
The engine restarted, and VIP is selling again
42 seats are sold for 4, 5 and 6 December, representing €13,092 collected or committed. After a month-long plateau, the last ten days changed the picture. Three facts, in order of importance.
€281 a day since 22 September, against €129 in the previous period. We are back at the level of the buy-one-get-one offer, with no promotion at all.
Five of the last six orders are VIP passes, against one in four before. Revenue per seat reaches €515, the highest since the start, against €241 under the buy-one-get-one offer. Naming the venue and showing the trainers probably helped.
Of the 654 people who reached the payment form since 7 August, 608 left without typing a single character. Those who start buy in 63% of cases. The price is still discovered too late.
One decision is still pending. A closing date for the launch rate. There are 63 days left before the seminar and nothing forces anyone to decide now. It is the only lever that costs nothing.
Advertising, in three figures
€3,442.30 spent,
€11,399 returned
From 7 August to 1 October, seminar only. A separate campaign for a different product, €293.48, is excluded from every calculation. One thing to keep in mind when reading these figures: the customer base received e-mails only between 1 and 9 August, and nothing since.
Three ways to read this return, and the one I keep. The Meta pixel only credits 6 purchases worth €2,927, because it sees nothing beyond seven days after a click. The strict reading, entirely new contacts only, gives 1.03 to 1. The broad reading, everyone who came through the gift, gives 3.3 to 1. The second describes reality better, and the reason is a date: the customer base has received no e-mail since 9 August. An old record asking for the gift in September came back through an ad or through retargeting, not through a mailing. Each euro invested returns between €1 and €3.30, and one customer costs €138.
Should we switch to sales campaigns? Not on cold traffic yet, yes on warm. Today the acquisition campaigns optimise for the gift sign-up, and the e-mail sequence does the selling. Only the retargeting campaign optimises for purchase.
Three reasons not to switch acquisition to purchase now. Volume first: Meta needs roughly fifty conversions per week per ad set to exit the learning phase, and we produce a little over one. A purchase-optimised campaign would never learn and would deliver at random. Then the decision lag: one buyer requested the gift on 2 September and paid on 1 October; another took a month as well. A sales campaign judges on a seven-day click window. Finally the price: a sign-up costs €10.53 and becomes a customer in 7.6% of cases. Selling directly to a stranger who has just discovered the seminar would cost more, not less.
What I would do instead. Keep acquisition on sign-ups, and strengthen retargeting, which already is the sales campaign: it carries only 19% of the budget while working on 327 sign-ups and 654 checkout visitors. Add one purchase-optimised ad set on warm audiences only: 30-day sign-ups, 180-day page visitors and abandoned checkouts. And above all, get the closing date: without a deadline, no sales campaign converts, whatever its settings.
When to ask the question again. Above ten sales a week, or as soon as a closing date is announced. At that point a cold-traffic sales campaign will have something to learn from.
What worked best. VISU05, the sentences we repeat about money: €343.54 spent, three credited purchases worth €1,532, that is 4.5 to 1, the best return on the account. VISU01, announcing the seminar coming to Paris, brings the volume: 135 sign-ups at €6.26, the lowest cost. By contrast VISU09 and VISU06 consumed €330.21 without producing a single sale, and the reach campaign €123.16 without a single sign-up.
The numbers since day one
Paid seminar orders, 1 August to 2 October 2026.
The four periods
Every change of offer or of setup opens a distinct period.
| Period | Orders | Seats | Sold | Per seat | Per day | Advertising | Return |
|---|---|---|---|---|---|---|---|
| Period 1, Buy one get one free 1 to 23 August | 13 | 26 | €6,275 | €241 | €273 | €476.00 | 13.2 |
| Period 2, Launch rates 24 August to 11 September | 6 | 6 | €2,433 | €406 | €128 | €927.89 | 2.1 |
| Period 3, Plateau 12 to 21 September | 4 | 4 | €1,294 | €324 | €129 | €848.54 | 0.5 |
| Period 4, Recovery 22 September to 1 October | 6 | 6 | €3,090 | €515 | €281 | €1,189.87 | 2.3 |
| Total | 29 | 42 | €13,092 | €312 | €208 | €3,442.30 | 3.3 |
Why seats matter more than orders. In period 1 each order carried two seats, one paid and one free: thirteen orders filled twenty-six chairs at €241 each. Since then one order equals one seat, at €406, then €324, then €515 in period 4. In other words the buy-one-get-one offer filled the room twice as fast, but returned two and a half times less per chair.
The 29 orders
All paid seminar orders in chronological order. Names and e-mail addresses are replaced by neutral labels. Orders from period 1 carried two seats.
| Date | Buyer | Package | Period | Origin | Amount |
|---|---|---|---|---|---|
| 02/08 | Buyer 01 | Standard + translation 2 people · 2 seats | Period 1 | Returned via the gift | €497 |
| 05/08 | Buyer 02 | Standard + translation 1 person · 2 seats | Period 1 | Returned via the gift | €398 |
| 07/08 | Buyer 03 | Standard · 2 seats | Period 1 | Returned via the gift | €299 |
| 09/08 | Buyer 04 | VIP + translation 2 people · 3 instalments · 2 seats | Period 1 | Returned via the gift | €897 |
| 09/08 | Buyer 05 | Standard + translation 1 person · 2 seats | Period 1 | New contact | €398 |
| 09/08 | Buyer 06 | Standard + translation 2 people · 2 seats | Period 1 | Returned via the gift | €497 |
| 14/08 | Buyer 07 | VIP + translation 2 people · 2 seats | Period 1 | Returned via the gift | €897 |
| 16/08 | Buyer 08 | Standard + translation 1 person · 2 seats | Period 1 | New contact | €398 |
| 16/08 | Buyer 09 | Standard + translation 2 people · 2 seats | Period 1 | New contact | €497 |
| 19/08 | Buyer 10 | VIP · 2 seats | Period 1 | Returned via the gift | €350 |
| 21/08 | Buyer 11 | Standard + translation 1 person · 2 seats | Period 1 | Returned via the gift | €398 |
| 23/08 | Buyer 12 | Standard · 3 instalments · 2 seats | Period 1 | New contact | €351 |
| 23/08 | Buyer 13 | Standard + translation 1 person · 2 seats | Period 1 | Returned via the gift | €398 |
| 25/08 | Buyer 14 | VIP + translation 1 person · 3 instalments | Period 2 | Returned via the gift | €666 |
| 27/08 | Buyer 15 | Standard + translation 1 person · 3 instalments | Period 2 | Returned via the gift | €336 |
| 01/09 | Buyer 16 | Standard + translation 1 person · 3 instalments | Period 2 | Returned via the gift | €336 |
| 03/09 | Buyer 17 | Standard + translation 1 person | Period 2 | New contact | €298 |
| 03/09 | Buyer 18 | Standard + translation 1 person | Period 2 | New contact | €298 |
| 06/09 | Buyer 19 | VIP | Period 2 | Direct sale | €499 |
| 13/09 | Buyer 20 | Standard | Period 3 | Returned via the gift | €199 |
| 16/09 | Buyer 21 | Standard + translation 1 person | Period 3 | Direct sale | €298 |
| 17/09 | Buyer 22 | Standard | Period 3 | New contact | €199 |
| 19/09 | Buyer 23 | VIP + translation 1 person | Period 3 | No gift step | €598 |
| 26/09 | Buyer 24 | VIP + translation 1 person | Period 4 | Returned via the gift | €598 |
| 26/09 | Buyer 24 | VIP + translation 1 person | Period 4 | Returned via the gift | €598 |
| 28/09 | Buyer 25 | VIP + translation 1 person | Period 4 | New contact | €598 |
| 28/09 | Buyer 26 | VIP | Period 4 | New contact | €499 |
| 29/09 | Buyer 27 | Standard + translation 1 person | Period 4 | No gift step | €298 |
| 01/10 | Buyer 28 | VIP | Period 4 | Returned via the gift | €499 |
| Total sold | €13,092 | ||||
21 orders out of 29 include the French translation, worth €2,574, or 20% of revenue. It is a checkbox at payment, and it is by far the best add-on of the whole setup. 11 orders out of 29 are VIP passes.
Where the buyers come from
Established on two verifiable facts: the date the ActiveCampaign record was created, and the date the person requested the gift.
25 of the 29 buyers requested the gift during the campaign, for €11,399 out of €13,092. That is the most reliable measure of what the setup produces.
The customer base was contacted for nine days only. The e-mail campaign to older contacts started on 1 August at 8 pm, then one send on 2, 3, 5, 6, 7, 8 and 9 August. Since 9 August, not a single e-mail has gone out to the base.
This settles the attribution question, which would otherwise be a matter of opinion. Six orders were placed during those nine days, worth €2,986. The 23 that followed, worth €10,106 and 77% of revenue, came in while nothing at all was being sent to the base. Whether a buyer has a 2024 record or a September one therefore makes no difference: what brought them back was an ad, retargeting, or the gift sequence they had just joined.
The checkout funnel
Payment page viewed, form started, order paid, since 7 August.
| Period | Pages viewed | Forms started | Orders | View to form | Form to purchase |
|---|---|---|---|---|---|
| Period 1 | 228 | 19 | 11 | 8.3% | 58% |
| Period 2 | 198 | 12 | 7 | 6.1% | 58% |
| Period 3 | 88 | 9 | 5 | 10.2% | 56% |
| Period 4 | 140 | 6 | 6 | 4.3% | 100% |
| Since 7 August | 654 | 46 | 29 | 7.0% | 63% |
The same gap from the start. 608 people out of 654 saw the payment page and left without typing anything. Those who do start the form complete it in 63% of cases, which is excellent. The blockage therefore happens the second the price appears, and nowhere else.
43 checkouts were opened since 7 August, 31 became orders, that is 72%. Each one triggers an automatic reminder one hour after the abandonment.
Advertising, campaign by campaign
Meta report, 7 August to 1 October, seminar only.
| Campaign | Status | Spent | Impressions | Reach | Frequency | Results |
|---|---|---|---|---|---|---|
| A | Acquisition | Lead | inactive | €513.84 | 49,558 | 17,685 | 2.80 | 216 |
| A | Acquisition | Lead FR | active | €1,599.57 | 57,345 | 16,914 | 3.39 | — |
| B | Reciblage | Achat | active | €637.40 | 19,108 | 7,178 | 2.66 | 1 |
| C | Paris IDF | Couverture | inactive | €123.16 | 172,383 | 95,917 | 1.80 | 95917 |
| A | Acquisition | Lead BE | active | €568.33 | 17,623 | 4,765 | 3.70 | — |
| Seminar total | €3,442.30 | 316,017 | 142,459 | 2.22 |
Belgium can finally be measured on its own. €568.33 since 19 September, about a fifth of the acquisition budget. It is now a campaign in its own right rather than a test. It should be judged on one thing: the share of its sign-ups who buy, bearing in mind that a Belgian buyer has to travel to Roissy.
Creatives, 24 August to 1 October
| Creative | Spent | Impressions | Clicks | CTR | Sign-ups | Cost | Purchases |
|---|---|---|---|---|---|---|---|
| VISU01 | €845.51 | 35,860 | 709 | 1.98% | 135 | €6.26 | 2 · €797 |
| VISU07 | €565.65 | 15,917 | 273 | 1.72% | 66 | €8.57 | — |
| VISU05 | €343.54 | 10,009 | 154 | 1.54% | 44 | €7.81 | 3 · €1,532 |
| VISU08 | €307.19 | 7,957 | 97 | 1.22% | 4 | €76.80 | 1 · €598 |
| VISU03 | €210.58 | 7,464 | 95 | 1.27% | 29 | €7.26 | — |
| VISU09 | €166.95 | 5,274 | 42 | 0.80% | 0 | — | — |
| VISU06 | €163.26 | 5,877 | 57 | 0.97% | 2 | €81.63 | — |
| VISU02 | €144.92 | 3,940 | 62 | 1.57% | 17 | €8.52 | — |
| VISU04 | €57.70 | 1,777 | 23 | 1.29% | 4 | €14.43 | — |
Meta consistently reports more sign-ups than ActiveCampaign actually records, roughly 60% more. Every cost per sign-up in this report is calculated on real sign-ups, never on the figure shown by Meta.
Instalment plans
Five orders paid in three instalments, all placed before 2 September.
| Due | Buyer | Status | Amount |
|---|---|---|---|
| 08/09 | Buyer 04 | Failed | €299 |
| 22/09 | Buyer 12 | Failed | €117 |
| 24/09 | Buyer 14 | Failed | €222 |
| 26/09 | Buyer 15 | Failed | €112 |
| 01/10 | Buyer 16 | Failed | €112 |
| 08/10 | Buyer 04 | Upcoming | €299 |
| 22/10 | Buyer 12 | Failed | €117 |
| 24/10 | Buyer 14 | Upcoming | €222 |
| 26/10 | Buyer 15 | Upcoming | €112 |
| 31/10 | Buyer 16 | Upcoming | €112 |
| Still to collect | €1,724 | ||
Reminders go out, nobody clicks. Eleven card-update e-mails were sent, six were opened, none was followed by a click. The automation has gone as far as it can. These amounts are recovered by phone, not by a twelfth e-mail.
What was built
The whole setup, since 1 August.
To fix now
Found on 2 October 2026 in the site tables. In order of urgency.
- One buyer entered an invalid e-mail address A buyer signed up on 29 September with an address ending in “.coms”. She has therefore received neither her confirmation nor her practical details, and will receive nothing before December. To be corrected by hand, and prevented by a domain check in the form.
- One buyer is still not tagged as a customer A buyer who paid on 3 September does not carry the purchase tag in ActiveCampaign. A month later, they are still receiving the e-mails inviting them to book.
- €979 of declined instalments The automatic reminders went out and were opened, none was followed by a click. A phone call is the only way to recover these amounts.
What is left before December
63 days. In order of impact.
- Set a closing date for the launch rate The only lever that costs nothing, and it has been missing since 23 August. A date, or a number of seats at that rate, announced and honoured. Without a commitment, better to display nothing at all.
- Publish travel information for the venue Now that the hotel is named, the “Roissy is far” objection has to be defused: train, time from central Paris, parking, the option of staying on site.
- A sticky call to action on mobile The page is long, most paid traffic is mobile, and a visitor who decides halfway down currently has to hunt for where to book.
- An FAQ and a clear list of what participants receive Language, the three days to block out, coming alone, what happens if they cannot attend. Then the concrete part: workbook, translation, daily schedule.
- Refresh the acquisition creatives Two of them have seen their cost per sign-up double since August. The message has not aged, the audience has simply seen it too often.