Understanding Launch Data Without the Drama

Most entrepreneurs say they “want to know their numbers.”
But what they really mean is:
“I want to feel safe looking at them.”

In this week’s episode of As Good As You Are, I sat down with Kelsey Silver—a data detective and former marriage and family therapist who helps six- and seven-figure business owners uncover the story their numbers are really telling.

And what she revealed might just change the way you think about analytics forever.

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The Real Reason Numbers Feel So Personal

According to Kelsey, our fear of numbers starts long before we ever open Stripe or Google Analytics.

“From the time we’re little,” she said, “numbers are used as proof of whether we’re good enough. Report cards, test scores, performance reviews—those numbers have always been tied to judgment.”

That conditioning doesn’t disappear when we start a business.
It just changes shape.

We look at revenue, conversion rates, and followers through the same emotional lens.
Numbers become a mirror—one we’re often afraid to look into.

But Kelsey reframes that mirror as a magnifying glass instead.
“The data isn’t there to punish you,” she said. “It’s there to help you breathe. It’s the oxygen mask you put on yourself before you put it on anyone else.”

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What to Track (and What to Let Go)

Kelsey’s philosophy is simple:
Numbers only matter when they have context and connection to your actual goals.

Here’s what she suggests focusing on:

1. Conversion — but deeper

Instead of just tracking your total conversion rate, look at how it breaks down by source.
Maybe Instagram converts at 25%, while list swaps hit 85%.
The story isn’t in the 50% average—it’s in the outliers.
“What’s working deserves more of your energy,” she said. “Cut the rest.”

2. Time to Purchase

One of Kelsey’s clients discovered it took nearly a year for new leads to finally buy their high-ticket program.
That insight changed everything about how they nurtured their audience.
“People often need to see you twice before they buy,” she explained. “If you don’t know your timeline, you’ll assume your marketing isn’t working when it’s just not done yet.”

3. Metrics That Actually Move

Any metric worth tracking should answer yes to all three of these questions:

• Can I directly influence this number?
• Does it impact my sales or results?
• Will a change here tell me I need to take action?

If not, it’s probably a vanity metric—nice to look at, useless for strategy.

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From Trauma to Curiosity

Kelsey’s unique approach comes from blending therapy and analytics.
She’s seen how easily “bad” numbers can trigger shame spirals in even the most successful entrepreneurs.

That’s why she builds dashboards that meet people where they are—literally.
Some clients can’t handle red/yellow/green visuals because a “red” stat sends them straight into panic mode.
Others need to avoid line graphs altogether to stop fixating on every dip.

Her advice?
Create a system that makes you feel safe enough to stay curious.
“Numbers shouldn’t hijack your nervous system,” she said. “They should help you lead better.”

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The Quarterly Audit That Keeps It Simple

Kelsey doesn’t believe in overcomplicating.
Her own quarterly audit takes under an hour.

She starts at the end of the customer journey—repeat clients and upsells—then works backward step by step, asking one question at each stage:

“Am I happy with this number?”

If yes, move on.
If no, tweak one thing and track it for 30–60 days before touching anything else.

It’s not a spreadsheet.
It’s a flowchart for decision-making.
And it’s what keeps her clients focused on progress instead of perfection.

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Why Curiosity Beats Control

At the heart of it, Kelsey’s work is about permission—to see your business clearly without attaching shame or meaning to every metric.

“The goal isn’t to have perfect numbers,” she said. “It’s to understand what they’re trying to tell you.”

When you shift from control to curiosity, data stops being a threat and becomes what it was always meant to be: a tool for alignment.