Calculate Cost Per Lead
Divide relevant campaign spend by the number of leads meeting your defined criteria.
Common Reporting Pitfall
If a campaign generates fewer calls but more booked jobs, optimizing solely for call volume can move budget in the wrong direction. Segment by new versus existing customers and by service type where the data supports it. Always show the time period and avoid comparing a short test week with a full month without adjustment.
A Realistic Example
A campaign costs $1,200 and generates 60 calls, of which 24 are qualified inquiries and six become jobs. Cost per call is $20, cost per qualified lead is $50, and cost per booked job is $200. These are illustrative numbers, not industry benchmarks.
How To Verify The Setup
Define 'qualified' before looking at the results. Exclude wrong numbers and repeat status calls if the objective is new sales, and document whether repeat callers are counted once or multiple times.
- Write down the expected result before testing, then compare it with the recorded result.
- Keep a dated record of the source, call outcome, and any discrepancy so the test can be repeated.
- Check the provider's current documentation and plan terms before relying on a particular feature.
What To Check Before Deciding
Revenue-based ROI requires credible revenue and cost data. Do not treat estimated deal value as collected revenue or attribute every sale to the last call when several channels contributed.
Questions To Resolve
What Should I Test First?
A campaign costs $1,200 and generates 60 calls, of which 24 are qualified inquiries and six become jobs.
How Can I Check Whether The Data Is Useful?
Define 'qualified' before looking at the results.
What Should I Confirm Before Committing?
Revenue-based ROI requires credible revenue and cost data.
Distinguish Calls From Leads
A wrong number or repeat caller may be a call without being a new qualified lead.
Connect Revenue Where Possible
Compare marketing cost with attributable customer value while noting attribution uncertainty.
Use A Consistent Definition
Apply the same lead qualification and time window across campaigns.