By Freedom Marketing Group · Published
Cost per lead is easy to see and easy to misread. These metrics, tracked by lead source, show where a campaign is really winning or losing.
Funnel metrics
| Metric | Formula |
|---|---|
| Contact rate | Leads contacted ÷ leads received |
| Qualified conversation rate | Qualified conversations ÷ contacts |
| Appointment rate | Appointments set ÷ qualified conversations |
| Show rate | Appointments kept ÷ appointments set |
| Quote rate | Quotes given ÷ qualified conversations |
| Close rate | Sales ÷ qualified conversations |
Economic metrics
| Metric | Formula |
|---|---|
| Cost per lead (CPL) | Lead spend ÷ leads received |
| Cost per acquisition (CPA) | Lead spend ÷ sales |
| Revenue per lead | Revenue ÷ leads received |
| ROI | (Revenue − lead spend − other costs) ÷ lead spend × 100 |
Use one definition everywhere
Decide what counts as a contact and a qualified conversation, write it down, and use it across every source and agent. Otherwise comparisons don't mean much.
Try your numbers in the Lead Cost & ROI Calculator.
Frequently asked questions
What is a good close rate for insurance leads?
It varies widely by vertical, format and agent skill. Benchmark against your own history by lead source rather than a generic industry number.
Related resources
Educational information only; not legal, tax or financial advice. Confirm regulatory requirements with qualified counsel and current official guidance.