Understanding Your Metrics: A Glossary
Published · Updated
Look up what a number on your pages means and how it is worked out.
Production
Policies
The number of policies written in a period. Each sale counts once, whatever its premium. Home labels it POLICIES, and the goals call it Production (#).
Premium
The premium written in a period, in dollars. Once a policy has an issued premium, that figure counts in place of the written one.
Households
The customer households you insure. One household can hold several policies, so this counts customers. You type it each month in the Data window, as Record the office's monthly numbers shows, and Book charts it.
The household count on the Sales page is a different number: the separate customers among the sales written in the period on screen.
Policy count
The policies in force across your whole book. A household with auto, home and life counts 3 toward policy count and 1 toward households. Book shows it as POLICIES IN FORCE.
Book premium
The premium of everything in force, typed each month in the Premium field of the Data window. Book shows it as BOOK PREMIUM. Written premium is what your team sold in a period; book premium is the whole book.
Net gain/loss
Policies added minus policies lost, typed each month as Auto Gain and Fire Gain. See What Is Net Gain/Loss?
Book Health score
A score out of 100 at the top of Book, built from factors about your customers, team, growth and leads. 75 or more reads as healthy, 50 to 74 as needing attention, and below 50 as at risk. A factor with no numbers for the year is left out, not scored as zero.
Goals and pace
Pace mark
Where you should be by today: goal × the share of business days gone. With 42 of the year's 252 business days gone and a goal of 600, the mark is 600 × 42 ÷ 252 = 100. At 105 policies you are on pace.
Projection
Where you land if the pace holds: so far ÷ the share of business days gone. At 105 policies with 42 of 252 days gone, that is 105 ÷ (42 ÷ 252) = 630. The month-end projection on Home also leans on your usual rate early in the month: see How Goal Projections Work.
Needs to average
What each month needs for the rest of the year: (goal − so far) ÷ months left. (600 − 83) ÷ 9 = 57.4 a month. A person's Goals tab on the Team page shows it as NEEDS TO AVERAGE.
Leads and ROI
Lead conversion
Leads converted ÷ billed leads × 100. It is counted by lead, so a lead that bought three policies counts once. Duplicates, no-charge leads and returns the vendor credited are left out. 5 converted out of 28 billed is 17.9%.
Policies per lead
Policies written from those leads ÷ billed leads. It is counted by policy, so it can pass 100%.
Quote → bind and close rate
Policies written ÷ quotes logged for the same period. A person's Close rate on the Team page is this figure. The Close rate column on Leads is a different one: leads converted ÷ leads billed, for one source.
ROI
Net ÷ marketing cost, where net is office revenue − marketing cost − producer commission. Office revenue is the premium × your office rate for each product line.
Example. $17,175 of premium at an office rate of 10% is $1,718 of revenue. Less $892 of marketing cost and $300 of producer commission, the net is $526, and $526 ÷ $892 = +59%.
That is the first term only. The ROI page also projects the net at 1 and 3 years, counting renewals.
Pays back
When a source's net turns positive, counting renewals: Already, a number of months or years, or Over 3 yrs.
Cost per policy
Spend ÷ policies written. $892 spent for 5 policies is $178 a policy. The Sources table on Leads labels it Cost / policy.
Time to close
The average days from the day a lead came in to the day its sale was written. Its Avg Days figure leaves out sales that took more than 90 days.
Pay
Commission rate
The share of premium paid as commission, set per product line and per year. Your office's rate from the carrier is the Base Rate in Settings › Revenue & spend. A producer's rate comes from their commission plan.
Incentive rate
An extra rate your agency earns on top, such as a carrier bonus. You enter one Incentive Rate for the year and tick the product lines it covers. For those lines, Effective Rate = Base Rate + the incentive.
See every number for your own office
Production, pace, lead ROI and pay, worked out from the reports you already have.