Compare vendors
Updated
The Leads page puts every lead vendor in one table, so you can see who converts before you look at what each one costs.
Open the comparison
On screen a vendor is a provider on Conversions and a source on Marketing ROI.
To compare only some vendors, pick them under All Providers. All Types narrows the table to one lead type.
Read the columns
Each vendor is one row, with a Total row at the bottom. From left to right:
- Provider is the vendor.
- Leads billed is the leads you were charged for.
- Leads converted is the leads that became a customer.
- Policies written is the policies sold from those leads.
- Lead conversion % is the headline number: the share of billed leads that converted.
- Policies per lead and Policies per household show how many policies those leads produced.
- Written premium is the premium on those policies.
Cost comes second. Press Columns and, under More columns, tick Lead spend, Cost per lead, Cost per household, Cost per policy, Premium per household or Premium per policy. Reset brings back the standard set.
Click a heading to sort by that column, and click it again to reverse the order. The table opens sorted by Leads billed, largest first. Drag a heading to move its column.
Open a vendor's row
Click the arrow beside a vendor's name to split its row, or press Expand all. Split by sets what the rows underneath are: Lead type, Profile (the profile name in the vendor's file) or Both.
A warning mark on one of those rows means it has spend and no policies. An Aged tag beside a vendor means its policies in this period came from leads bought earlier.
Further down the page, the attribution table lists each matched lead beside its sales, and sorts by Provider too.
Compare cost and return
Choose the Marketing ROI tab. The period carries over. The Sources table shows Spend, Policies, Cost / policy, Premium, Net today, ROI and Pays back for each source, and its own Columns button holds more, Total cost among them.
Under Analytics, two charts rank the sources:
- Cost per policy by source runs cheapest first. A dashed line marks the average. In the standard chart theme, bars at or under it are green and bars over it are red.
- Policies by source runs most first. Press Premium to rank by premium instead.
Reading the ROI page covers that tab in depth.
What the numbers mean
- Leads billed: leads received in the period, leaving out duplicates, leads you were not charged for and returns the vendor credited.
- Leads converted: distinct leads matched to at least one sale. A lead that bought three policies counts once.
- Policies written: every matched sale. On Sale month that includes sales from leads bought earlier.
- Lead conversion %: leads converted ÷ leads billed.
- Policies per lead: policies written ÷ leads billed, as a percentage. It can pass 100%.
- Policies per household: policies written ÷ leads converted.
- Written premium: issued premium where a policy has issued, otherwise written premium.
- Lead spend: the cost of the billed leads. A month's spend typed in Settings is shared evenly across that month's billed leads, and the figure is marked est.
- Cost per lead, Cost per household and Cost per policy: lead spend ÷ leads billed, leads converted and policies written.
- Cost / policy on Marketing ROI: spend ÷ policies, before producer commission. Total cost is spend plus producer commission, and Net today is office revenue minus both.
- Total: sums, with each rate worked out again from the sums.
Frequently Asked Questions
Why can Policies per lead be higher than Lead conversion %?
One household can buy several policies. Lead conversion counts the lead once, and policies per lead counts every policy.
Why does a vendor show policies but no leads billed?
Its sales in this period came from leads received earlier, so the row is tagged Aged. Switch Attribute by to Lead month to tie results to the month the leads arrived.
Why is a cost marked est.?
You entered that vendor's spend as a monthly amount, so Agency Edge shares it evenly across the month's billed leads. The figure is a share of that amount, not a price charged per lead.
Who can see this comparison?
The owner, and a Custom member given the Leads page. Basic access does not include it.