Read the ROI page
Updated
The Marketing ROI tab on the Leads page shows what each lead vendor cost, what it sold, and what your office kept after paying producers.
Open the tab
The tab lists your lead vendors and any other source set to track spend. Each row is tagged Lead provider or Other marketing.
Start with conversion
Conversion is the share of a vendor's leads that became customers. On this tab it is the Close rate column, which is hidden until you turn it on.
Close rate is leads converted divided by leads billed. A lead that bought three policies counts once. The Conversions tab shows conversion as its headline figure; see comparing lead vendors.
Then cost, and what is left after commission
Cost / policy is spend divided by policies written, before commission. Commission comes off in the three cards under Period totals:
- Office revenue is Written premium multiplied by the × avg. office rate line. Hover the small icon on that line to see each product line's rate.
- Total cost is Marketing cost plus + Producer commission.
- Net, first term is the first card minus the second, with ROI under it.
In the table, Net today is the same figure for one vendor.
When a vendor pays back
A vendor that loses money on the first term can come out ahead once its policies renew. The Net, first term card shows the net at 1 yr and 3 yrs. In the table, Pays back reads Already, a number of months or years, Over 3 yrs or No sales yet.
Rows do not open. Hover a Pays back chip to see that vendor's net and ROI at Today, 6 mo, 1 yr, 2 yrs and 3 yrs.
Renewals are an estimate. At each renewal a policy's premium earns your office rate again, on its product line's renewal frequency, reduced by your office's lapse rate for every year that passes. No new spend and no producer commission is added.
The period picker
The date button at the left of the filter bar sets the period: a month, All Time, YTD or Custom. The arrows beside it move one month at a time.
Every figure on the tab follows the period. Spend counts the leads received in it. Policies and premium count the sales written in it.
The other filters narrow the figures the same way, All Sources chooses which vendors are listed, and Reset All clears them.
The Sources table, column by column
- Source: the vendor and its kind.
- Spend: what the vendor cost in the period, less credited returns.
- Policies: policies written from its leads.
- Cost / policy: spend ÷ policies.
- Premium: premium on those policies.
- Net today: office revenue − spend − producer commission.
- ROI: net today ÷ spend.
- Pays back: when the net turns positive, counting renewals.
The table opens sorted by Spend, highest first, and ends with an All sources row. Click a heading to sort by it. Columns adds others, such as Producer commission, Total cost and Net in 3 yrs. Under the table, Analytics draws Cost per policy by source and Policies by source.
What the numbers mean
- Premium is a policy's issued premium once it has one, and its written premium until then.
- Office revenue is premium times your office's rate for that product line in the year of the sale, with the incentive rate where it applies. Rates are set in Settings › Revenue & spend › Revenue rates. A line with no rate earns $0 here.
- Spend is the cost on each billed lead in your uploads. A monthly amount entered in Settings › Revenue & spend › Lead & ad spend replaces the uploaded cost for that vendor and month.
- Producer commission is figured sale by sale from each producer's commission rate. Bonuses earned on a whole period's production are left out.
- With no spend entered, a vendor that has leads or sales keeps its row. Spend reads $0 and ROI reads a dash. A line under the table counts the leads with no cost and links to Enter marketing spend.
Frequently Asked Questions
Why is ROI a dash for one vendor?
ROI is net today divided by spend, so a vendor with no spend in the period has none. Upload its leads with their cost, or enter the vendor's monthly spend.
Why does the average office rate change when I filter?
Each vendor sells a different mix of product lines, and each line has its own rate. The average is the revenue on screen divided by the premium on screen.
Why is there no sale-month or lead-month switch on this tab?
Lead spend belongs to the month you bought the leads, and premium to the month the policy was written. The Attribute by switch is on Conversions only.