Data Analysis & Performance Metrics
CPA, CPL, conversion ratios, benchmarking and reading the numbers correctly.
Account Audit Review
A live audit of the AM's whole book, one row per account: what is happening now, what is next, and whether the account records say the same thing. The AM presents and the manager challenges each account in turn.
Cost Metrics Worksheet
The core cost metrics for an account, computed from one month of spend, delivery and CRM numbers. Enter the raw figures and cost per lead through to return on ad spend calculate themselves.
Full Metric Stack Analysis
Enter an account's raw spend, lead, quote, sale and premium numbers and read the whole derived stack that falls out of them, from cost per lead through return on ad spend. The second half of the exercise is saying what each number implies.
Lead Economics Worksheet
The Day 3 model for bids, filters and lead economics: enter an account's spend and funnel counts to compute CPL, contact, quote and close rates, cost per quote and CPA, then predict what a filter change does to volume and cost.
Month-over-Month Conversion Review
Set two months of an account's raw numbers side by side and read the conversion metrics that fall out of them. The variance tells you where to look; the AM supplies the explanation and decides whether a movement is a real trend or a one-month blip.
Risk Signal Audit
The eleven signals that an account is drifting toward cancellation, and a book-wide audit that marks nine of them account by account. Almost every account that leaves showed signals for weeks beforehand.
Segment Performance Breakdown
Break an account down by source, by state and by product, one row per segment, and read the lead-to-sale rate and cost per sale of each. The point of the exercise is to find what the account average was hiding.
Trend vs Noise Worksheet
A judgment exercise for deciding whether a metric has genuinely moved or the sample is simply too small to say. Enter the two periods and the denominator, then judge each movement on the two sample accounts.