Glossary
55 GOAL & insurance terms — the quick answers for “what does this mean?”
The 1-in-10 inbound call ratio is the platform benchmark that roughly 10% of web submitters initiate an immediate, high-intent inbound call.
That 10% is usually responsible for somewhere between a third and half of an agency's sales.
Minimum required items for agents to maintain their job; missing can lead to contract loss.
Ad groups are collections of ads that share the same targeting settings and budget within a campaign.
Ad units are components used for advertising placement; ad creatives are the visuals and messaging within those units.
AI Conversations is the integrated feature that records and transcribes calls, then uses AI to summarize them and evaluate producer talk tracks.
Answer Rate is the percentage of inbound live calls that agency producers actually answer.
A base bid is the starting amount a campaign bids for a click, before source, geo and day-part modifiers are applied.
The base bid is what puts a campaign in the mix on cost to enter across sources; modifiers then move the effective bid up or down from it.
Bid modifiers adjust bids based on specific criteria, influencing key performance indicators (KPIs).
"Bound" refers to a term for "sale," aggregating multiple policies per household for data analysis.
Items counts policies; households bound counts the customer. A household with three policies is one household bound.
A captive agent is a representative tied to a single company, distinguishing from independent agents.
Channel ID refers to a unique identifier for a specific advertising channel or advertiser in marketing platforms.
Click-to-Close measures the effectiveness of ads by calculating the percentage of customers who close after clicking.
Contact Rate is the percentage of total delivered leads that a producer successfully engages in a live conversation.
Continuous Coverage refers to leads without any lapse in coverage, influencing underwriting and pricing decisions.
A conversion pixel is a tracking tag placed on an agency's quote and sale confirmation pages so GOAL can attribute quoted and sold outcomes back to the click that produced them.
Quote and sale pixels are set separately; once they are firing, a lead shows as quoted or sold in the platform.
Core Target Group refers to a specific segment of leads defined by set criteria for targeted marketing efforts.
CPA measures the cost to acquire each new customer during a specified period.
CPH (Cost Per Household) is the target financial metric measuring total marketing spend against the number of household policies written.
The business outcome to open a review call with, rather than lead count.
CPL (Cost Per Lead) measures the cost incurred to acquire a single lead or potential customer.
The credit indicator is the self-reported credit band a consumer selects on the lead form (excellent, good, average or poor), used as a targeting filter rather than as a measured metric.
Nobody pulls a credit report; roughly 88% of form fills select good because the word is subjective. Its practical use is excluding the small, honest group who report poor credit, not bidding up on excellent.
A CRM is the system an agency uses to manage its interactions with current and prospective customers, and the system GOAL delivers leads into.
Allstate agencies commonly run Ricochet360 (Rico) or LeadManager, which GOAL does not integrate with directly and reaches through Quote Burst. Farmers agencies commonly run Little Giant, AgencyZoom or AgencyMVP.
"Currently Insured" refers to leads reporting active insurance coverage, calculated as a percentage of total leads.
A day-part schedule sets bid modifiers by hour and day of week, concentrating spend in the hours an agency can actually answer and that convert best.
Over time the schedule reveals cost per acquisition for each individual hour a campaign is active.
DUIs refer to driving under the influence of alcohol or drugs, leading to legal penalties.
The freezer state, also called the freezer cell, is the post-submission landing page that locks a consumer into the agency's ecosystem without displaying external aggregator ad links.
Geo/Zip Codes/Areas refer to geographic regions used for analyzing performance metrics like sales and leads.
A homeowner is a customer who owns their residence, influencing market penetration calculations.
An Independent Broker/Agent (IBA) segments production and performance by channel, distinguishing independent from captive and direct channels.
An item is a single policy written. Cost per item is the marketing spend required to produce one policy.
Cost per item rewards agencies that cross-sell and is often the flattering number; cost per household is the better read for agencies that bundle.
IVR (Interactive Voice Response) allows users to interact with a phone system through voice or keypad inputs.
A lead line is the dedicated inbound phone number an agency gives GOAL for its calls, set up to bypass the agency's IVR or phone tree and ring straight through to someone who will pick up.
Validate the number after the agency provides it; a lead line that lands in a phone tree defeats the purpose.
LeadMiner and RICO are data integration software used to push leads directly into telemarketing dialers.
Posting into RICO requires a Posting URL from LeadMiner.
A Lead Management System (LMS) organizes and tracks potential customers through the sales process.
An LSP, or Licensed Sales Producer, is a licensed sales staff member employed within an agency.
Multi-car refers to insurance policies covering two or more vehicles.
A No-Attribution Channel is a traffic category for a consumer who returns to the site directly, which prevents the visit being attributed to the original click source.
Perfomology is an Allstate-specific reporting and analytics tool used to track sales metrics and source attribution.
Periscope is GOAL's internal dashboard report, used to analyze market-level RPC (rate per click) data and calibrate source multipliers.
PPC (Pay-Per-Click) is the advertising model GOAL uses, where an agency pays only when a prospect clicks its ad, in contrast with the shared Pay-Per-Lead (PPL) model.
A click is not a lead. Cost per click and cost per lead are always different numbers; GOAL optimizes click-to-lead conversion to bring cost per lead down.
Quote Burst and Typhoon are approved bridge software that parse GOAL leads directly into carrier platforms such as Allstate Lead Manager.
Quote Rate is the percentage of leads provided with an actionable rate quote, measured against either contacted leads or total delivered leads.
State which denominator is in use: quoted-of-contacted and quoted-of-total are different numbers.
Quote-to-Close measures the percentage of quoted prospects that become closed customers.
A QuoteFunnel is a customizable, agency-branded lead capture form built to pre-qualify prospects directly for that agency.
Ricochet, or Ricochet360, is a CRM and auto-dialer platform widely used by Allstate agencies; GOAL posts leads into it and agencies pull their lead reporting out of it.
CopperSt appears next to Ricochet in the original term list, but no GOAL document defines it. Confirm the intended meaning with the team before relying on this entry.
Right Pricing is the bid strategy SOP of adjusting base bids and source multipliers to optimize for CPA rather than vanity CPL metrics.
Sales rate measures conversion efficiency from leads to sales or quotes to policies.
Speed-to-Lead is the operational discipline of immediately pausing other tasks to call a new lead notification within seconds of it arriving.
SR22 is a certification proving a driver has met insurance requirements after certain violations.
Telemarketing companies are third parties an agency hires to contact prospects on its behalf, often with offshore calling teams.
Toolchest and Lead Swami are third-party tracking platforms agencies use to compare performance across all of their marketing vendors.
TrustedForm and TCPA consent are the compliance tools that capture 1-to-1 consumer consent and lift a prospect off the federal and state Do Not Call registries for 90 days.
TrustedForm provides a session replay of the consumer entering their number and giving consent, as proof it happened.
Vantage Point is the commission reporting portal within Gateway/Dash that captive agents use to track brokered policies.
VC is the minimum number of items an Allstate agent must sell for higher commission eligibility.
An X-Date is a prospect's current policy renewal date, logged in a CRM such as AgencyZoom to trigger an automatic re-quoting cadence.