What Counts as a Lead?
A lead is a job with a client name, a phone and an address. A click is not one, and neither is every call. Its cost is your spend divided by those jobs.
What Counts as a Lead? A Worked Example
Example
Made-up numbers. In a month you spend $1,200 on ads. Google reports 80 clicks and 25 calls. Of those calls, 9 became a booked job, and each of those has a name, a phone and an address. You have 9 leads on our definition. Your lead's cost is 1,200 divided by 9, which is $133. Google would have told you $48 a call or $15 a click. Neither is the price of a person who booked.
The cost of a lead here is your spend divided by jobs. These are our two counts. We do not use the click price from an ad platform.
How It Is Usually Miscounted
- A click is called a lead. Most clicks never call.
- A call is called a lead. Some are a wrong number, a salesperson or a job you do not do.
- The same person is counted twice. They called, then filled in a form.
- A job without an address is counted. You cannot send a tech, so it is not a job yet. In HeadHoncho it sits on the Lead status and shows in Needs you as a missing fact: Add the address, Set a time, or Add a phone.
Related Terms
How to turn this into the number that decides whether the ads work is in How to Work Out Your Cost per Booked Job.