An agency reporting example

The question the client asks

Which source brought qualified repair inquiries, and what happened after the phone rang? This fictional example uses one client account and a fixed reporting window. It does not represent a customer result.

Keep the denominator visible

Sample campaign: 20 calls, 16 answered, 10 qualified inquiries, 4 appointments, and 2 completed jobs recorded. Appointments and completed jobs are outcome milestones, not mutually exclusive buckets. Eight answered calls in this sample still lack a final outcome; keep them unresolved rather than silently counting them as lost sales. If campaign spend is $600, cost per qualified inquiry is $60. A completed-job revenue figure needs a separate verified amount.

Review repair and replacement separately

1. Classify the need

   Distinguish leak repair, replacement, and inspection. Record an unsupported service or out-of-area inquiry separately.

2. Follow the later outcome

   Link the appointment, estimate, or completed job only when your team verifies it. A long call alone is not a completed job.

3. Agree the next action

   Assign unresolved calls to a named owner. Use the same metric definitions in the next period before comparing campaigns.