Marketing and measurement
Cost per held generator estimate: count the right visits
Divide the right costs by visits that really happened. Keep booked slots, held estimates and sold jobs apart.
Cost per held generator estimate is the group’s included costs divided by its first estimate visits that took place. Use the same lead group and review date for both.
Booked slots are a different count. A moved visit, a no-show or a second trip for the same quote should not inflate first held estimates.
On this page
Write the count rule first
Pick a group, such as all new leads from one campaign in June. Keep each lead’s first date. Then check the visit record for that group.
For this measure, count one first held estimate per job opportunity. A second trip for the same quote should not look like a new lead. State this rule in the report.
A moved slot stays open until the visit happens. A no-show is not held. Keep canceled visits in the record so the gap does not vanish.
Work through one example
These are made-up US-dollar inputs, not client results. Assume $1,800 in ads, $600 in fees, $100 in tools and $200 in sales work. Total cost is $2,700.
The same group booked 12 first estimates. Eight took place by the review date. Cost per held estimate is $2,700 divided by eight, or $337.50.
Dividing by 12 would give $225 per booked estimate. Both figures can be useful. They answer different questions. Label them so no one mistakes one for the other.
Keep a small count sheet
Give each row a job reference. The team should be able to trace the total back to real visit records.
- First lead date and source.
- First visit booked for.
- Visit held on, or still open.
- Reason for a missed visit, if known.
- Quote sent and next action.
- Costs included in the group.
Resolve repeat trips before you divide
Keep visit events as well as the job total. That lets the crew track work without making every trip a new sales chance.
Use the result to choose a fix
If many slots are booked but few happen, check the address, fit and visit details. Ask the team where the handoff broke. Do not assume the ads caused every missed visit.
Review the group again as open visits happen. Show the review date each time. If no visits were held, report none; do not divide by zero or call the cost free.
Watch and learn
Use the right stage before you divide the cost
Anthony separates estimates from jobs closed so far. Your held-visit cost also needs one clear stage and a known count.
Selected section: 3:33–4:21.
This is a clip from an earlier client interview. The speaker shares their own results and views. It is not an audit or a forecast for your firm. The full video may mention old offers.
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Sources and further reading
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