Reporting periodYear to date, Jan 1 through Oct 16, 2026
LinesHome · Auto
Lead sourceGOAL branded campaigns
All campaigns
01

Key Metrics

Year to date, Jan 1 through Oct 16, 2026

2,838
Leads
Home · Auto · 8 campaigns
15.1%
Quote Rate
429 of 2,838 leads quoted
33
Policies Sold
Recorded by the Bound event · 259 items
$2,033
CPA
Cost per sale · 33 sold
$259
Cost per Item
Spend per item sold · 259 items
177
Inbound Calls
Direct from prospects
02

Performance by Line

Year to date, Jan 1 through Oct 16, 2026

Lead Mix
2,838
leads
Home2,390
Auto448
LineLeadsCallsItemsNotes
Home
Active		 2,390 145 249
84% of leads. 372 quoted (15.6%), 32 sold. CPA $1,821. Combines 3 Home campaigns; the campaign for current State Farm, Farmers, Progressive or GEICO customers is running now.
Auto
Active		 448 32 10
16% of leads. 57 quoted (12.7%), 1 sold. CPA $8,797. Combines 5 Auto campaigns; Auto renters is running now.
Leads by month: January: Home 108, Auto 0; February: Home 210, Auto 0; March: Home 115, Auto 4; April: Home 271, Auto 11; May: Home 306, Auto 86; June: Home 331, Auto 17; July: Home 321, Auto 69; August: Home 461, Auto 142; September: Home 181, Auto 95; October 1 to 16: Home 86, Auto 24. Not included: a separate Home lead product for all other homeowners, delivered as leads without the quote funnel. Its 406 prospects (September 11 to October 15) are all still marked Received - not worked yet in GOAL. The agency's October 16 status file shows 13 of them quoted and 3 sold, which GOAL does not count toward these campaigns.
03

Conversion Funnel

Year to date, Jan 1 through Oct 16, 2026

Your ad shownimpressions
9,419
100%
Clicksto your page
4,223
44.8%of impressions
Conversion funnel · rates based on Leads
Leadssubmitted
2,838
67.2%of clicks
Contactedreached
–
–not set up
Quotespresented
429
15.1%of leads
Salespolicies sold
33
1.2%of leads
Contact rate is not shown: no Contacted event is set up on this account, so reached leads are not tracked. Quote rate 15.1% (429 of 2,838 leads). Lead to sale 1.2% (33 sold). CPA $2,033 on $67,079 of spend. 259 Items and 248 X-Dates are recorded. Items run ahead of sales (259 Items on 33 sales), so Items are not yet a per-sale count. The X-Date event was added in late May and the Items event in mid July; both were filled in for earlier months from the agency's uploads.
04

Recommendations

Next review period

1
Raise the Home Bid on Tier 3GOAL
A 10% bid increase on Tier 3 in the Home campaign for current State Farm, Farmers, Progressive or GEICO customers, the campaign still running. Tier 3 brought most of that campaign's sales this year at a CPA below the campaign average. Daily limits stay where they are.
Metric behind it: Tier 3 in that campaign: 15 of 19 sales, CPA $1,434, against $1,712 for the campaign and $1,821 for Home overall; 792 of 1,217 leads (65%) on 66% of campaign spend.
2
Ease the Auto Bid on Premium ReferralGOAL
A 10% bid decrease on Premium Referral in the Auto renters campaign, the largest share of Auto spend with no sale recorded yet. It keeps running, and we review it again next period. Daily limits stay where they are.
Metric behind it: Premium Referral across Auto: 204 of 448 Auto leads (46%) on 49% of Auto spend, 21 quoted (10.3%) against 12.7% for Auto overall, no sales recorded yet. In Auto renters: 5 of 60 leads quoted (8.3%).
3
Work the Prospects Still Marked Not WorkedAgency
Open the prospect list in GOAL, filter to Received - not worked yet, sort by oldest first, and reach out to each one. Update the status as each lead is contacted or quoted so the list stays current.
Metric behind it: 406 prospects are still marked Received - not worked yet, all from the separate Home lead product delivered since September 11 and not counted in the totals above.
4
Log Bound and Items on Every SaleAgency
Each time a policy is written, record the Bound and Items events in GOAL and set the prospect's status. Sales only count toward CPA when the Bound event fires, Items recorded only on sales show how many policies each sale includes, and a status on each prospect shows which campaigns are turning into business.
Metric behind it: 429 Quoted, 33 Bound, and 259 Items events this year. Only 48 of 2,854 Home and Auto prospects created this year have a status logged (2,806 have none), and 6 are marked Sold.
5
Reach More Leads, Across 30 DaysAgency
Contact frequency by week, across phone, text, and email:
Week 1
3+/day
all channels
Week 2
2+/day
all channels
Weeks 3–4
every 2–3 days
all channels
Metric behind it: 429 of 2,838 leads quoted (15.1%); 2,409 have no recorded quote yet.
All conversion metrics calculated based on Leads, not Clicks.GOAL · Year to date, Jan 1 through Oct 16, 2026