What good looks like

The metrics that matter

• Cost per qualified lead (not cost per opt-in)
• Speed-to-first-dial (median, not average)
• Contact rate (dials that reach a human)
• Set rate (contacts that book an appointment)
• Show rate (appointments that actually take the call)
• Close rate (shows that close a job)
• Cost per signed job (the only number leadership should track weekly)

Lead response benchmarks

• Measure median response time, not the best-case response
• Compare contact rate by source and time-to-first-touch
• Track qualified conversations separately from raw contacts
• Review missed leads and delayed responses every week

Campaign quality benchmarks

• Judge creative by qualified opportunities, not click-through rate alone
• Compare cost per lead with appointment and close rates
• Segment results by offer, audience, geography, and creative
• Feed sales outcomes back into campaign decisions

Sales conversion benchmarks

• Track appointment rate from qualified conversations
• Track show rate by source and reminder sequence
• Track close rate by offer, rep, and campaign
• Use customer acquisition cost as the final scorecard

What moves the numbers

• Speed-to-lead is worth more than any other optimization — often 2–3x on contact rate alone
• Quiz funnels lift set rate 30–50% over raw lead forms
• Reminder cadence (SMS + email + AI rebook) lifts show rate 15–25%
• Scripts that reference the quiz answer in the first 30 seconds lift close rate measurably

How we share data

We won’t hand you a glossy PDF of made-up averages. When you onboard, your success manager shares anonymized cohort data relevant to your offer, geography, and spend tier — so you can benchmark against companies actually running what you’re running.

Caveats, because they matter

Every number on this page is illustrative and based on aggregated data across our customer base over the trailing 12 months. Your results will depend on your offer, your team, your states, your creatives, and your operational discipline. We share these to help you reason about the shape of the business — not as guarantees.