ROI model
Measure it like an operator, not like a marketer.
Leads alone are not ROI. This is the formula we hold ourselves to, and the full set of signals worth instrumenting before you judge the result.
Net TrueQuote value = incremental qualified bookings × sold-job rate × contribution per sold job + labor saved − software and implementation − incremental traffic/media cost
Measure widget exposure, completion, CTA, booked appointment, sold job, contribution, cancellation and price objection. Do not use leads alone as ROI.
Where the return comes from
Five engines, not one metric.
More conversations start on your site
More website visitors begin a pricing conversation instead of leaving to research elsewhere.
Better-qualified bookings
A higher booking rate from educated prospects who already understand the range.
Less repetitive CSR time
Reduced CSR and estimator time spent answering the same range questions by phone.
Fewer unexplained no-sales
A lower no-sale rate caused by online price differences nobody explained.
Clearer financing uptake
Better financing comprehension and uptake where it is legally supported and live.
Measure widget exposure, completion, CTA, booked appointment, sold job, contribution, cancellation and price objection. Do not use leads alone as ROI.
Success metrics
Thirteen signals worth watching.
Instrument these before launch so the result is measurable rather than anecdotal, and so a bad month tells you which part to fix.
- 01 Widget start / completion
- 02 Comparison-lane engagement
- 03 CTA rate
- 04 Booking
- 05 Show rate
- 06 Sale conversion
- 07 Contribution
- 08 Finance inquiry / use
- 09 Objection mix
- 10 Bounce / exit
- 11 Data freshness
- 12 Range-to-final-price variance
- 13 Complaint rate
7:40 AM · Your driveway
They priced it all night. Model it against your own numbers.
Bring your average ticket, close rate and traffic. We'll walk the formula with your figures rather than ours.
Or email the team directly