Compare two lead-source cohorts
Fictional starting values. Use one inquiry cohort per source, follow it through outcomes, and state the window. Blank means unknown; collection is not profit.
| Source | Window days | Cost | Inquiries | Suitable | Bookings | Completions | Known collection | Cost/suitable | Suitable-to-booking % | Collection minus marketing cost (not profit) |
|---|---|---|---|---|---|---|---|---|---|---|
| Example search | 30 | 900 | 30 | 20 | 12 | 10 | 1800 | 45 | 60 | 900 |
| Example referral | 30 | 200 | 12 | 10 | 8 | 7 | 1260 | 20 | 80 | 1060 |
Unequal windows and service mixes prevent a clean volume comparison. Cost per suitable inquiry uses suitable requests as its denominator. Missing outcomes are still missing, even when a rate can be calculated.
Start with the evidence
Use the same cohort from inquiry through outcome for each source. Enter the number of days and keep service mix and geography in your review notes. Suitable requests cannot exceed inquiries, bookings cannot exceed suitable requests and completions cannot exceed bookings in this simplified cohort model. If your source data uses different time bases, reconcile it before entering totals.
A worked example
The fictional starting rows show a search source with $900 cost, thirty inquiries, twenty suitable requests, twelve bookings, ten completions and $1,800 known collection. A referral source uses $200 cost, twelve inquiries, ten suitable, eight bookings, seven completions and $1,260 collection. The tool calculates $45 and $20 per suitable request. It does not declare a winner.
Choose the next action
Review the raw counts, unequal windows, missing outcomes and cost completeness before making a source decision. The collection-minus-marketing figure excludes job costs and overhead and is explicitly not profit. A source can have a lower cost per inquiry while requiring more handling or producing fewer accepted jobs. Use the linked guide to compare current vendor terms and ownership responsibilities.
Check whether it worked
Export the comparison and reopen the file to inspect units and unknown cells. Blank values are preserved rather than coerced to zero; zero denominators produce unknown rates. The source label is user text and is neutralized on CSV export if it resembles a spreadsheet formula. Inputs stay in memory until cleared or the page reloads.
Put it to work
A record you can use
- Source and actual cohort definition
- Equal or unequal observation windows
- Complete cost and outcome inputs
- Unknowns and service-mix differences
- Decision with supporting evidence
Plain text. No email required. Store completed records in your approved business systems.
Next useful step
Need help applying this to your marketing? A strategy call starts with your business and the evidence you have.
Talk through your next step →For a general editorial question, email Chris. Please leave out customer details. Questions are private, and no response time is promised.