Module 1 tool
The baseline worksheet.
Enter your five numbers, by service, straight from your own records. The tool returns your cost per lead and cost per acquired customer. Do this before Module 2.
Your numbers, one row per service
Use a blended figure only if you sell one thing. A shop that does $350 details and $6,000 coatings has two businesses inside it, and one average hides both. Leave a service blank if you do not sell it.
What the numbers mean
The five fields, and why each one matters
- Average ticket. What a customer pays you for that service, on average. Comes from your invoices, not your price list.
- Monthly marketing spend. Media plus management fees for that service. If your provider does not split it, ask them to.
- Leads per month. Real enquiries only. A phone call and a form fill count. A page view, a click, or a follower does not.
- Close rate. Of the people who asked for a quote, the share that booked. Your shop software or your memory of last quarter.
- Cost per acquired customer. Returned. Cost per lead divided by close rate. Set it against the ticket and most arguments end.
Your baseline, as text
Keep this somewhere. Modules 5, 7, 9 and 10 ask you to put it next to what your provider reports.