How we measure
A number without its denominator is marketing, not measurement.
Every figure the agency reports is defined before launch, recorded in the agreed reporting systems, and traceable from the source that produced it to the latest recorded appointment or sales outcome.
- Primary measure
- Qualified estimate appointments
- Reported alongside
- Show rate · cost per attended estimate
- Definitions
- Written and versioned before launch
- Source of truth
- Your CRM, not our dashboard
(01) The record
One line per appointment, from source to sale.
Every appointment carries the channel, campaign and creative that produced it, its qualification answers, whether it was attended and what it became. Below is the shape of that record with sample rows.
Outcome and measurement
See the pipeline from source to attended estimate.
Every reported number can be traced to individual records in your own accounts. Decisions are based on qualified, booked and attended estimates—not clicks alone.
Source-to-estimate funnel
One illustrative month
Example figures show how inquiries, qualified opportunities, booked estimates and attended estimates are tracked separately.
Reporting record
Illustrative roofing view
| Source | Spend | Inquiries | Qualified | Booked | Attended |
|---|---|---|---|---|---|
| Paid search · replacement | $3,200 | 41 | 24 | 19 | 15 |
| Social · project stories | $1,400 | 27 | 13 | 10 | 8 |
| Local search & profile | — | 18 | 12 | 10 | 9 |
| Reactivation · past estimates | — | 9 | 7 | 6 | 5 |
| Month | $4,600 | 95 | 56 | 45 | 37 |
- Inquiry
- A form, call or message from a person asking about work you do.
- Qualified
- Meets the written owner, area, project, timing and decision-maker criteria.
- Booked
- A qualified inquiry with a specific estimate slot on the calendar.
- Attended
- The estimate happened with the decision-maker present, reported separately.
(02) The 2getherPro Appointment Standard
Five checks before an inquiry becomes a booked estimate.
Before launch, we define what qualifies for your business. Each inquiry is checked against those criteria, with updates recorded as your scope changes.
The 2getherPro Appointment Standard
Working method · criteria agreed per account- 01Agreed check
Project fit
The requested work matches the services and scope you want.
- 02Agreed check
Service area
The property is inside the operating area documented in the plan.
- 03Agreed check
Decision-maker
Property ownership or authority to approve the work is established.
- 04Recorded
Timing
Project timing is discussed and recorded against the criteria agreed with your team.
- 05Required
Confirmed slot
A specific estimate appointment is confirmed on the calendar; otherwise it remains an inquiry.
(03) Response methodology
How response time is actually recorded.
Response time is the metric most often quoted and least often defined. Ours is measured from record creation, not from when someone noticed.
- Clock start
- The moment the lead record is created in the CRM by a form submission, inbound call, chat or message, not when it is assigned or opened.
- Clock stop
- The first outbound human attempt. An automated acknowledgement is logged separately and never counted as the human first touch.
- Reported as
- Median and 90th percentile, on the review cadence agreed in your plan. An average hides the late tail that costs the appointments.
- Exclusions
- Duplicates, spam and test records are removed before the period is calculated, and the removals are visible in the CRM.
(04) The rates
Five metrics, each with a stated denominator.
Select a metric to see its definition and its exclusions.
Contact rate
Inquiries reached by a two-way conversation ÷ total inquiries created in the period.
Excludes duplicates and spam submissions, which are removed before the denominator is set.
Reported for the period and on the cadence agreed in your operating plan, with the raw records in your own CRM for audit.
(05) Booked, attended and won
Three different outcomes. Never blended.
Booked estimate
Attended appointment
Won project
- Booked estimate
- A specific slot accepted by a homeowner who meets the five agreed checks, with a date, time and named attendee. This is the program's primary measure.
- Attended appointment
- An appointment your team confirms took place. Show rate and cost per attended appointment are reported alongside qualified appointments, so attendance is visible rather than assumed.
- Won project
- A signed or otherwise confirmed sales outcome recorded by your team. Campaign reporting does not prove revenue without that recorded outcome.
- Rescheduled
- Counted once, as the same opportunity, at the date it is finally attended or lost. A reschedule never inflates volume.
- Cancelled by you
- Excluded from show rate. Weather, crew illness and capacity cancellations are your call and are not counted against the operation on either side.
- Cost per attended appointment
- Reported twice, always labelled: media-only, and all-in including the agreed agency scope and platform usage. A single blended number without that label is not a usable figure.
(06) Dashboard
What the review view looks like.
The structure below is a demonstration built with sample figures. It shows the shape of reporting, not the performance of any client.
Appointment record · sample period
Illustrative · not client data| Source | Inquiries | Contacted | Qualified | Booked | Attended |
|---|---|---|---|---|---|
| Paid search · roof replacement | 84 | 79 | 41 | 33 | 27 |
| Local search · inspections | 46 | 43 | 26 | 21 | 18 |
| Social demand · storm response | 62 | 55 | 22 | 16 | 12 |
| Database reactivation | 38 | 30 | 14 | 11 | 9 |
| Total | 230 | 207 | 103 | 81 | 66 |
Contact rate
90%
Contacted ÷ inquiries
Booking rate
79%
Booked ÷ qualified
Show rate
81%
Attended ÷ booked · reported separately
(07) Source tracking
From source to signed project.
Stamped at creation
Source, campaign, keyword or placement and landing page are written onto the record the moment the inquiry exists, not reconstructed later.
Carried through stages
The same identifiers travel with the record through qualification, booking, attendance and outcome, so channel comparisons are made on appointments.
Reconciled with your sales data
Where you record contract or project value in the CRM, attended appointments are tied back to revenue and the model is corrected against reality.
Stated limitations
Offline conversations, referrals influenced by advertising and multi-touch journeys cannot be attributed perfectly. Where a figure is modelled rather than recorded, the report says so.
(08) Audit
How you check the numbers yourself.
- 01Every record sits in the agreed CRM, with the qualification answers stored on the record.
- 02Calls are recorded, subject to applicable consent requirements, and sampled in a shared call review on the agreed cadence.
- 03Any appointment you believe was miscounted can be disputed, reviewed against the recording, and removed from the period if the dispute holds.
- 04Reports state the period, the definitions version and the exclusions applied.
- 05You can export the underlying records at any time. The dashboard is a view, not the source of truth.
Client results are published only with the evidence behind them and the owner's permission. The measurement method on this page applies to every engagement either way.
Audit your current numbers against these definitions.
