Results
Aggregate performance across active engagements. Every figure here is pulled from the ad accounts and the CRM, not estimated.
How does Efferent Media count a lead?
A qualified lead is an inbound call over sixty seconds that a human answered, or a form with a real name and a real problem in it. Not a ring-out, not a robocall, not a click. The threshold lives in one place and every report reads it, which is why the number on your dashboard and the number in a proposal cannot drift apart.
Why this page has gaps
Most agency results pages are a wall of percentages with no baseline, no window and no source. They are unfalsifiable by design, which is exactly why nobody believes them.
The figures below ship when they have been read out of the accounts and the CRM. Until then they are marked. That is slower and it is the only version worth publishing.
How we count
Five definitions, written down, applied everywhere.
01 / 05
01
Inbound, answered by a human, over sixty seconds. A call marked completed by the phone system is not the same as a call somebody answered, because a call that rang out to voicemail is also marked completed.
Sixty seconds counts a lead. One hundred and twenty is the stricter bar for bidding
02
A real name and a real problem. Test submissions and bot fills are excluded and counted separately, not silently dropped.
03
In a rules table the reporting reads, not restated in each report. Restating a threshold in four places is how four different answers to the same question appear.
One rule, one source, every reader
04
Every figure carries the period it covers. A percentage with no window is not a measurement.
05
Where coverage is incomplete we say unconfigured or unknown rather than reporting zero. A gap and a genuine zero look identical on a chart and mean opposite things.
The rule, applied
This is the actual logic, drawn as the table it is.
The qualified call rule
INTERFACE| Direction | Duration | Status | Counts | Why |
|---|---|---|---|---|
| Inbound | 2:14 | Answered | Yes | Qualified |
| Inbound | 0:06 | Completed | No | Rang out |
| Inbound | 1:41 | Answered | Yes | Qualified |
| Inbound | 0:00 | No answer | No | Missed |
| Outbound | 3:02 | Answered | No | Not a lead |
Your ROI tracker, in the client portal
Sample dataPORTALDid marketing pay for itself?
Total invested
$119,100
Google + Meta spend
Revenue attributed
$485,900
43 projects sold × avg value
Net ROI
+$366,800
In the black
Return per $1
$4.08
breakeven = $1.00
Customers won · year to date
43
Projects sold
▲ 19% vs prior periodAggregate Sample data
These four are sample figures, shown so the page reads the way it will read. They are replaced the day the real ones are read out of the accounts and the CRM.
14,800
Qualified leads generated in the last 12 months.
$82
Average cost per qualified lead.
6.4
Average client relationship, in years.
300+
Businesses served since 2011.
FAQ
Straight answers. If something is not here, ask us on the audit call.
An inbound call over sixty seconds that a human answered, or a form with a real name and a real problem in it.
Below it you are almost entirely counting ring-outs, wrong numbers and robocalls. Sixty seconds is where a call reliably contains a conversation.
Because a bidding signal should be conservative. We count a lead in reporting at sixty seconds and only upload the stronger ones as conversion signals, so the algorithm learns from the clearest examples.
Because they are being verified against the accounts. We publish a visible gap rather than an estimate.
Yes. The same definitions apply to your reporting and we will walk you through them.
As a leading indicator, never as the result. Rankings that do not produce calls are not an outcome.
Let’s talk
Tell us about your business. We’ll show you where the growth is, within 48 hours.
See a Sample Report (PDF)