Deep Dive
Cost Per Close
Where every dollar goes and what it brings back
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Deep Dive
Where every dollar goes and what it brings back
Tap to begin →
Every lead that comes in gets tagged by which form they filled out. Google leads use the Google form, Meta leads use the Meta form, and organic visitors use the main website form. When that lead closes, we know exactly which campaign brought them in.
North NJ costs $41 more per close — not a huge gap for a brand new market
Meta is performing well in both territories at under $100/close
116 total closes tracked in this period across all pipelines
Nearly half your closes (48%) come from self-service + organic — zero ad cost
North Jersey's cost per close ($192) is higher than SGM ($151), but not dramatically. The real finding is that both campaigns are severely budget-limited — SGM only shows for 20% of available searches, and North NJ shows for 36%. You're leaving customers on the table in both markets. The close drop is likely a mix of the new market's lower close rate, natural period-to-period variation, and the fact that source tracking has gaps (some closes can't be attributed to a specific campaign).
When someone searches for water delivery, your ad doesn't show 70% of the time in SGM and 45% in North NJ
Both campaigns are converting and closing. More budget = more of both territories without sacrificing either.
SGM closes at $151 vs $192 for NJ. If you want to maximize closes per dollar right now, weight SGM heavier.
North NJ is a new market that may improve as brand awareness builds. First weekly report comes Monday with fresh data.
Bottom line: both campaigns are working and both are budget-limited. North NJ costs a bit more per close, which is normal for a new market. The question is whether to invest in growing that territory or maximize your proven one. Weekly reports start Monday — you'll see this data every week going forward.
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