Defining your individual customer lifetime value may be difficult in some verticals. Cost per Acquisition (CPA) indicates your campaign performance level. You can set a unique acquisition goal for your lead campaign and effectively track your performance by matching your lead disposition data to lead data in PX. This article describes specific examples of how conversion goals and CPA can be set in different verticals.
Mortgage
In Mortgage vertical, conversions are usually defined as a setup, purchase or generic sale. Customer stages before the conversion include credit pull, transfer, allocation, etc.
Here is an example of how these statuses can be mapped in PX, so that campaign performance can be measured accordingly.
| PX Status |
Examples |
|---|---|
|
Sale |
The lead converted (Purchase, Setup, Sale) |
|
Quoted |
The lead is on the stage of converting (Credit Pull) |
|
Interested |
The lead is eager to get more information or is entering the sales funnel (Allocation) |
|
Contact Later |
Lead needs to be contacted again, status unknown (Contact attempt #, Contact later) |
Goal settings:
- Conversion goal - Quoted
- Target CPA - $600
View the disposition file sample for this vertical:
Home services
Home Services vertical may include Home Security, Windows, Flooring, Roofing, etc. Conversions for lead campaigns - sales, installs, appointments, scheduled appointments, etc.
Here is an example of how these statuses can be mapped in PX, so that campaign performance can be measured accordingly.
| Status |
Examples |
|---|---|
|
Sale |
Lead is ready to set an appointment (Sale, Appointment, Scheduled appointment) |
|
Quoted |
The lead is in the stage of converting (Lead, Prospect, Offer out) |
|
Interested |
The lead is eager to get more information or is entering the sales funnel (Prospect, Interested) |
|
Contact Later |
Lead needs to be contacted again, status unknown (Contact attempt #, Contact later) |
Goal settings:
- Conversion goal - Appointment
- Target CPA - $250
View the disposition file sample for home services verticals:
Solar
Solar companies have the same campaign conversions as those of Home Services. Examples include sale, appointment, scheduled appointment, install, and downpayment.
Here is an example of how these statuses can be mapped in PX, so that campaign performance can be measured accordingly.
| Status |
Examples |
|---|---|
|
Sale |
Lead is ready to set an appointment (Sale, Appointment, Scheduled appointment, Downpayment) |
|
Quoted |
The lead is in the stage of converting (Lead, Prospect, Offer out) |
|
Interested |
The lead is eager to get more information or is entering the sales funnel (Prospect, Interested) |
|
Contact Later |
Lead needs to be contacted again, statuses unknown (Contact attempt #, Contact later) |
Goal settings:
- Conversion goal - Appointment
- Target CPA - $250
View the disposition file sample for this vertical:
Other vertical examples
Download and view disposition file sample for Live, Health and Auto verticals:
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