Comparing Lead Provider Performance

If you work with multiple lead providers, comparing their performance helps you allocate your budget where it produces the best results. The Leads page gives you a side-by-side view of every provider.

Side-by-Side Comparison

Open the Leads page from the sidebar. The dashboard shows every provider with their key metrics: total leads received, matched sales, conversion rate, cost per acquisition, total premium written from those leads, and total spend.

Key Metrics to Compare

• Conversion Rate — who's sending the highest-quality leads? Higher conversion means less wasted effort for your team.
• CPA (Cost Per Acquisition) — who's cheapest per actual sale? A provider can have great conversion, but if each lead costs $100, the CPA might still be high.
• Premium per Sale — who's generating the biggest policies? A provider sending high-premium leads is more valuable even at a lower conversion rate.
• Total ROI — who gives you the most for your spend overall? This is the metric that matters most for budget decisions.

Making Budget Decisions

• Increase spend with providers that have high conversion AND high premium — they're your best performers
• Decrease or cut providers with consistently low conversion and high CPA — they're burning your budget
• Consider volume: a provider with 25% conversion on 4 leads isn't necessarily better than 15% conversion on 100 leads
• Factor in lead type: live calls cost more but convert better — compare within lead types for fair comparisons

Sample size matters. Give a new provider at least 60–90 days of data before making budget decisions. Small sample sizes produce unreliable conversion rates. A provider with 2 leads and 1 sale shows 50% conversion, but that's not statistically meaningful.

Tip. Ask the AI "Which lead provider has the best ROI?" for an instant analysis with actionable recommendations. The AI considers every metric together and explains the trade-offs.

Last updated: 2026-04-22