The Ad-to-Appointment Atlas
The missing measurement layer between the ad someone saw and the appointment they kept.
Most ad reports stop at the lead. Most agent reports start at the call. The Atlas connects the creative promise to the conversation, booking, attendance and revenue that followed.
Publication status: research protocol open. Aggregate benchmarks are withheld until the stated sample thresholds are met.
One lead, fully traced
Required measurement chain
- 01
Ad promise
Hook, angle, offer, CTA, format, campaign and creative ID
- 02
Lead context
Source, captured intent, timestamp, channel and valid lead status
- 03
Conversation
First response, first two-way exchange, objections and handoff
- 04
Appointment
Booked, canceled, rescheduled, no-show and kept outcome
- 05
Revenue
Qualified opportunity, closed outcome and attributed value
What the Atlas asks
Which promise creates the best business outcome?
A cheap lead can become an expensive no-show. A costly lead can become the highest value conversation in the campaign. The Atlas keeps every stage visible so one isolated metric cannot hide the tradeoff.
- Conversation-to-calendar rate
- Booked appointments divided by two-way conversations
- Once a real conversation starts, how often does it produce a booking?
- Cost per kept appointment
- Ad spend divided by appointments that occurred
- What did it cost to create an appointment someone actually attended?
- Attention-to-revenue decay
- Share of original leads retained at each measured milestone
- At which handoff does the campaign lose the most potential value?
- Hook-to-conversation match
- Matches divided by conversations where the lead states a clear intent
- Did the creative attract the intent the sales conversation expected?
Private baseline
Measure the funnel you have before comparing it.
Enter one consistent reporting period. The calculator turns your raw counts into the six baseline metrics. Nothing is sent or stored.
Media spend for the same measurement period.
Unique, valid leads tied to the measured campaigns.
Leads that exchanged at least one meaningful reply.
Appointments created from those conversations.
Appointments that occurred, excluding cancellations and no-shows.
Closed revenue attributed under your current reporting rule.
Calculations stay in this browser tab.
Calculated from your inputs
Your baseline
No benchmark comparison yet
Enter a valid lead total to reveal your baseline.
Use one reporting period and keep every stage tied to the same group of leads.
Open protocol
A benchmark should show its homework.
These rules govern the founding dataset. They are public now so the method cannot be rewritten later to manufacture a better headline.
Protocol record
- Published:
- Version:
- 1.0
- First benchmark release:
- After thresholds are met
- 01
Use one attributable cohort
Every lead must connect to a known campaign and creative identifier. Duplicate, spam, staff and test leads are removed. For hook matching, the ad promise is coded before the conversation is reviewed, and conversations with no stated intent are excluded.
- 02
Use event timestamps, not recollection
Lead capture, first response, first two-way conversation, booking and kept-appointment events come from campaign, CRM, phone or calendar records.
- 03
Keep outcomes tied to the same cohort
A cohort remains open for 30 days after lead capture. Late revenue may be reported separately instead of silently changing an earlier result.
- 04
Protect participating businesses
Public reporting is aggregated and anonymized. Transcript excerpts require separate written approval, and personal information is never published.
- 05
Wait for a defensible segment
No segment benchmark is released before it includes at least 100 attributable leads across five participating businesses. Medians and ranges accompany every result.
- 06
Publish corrections
Method changes, exclusions and corrected figures receive a dated note. Previous definitions remain visible so readers can compare like with like.
Founding dataset
Bring one campaign. Leave with its full leak map.
We will map the creative, response, appointment and revenue events with your team. Your private baseline stays private. Anonymized aggregate inclusion requires written permission.