Cost per appointment

Read this before acting on the numbers

• Spend is live; appointments run a day behind. Refresh re-queries Supermetrics in real time. Appointments and leads come from LACB's warehouse, which loads from the QuoteRite export once daily at 4:00 AM — complete through yesterday, effectively absent for today. A zero on today is expected.
• A phone call is a touch, not a lead. CallTrackingMetrics stamps calls with the same medium/campaign vocabulary as the web forms, so callers are used to credit appointments and revenue to a channel — but Leads counts only records that exist in QuoteRite. Otherwise cost per lead would be measured against people who never entered the CRM, and a channel that drives calls would look artificially cheap.
• So a channel can show more appointments than leads. Snap has 1 web lead and 2 appointments, because its volume arrives by phone. That is the point of including calls, not a fault in the numbers.
• First touch or last touch — your choice, top right. Every appointment credits exactly one touch under each model: the earliest web form or call that pre-dates it (what found the customer) or the most recent (what closed them). Someone who filled a Meta form and later rang a YouTube number counts to Meta under first touch and YouTube under last. Neither splits credit — that would be multi-touch, which this isn't.
• 73% of appointments are attributed (71% of revenue) since 1 August. The other 27% have no web form and no matched call — repeat customers, referrals and walk-ins — so they appear nowhere here. Unattributed in the table means a web lead whose UTMs were empty, which is a different thing.
• YouTube is now split out of Google on the campaign name, so it carries its own spend rather than hiding inside Google's.
• Each appointment counts once. It is assigned to the most recent lead that pre-dates it and matches by name — not to every lead sharing that name, which was double-counting 9% of revenue. Internal test records are excluded.
• Unattributed is phone, organic and direct. Real revenue with no channel to credit — not a tracking fault, and it has no spend, so it shows no ROAS.
• Campaign and Ad views show no ROAS because the ad platforms and the UTMs use different campaign names (LA_Custom_Blinds_Search_Los Angeles_NEW NB vs la-custom-blinds_LA_search). Aligning those names would unlock it.