Automation
Ad-to-booking leak calculator
A booking with no campaign source still happened, and the ad report will not get credit for it. Hidden revenue is booked jobs times the share missing a source times job value. Separately, missed calls from ads are calls times the miss rate times the booking rate times job value. Keep the two lines apart unless the missed calls are not already missing from the booking count.
Enter monthly spend, the leads and bookings you can see, and the share of bookings with no campaign attached. A second block prices the ad calls that went unanswered.
Forms plus calls you can see.
Booked revenue the ad report cannot see
$2,430
True return is 2.03× on $8,100 of bookings. The report shows 1.42× because 30% of bookings have no campaign. Missed ad calls are a separate $1,800.
- Cost per booking
- $222
- $67 per lead
- True return
- 2.03×
- Reported return
- 1.42×
- Missed ad-call revenue
- $1,800
- 4.0 bookings if those calls had been answered.
Planning model, not a quote. A KeenCraft engagement is a fixed Statement of Work after a free strategy call.
How the number is calculated
- Cost per booking = monthly ad spend ÷ bookings. True return = (bookings × job value) ÷ spend.
- Reported bookings = bookings × (1 − the share missing a campaign source). Hidden revenue = the bookings the report cannot see × job value.
- Reported return uses only the bookings that still carry a source. It is lower than the true return by exactly that hidden revenue.
- Missed ad calls = calls from ads × the miss rate. Lost bookings = those calls × the rate you book when the call is answered. Lost revenue = lost bookings × job value.
- The attribution line and the missed-call line are separate. Add them only when the missed calls are not already absent from the booking count you typed.
Starting example
The figures below use the fields the calculator opens with. Change the fields and the live result updates. This example stays on the page so the formula can be checked without the form.
- Cost per booking
- $222
- Revenue hidden from the ad report
- $2,430
- True return
- 2.03×
- Revenue lost to missed ad calls
- $1,800
Questions this calculator answers
Why do ads look unprofitable when the calendar is full?+
Often because the booked job lost the click id on the way into the CRM. The calendar has the customer. The ad account has a lead that never became a conversion. The calculator's hidden-revenue line is that gap, using the share of bookings with no campaign source.
What counts as a missing source?+
A booked job whose CRM record has no campaign, gclid, or call-source, so it cannot be sent back as an offline conversion. 'Phone' as the source is the usual version: you know the channel and you have lost the campaign. How to keep the fields is in attribution tracking for bookings.
Should I add missed-call revenue to the hidden revenue?+
Only if those callers are not already excluded from the booking count. If bookings are jobs that made the calendar, a missed call was never a booking, and the phone line is additional. If you already lowered the booking count to account for missed calls, adding the phone line again double-counts.
What return is good?+
The calculator does not set a target. It shows the return on the bookings you can prove, and the return on the bookings that actually happened. The second number is the one to compare with spend. A low reported return plus a large missing-source share is a tracking problem before it is a media problem.
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