Optimised for the numberthat survives sales.
Cost per lead is the easiest number to improve and the least worth improving. We instrument the chain from impression through to closed revenue, and we scale against sales qualified opportunities.
Nine stages, impression to revenue.
- 01100%
Impression
Served to a cold, targeted audience
- 0242%
Three-second view
The hook survived the scroll
- 0318%
Deep watch
Past the halfway mark, now a warm audience
- 049%
Second trigger watched
Mechanism absorbed, the trap is armed
- 054.5%
Direct-response click
The ask, shown only to armed audiences
- 062.1%
Booked call
Calendar confirmed
- 071.7%
Showed
The conversation actually happened
- 081.1%
Sales qualified
Passed your qualification criteria
- 090.4%
Closed revenue
Signed and attributed to the channel
Illustrative shape, not a promise. Every stage is instrumented in your account and your CRM, so the real numbers are yours.
- Cost per warm audience member
- What it costs to get one person past the halfway mark
- Watch-through rate by asset
- Which trigger holds attention and which one leaks it
- Armed audience size
- People who have absorbed both triggers, the pool the close runs to
- Cost per booked call
- Spend against confirmed calendar events
- Show rate
- Held against booked, the first honest signal of intent
- SQO rate
- Qualified against held, measured by your criteria not ours
- Cost per SQO
- The number the channel actually lives or dies on
- Pipeline generated
- Opportunity value created per unit of spend
- CAC and payback period
- Fully loaded, including production, against contract value
How attention becomes a number.
Watch-depth events
Every asset reports at three seconds, fifty percent and completion, per audience.
Armed audience tracking
The pool that has absorbed both triggers is measured as an asset, and its cost is known.
CRM stage sync
Booked, held, qualified and closed are read from your system, not estimated from the ad platform.
Server-side conversions
Signal survives browser restrictions, so the account optimises on real outcomes.
Creative attribution by stage
Which trigger produced the eventual customer, not just which ad got the last click.
Fully loaded CAC
Media, production and management in one figure, held against contract value.
The number that settles it.
Cost per sales qualified opportunity, held against what a customer is worth and how long the payback takes. Everything upstream is diagnostic. This is the only figure that decides whether the channel deserves more budget.
Expect cost per lead to rise. That is the system working. Fewer people fill in the form, the ones who do have watched several minutes of your thinking, and the sales team stops spending its week on conversations that were never going anywhere.
Compared against
Blended CAC from your existing channels
Reported as
Cost per SQO, and pipeline value per unit of spend
Attribution window
Full sales cycle, not seven days
Decision output
Scale the segment, recut the creative, or stop
Your buyers are already on Meta.
They are simply not going to book a call with a company they met four seconds ago. Give them a reason to remember you first, and the same offer starts working.