Seattle Modern Buildings

What each step costs

$8,977 of ad cost across 1 Oct – 30 Oct 2026, divided by what that spend has produced so far. That is $8,120 of media plus $857 of tax and fees, estimated for the months with no invoice entered against them yet. Same rule as the table above: a lead bought in March that books a consultation in September was still bought with March's money, so the cost follows the lead rather than the month it finally moved in. Every figure here falls as those leads keep travelling — none of them can rise.

Counting the 106 leads that came from Meta Ads, the only channel whose ad spend is loaded here. Referral, website and signage leads cost something too, but not something this dashboard can see, and dividing the ad budget across them as well would make every figure above look cheaper than it is. Spread across all 126 leads instead, including the 20 that arrived with no ad spend behind them, the same budget works out at $71 a lead.

Month by month

The same sums, one month at a time, so a cost that is drifting shows up as a direction rather than an average. Recent months are marked still early: their leads have not had time to reach the later steps, which makes those steps look dear until they do.

Leads that moved in the last 45 days

This is where the wait pays off. The figure on the right is how long the lead sat before this step happened, and the list is ordered by it, so the enquiries that have been quiet longest come first. Showing the 25 longest waits of 302 leads that moved.

The whole journey, this month

Each bar counts the leads that have ever reached that stage, so a lead that stalled or went quiet still counts for how far it got. Leads being nurtured and leads outside the service area are included — they were still leads that arrived.

Every channel, side by side

One column per channel, so a row can be read straight across and compared. Leads are credited to where they first came from, not whatever they last clicked before signing: on a sales cycle this long, last-touch would hand every win to whichever channel happened to be running at the end. Each cell counts the leads that have ever reached that step, with what one cost underneath wherever the ad spend for that channel is loaded. As above, the percentage is the conversion from the step before it, so reading a row across compares the channels at the same point in the funnel rather than at the same distance from their own starting size. Percentages are left off below five leads, where a rate is arithmetic rather than evidence.

All others is Social media (2) and Other (1). No ad spend is loaded for SEO, Added manually, so those columns show what the channel produced but not what it cost.

“Other” is 1 lead whose source no rule recognises yet: “other | other” (1). Each one either wants a rule in config/portal.json or is a channel nobody is tagging.

Leads that arrived this month

The 126 leads that arrived this month, whichever pipeline they sit in now. Search or filter to find one; click a column heading to sort, or search every lead instead.

Days is how long the lead has sat at the stage it is on now; Age is how long since it first arrived. A lead being nurtured is not lost — it is one the team has parked to come back to.