Open contractor resource · version 1.0
Measure roofing lead economics from invoice to collected job.
A reusable field dictionary, cohort rule, formula set, and blank workbook for comparing lead sources without mixing booked appointments, signed contracts, completed work, and collected cash.
- defined input groups
- 12
- calculated outputs
- 7
- acquisition-date cohort
- 1
- invented benchmarks
- None
The measurement chain
One lead. One source. One final disposition.
Keep the cohort fixed by lead acquisition date, then let outcomes mature. Do not move a job into a later cohort because production or collection happened later.
- 01
Acquired lead
Record the acquisition date, source, market, job type, delivered count, and all-in source cost.
- 02
Qualified lead
Apply the company’s written fit and readiness rules. Keep unknown separate from qualified.
- 03
Signed and completed job
Keep signed contracts separate from work that actually completed under the company’s documented rule.
- 04
Collected revenue and eligible gross profit
Close the cohort on cash collected and the company’s consistently documented gross-profit definition.
Formula dictionary
Auditable math, not a mystery score.
Every output is calculated from fields the contractor can trace to an invoice, CRM record, production record, or accounting system.
GhostRep / lead-economics-standard / v1.0
- Cost per qualified lead
- all-in source cost ÷ qualified leads
- Cost per completed job
- all-in source cost ÷ completed jobs
- Customer acquisition cost
- (source cost + attributable sales labor) ÷ completed jobs
- Collected-revenue ROAS
- collected revenue ÷ all-in source cost
- Profit-based ROI
- (eligible gross profit − source cost − attributable sales labor) ÷ (source cost + attributable sales labor)
Field dictionary
A clean handoff between marketing, sales, production, and accounting.
These are the minimum input groups. Each company still owns its qualification, completion, gross-profit, exclusion, and maturity rules.
Cohort start
Date the lead entered the company—not the appointment, contract, completion, or collection date.
Market and job type
The company-defined geography and comparable project category.
Lead source
The specific source or campaign responsible for acquisition.
All-in source cost
Media, platform, list, agency, and directly attributable source fees.
Attributable sales labor
Documented labor cost assigned to handling the source cohort.
Delivered and qualified leads
Unique delivered records and the subset meeting written fit/readiness rules.
Appointments and signed jobs
Held appointments and signed contracts under documented company rules.
Completed jobs
Jobs completed under the company’s operational completion rule.
Collected revenue
Cash collected for completed jobs in the acquisition cohort.
Eligible gross profit
Collected revenue less the cost categories in the company’s consistent GP definition.
Maturity cutoff
The date unresolved outcomes are closed, excluded, or retained as open.
Status
Open, Closed, or Excluded with a documented reason.
Citation and reuse
Reference the method. Keep your numbers.
Publishers, consultants, associations, and software partners may quote the field definitions and formulas with attribution and a link to this page. Contractor data remains with the contractor. GhostRep does not request uploads for this workbook.
Version history: v1.0 published August 23, 2026. Material changes to definitions or formulas will receive a new version note on this page.
Use the standard