Range: 30D. Click any funnel stage below to filter the dashboard to leads that reached that stage.
Leads
3,104
Total leads in window
▲+6.2%W/W
MQL %
28.1%
Marketing-qualified bar
▲+1.4%W/W
SQL %
14.2%
Loan-officer accepted
▲+0.8%W/W
Closed Loans
131
Funded in window
▲+9.4%W/W
Cost / Closed
$1,764
All-in marketing cost
▼-5.2%W/W
Pipeline funnel: lead → closed loan
Click a stage to filter the dashboard to leads that reached it.
Time to close, by channel
Days from lead → closed loan. 30-day window.
GSearchGDisplayMetaFB LeadAffiliate
0-14d
18
15-30d
41
31-45d
38
46-60d
22
61+d
12
Channel attribution: closed-loan revenue
Data-Driven model — ML-weighted by closed-loan lift. 30-day window. Total attributed volume: $44.54M.
Google Search
33.0%
$14.70M
Meta
27.0%
$12.03M
Google Display
17.0%
$7.57M
Facebook Lead Form
13.0%
$5.79M
Affiliate
10.0%
$4.45M
Read this: Last-Click rewards closing channels; First-Click rewards discovery channels. Data-Driven is closest to incremental lift. The CEO should look at Data-Driven for real channel ROI; Last-Click overweights Search by ~17pts vs Data-Driven.
Lead quality scorecard
Click a channel row to inspect campaigns, creatives, geo, and time-of-day.
Best ROI channels highlighted
| Channel | Leads | Avg Score | MQL % | SQL % | Closed % | Closed Vol | CPL | LTV |
|---|---|---|---|---|---|---|---|---|
Google DisplayTop ROI | 588 | 81 | 38.4% | 21.6% | 7.1% | $14.18M | $1,310 | $9,180 |
Google SearchTop ROI | 894 | 76 | 34.2% | 18.9% | 5.8% | $17.64M | $1,485 | $7,240 |
Affiliate | 312 | 71 | 31.7% | 16.1% | 4.5% | $4.79M | $1,860 | $6,480 |
Meta | 782 | 58 | 22.6% | 10.4% | 3.2% | $8.50M | $2,210 | $5,320 |
Facebook Lead Form | 528 | 42 | 16.8% | 6.9% | 1.8% | $3.23M | $2,780 | $4,810 |
5-year LTV per closed loan, by channel
Projected lifetime value: refis, second mortgages, additional product attach. Why CPL alone is a misleading channel-ranking metric.
GDisplay
$9,180
7.0x
LTV : CPL
GSearch
$7,240
4.9x
LTV : CPL
Affiliate
$6,480
3.5x
LTV : CPL
Meta
$5,320
2.4x
LTV : CPL
FB Lead
$4,810
1.7x
LTV : CPL
The CEO conversation: Google Display has 3x higher CPL than FB Lead Form, but LTV is 1.9x higher and conversion is 4x higher. On a $-out / $-in basis it's the best channel we run.
Why leads are getting rejected
Top 5 sales-rejection reasons, 30-day window. Each bar shows the channel mix contributing to that reason. Click a bar to see example leads + suggested fix.