A shop sees in the evening what it sold. Anyone selling software, consulting or a trade sees leads in the evening: three demo bookings, a call-back request, a sign-up for the trial. Which of them becomes a deal shows in weeks. The ad spend, though, is due today.
A value you set
In Metrunio every goal step can carry an acquisition value: what a lead, a sign-up or another step reached is worth to you. You set this value, and that is how it is shown: as “set”, in its own columns, never in revenue and never in ROAS.
You can work it out from your own experience. An example: one in five demo requests becomes a customer, and a customer leaves you €1,000 contribution margin in the first year. Then a lead is worth €200 to you.
The calculation
In the example month your ads cost €1,500 and 30 demo requests come in.
| Calculation | Result | |
|---|---|---|
| Cost per lead | €1,500 / 30 | €50 |
| Acquisition value, set | 30 × €200 | €6,000 |
| Set value per euro of advertising | €6,000 / €1,500 | 4.0 |
You work out the last row yourself. Metrunio puts a channel’s acquisition value and costs in the same row under “Channels & attribution” but forms no ratio from them. In Metrunio, ROAS only ever rests on revenue. You see the cost per lead when you narrow the reports to this step.
The value stands or falls with your assumption. If “one in five” no longer holds, neither does the value. If you change it, the new value applies to new conversions; existing ones keep theirs.
When the lead becomes a deal
The set value bridges the time until the deal closes. The deal itself you bring into the measurement. If you give your contact form the attribute data-metrunio-lead, Metrunio writes source, campaign and an identifier into hidden fields, with consent to analytics. They travel with the lead into your CRM. When the deal comes weeks later, you import it as a CSV with that identifier, and it appears with its amount in the lead’s journey and in attribution.
From the Growth plan you also send conversions back to Meta, Google and the other platforms. For a goal step, the acquisition value goes there as the conversion value, and if you bid on value, you are then bidding on your own setting.
Cost per lead needs ad spend, and costs come with the Pro plan. Goal steps, acquisition value, source in the form and the CRM import are available on every plan.
À retenir
A set value is your assumption with a number attached. It helps compare campaigns as long as it is shown as set and not as revenue.