A far lead is worth about two thirds of a near one. $23.43 of cash on the day per ≤ 25 mi lead against $15.10 at
100–200 mi — 36% less, and 46% less past 200 miles.
That is the discount a far lead has to come at before it earns its place.
Your buying zone is one hour, not 25 miles. A 30–60 minute lead returns $23.31 against $22.61 on the
doorstep — level, or fractionally better. The cliff is at 1 hour, then again at 3.
Discounting anything inside the hour would be leaving money on the table.
Distance costs you nothing in the room. Deal size barely moves across any band — the whole spread is
$2,387–$2,756, 15% — and close rate actually
RISES with distance, 70.3% at ≤ 25 mi to
81.2% at 100–200 mi.
Someone who drove two hours has already decided.
The entire loss is upstream — booking % 5.6% → 3.6%
and show rate 65.2% → 51.8%. So the fix for
distance is confirmations, reminders and appointment times, not the pitch or the price.
Cash up front does not move with distance either. $975 / $1,021 / $1,022 / $966 /
$1,011 per sale, sitting at 37.9%–38.4%
of the deal in every band. A far client puts down what a near one does.
18–24 writes the most revenue per lead — and Under 18 brings the most cash. 18–24 tops revenue at $70.87 per lead but puts down only
29.9% of the deal on the day, against
41.7% for Under 18. They finance it. With
42.3% of financed money never collected (→ /finance-cohort), that
revenue lead is largely fictional — on cash, Under 18 wins at
$28.60 per lead.
The oldest bands are the best customers who never turn up. 55 + buys the biggest packages
($2,676) and pays the highest share up front
(48.5%), but books at just
1.7%. A Under 18 lead is worth
3.2× a 55 + one.
What the unit is. Ad spend is held per SUPPLIER and never per distance or age, so a true cost-per-lead by band
is not derivable from anything we hold. The RATIO is, and it is all a bid decision needs.
Run the report with --cpl <dollars> — what a ≤ 25 mi lead costs today — to
turn the pay column into money.
Basis. Every number hangs off the LEAD, in the month the lead came in.
Booking % = bookings ÷ leads. Show rate = (on calendar − didn’t show) ÷ on calendar.
Lead→Show % = showed ÷ leads — the net output of the leads bought.
Why “on calendar” is the show denominator. The bookings feed carries no appointment
date, so a booking made for a shoot next month would otherwise count as a show. The roster is
keyed to the APPOINTMENT date and is pulled only up to today, so it holds exactly the
appointments that have already come round. Cancellations count against the rate, same as
/show-rate and the CRM’s own Show Rate report.
Distance. Miles = straight line from the lead’s zip centroid to the studio; Florida
codes take whichever of Parkland / Orlando is nearer. Drive time = the 3-digit prefix table from
studio1_drive_pop.xlsx. A zip with no geocode, or a prefix not on the drive table, gets its own
row rather than being quietly dropped.
Excluded. Recycled codes (never bought, and a re-contact of an old lead is a different
question) and codes with no city (no studio to measure from).
Sep 26 is a part month — marked * — and immature on both
rates: those leads have not finished booking, and most of the appointments they did book are
still in the future. Read the last complete month.
Rates on fewer than 25 in the denominator are dimmed. Counts sit in their own columns and in
the CSV — hover any rate to see the numbers behind it.
The answer, in five lineswhole period · first vs last band with real volume
Show rate by distance — ≤ 25 mi 65.2% vs
200 mi + 54.8%: the first band is higher
by 10.3 points. Show rate by drive time — ≤ 30 min 63.9% vs
4 h + 57.4%: the first band is higher
by 6.5 points. Show rate by age — Under 18 67.0% vs
55 + 53.4%: the first band is higher
by 13.6 points. Booking % by distance — ≤ 25 mi 5.6% vs
200 mi + 3.1%: the first band is higher
by 2.5 points. Booking % by drive time — ≤ 30 min 5.3% vs
4 h + 3.5%: the first band is higher
by 1.8 points. Booking % by age — Under 18 5.5% vs
55 + 1.7%: the first band is higher
by 3.9 points.
What a lead is worthcash up front per lead — the number that sets what you can pay
A ≤ 25 mi lead returns $23.43 of cash on the day. A 100–200 mi
lead returns $15.10 — 36% less.
Whatever you pay for the near one, that is the discount the far one has to come at before it
earns its place. Full chain on the Lead value tab; what that is worth in real money, against
what we actually pay, on What we can pay.
By distancewhole period
Band
Leads
Bookings
Booking %
On calendar
Didn't show
Showed
Show rate
Lead→Show %
≤ 25 mi
96,744
5,375
5.6%
5,452
1,900
3,552
65.2%
3.7%
25–50 mi
47,425
2,405
5.1%
2,469
982
1,487
60.2%
3.1%
50–100 mi
34,289
1,458
4.3%
1,560
678
882
56.5%
2.6%
100–200 mi
27,066
984
3.6%
1,047
505
542
51.8%
2.0%
200 mi +
14,342
439
3.1%
467
211
256
54.8%
1.8%
No zip / not geocoded
7,817
270
3.5%
280
125
155
55.4%
2.0%
All bands
227,683
10,931
4.8%
11,275
4,401
6,874
61.0%
3.0%
By drive timewhole period
Band
Leads
Bookings
Booking %
On calendar
Didn't show
Showed
Show rate
Lead→Show %
≤ 30 min
115,225
6,151
5.3%
6,271
2,263
4,008
63.9%
3.5%
30–60 min
29,906
1,563
5.2%
1,594
609
985
61.8%
3.3%
1–2 h
30,497
1,315
4.3%
1,398
591
807
57.7%
2.6%
2–3 h
19,151
764
4.0%
823
391
432
52.5%
2.3%
3–4 h
13,738
507
3.7%
515
239
276
53.6%
2.0%
4 h +
10,484
371
3.5%
387
165
222
57.4%
2.1%
Prefix not on the drive table
8,682
260
3.0%
287
143
144
50.2%
1.7%
All bands
227,683
10,931
4.8%
11,275
4,401
6,874
61.0%
3.0%
By agewhole period
Band
Leads
Bookings
Booking %
On calendar
Didn't show
Showed
Show rate
Lead→Show %
Under 18
80,190
4,429
5.5%
4,446
1,469
2,977
67.0%
3.7%
18–24
39,318
2,691
6.8%
2,840
1,197
1,643
57.9%
4.2%
25–34
35,913
1,951
5.4%
1,997
855
1,142
57.2%
3.2%
35–44
31,750
1,061
3.3%
1,083
473
610
56.3%
1.9%
45–54
24,608
533
2.2%
600
263
337
56.2%
1.4%
55 +
15,859
265
1.7%
309
144
165
53.4%
1.0%
All bands
227,638
10,930
4.8%
11,275
4,401
6,874
61.0%
3.0%
By cityso a band can be read against the city it sits in
City
Leads
Bookings
Booking %
On calendar
Showed
Show rate
Lead→Show %
Boston
22,626
1,239
5.5%
1,166
741
63.6%
3.3%
Dallas
29,955
1,553
5.2%
1,681
1,011
60.1%
3.4%
Houston
30,551
1,377
4.5%
1,490
933
62.6%
3.1%
New York
28,531
1,362
4.8%
1,390
830
59.7%
2.9%
Chicago
31,275
1,359
4.3%
1,431
911
63.7%
2.9%
Nashville
20,644
1,104
5.3%
1,236
686
55.5%
3.3%
Florida
40,326
1,932
4.8%
1,875
1,193
63.6%
3.0%
Orlando
23,775
1,005
4.2%
1,006
569
56.6%
2.4%
All cities
227,683
10,931
4.8%
11,275
6,874
61.0%
3.0%
What a lead is worth, and how much more or less you can pay for one. It decomposes
exactly: cash per lead = booking % × show rate × close % × cash up front per sale.
Every link is in the table, because two bands can arrive at the same value for opposite
reasons and only the chain says which.
The unit is an index, not a price. We have ad spend per SUPPLIER, never per
distance, so a true cost-per-lead by band is not derivable from anything we hold — but the
RATIO is, and it is all you need: if a band returns 60% of the cash per lead, pay 60% of what
you pay now and you stand exactly where you stand today. Run with
--cpl 30 (what a ≤ 25 mi lead costs you) to turn the last column into dollars.
Cash is Total Deposit — what actually landed on the day, booking deposit included.
Revenue is the contracted package price. Steer on cash: the gap between them is finance, and
42.3% of financed money is never collected.
Seen is a viewing that happened, so Close % is sold ÷ seen — the room's
conversion, not the lead's. Sales are pulled to today, so the part month understates.
What this actually says
A far lead is worth about two thirds of a near one. $23.43 of cash on the day per ≤ 25 mi lead against $15.10 at
100–200 mi — 36% less, and 46% less past 200 miles.
That is the discount a far lead has to come at before it earns its place.
Your buying zone is one hour, not 25 miles. A 30–60 minute lead returns $23.31 against $22.61 on the
doorstep — level, or fractionally better. The cliff is at 1 hour, then again at 3.
Discounting anything inside the hour would be leaving money on the table.
Distance costs you nothing in the room. Deal size barely moves across any band — the whole spread is
$2,387–$2,756, 15% — and close rate actually
RISES with distance, 70.3% at ≤ 25 mi to
81.2% at 100–200 mi.
Someone who drove two hours has already decided.
The entire loss is upstream — booking % 5.6% → 3.6%
and show rate 65.2% → 51.8%. So the fix for
distance is confirmations, reminders and appointment times, not the pitch or the price.
Cash up front does not move with distance either. $975 / $1,021 / $1,022 / $966 /
$1,011 per sale, sitting at 37.9%–38.4%
of the deal in every band. A far client puts down what a near one does.
18–24 writes the most revenue per lead — and Under 18 brings the most cash. 18–24 tops revenue at $70.87 per lead but puts down only
29.9% of the deal on the day, against
41.7% for Under 18. They finance it. With
42.3% of financed money never collected (→ /finance-cohort), that
revenue lead is largely fictional — on cash, Under 18 wins at
$28.60 per lead.
The oldest bands are the best customers who never turn up. 55 + buys the biggest packages
($2,676) and pays the highest share up front
(48.5%), but books at just
1.7%. A Under 18 lead is worth
3.2× a 55 + one.
What the unit is. Ad spend is held per SUPPLIER and never per distance or age, so a true cost-per-lead by band
is not derivable from anything we hold. The RATIO is, and it is all a bid decision needs.
Run the report with --cpl <dollars> — what a ≤ 25 mi lead costs today — to
turn the pay column into money.
The chain, by distancewhole period · 2026-04-01 → 2026-09-17
Band
Leads
Booking %
Show rate
Seen
Sold
Close %
Avg deal
Cash up front / sale
Cash % of deal
Revenue / lead
Cash / lead
Index
≤ 25 mi
96,744
5.6%
65.2%
3,308
2,324
70.3%
$2,575
$975
37.9%
$61.85
$23.43
1.16
25–50 mi
47,425
5.1%
60.2%
1,376
979
71.1%
$2,655
$1,021
38.4%
$54.81
$21.07
1.04
50–100 mi
34,289
4.3%
56.5%
817
632
77.4%
$2,756
$1,022
37.1%
$50.79
$18.83
0.93
100–200 mi
27,066
3.6%
51.8%
521
423
81.2%
$2,700
$966
35.8%
$42.20
$15.10
0.75
200 mi +
14,342
3.1%
54.8%
241
178
73.9%
$2,753
$1,011
36.7%
$34.17
$12.55
0.62
No zip / not geocoded
7,817
3.5%
55.4%
146
103
70.5%
$2,295
$910
39.6%
$30.25
$11.99
0.59
All bands
227,683
4.8%
61.0%
6,409
4,639
72.4%
$2,628
$990
37.7%
$53.55
$20.18
1.00
Index = this band's cash per lead ÷ the all-band average ($20.18).
Revenue per lead averages $53.55. A lead that never books still counts in the denominator — that is the point of cash per lead.
So how much can we pay?priced off the ≤ 25 mi lead, whose price you already know
Band
Leads
Cash / lead
Pay this % of a ≤ 25 mi lead
≤ 25 mi
96,744
$23.43
100%
25–50 mi
47,425
$21.07
90%
50–100 mi
34,289
$18.83
80%
100–200 mi
27,066
$15.10
64%
200 mi +
14,342
$12.55
54%
The chain, by drive time
Band
Leads
Booking %
Show rate
Seen
Sold
Close %
Avg deal
Cash up front / sale
Cash % of deal
Revenue / lead
Cash / lead
Index
≤ 30 min
115,225
5.3%
63.9%
3,723
2,612
70.2%
$2,605
$997
38.3%
$59.06
$22.61
1.12
30–60 min
29,906
5.2%
61.8%
919
665
72.4%
$2,549
$1,048
41.1%
$56.67
$23.31
1.16
1–2 h
30,497
4.3%
57.7%
748
572
76.5%
$2,804
$975
34.8%
$52.59
$18.28
0.91
2–3 h
19,151
4.0%
52.5%
408
321
78.7%
$2,799
$1,034
37.0%
$46.91
$17.33
0.86
3–4 h
13,738
3.7%
53.6%
262
213
81.3%
$2,485
$839
33.8%
$38.53
$13.01
0.64
4 h +
10,484
3.5%
57.4%
210
159
75.7%
$2,659
$910
34.2%
$40.33
$13.80
0.68
Prefix not on the drive table
8,682
3.0%
50.2%
139
97
69.8%
$2,470
$823
33.3%
$27.59
$9.19
0.46
All bands
227,683
4.8%
61.0%
6,409
4,639
72.4%
$2,628
$990
37.7%
$53.55
$20.18
1.00
Index = this band's cash per lead ÷ the all-band average ($20.18).
Revenue per lead averages $53.55.
So how much can we pay?priced off the ≤ 30 min lead
Band
Leads
Cash / lead
Pay this % of a ≤ 30 min lead
≤ 30 min
115,225
$22.61
100%
30–60 min
29,906
$23.31
103%
1–2 h
30,497
$18.28
81%
2–3 h
19,151
$17.33
77%
3–4 h
13,738
$13.01
58%
4 h +
10,484
$13.80
61%
The chain, by age
Band
Leads
Booking %
Show rate
Seen
Sold
Close %
Avg deal
Cash up front / sale
Cash % of deal
Revenue / lead
Cash / lead
Index
Under 18
80,190
5.5%
67.0%
2,727
2,000
73.3%
$2,752
$1,147
41.7%
$68.65
$28.60
1.42
18–24
39,318
6.8%
57.9%
1,555
1,094
70.4%
$2,547
$762
29.9%
$70.87
$21.21
1.05
25–34
35,913
5.4%
57.2%
1,074
770
71.7%
$2,387
$801
33.5%
$51.17
$17.17
0.85
35–44
31,750
3.3%
56.3%
575
423
73.6%
$2,609
$969
37.1%
$34.75
$12.91
0.64
45–54
24,608
2.2%
56.2%
324
244
75.3%
$2,755
$1,235
44.8%
$27.31
$12.25
0.61
55 +
15,859
1.7%
53.4%
154
108
70.1%
$2,676
$1,298
48.5%
$18.23
$8.84
0.44
All bands
227,638
4.8%
61.0%
6,409
4,639
72.4%
$2,628
$990
37.7%
$53.57
$20.18
1.00
Index = this band's cash per lead ÷ the all-band average ($20.18).
Revenue per lead averages $53.57.
So how much can we pay?priced off the Under 18 lead
Band
Leads
Cash / lead
Pay this % of a Under 18 lead
Under 18
80,190
$28.60
100%
18–24
39,318
$21.21
74%
25–34
35,913
$17.17
60%
35–44
31,750
$12.91
45%
45–54
24,608
$12.25
43%
55 +
15,859
$8.84
31%
A lead is worth
$25.03
contribution over its whole life
Paying now
$17.79
$750,000 ÷ 42,152 fresh leads a month
Headroom
$7.24
ads are 71% of what a lead is worth
Contribution margin
47.8%
on banked revenue, after non-ad cost
The inputs (Neil, 21 Aug 2026, overridable with --revenue --cost --adspend --collected):
contracted revenue $3,500,000 a month · all cost $1,900,000including ad spend · ad spend $750,000 ·
63% of contracted eventually banked, cash on the day included.
You buy a lead once, so it is judged on everything it ever produces. A recycled or
rebooked sale is the same lead worked again, not a second free lead — and the cost of working it
again is already inside the non-ad cost. So the anchor is the P&L itself:
contribution per lead = banked revenue × contribution margin ÷ leads bought =
$25.03, and the All-bands row ties to it exactly.
Contribution margin is derived, not assumed: non-ad cost $1,150,000 against banked revenue
$2,205,000 leaves 47.8%.
Bands are scaled by what this report can measure and the P&L cannot — a band's own
contracted revenue per lead and its own banked share, relative to all bands. The lifetime column
applies an uplift of 1.46× over first-cycle revenue, derived as everything
the business books ($3,500,000) over what this report traces to a fresh lead
($2,397,272). It is applied evenly across bands, which assumes a far lead recycles
as well as a near one — the one real assumption in here, and worth testing separately.
Banked share is per band, not a flat 63%. Only the financed
balance is at risk, so a band that takes more cash on the day banks more of its sale. The blend is
decomposed once — cash banked in full, balance collecting at 40.6%
(the rate his 63% implies against a measured
37.7% cash share) — then rebuilt per band. Across distance the cash
share barely moves; across age it swings from 30% to 43%, which is worth points.
Max CPL is a BREAK-EVEN, not a target. Pay it and the lead washes its face after
every cost in the business; pay less and the difference is profit. It already credits the lead
with what it earns when it is worked again, because that is the same lead.
These ceilings charge the lead with FULL cost, which is the conservative read. Not
buying a lead only saves the cost that actually moves with volume — a studio and a salaried
viewer cost the same with one less booking in the diary. If only
50% of the $1,150,000 of non-ad cost is truly variable,
contribution per lead is $38.67 rather than $25.03 and
every ceiling below rises by 55%.
We do not hold that split anywhere, so both ends are shown rather than one invented number —
set it with --variable. It decides whether a marginal band is worth cutting, so
it is the single most valuable number still missing from this model.
Where the money actually comes from
The month, on banked money. $3,500,000 contracted becomes
$2,205,000 banked at 63%. Against
$1,900,000 of cost that is $305,000 of profit —
13.8% of the money that actually arrives, and
8.7% of what gets written.
A bought lead contributes $25.03 over its life. You pay
$17.79. $750,000 of ads buys 42,152 fresh
leads a month, and those leads are what the whole $3,500,000 eventually comes off —
first visit, recycled, rebooked, all of it. Headroom is
$7.24 a lead, and the ad line runs at
71% of what a lead is worth.
Only 68% of the revenue arrives on the first cycle.
$2,397,272 of the $3,500,000 traces to a lead's first run through the funnel;
the other $1,102,728 is the same people, worked again. On first-cycle
money alone a lead is worth only $17.14 — less than the
$17.79 it cost. The follow-up operation is not a bonus on top of the
lead economics; it is what makes them work at all. Anything that damages re-contact yield
takes the margin with it.
Day one is roughly break-even on cash, by design. A lead returns
$20.18 of cash on the day against $17.79 paid for it, so the
ads are nearly covered before a single instalment. Everything after that is the finance book
and the follow-up — which is why collection rate and re-contact are the two levers that move
profit, not CPL.
The mix matters more than the price. You pay one $17.79 for leads whose
ceiling runs from $9.38 to $33.28 by
age, and $15.83 to $28.96 by
distance. Shifting spend toward the cells that clear $17.79 is worth more than
negotiating the price down.
1 · Ceiling by distance and CITYstart here — the same band is worth a different amount in each city
Conversion, show rate and deal size all differ by city, so the ceiling does too,
and the national ladder further down is an average of eight different behaviours. Read a ROW to
see what a city will bear at that distance, a COLUMN to see one city's whole ladder.
Cells under 1,500 leads are dimmed, under 300 are blank. Coloured against the
$17.79 blended price — which is itself a national average, which is the point.
Band
Boston
Dallas
Houston
New York
Chicago
Nashville
Florida
Orlando
All cities
≤ 25 mi
$30.59
$31.20
$25.63
$28.52
$25.92
$38.34
$32.32
$24.20
$28.96
25–50 mi
$25.10
$29.23
$29.59
$21.27
$27.65
$37.28
$20.12
$26.02
$25.80
50–100 mi
$27.59
$29.85
$25.81
$25.50
$20.24
$22.17
$28.00
$16.19
$23.60
100–200 mi
$12.93
$15.84
$19.94
$8.87
$14.63
$18.03
$33.67
$23.49
$19.37
200 mi +
$10.66
$23.46
$21.63
$6.08
$6.95
$14.12
$26.84
$4.72
$15.83
No zip / not geocoded
$14.67
$18.34
$17.23
$16.65
$12.06
$6.99
$9.93
—
$14.40
All bands
$26.01
$27.38
$24.64
$24.21
$23.43
$26.81
$26.80
$20.17
$25.03
2 · What you should pay against what you DOmeasured value meets measured price
The only place in this report where both sides are measured. Ceiling is this report;
price is USA Models dashboard child+adult per-city tables (manual browser ingest 2026-08-18), 2026-06-26 → 2026-08-14. Kids vs adult because
that is the split the supplier quotes in — and it is the sharpest cut in the data.
Read the margin column, not the price. A cheap lead in a city that converts badly can be
worse than an expensive one in a city that converts well, which is exactly why a single national
CPL target misleads.
Caveats. One supplier and one window, so it does not cover Alan, Lead Pronto or Boost —
their prices come in a different shape and are not merged here rather than being merged badly.
Orlando has no row in the supplier feed. And the ceiling is FULL-COST: see the note above on what
happens if part of the $1,150,000 does not actually move with volume.
City
Kids — ceiling
Kids — paid
Kids — margin
Adults — ceiling
Adults — paid
Adults — margin
Boston
$37.05
$33.51
+$3.53
$19.76
$23.66
$-3.90
Dallas
$39.21
$21.34
+$17.87
$22.59
$22.18
+$0.41
Houston
$34.05
$19.03
+$15.02
$19.72
$22.47
$-2.74
New York
$28.14
$9.43
+$18.72
$20.21
$13.88
+$6.34
Chicago
$29.22
$25.18
+$4.04
$21.14
$18.77
+$2.37
Nashville
$39.39
$36.62
+$2.77
$20.89
$19.95
+$0.95
Florida
$33.57
$12.73
+$20.84
$19.31
$15.51
+$3.80
Orlando
$18.62
—
—
$20.30
$16.10
+$4.20
3 · The national ladder, by distanceevery city averaged together — use the per-city table above to actually set a bid
Band
Leads
Contracted / lead
Cash on the day
Banked share
Banked / lead, 1st cycle
Banked / lead, lifetime
Max CPL
vs $17.79 paid now
≤ 25 mi
96,744
$61.85
37.9%
63.1%
$39.04
$57.00
$28.96
+$11.17
25–50 mi
47,425
$54.81
38.4%
63.5%
$34.78
$50.78
$25.80
+$8.01
50–100 mi
34,289
$50.79
37.1%
62.6%
$31.82
$46.45
$23.60
+$5.81
100–200 mi
27,066
$42.20
35.8%
61.9%
$26.11
$38.13
$19.37
+$1.58
200 mi +
14,342
$34.17
36.7%
62.4%
$21.33
$31.15
$15.83
$-1.97
No zip / not geocoded
7,817
$30.25
39.6%
64.2%
$19.41
$28.33
$14.40
$-3.40
All bands
227,683
$53.55
37.7%
63.0%
$33.74
$49.26
$25.03
+$7.24
4 · By drive time
Band
Leads
Contracted / lead
Cash on the day
Banked share
Banked / lead, 1st cycle
Banked / lead, lifetime
Max CPL
vs $17.79 paid now
≤ 30 min
115,225
$59.06
38.3%
63.4%
$37.42
$54.63
$27.76
+$9.96
30–60 min
29,906
$56.67
41.1%
65.1%
$36.87
$53.82
$27.35
+$9.55
1–2 h
30,497
$52.59
34.8%
61.3%
$32.22
$47.04
$23.90
+$6.11
2–3 h
19,151
$46.91
37.0%
62.6%
$29.35
$42.85
$21.77
+$3.98
3–4 h
13,738
$38.53
33.8%
60.7%
$23.38
$34.13
$17.34
$-0.45
4 h +
10,484
$40.33
34.2%
60.9%
$24.58
$35.88
$18.23
+$0.44
Prefix not on the drive table
8,682
$27.59
33.3%
60.4%
$16.67
$24.33
$12.36
$-5.43
All bands
227,683
$53.55
37.7%
63.0%
$33.74
$49.26
$25.03
+$7.24
5 · By agebanked share moves most here — 18–24 finances, 55+ pays up front
Band
Leads
Contracted / lead
Cash on the day
Banked share
Banked / lead, 1st cycle
Banked / lead, lifetime
Max CPL
vs $17.79 paid now
Under 18
80,190
$68.65
41.7%
65.4%
$44.87
$65.51
$33.28
+$15.49
18–24
39,318
$70.87
29.9%
58.4%
$41.38
$60.42
$30.70
+$12.91
25–34
35,913
$51.17
33.5%
60.5%
$30.98
$45.24
$22.98
+$5.19
35–44
31,750
$34.75
37.1%
62.7%
$21.78
$31.80
$16.16
$-1.63
45–54
24,608
$27.31
44.8%
67.2%
$18.37
$26.82
$13.63
$-4.17
55 +
15,859
$18.23
48.5%
69.4%
$12.65
$18.47
$9.38
$-8.41
All bands
227,638
$53.57
37.7%
63.0%
$33.75
$49.27
$25.03
+$7.24
6 · Max CPL · distance × kids/adultsthe bid table — two columns, because a child campaign and an adult campaign are what actually get bought
This is the same raw data as the six-band table below, folded in two instead of
six. Use this one to set a bid and the one below to decide whether an adult decade is
worth buying at all. Green clears the $17.79 blended CPL being paid now; red does
not. A cell under 300 leads is left blank rather than priced off noise.
Distance
Kids (under 18)
Adults (18+)
All ages
≤ 25 mi
$39.19
$22.89
$28.97
25–50 mi
$32.88
$21.59
$25.80
50–100 mi
$31.69
$19.66
$23.61
100–200 mi
$22.42
$18.15
$19.38
200 mi +
$23.96
$11.77
$15.83
No zip / not geocoded
$10.74
$16.26
$14.40
All distances
$33.28
$20.55
$25.03
6b · The same matrix, age split six waysgreen clears what you pay now, red does not
Distance
Under 18
18–24
25–34
35–44
45–54
55 +
All ages
≤ 25 mi
$39.19
$31.62
$24.51
$19.76
$14.91
$12.34
$28.97
25–50 mi
$32.88
$30.71
$24.53
$17.83
$14.95
$7.62
$25.80
50–100 mi
$31.69
$33.05
$25.28
$12.73
$12.85
$8.63
$23.61
100–200 mi
$22.42
$31.30
$19.48
$14.23
$12.47
$7.69
$19.38
200 mi +
$23.96
$24.26
$9.28
$3.18
$11.02
$6.69
$15.83
No zip / not geocoded
$10.74
$22.51
$21.09
$12.43
$5.48
$5.33
$14.40
All distances
$33.28
$30.70
$22.98
$16.16
$13.63
$9.38
$25.03
7 · Ceiling by drive time and city
Band
Boston
Dallas
Houston
New York
Chicago
Nashville
Florida
Orlando
All cities
≤ 30 min
$28.94
$33.10
$25.28
$28.77
$25.86
$37.96
$24.37
$21.59
$27.76
30–60 min
$28.50
$25.86
—
$22.62
$29.09
$9.52
$34.30
$23.97
$27.35
1–2 h
$28.07
$20.46
$29.79
$25.82
$18.79
$18.13
$32.25
$16.22
$23.90
2–3 h
$16.06
$44.41
$20.75
$16.20
$17.56
$20.05
$28.11
$23.13
$21.77
3–4 h
$19.49
$16.71
$21.31
$4.99
$15.75
$17.72
—
$16.42
$17.34
4 h +
$12.10
$25.92
$24.95
$13.49
$2.00
$16.80
—
$22.38
$18.23
Prefix not on the drive table
$11.51
$11.50
$14.27
$10.61
$20.18
$10.55
$7.28
—
$12.36
All bands
$26.01
$27.38
$24.64
$24.21
$23.43
$26.81
$26.80
$20.17
$25.03
8 · Ceiling by age and city
Band
Boston
Dallas
Houston
New York
Chicago
Nashville
Florida
Orlando
All cities
Under 18
$37.05
$39.21
$34.05
$28.14
$29.22
$39.39
$33.57
$18.62
$33.28
18–24
$27.75
$37.01
$26.85
$24.63
$28.92
$38.28
$28.56
$33.29
$30.70
25–34
$23.53
$27.03
$20.07
$21.14
$26.45
$22.20
$18.25
$24.02
$22.98
35–44
$8.68
$14.64
$14.66
$21.23
$18.18
$14.84
$17.39
$17.52
$16.16
45–54
$20.32
$12.20
$16.74
$14.21
$13.96
$10.79
$12.00
$11.19
$13.63
55 +
$7.08
$6.68
$13.63
$12.01
$8.32
$3.31
$14.76
$8.77
$9.38
All bands
$26.01
$27.38
$24.64
$24.21
$23.43
$26.81
$26.80
$20.17
$25.03
Basis. Every number hangs off the LEAD, in the month the lead came in.
Booking % = bookings ÷ leads. Show rate = (on calendar − didn’t show) ÷ on calendar.
Lead→Show % = showed ÷ leads — the net output of the leads bought.
Why “on calendar” is the show denominator. The bookings feed carries no appointment
date, so a booking made for a shoot next month would otherwise count as a show. The roster is
keyed to the APPOINTMENT date and is pulled only up to today, so it holds exactly the
appointments that have already come round. Cancellations count against the rate, same as
/show-rate and the CRM’s own Show Rate report.
Distance. Miles = straight line from the lead’s zip centroid to the studio; Florida
codes take whichever of Parkland / Orlando is nearer. Drive time = the 3-digit prefix table from
studio1_drive_pop.xlsx. A zip with no geocode, or a prefix not on the drive table, gets its own
row rather than being quietly dropped.
Excluded. Recycled codes (never bought, and a re-contact of an old lead is a different
question) and codes with no city (no studio to measure from).
Sep 26 is a part month — marked * — and immature on both
rates: those leads have not finished booking, and most of the appointments they did book are
still in the future. Read the last complete month.
Rates on fewer than 25 in the denominator are dimmed. Counts sit in their own columns and in
the CSV — hover any rate to see the numbers behind it.
Booking % by monthstraight-line miles from the lead’s zip centroid to the studio · bookings ÷ leads, lead cohort
Band
Apr 26
May 26
Jun 26
Jul 26
Aug 26
Sep 26 *
All months
≤ 25 mi
5.0%
5.9%
6.3%
5.4%
5.6%
4.3%
5.6%
25–50 mi
4.5%
5.7%
5.5%
4.7%
5.2%
4.1%
5.1%
50–100 mi
3.5%
4.2%
4.7%
4.0%
4.9%
4.2%
4.3%
100–200 mi
3.0%
3.9%
4.5%
3.1%
4.4%
3.2%
3.6%
200 mi +
3.4%
3.5%
3.3%
2.1%
3.6%
2.1%
3.1%
No zip / not geocoded
3.5%
4.0%
4.6%
2.4%
3.0%
2.9%
3.5%
All bands
4.2%
5.2%
5.4%
4.5%
5.2%
3.9%
4.8%
Show rate by month(on calendar − didn’t show) ÷ on calendar
Band
Apr 26
May 26
Jun 26
Jul 26
Aug 26
Sep 26 *
All months
≤ 25 mi
64.1%
65.7%
65.9%
64.3%
64.9%
71.3%
65.2%
25–50 mi
61.0%
60.2%
61.2%
60.7%
56.7%
77.3%
60.2%
50–100 mi
54.2%
54.5%
59.4%
57.6%
56.5%
54.8%
56.5%
100–200 mi
45.4%
53.7%
52.0%
60.0%
49.0%
42.9%
51.8%
200 mi +
55.0%
58.9%
58.6%
42.5%
52.8%
66.7%
54.8%
No zip / not geocoded
54.1%
57.4%
55.6%
59.0%
46.4%
75.0%
55.4%
All bands
59.2%
61.6%
62.0%
61.3%
59.7%
66.7%
61.0%
Lead→Show % by monthshowed ÷ leads — booking and showing combined
Band
Apr 26
May 26
Jun 26
Jul 26
Aug 26
Sep 26 *
All months
≤ 25 mi
3.5%
4.1%
4.5%
3.8%
3.6%
1.0%
3.7%
25–50 mi
3.0%
3.8%
3.7%
3.1%
3.1%
1.0%
3.1%
50–100 mi
2.2%
2.6%
3.2%
2.7%
2.8%
0.9%
2.6%
100–200 mi
1.6%
2.3%
2.7%
2.1%
2.3%
0.3%
2.0%
200 mi +
1.9%
2.5%
2.2%
1.1%
1.7%
0.4%
1.8%
No zip / not geocoded
1.9%
2.3%
2.8%
1.5%
1.7%
1.0%
2.0%
All bands
2.7%
3.4%
3.7%
3.0%
3.1%
0.9%
3.0%
Leads by monththe volume behind the rates above
Band
Apr 26
May 26
Jun 26
Jul 26
Aug 26
Sep 26 *
All months
≤ 25 mi
16,839
19,055
16,775
17,859
18,841
7,375
96,744
25–50 mi
7,292
8,229
8,616
10,653
9,305
3,330
47,425
50–100 mi
6,297
5,806
5,791
6,712
7,246
2,437
34,289
100–200 mi
5,892
4,723
4,329
5,468
4,073
2,581
27,066
200 mi +
3,708
2,686
3,003
2,907
1,145
893
14,342
No zip / not geocoded
2,430
1,540
1,243
1,551
744
309
7,817
All bands
42,458
42,039
39,757
45,150
41,354
16,925
227,683
Whole periodcounts and rates, each in its own column
Band
Leads
Bookings
Booking %
On calendar
Didn't show
Showed
Show rate
Lead→Show %
≤ 25 mi
96,744
5,375
5.6%
5,452
1,900
3,552
65.2%
3.7%
25–50 mi
47,425
2,405
5.1%
2,469
982
1,487
60.2%
3.1%
50–100 mi
34,289
1,458
4.3%
1,560
678
882
56.5%
2.6%
100–200 mi
27,066
984
3.6%
1,047
505
542
51.8%
2.0%
200 mi +
14,342
439
3.1%
467
211
256
54.8%
1.8%
No zip / not geocoded
7,817
270
3.5%
280
125
155
55.4%
2.0%
All bands
227,683
10,931
4.8%
11,275
4,401
6,874
61.0%
3.0%
Show rate by citywhole period — is the gradient real everywhere, or one city’s story?
Band
Boston
Dallas
Houston
New York
Chicago
Nashville
Florida
Orlando
All cities
≤ 25 mi
67.5%
61.7%
66.5%
63.0%
67.0%
63.2%
69.0%
63.1%
65.2%
25–50 mi
62.9%
61.9%
63.2%
51.0%
58.9%
57.1%
60.2%
63.8%
60.2%
50–100 mi
54.7%
58.3%
54.8%
57.0%
62.0%
50.3%
61.8%
50.0%
56.5%
100–200 mi
51.8%
45.9%
53.8%
44.6%
56.9%
47.9%
58.5%
52.6%
51.8%
200 mi +
84.6%
61.5%
59.9%
44.0%
40.0%
42.4%
58.1%
35.3%
54.8%
No zip / not geocoded
59.5%
59.3%
54.1%
52.5%
70.3%
29.0%
53.3%
50.0%
55.4%
All bands
63.6%
60.1%
62.6%
59.7%
63.7%
55.5%
63.6%
56.6%
61.0%
Booking % by citywhole period
Band
Boston
Dallas
Houston
New York
Chicago
Nashville
Florida
Orlando
All cities
≤ 25 mi
6.5%
5.9%
4.6%
5.5%
4.8%
7.3%
6.1%
5.5%
5.6%
25–50 mi
5.5%
5.9%
5.1%
5.5%
5.0%
6.9%
4.0%
4.7%
5.1%
50–100 mi
4.7%
5.2%
4.6%
4.1%
3.7%
4.3%
4.7%
3.6%
4.3%
100–200 mi
3.4%
3.2%
3.3%
2.6%
3.0%
4.2%
4.5%
4.0%
3.6%
200 mi +
3.0%
3.2%
4.9%
1.5%
1.5%
2.6%
3.2%
2.0%
3.1%
No zip / not geocoded
3.7%
4.3%
4.2%
3.2%
3.0%
3.5%
2.1%
0.8%
3.5%
All bands
5.5%
5.2%
4.5%
4.8%
4.3%
5.3%
4.8%
4.2%
4.8%
Basis. Every number hangs off the LEAD, in the month the lead came in.
Booking % = bookings ÷ leads. Show rate = (on calendar − didn’t show) ÷ on calendar.
Lead→Show % = showed ÷ leads — the net output of the leads bought.
Why “on calendar” is the show denominator. The bookings feed carries no appointment
date, so a booking made for a shoot next month would otherwise count as a show. The roster is
keyed to the APPOINTMENT date and is pulled only up to today, so it holds exactly the
appointments that have already come round. Cancellations count against the rate, same as
/show-rate and the CRM’s own Show Rate report.
Distance. Miles = straight line from the lead’s zip centroid to the studio; Florida
codes take whichever of Parkland / Orlando is nearer. Drive time = the 3-digit prefix table from
studio1_drive_pop.xlsx. A zip with no geocode, or a prefix not on the drive table, gets its own
row rather than being quietly dropped.
Excluded. Recycled codes (never bought, and a re-contact of an old lead is a different
question) and codes with no city (no studio to measure from).
Sep 26 is a part month — marked * — and immature on both
rates: those leads have not finished booking, and most of the appointments they did book are
still in the future. Read the last complete month.
Rates on fewer than 25 in the denominator are dimmed. Counts sit in their own columns and in
the CSV — hover any rate to see the numbers behind it.
Booking % by monthdrive hours from the 3-digit zip prefix table · bookings ÷ leads, lead cohort
Band
Apr 26
May 26
Jun 26
Jul 26
Aug 26
Sep 26 *
All months
≤ 30 min
4.8%
5.9%
5.9%
5.0%
5.3%
4.4%
5.3%
30–60 min
4.6%
5.2%
5.9%
5.3%
5.6%
3.9%
5.2%
1–2 h
3.7%
4.6%
4.5%
4.2%
4.8%
3.6%
4.3%
2–3 h
3.7%
4.0%
4.6%
3.3%
5.0%
2.9%
4.0%
3–4 h
3.2%
3.2%
5.0%
2.9%
4.5%
4.1%
3.7%
4 h +
3.3%
5.1%
4.4%
2.1%
4.4%
2.1%
3.5%
Prefix not on the drive table
3.0%
2.8%
3.6%
2.4%
3.9%
3.0%
3.0%
All bands
4.2%
5.2%
5.4%
4.5%
5.2%
3.9%
4.8%
Show rate by month(on calendar − didn’t show) ÷ on calendar
Band
Apr 26
May 26
Jun 26
Jul 26
Aug 26
Sep 26 *
All months
≤ 30 min
63.7%
63.9%
64.6%
63.5%
63.2%
69.9%
63.9%
30–60 min
61.6%
62.9%
63.7%
61.7%
58.0%
73.5%
61.8%
1–2 h
55.9%
54.9%
61.5%
58.3%
56.6%
65.9%
57.7%
2–3 h
47.2%
55.3%
50.6%
58.5%
51.6%
53.8%
52.5%
3–4 h
43.4%
55.7%
51.2%
64.8%
55.4%
46.7%
53.6%
4 h +
62.1%
60.2%
63.5%
35.3%
53.5%
50.0%
57.4%
Prefix not on the drive table
48.1%
56.9%
50.0%
48.8%
45.8%
66.7%
50.2%
All bands
59.2%
61.6%
62.0%
61.3%
59.7%
66.7%
61.0%
Lead→Show % by monthshowed ÷ leads — booking and showing combined
Band
Apr 26
May 26
Jun 26
Jul 26
Aug 26
Sep 26 *
All months
≤ 30 min
3.4%
4.0%
4.2%
3.5%
3.4%
0.9%
3.5%
30–60 min
2.9%
3.6%
4.0%
3.5%
3.3%
1.1%
3.3%
1–2 h
2.3%
2.9%
3.1%
2.8%
2.7%
1.3%
2.6%
2–3 h
2.1%
2.4%
2.8%
2.3%
2.7%
0.5%
2.3%
3–4 h
1.5%
1.9%
3.0%
2.2%
2.7%
0.5%
2.0%
4 h +
2.2%
3.4%
3.2%
0.8%
2.4%
0.3%
2.1%
Prefix not on the drive table
1.5%
1.7%
2.1%
1.5%
1.9%
0.9%
1.7%
All bands
2.7%
3.4%
3.7%
3.0%
3.1%
0.9%
3.0%
Leads by monththe volume behind the rates above
Band
Apr 26
May 26
Jun 26
Jul 26
Aug 26
Sep 26 *
All months
≤ 30 min
19,393
22,199
20,418
22,886
21,920
8,409
115,225
30–60 min
5,125
5,254
5,223
5,964
6,112
2,228
29,906
1–2 h
5,353
5,578
5,494
5,952
5,979
2,141
30,497
2–3 h
3,646
3,099
3,034
4,125
3,717
1,530
19,151
3–4 h
2,850
2,600
2,052
2,678
2,089
1,469
13,738
4 h +
2,743
1,573
2,088
2,193
969
918
10,484
Prefix not on the drive table
3,348
1,736
1,448
1,352
568
230
8,682
All bands
42,458
42,039
39,757
45,150
41,354
16,925
227,683
Whole periodcounts and rates, each in its own column
Band
Leads
Bookings
Booking %
On calendar
Didn't show
Showed
Show rate
Lead→Show %
≤ 30 min
115,225
6,151
5.3%
6,271
2,263
4,008
63.9%
3.5%
30–60 min
29,906
1,563
5.2%
1,594
609
985
61.8%
3.3%
1–2 h
30,497
1,315
4.3%
1,398
591
807
57.7%
2.6%
2–3 h
19,151
764
4.0%
823
391
432
52.5%
2.3%
3–4 h
13,738
507
3.7%
515
239
276
53.6%
2.0%
4 h +
10,484
371
3.5%
387
165
222
57.4%
2.1%
Prefix not on the drive table
8,682
260
3.0%
287
143
144
50.2%
1.7%
All bands
227,683
10,931
4.8%
11,275
4,401
6,874
61.0%
3.0%
Show rate by citywhole period — is the gradient real everywhere, or one city’s story?
Band
Boston
Dallas
Houston
New York
Chicago
Nashville
Florida
Orlando
All cities
≤ 30 min
68.4%
62.4%
66.2%
64.5%
64.0%
60.9%
64.6%
58.4%
63.9%
30–60 min
62.0%
59.4%
—
54.3%
67.3%
27.3%
66.5%
61.5%
61.8%
1–2 h
57.4%
56.3%
61.1%
50.3%
60.0%
53.4%
63.5%
54.4%
57.7%
2–3 h
42.6%
56.7%
51.3%
60.2%
63.9%
45.2%
55.1%
52.7%
52.5%
3–4 h
53.7%
51.8%
59.1%
36.4%
58.0%
51.0%
—
47.4%
53.6%
4 h +
75.0%
62.5%
62.0%
65.5%
40.0%
43.5%
44.4%
50.0%
57.4%
Prefix not on the drive table
64.7%
52.0%
47.3%
31.6%
64.7%
36.0%
56.5%
33.3%
50.2%
All bands
63.6%
60.1%
62.6%
59.7%
63.7%
55.5%
63.6%
56.6%
61.0%
Booking % by citywhole period
Band
Boston
Dallas
Houston
New York
Chicago
Nashville
Florida
Orlando
All cities
≤ 30 min
6.4%
6.2%
4.5%
5.4%
4.7%
7.1%
4.7%
5.0%
5.3%
30–60 min
5.4%
5.0%
—
5.1%
5.2%
2.3%
6.0%
5.1%
5.2%
1–2 h
5.0%
3.3%
5.5%
4.7%
3.6%
3.8%
4.7%
3.5%
4.3%
2–3 h
3.9%
4.9%
4.0%
3.3%
3.4%
4.5%
4.4%
3.8%
4.0%
3–4 h
4.4%
4.0%
3.2%
2.6%
3.1%
4.4%
—
3.4%
3.7%
4 h +
3.6%
3.8%
5.4%
2.1%
1.9%
2.8%
2.1%
3.5%
3.5%
Prefix not on the drive table
2.9%
2.8%
3.2%
3.0%
3.0%
3.0%
4.4%
1.0%
3.0%
All bands
5.5%
5.2%
4.5%
4.8%
4.3%
5.3%
4.8%
4.2%
4.8%
Basis. Every number hangs off the LEAD, in the month the lead came in.
Booking % = bookings ÷ leads. Show rate = (on calendar − didn’t show) ÷ on calendar.
Lead→Show % = showed ÷ leads — the net output of the leads bought.
Why “on calendar” is the show denominator. The bookings feed carries no appointment
date, so a booking made for a shoot next month would otherwise count as a show. The roster is
keyed to the APPOINTMENT date and is pulled only up to today, so it holds exactly the
appointments that have already come round. Cancellations count against the rate, same as
/show-rate and the CRM’s own Show Rate report.
Distance. Miles = straight line from the lead’s zip centroid to the studio; Florida
codes take whichever of Parkland / Orlando is nearer. Drive time = the 3-digit prefix table from
studio1_drive_pop.xlsx. A zip with no geocode, or a prefix not on the drive table, gets its own
row rather than being quietly dropped.
Excluded. Recycled codes (never bought, and a re-contact of an old lead is a different
question) and codes with no city (no studio to measure from).
Sep 26 is a part month — marked * — and immature on both
rates: those leads have not finished booking, and most of the appointments they did book are
still in the future. Read the last complete month.
Rates on fewer than 25 in the denominator are dimmed. Counts sit in their own columns and in
the CSV — hover any rate to see the numbers behind it.
Booking % by monththe age on the lead record — the model’s age, not the parent’s · bookings ÷ leads, lead cohort
Band
Apr 26
May 26
Jun 26
Jul 26
Aug 26
Sep 26 *
All months
Under 18
6.2%
6.5%
5.9%
4.5%
5.8%
3.7%
5.5%
18–24
7.0%
7.4%
7.3%
6.3%
6.8%
5.9%
6.8%
25–34
4.8%
5.8%
6.1%
5.2%
5.9%
4.2%
5.4%
35–44
3.0%
3.3%
3.4%
3.6%
3.7%
2.9%
3.3%
45–54
2.6%
2.3%
1.9%
2.0%
1.9%
1.4%
2.2%
55 +
1.8%
1.3%
1.9%
1.8%
1.3%
2.3%
1.7%
All bands
4.2%
5.2%
5.4%
4.5%
5.2%
3.9%
4.8%
Show rate by month(on calendar − didn’t show) ÷ on calendar
Band
Apr 26
May 26
Jun 26
Jul 26
Aug 26
Sep 26 *
All months
Under 18
66.8%
66.3%
70.2%
67.2%
63.2%
72.7%
67.0%
18–24
58.4%
57.9%
56.1%
56.6%
59.5%
64.9%
57.9%
25–34
55.4%
58.1%
57.8%
55.4%
58.1%
63.4%
57.2%
35–44
51.3%
61.8%
53.9%
62.6%
51.8%
72.0%
56.3%
45–54
59.4%
50.4%
56.1%
57.0%
57.6%
28.6%
56.2%
55 +
55.1%
57.7%
46.7%
47.8%
52.0%
100.0%
53.4%
All bands
59.2%
61.6%
62.0%
61.3%
59.7%
66.7%
61.0%
Lead→Show % by monthshowed ÷ leads — booking and showing combined
Band
Apr 26
May 26
Jun 26
Jul 26
Aug 26
Sep 26 *
All months
Under 18
4.4%
4.6%
4.3%
3.2%
3.6%
0.6%
3.7%
18–24
4.4%
4.8%
4.6%
4.2%
4.1%
1.7%
4.2%
25–34
2.8%
3.5%
4.0%
3.2%
3.5%
0.9%
3.2%
35–44
1.7%
2.1%
2.1%
2.2%
1.9%
0.9%
1.9%
45–54
1.7%
1.3%
1.4%
1.2%
1.3%
0.2%
1.4%
55 +
1.2%
1.0%
1.2%
1.0%
0.8%
0.3%
1.0%
All bands
2.7%
3.4%
3.7%
3.0%
3.1%
0.9%
3.0%
Leads by monththe volume behind the rates above
Band
Apr 26
May 26
Jun 26
Jul 26
Aug 26
Sep 26 *
All months
Under 18
8,490
14,928
16,223
19,817
14,551
6,181
80,190
18–24
5,422
6,681
7,672
7,769
8,079
3,695
39,318
25–34
6,976
6,094
6,259
6,347
7,410
2,827
35,913
35–44
7,856
6,384
4,563
5,010
5,858
2,079
31,750
45–54
7,490
4,853
3,279
3,970
3,760
1,256
24,608
55 +
6,201
3,085
1,758
2,234
1,696
885
15,859
All bands
42,435
42,025
39,754
45,147
41,354
16,923
227,638
Whole periodcounts and rates, each in its own column
Band
Leads
Bookings
Booking %
On calendar
Didn't show
Showed
Show rate
Lead→Show %
Under 18
80,190
4,429
5.5%
4,446
1,469
2,977
67.0%
3.7%
18–24
39,318
2,691
6.8%
2,840
1,197
1,643
57.9%
4.2%
25–34
35,913
1,951
5.4%
1,997
855
1,142
57.2%
3.2%
35–44
31,750
1,061
3.3%
1,083
473
610
56.3%
1.9%
45–54
24,608
533
2.2%
600
263
337
56.2%
1.4%
55 +
15,859
265
1.7%
309
144
165
53.4%
1.0%
All bands
227,638
10,930
4.8%
11,275
4,401
6,874
61.0%
3.0%
Show rate by citywhole period — is the gradient real everywhere, or one city’s story?
Band
Boston
Dallas
Houston
New York
Chicago
Nashville
Florida
Orlando
All cities
Under 18
68.8%
66.4%
69.2%
62.4%
70.2%
61.0%
69.8%
59.4%
67.0%
18–24
59.5%
57.0%
59.9%
55.4%
61.6%
53.8%
56.7%
58.4%
57.9%
25–34
61.1%
62.6%
57.5%
54.1%
60.1%
54.5%
49.8%
54.7%
57.2%
35–44
55.2%
53.6%
52.1%
63.1%
58.3%
51.2%
61.3%
56.5%
56.3%
45–54
64.6%
52.7%
62.7%
59.4%
63.2%
45.2%
49.3%
53.3%
56.2%
55 +
45.2%
43.6%
62.9%
57.1%
63.3%
38.5%
59.0%
54.7%
53.4%
All bands
63.6%
60.1%
62.6%
59.7%
63.7%
55.5%
63.6%
56.6%
61.0%
Booking % by citywhole period
Band
Boston
Dallas
Houston
New York
Chicago
Nashville
Florida
Orlando
All cities
Under 18
6.7%
6.3%
5.4%
5.2%
4.6%
6.3%
5.3%
3.8%
5.5%
18–24
7.1%
6.9%
6.2%
6.5%
6.6%
8.2%
6.7%
7.0%
6.8%
25–34
6.1%
6.1%
4.4%
5.4%
5.3%
5.8%
4.8%
6.0%
5.4%
35–44
3.2%
3.7%
2.7%
3.1%
3.1%
3.8%
3.6%
3.5%
3.3%
45–54
2.3%
2.2%
2.2%
2.4%
2.5%
2.3%
1.9%
1.7%
2.2%
55 +
1.6%
1.8%
2.5%
1.5%
1.4%
1.2%
1.8%
1.5%
1.7%
All bands
5.5%
5.2%
4.5%
4.8%
4.3%
5.3%
4.8%
4.2%
4.8%
Distance and age crossed, whole period — does distance bite harder on a child
shoot than an adult one? Read a ROW to see what age does at a fixed distance, a COLUMN to see
what distance does at a fixed age. Cells under 25 in the denominator are dimmed; hover any
rate for the counts behind it.
Cash per lead · distance × kids/adultsthe buyable shape — distance bites an adult lead far harder than a child one
Distance
Kids (under 18)
Adults (18+)
All ages
≤ 25 mi
$33.19
$17.64
$23.44
25–50 mi
$27.95
$16.98
$21.08
50–100 mi
$28.24
$14.24
$18.84
100–200 mi
$19.29
$13.43
$15.11
200 mi +
$21.36
$8.15
$12.55
No zip / not geocoded
$12.10
$11.94
$11.99
All distances
$28.60
$15.61
$20.18
Show rate · distance × kids/adults
Distance
Kids (under 18)
Adults (18+)
All ages
≤ 25 mi
68.8%
62.3%
65.2%
25–50 mi
67.2%
55.3%
60.2%
50–100 mi
63.4%
52.8%
56.5%
100–200 mi
58.0%
49.5%
51.8%
200 mi +
65.7%
48.7%
54.8%
No zip / not geocoded
66.1%
52.7%
55.4%
All distances
67.0%
57.1%
61.0%
Booking % · distance × kids/adults
Distance
Kids (under 18)
Adults (18+)
All ages
≤ 25 mi
6.6%
5.0%
5.6%
25–50 mi
5.6%
4.7%
5.1%
50–100 mi
4.8%
4.0%
4.3%
100–200 mi
3.9%
3.5%
3.6%
200 mi +
3.5%
2.9%
3.1%
No zip / not geocoded
2.0%
4.2%
3.5%
All distances
5.5%
4.4%
4.8%
Cash per lead · distance × agethe two effects compound — this is the one that ranks the combinations
Distance
Under 18
18–24
25–34
35–44
45–54
55 +
All ages
≤ 25 mi
$33.19
$21.94
$18.81
$16.17
$13.25
$11.97
$23.44
25–50 mi
$27.95
$21.94
$19.76
$15.11
$12.87
$7.02
$21.08
50–100 mi
$28.24
$21.48
$15.76
$9.65
$12.04
$10.12
$18.84
100–200 mi
$19.29
$21.02
$14.18
$11.07
$11.36
$5.67
$15.11
200 mi +
$21.36
$16.63
$4.99
$1.20
$11.10
$4.11
$12.55
No zip / not geocoded
$12.10
$16.79
$18.40
$5.63
$3.77
$2.93
$11.99
All distances
$28.60
$21.21
$17.17
$12.91
$12.25
$8.84
$20.18
Best and worst combinations
Best three:
≤ 25 mi · Under 18 — $33.19 per lead on 36,069 leads
50–100 mi · Under 18 — $28.24 per lead on 11,254 leads
25–50 mi · Under 18 — $27.95 per lead on 17,709 leads
Worst three:
200 mi + · 25–34 — $4.99 per lead on 2,175 leads
100–200 mi · 55 + — $5.67 per lead on 2,333 leads
25–50 mi · 55 + — $7.02 per lead on 2,987 leads
≤ 25 mi · Under 18 is worth 6.6× 200 mi + · 25–34.
Distance and age are separate effects and they stack, so the spread across the matrix is far
wider than either dimension on its own. Cells under 2,000 leads are excluded from this
ranking and dimmed in the table — a thin cell will always look extreme.
Show rate · distance × age
Distance
Under 18
18–24
25–34
35–44
45–54
55 +
All ages
≤ 25 mi
68.8%
63.4%
60.8%
63.1%
61.0%
63.3%
65.2%
25–50 mi
67.2%
55.5%
55.6%
55.2%
56.3%
50.9%
60.2%
50–100 mi
63.4%
54.6%
56.8%
47.2%
48.7%
44.2%
56.5%
100–200 mi
58.0%
47.3%
50.7%
51.1%
55.0%
42.1%
51.8%
200 mi +
65.7%
53.6%
49.3%
32.4%
47.1%
44.0%
54.8%
No zip / not geocoded
66.1%
54.9%
41.1%
59.3%
70.0%
55.6%
55.4%
All distances
67.0%
57.9%
57.2%
56.3%
56.2%
53.4%
61.0%
Booking % · distance × age
Distance
Under 18
18–24
25–34
35–44
45–54
55 +
All ages
≤ 25 mi
6.6%
7.3%
5.9%
3.7%
2.5%
2.0%
5.6%
25–50 mi
5.6%
7.3%
5.5%
3.9%
2.2%
1.7%
5.1%
50–100 mi
4.8%
6.6%
5.6%
2.9%
2.1%
1.3%
4.3%
100–200 mi
3.9%
5.8%
4.8%
2.8%
1.8%
1.3%
3.6%
200 mi +
3.5%
5.3%
2.6%
2.0%
1.5%
2.0%
3.1%
No zip / not geocoded
2.0%
6.2%
4.8%
3.3%
1.4%
1.2%
3.5%
All distances
5.5%
6.8%
5.4%
3.3%
2.2%
1.7%
4.8%
Joins. bookings 10,931 of 13,565 feed rows landed on a lead in this window,
roster 11,275 of 19,061, no-show 4,401 of 8,086,
viewings 6,409 of 9,814 carrying 4,639 sales.
Unmatched rows belong to leads from outside the window — the appointment and sales feeds run to
today, so they carry earlier and later cohorts too, and RECYCLED leads are excluded from this
report entirely. They are not lost bookings or lost sales. The money here is therefore the
economics of FRESH bought leads, which is exactly the basis a cost-per-lead decision needs.
Coverage. 2,458 of 227,683 leads had no readable zip,
5,359 had a zip with no geocode and 6,224 a prefix not on the drive
table — each sits in its own band rather than being folded into a real one.
45 leads had no usable age and are left out of the age tables entirely
(they still count in the distance tables). Dropped before any of this: 78,679
recycled, 403 with no city.