📊 Monthly Dashboard
Snapshot of all vendor performance — all metrics calculated live
View:
May 2026
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Total Spend
$0
7 vendors • 1 period
Commission Revenue
$0
Ann comm earned
Net Profit
$0
Rev − Spend
Portfolio ROAS
0.00x
Below break-even
Blended Close Rate
0.0%
0 sales / 1 leads
Total Leads
1
1 quotes
Vendor Performance
SF.com - Uptown
WEAK
ROAS
—
Close%
0.0%
Profit
$0
Reaching leads but not converting to revenue — spending more than you earn
EverQuote
WEAK
ROAS
—
Close%
—
Profit
$0
No data entered — add leads, contacts, quotes, sales and premium to activate analysis
UPTOWN - GOOGLE/FB PAID SEARCH
WEAK
ROAS
—
Close%
—
Profit
$0
No data entered — add leads, contacts, quotes, sales and premium to activate analysis
MEDIA ALPHA
WEAK
ROAS
—
Close%
—
Profit
$0
No data entered — add leads, contacts, quotes, sales and premium to activate analysis
SF.com - Melon
WEAK
ROAS
—
Close%
—
Profit
$0
No data entered — add leads, contacts, quotes, sales and premium to activate analysis
Referrals
WEAK
ROAS
—
Close%
—
Profit
$0
No data entered — add leads, contacts, quotes, sales and premium to activate analysis
BLANK
WEAK
ROAS
—
Close%
—
Profit
$0
No data entered — add leads, contacts, quotes, sales and premium to activate analysis
Funnel Conversion by Vendor
SF.com - Uptown
32
EverQuote
21
UPTOWN - GOOGLE/FB PAID SEARCH
21
MEDIA ALPHA
21
SF.com - Melon
21
Referrals
21
BLANK
21
Profit & ROAS by Vendor
SF.com - Uptown
ROAS: —
$0
EverQuote
ROAS: —
$0
UPTOWN - GOOGLE/FB PAID SEARCH
ROAS: —
$0
MEDIA ALPHA
ROAS: —
$0
SF.com - Melon
ROAS: —
$0
Referrals
ROAS: —
$0
BLANK
ROAS: —
$0
Spend Allocation
SF.com - Uptown
0%
$0
EverQuote
0%
$0
UPTOWN - GOOGLE/FB PAID SEARCH
0%
$0
MEDIA ALPHA
0%
$0
SF.com - Melon
0%
$0
Referrals
0%
$0
BLANK
0%
$0
Immediate Action Priorities
Enter vendor data to see action priorities.
📥 Lead Input — May 2026
Blue cells = your inputs · All other columns calculate automatically · Edit any cell directly in the table below
⚠️ Auto Premium (col I) is always multiplied 2× for annual commission regardless of lead type · Commission = (Auto×2 + Fire + Life + Health) × Comm Rate
| Vendor / Provider | Lead Type | ── INPUTS ── | ── COMMISSION ── | ── CONVERSION RATES ── | ── COST METRICS ── | ── PREMIUM ── | ── REVENUE ── | ── PROFIT ── | ── ROAS ── | ── RANKING ── | Notes | |||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Spend ($) | Leads (#) | Contacts (#) | Quotes (#) | Sales (#) | 🚗 Auto Prem ($) 2× | 🔥 Fire ($) | 🧬 Life ($) | ❤️ Health ($) | Comm Rate % | Annual Comm Rev ($) | Contact % | Quote % | Close % | Quote→Close % | Funnel Drop L→Q | Funnel Drop Q→C | CPL ($) | CPC ($) | CPQ ($) | CPS ($) | Break-Even Close % | Ann Prem/Lead ($) | Ann Prem/Sale ($) | Rev/Lead ($) | Rev/Sale ($) | Net Profit ($) | Profit Margin % | Profit/Lead ($) | Profit/Sale ($) | ROAS | ROMS % | Score (/100) | Tier | |||
|
EverQuote
|
Mixed | $0.00 | 0 | 0 | 0 | 0 | — | — | — | — | 10.2% | $0.00 | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | $0.00 | — | — | — | — | — | 21 | WEAK | Starting Budget: $1,500 |
|
UPTOWN - GOOGLE/FB PAID SEARCH
|
Mixed | $0.00 | 0 | 0 | 0 | 0 | — | — | — | — | 10.2% | $0.00 | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | $0.00 | — | — | — | — | — | 21 | WEAK | |
|
MEDIA ALPHA
|
Mixed | $0.00 | 0 | 0 | 0 | 0 | — | — | — | — | 10.2% | $0.00 | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | $0.00 | — | — | — | — | — | 21 | WEAK | |
|
SF.com - Uptown
|
Mixed | $0.00 | 1 | 1 | 1 | 0 | — | — | — | — | 10.2% | $0.00 | 100.0% | 100.0% | 0.0% | 0.0% | 0.0% | 100.0% | $0.00 | $0.00 | $0.00 | — | — | $0.00 | — | $0.00 | — | $0.00 | — | $0.00 | — | — | — | 32 | WEAK | |
|
SF.com - Melon
|
Mixed | $333.43 | 11 | 0 | 0 | 0 | — | — | — | — | 10.2% | $0.00 | 0.0% | 0.0% | 0.0% | — | 100.0% | — | $30.31 | — | — | — | — | $0.00 | — | $0.00 | — | -$333.43 | — | -$30.31 | — | 0.00x | -100.0% | 21 | WEAK | Current budget allocation: $1,750 to Melon Max Clicks, $500 to Microsoft | Anticipating approx 75 leads with total spend |
|
Referrals
|
Mixed | $0.00 | 0 | 0 | 0 | 0 | — | — | — | — | 10.2% | $0.00 | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | $0.00 | — | — | — | — | — | 21 | WEAK | |
|
BLANK
|
Mixed | $0.00 | 0 | 0 | 0 | 0 | — | — | — | — | 10.2% | $0.00 | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | $0.00 | — | — | — | — | — | 21 | WEAK | |
| TOTALS / AVERAGES | — | $333.43 | 12 | 1 | 1 | 0 | $0.00 | $0.00 | $0.00 | $0.00 | — | $0.00 | 8.3% | — | 0.0% | — | — | — | $27.79 | — | — | — | — | — | — | — | — | -$333.43 | — | — | — | 0.00x | — | — | — | — |
📊 Scorecard & Tier Rankings
Profitability 50pts (ROAS) + Conversion 20pts (Close Rate) + Scalability 15pts (ROAS-driven) + Operational Fit 15pts (Contact Rate)
Portfolio ROAS
0.00x
Return on all spend
Net Profit
$0
Total commission − spend
Tier 1 (Elite)
0
Score ≥ 80 — Scale
Tier 4 (Weak)
7
Score < 45 — Cut
| Vendor | Profitability /50 (ROAS) |
Conversion /20 (Close%) |
Scalability /15 (ROAS) |
Op. Fit /15 (Contact%) |
TOTAL /100 |
Tier | Primary Diagnosis | Key Bottleneck | Recommended Action | Max Bid/Lead ($) |
|---|---|---|---|---|---|---|---|---|---|---|
| SF.com - Uptown | 10 |
4 |
3 |
15 |
32 | WEAK | Reaching leads but not converting to revenue — spending more than you earn | Close rate under 5% — closing script or lead intent problem | Too small a sample to judge — increase to 50+ leads then re-evaluate | — |
| EverQuote | 10 |
4 |
3 |
4 |
21 | WEAK | No data entered — add leads, contacts, quotes, sales and premium to activate analysis | No data — enter actuals to identify bottleneck | Enter data to receive a recommended action for this vendor | — |
| UPTOWN - GOOGLE/FB PAID SEARCH | 10 |
4 |
3 |
4 |
21 | WEAK | No data entered — add leads, contacts, quotes, sales and premium to activate analysis | No data — enter actuals to identify bottleneck | Enter data to receive a recommended action for this vendor | — |
| MEDIA ALPHA | 10 |
4 |
3 |
4 |
21 | WEAK | No data entered — add leads, contacts, quotes, sales and premium to activate analysis | No data — enter actuals to identify bottleneck | Enter data to receive a recommended action for this vendor | — |
| SF.com - Melon | 10 |
4 |
3 |
4 |
21 | WEAK | No data entered — add leads, contacts, quotes, sales and premium to activate analysis | No data — enter actuals to identify bottleneck | Enter data to receive a recommended action for this vendor | — |
| Referrals | 10 |
4 |
3 |
4 |
21 | WEAK | No data entered — add leads, contacts, quotes, sales and premium to activate analysis | No data — enter actuals to identify bottleneck | Enter data to receive a recommended action for this vendor | — |
| BLANK | 10 |
4 |
3 |
4 |
21 | WEAK | No data entered — add leads, contacts, quotes, sales and premium to activate analysis | No data — enter actuals to identify bottleneck | Enter data to receive a recommended action for this vendor | — |
💰 Maximum Bid Pricing
Max Bid/Sale = Rev/Sale − Min Profit Threshold · Max Bid/Lead = Max Bid/Sale × Close Rate · Auto premium = 2× annual
Assumptions: Commission 10.2% · Labor costs removed · Min Profit $50/sale
| Vendor | Rev/Sale ($) annualized |
Min Profit Threshold ($) |
Max Bid /Sale ($) |
Max Bid /Lead ($) |
Max Bid /Quote ($) |
Current Cost/Sale ($) |
Bid Headroom /Sale ($) |
Bid Status |
|---|---|---|---|---|---|---|---|---|
| EverQuote | $319.30 | $50 | $269.30 | $7.25 | $10.49 | $333.33 | -$64.03 | 🔴 OVER MAX BID — Cut spend now |
| UPTOWN - GOOGLE/FB PAID SEARCH | $194.08 | $50 | $144.08 | $20.58 | $20.58 | $825.00 | -$680.92 | 🔴 OVER MAX BID — Cut spend now |
| MEDIA ALPHA | $218.40 | $50 | $168.40 | $33.68 | $168.40 | $0.00 | $168.40 | ✅ Within max bid |
| SF.com - Uptown | — | $50 | — | — | — | — | — | 🚫 UNVIABLE — Overspending |
| SF.com - Melon | $74.29 | $50 | $24.29 | $5.00 | $6.80 | $246.47 | -$222.18 | 🔴 OVER MAX BID — Cut spend now |
| Referrals | $200.60 | $50 | $150.60 | $81.09 | $81.09 | $37.14 | $113.46 | ✅ Within max bid |
| Melon Paid Search | $164.12 | $50 | $114.12 | $76.08 | $76.08 | $406.37 | -$292.25 | 🔴 OVER MAX BID — Cut spend now |
🎯 Executive Intelligence Report
Strategic action plan driven by your live data
Total Spend
$0
Commission Revenue
$0
Net Profit
$0
Portfolio ROAS
0.00x
Total Leads
1
Total Sales
0
Blended Close Rate
0.0%
Avg CPL
$0.00
Avg CPS
$0.00
Total Written Premium
$0
Blended Contact Rate
100.0%
Avg Premium/Sale
$0.00
⚡ Top 3 Strategic Profit Levers
⚡LEVER 1 — SCALE YOUR #1 SOURCE: SF.com - Uptown
SF.com - Uptown is your #1 ranked source by ROAS at 0.00x. Every $1 spent returns 0.00x in commission. Current spend is $0.
Action: Too small a sample to judge — increase to 50+ leads then re-evaluate
Action: Too small a sample to judge — increase to 50+ leads then re-evaluate
⚡LEVER 2 — FIX LOWEST CLOSE RATE: SF.com - Uptown closes at 0.0%
Portfolio blended close rate is 0.0%. SF.com - Uptown has your lowest close rate. Close rate under 5% is a critical failure — rep script, lead intent, or follow-up speed.
Action: Pull call recordings. Run close rate training for reps working this source.
Action: Pull call recordings. Run close rate training for reps working this source.
📋 Executive Action Plan
⚡ IMMEDIATE — This Week
• Set a 2-minute callback SLA for ALL internet leads — speed-to-contact directly impacts close rate
• Confirm premium amounts reflect actual written premium, not estimates
📅 30 Days
1. Too small a sample to judge — increase to 50+ leads then re-evaluate — SF.com - Uptown (ROAS: 0.00x, Spend: $0)
• Blended close rate is 0.0% — run dedicated training targeting 10%+
📆 60–90 Days
• Re-enter updated actuals and re-score all vendors
• Any vendor still below 0.50x ROAS after 90 days — pause and reallocate
• Portfolio ROAS is currently 0.00x — target 1.5x+ by end of 90 days
📊 Weekly KPIs to Track
1. Speed-to-contact per vendor (target: <2 minutes)
2. Close rate per vendor vs 0.0% blended rate
3. ROAS by vendor — goal: every active source above 1.0x
4. Cost per sale vs Max Bid per sale (see Max Bid Pricing tab)
5. Premium per household — Auto, Fire, Life, Health splits monthly
⚠️ Hidden Risk: You have only 0 profitable source. Concentration risk is critical — build secondary profitable sources urgently.
🏆 Vendor Rankings
📅 Daily Lead Tracker
Log leads per vendor each day — monthly totals feed into the Lead Input tab
EverQuote
0
Ins.Quotes
0
MediaAlpha
0
QuoteWizard
0
SF.com
0
Referrals
0
Paid Search
0
| Date | Day | EverQuote | Ins. Quotes | MediaAlpha | QuoteWizard | SF.com | Referrals | Paid Search | Daily Total | Notes |
|---|---|---|---|---|---|---|---|---|---|---|
| 2026-05-01 | Fri | 0 | ||||||||
| 2026-05-02 | Sat | 0 | ||||||||
| 2026-05-03 | Sun | 0 | ||||||||
| 2026-05-04 | Mon | 0 | ||||||||
| 2026-05-05 | Tue | 0 | ||||||||
| 2026-05-06 | Wed | 0 | ||||||||
| 2026-05-07 | Thu | 0 | ||||||||
| 2026-05-08 | Fri | 0 | ||||||||
| 2026-05-09 | Sat | 0 | ||||||||
| 2026-05-10 | Sun | 0 | ||||||||
| 2026-05-11 | Mon | 0 | ||||||||
| 2026-05-12 | Tue | 0 | ||||||||
| 2026-05-13 | Wed | 0 | ||||||||
| 2026-05-14 | Thu | 0 | ||||||||
| 2026-05-15 | Fri | 0 | ||||||||
| 2026-05-16 | Sat | 0 | ||||||||
| 2026-05-17 | Sun | 0 | ||||||||
| 2026-05-18 | Mon | 0 | ||||||||
| 2026-05-19 | Tue | 0 | ||||||||
| 2026-05-20 | Wed | 0 | ||||||||
| 2026-05-21 | Thu | 0 | ||||||||
| 2026-05-22 | Fri | 0 | ||||||||
| 2026-05-23 | Sat | 0 | ||||||||
| 2026-05-24 | Sun | 0 | ||||||||
| 2026-05-25 | Mon | 0 | ||||||||
| 2026-05-26 | Tue | 0 | ||||||||
| 2026-05-27 | Wed | 0 | ||||||||
| 2026-05-28 | Thu | 0 | ||||||||
| 2026-05-29 | Fri | 0 | ||||||||
| 2026-05-30 | Sat | 0 | ||||||||
| 2026-05-31 | Sun | 0 | ||||||||
| MONTHLY TOTALS | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | ||
ⓘ Monthly totals at the bottom. Copy totals to Lead Input tab when closing period.
📋 Global Assumptions
These values drive all calculations — edit commission rate and min profit threshold here
Commission & Profit
Blended commission on written premium. Default: 10.2%
Floor profit required per sale. Default: $50
Auto Insurance Payment Multiplier
Auto Premium (column I) is always multiplied × 2 in the annual commission formula — because Auto insurance pays twice per year.
Fire / Life / Health (columns J, K, L) are × 1 — they pay once per year.
Annual Comm Rev = (Auto×2 + Fire + Life + Health) × Comm Rate
This is a fixed formula applied identically to every vendor regardless of Lead Type.
Scorecard Weights & Tier Definitions
Profitability (50pts — ROAS): ≥3.0x=50, ≥2.0x=40, ≥1.5x=32, ≥1.0x=22, ≥0.85x=16, <0.85x=10
Conversion (20pts — Close Rate): ≥20%=20, ≥15%=16, ≥10%=12, ≥5%=8, <5%=4
Scalability (15pts — ROAS): ≥3.0x=15, ≥2.0x=12, ≥1.5x=9, ≥1.0x=6, <1.0x=3
Operational Fit (15pts — Contact%): ≥80%=15, ≥60%=11, ≥40%=7, <40%=4
Tier 1 ≥80 Scale ·
Tier 2 65–79 Optimize ·
Tier 3 45–64 Fix First ·
Tier 4 <45 Cut