Cost per lead and ROAS
Enter monthly ad spend and read cost per lead and return on ad spend per paid channel.
Cost per lead and ROAS, on Analytics, puts what you spend on ads next to the leads and revenue those ads produced. Its caption names the months the figures are based on. Local Wrangler never estimates spend: you enter it, or it is imported from Google Ads.
The three paid channels
- Paid Search: Google Ads, Microsoft Ads, Local Services Ads.
- Paid Social: Meta (Facebook, Instagram), TikTok, LinkedIn ads.
- Paid Other: Display, retargeting, and other paid channels.
A lead belongs to a channel by the source, medium and click identifiers its visit carried, the same way the Channel tab classifies it. See What the channel names mean.
Entering spend
Click Edit spend at the top of the panel, or Add spend on a channel that has none yet. Pick a month, type what you spent on each channel that month, and Save. Clearing a field removes that month's figure. Spend is entered per calendar month; there is no daily entry.
How the figures are computed
- Only calendar months with a spend entry for a channel count, on both sides: the spend, and the leads and revenue of those same months. A month with leads but no spend entered contributes nothing.
- Cost / lead: What you paid in ads, on a channel, for each lead that channel brought in over the same months. ROAS: Return on ad spend: for every dollar spent on ads in a channel, how many dollars of won work came back from the leads it brought in.
- Both show a dash unless the channel has spend and at least one lead in those months. With leads but no revenue yet, ROAS reads as zero.
- Revenue is the value of those leads marked Won. When a CRM is connected, revenue is measured from it instead and the figure carries a badge: CRM, meaning Measured from your CRM for every month shown, or Part CRM, meaning Measured from your CRM for part of this period; the rest uses the won values entered by hand.
- With Google Ads connected and importing, the imported Paid Search spend is used and marked Google Ads. An imported figure kept after the import stopped is marked Imported from Google Ads (not syncing), and your own entry wins over it.
The panel follows the range and the site but not your click filters. The Dashboard's first block uses these same figures for one month at a time; see Spent, Made and Return.