Compare field and digital acquisition with the same definitions.

Start with the denominator

Program footprint

The provider-approved set of addresses included in the program. Record its version and effective date; a changing footprint changes the meaning of a take-rate comparison.

Order cohort

Unique provider-accepted orders first accepted during a defined date window. Follow that original group through the observation cutoff.

Completed installation

An installation confirmed by the agreed provider source. Do not substitute a submitted order, booked appointment or representative estimate.

Acquisition cost per completed installation

All agreed acquisition costs assigned to the cohort divided by its confirmed installations at the cutoff. If there are no confirmed installations, report the ratio as unavailable and show the costs separately.

Install conversion

Confirmed installations from the accepted-order cohort divided by unique accepted orders in that same cohort. Keep the cohort age visible.

Take rate

Define the customer event and eligible premises before using this term. A current active-customer share of a fixed footprint differs from new installations during a pilot.

A worked example with a duplicated touchpoint

Illustrative numbers only. A pilot records 40 unique provider-accepted orders. Twelve of those households interacted with both a digital campaign and a field representative. At the agreed cutoff, 24 of the original 40 orders have a confirmed installation, eight remain open and eight were cancelled. Total agreed acquisition costs are $6,000.

• Unique accepted orders: 40. Adding the twelve shared touchpoints would incorrectly produce 52.
• Install conversion at the cutoff: 24 ÷ 40 = 60%.
• Acquisition cost per completed installation: $6,000 ÷ 24 = $250.
• Open orders: 8, reported separately rather than treated as installed or failed.

This example does not show which channel caused an installation, which channel deserves payment, or which program will perform better. Attribution rules and commercial terms are separate decisions.

Download the measurement worksheet

Download the CSV worksheet

Open the CSV in your spreadsheet tool and enter aggregate program counts. It contains field definitions and an empty value column, with no customer names, addresses or account records. Agree the reporting source, cost categories, observation cutoff and responsible owner before filling it in.

1. Freeze the footprint and accepted-order entry window.
2. Deduplicate by the agreed provider reference in the authorized system.
3. Record first, last and assisted touchpoints separately from the outcome.
4. Reconcile accepted, open, installed and cancelled records at the same cutoff.
5. Calculate the ratios only after their counts and cost scope are agreed.
6. Review the unresolved records and decide what to repair before expanding.

Keep search and AI metrics in a separate view

Search Console impressions and clicks describe search exposure and visits. Bing AI citations describe how often content was cited in supported AI experiences. Neither dataset proves that a prospect qualified, an order was accepted or an installation completed.

Google’s Search Console performance documentation explains the search metrics. Bing’s AI Performance guidance explains citation reporting. Keep their date windows, source and scope alongside the numbers rather than merging them into a single “leads” total.

Questions for a channel review