Roofing Quote-Flow Measurement Framework
Define each funnel stage and its evidence before comparing performance or publishing a conversion claim. This page is a measurement guide, not a benchmark report.
Metric definitions and proof
| Metric | Definition | Evidence required |
|---|---|---|
| Quote-link visits | Unique eligible visits to the hosted quote page, separated by source and campaign. | Analytics event with timestamp, anonymous session identifier, landing page, and source parameters. |
| Address starts | Eligible visitors who begin the address step after excluding internal tests and obvious automation. | Address-step event joined to an eligible quote-link visit without storing the address in general analytics. |
| Submitted requests | Homeowners who complete the required request fields and submit the contractor follow-up request. | Server-side request record with source, property context, contact fields, consent state, and submission time. |
| requests with a record of whether the homeowner entered the code sent to the submitted phone number | Submitted requests that complete the configured phone-verification step successfully. | A successful verification result. An attempted or pending verification must not be counted as verified. |
| Appointments | Contractor-confirmed inspection or consultation appointments tied to an eligible request. | Appointment record with request identifier, scheduled time, status, and cancellation handling. |
| Closed revenue | Completed work and revenue confirmed by the contractor, not projected job value. | Contractor-confirmed outcome tied to the originating request and source. Estimates remain separate. |
Measurement rules
- Choose the observation window before reading the result.
- Exclude internal tests, duplicate requests, and known automation consistently.
- Segment by source, market, trade, device, and contractor when sample size allows.
- Publish sample size, definitions, exclusions, and calculation method beside any result.
- Do not turn a small pilot, forecast, or vendor statistic into a GeoQuote platform benchmark.
This page intentionally contains no claimed GeoQuote conversion rate, response-time benchmark, lead-cost benchmark, or guaranteed outcome.
Frequently asked questions
Is this a public GeoQuote conversion benchmark?
No. GeoQuote is not publishing a conversion benchmark on this page. A defensible benchmark requires a verified sample, a documented observation window, consistent event definitions, exclusions, and reproducible calculations.
Which roofing quote-flow metrics should a contractor track?
Track eligible quote-link visits, address starts, submitted requests, successful phone verification, contractor-confirmed appointments, and closed revenue. Keep each stage separate so an attempted verification or projected job value is not reported as an outcome.
What counts as a verified phone request?
Count a request as phone verified only after the configured verification step returns a successful result. A request with contact details but no successful result should keep a separate pending, failed, or not-attempted status.
Why is there no universal target conversion rate?
Traffic source, geography, season, service mix, brand demand, page experience, verification requirements, and follow-up operations all change the result. Compare a contractor against its own consistently measured baseline before making broader claims.
When can GeoQuote publish performance claims?
Only after the underlying events, exclusions, sample size, time window, and calculations are reviewed and the claim matches the evidence. Until then, product copy should describe capabilities rather than guaranteed or typical outcomes.
Build a measurable quote-flow baseline
See the GeoQuote workflow, then define the events your team will use to evaluate it against your own traffic and sales outcomes.
See the workflow →