CPA

CPA is cost per acquisition: what you paid a lead vendor, divided by the number of those calls that turned into a sale. Admins only; agents don’t get this tab.

It covers inbound vendor calls and nothing else — the live transfers a vendor sends you. Calls your agents place, and inbound calls that didn’t come from a vendor, carry no cost, so they aren’t counted here.

Nothing on this screen moves money. Every figure is your own tracking of what you’d owe, and the screen says so under the table: Metrics only — no money moves.

The two groupings

Two sub-tabs, the same five figures either way. Rows are sorted by Spend, biggest first, with a Total row at the bottom.

• Vendor CPA — What each inbound vendor costs per qualified call, and cost per acquisition. One row per vendor: which lead source is earning its money.
• Agent CPA — What the vendor leads each agent worked cost, and the cost per acquisition they closed. One row per agent: what the leads they were handed cost, and how many they closed.

Unassigned on the Agent CPA tab is spend on billable calls no agent ever answered. It’s there so the two tabs total the same for the same window instead of quietly losing that money.

The five figures

They appear twice on each tab: as tiles across the top, totalled over everything in the window, and as the columns of the table.

Figure	What it is
Spend	What you’d owe the vendor for the billable calls in this window
Billed calls	How many calls actually carried a charge
Vendor calls	Every inbound call from the vendor, billed or not — the original call only, never the extra row a transfer leaves behind
Conversions	How many of those calls an agent wrapped up with an outcome that counts as a sale
CPA	Spend ÷ Conversions. A dash when there were no conversions to divide by

The gap between Vendor calls and Billed calls is where the vendor’s own rules did their work: a call nobody answered, one that ended inside the buffer, or a duplicate of a lead you’d already paid for arrives but doesn’t charge.

The window and the slices

The date range sits in the Filters title row so it stays visible and changeable, and it opens on Today — CPA is a figure you check against the day you’re running. All time, Last 7 days, Last 30 days and Custom range are all there too.

The rest of the panel starts collapsed. Open it and you get two tick-lists to narrow by: Agents and Campaigns on the Vendor CPA tab, Vendors and Campaigns on Agent CPA. Anything you tick shows as a chip that stays on screen whether the panel is open or shut, so a collapsed panel can never hide what’s filtering the numbers you’re reading.

Where spend comes from

Spend is calculated from each vendor’s own Billing tab — see Vendors → Billing. That’s where you turn billing on for a vendor, set what a call costs, and set the rules that decide which of its calls qualify.

A vendor with billing switched off reads as free

Its calls still count under Vendor calls, but Spend stays at $0.00 — and if any of them converted, its CPA reads $0.00 as well. That’s not a cheap vendor, it’s an unconfigured one, and it drags the Total row down with it. Every vendor you actually pay needs its billing turned on before any of these numbers mean anything.

When a window turns up nothing at all, the table says why — No vendor charges in this range. Turn on a vendor’s Billing tab, then billed inbound calls show up here. on Vendor CPA, and No billed vendor calls in this range, so there is nothing to attribute to an agent yet. on Agent CPA.

What counts as an acquisition

A call converts when the agent wraps it up with a disposition that’s ticked Counts as a conversion, under Settings → Dispositions. New accounts start with Sale already ticked.

No conversion outcome means CPA never fills in

CPA is Spend ÷ Conversions, so with nothing marked as a conversion it reads — on every row no matter how much you’ve spent. If a team has built its own outcomes and unticked or replaced Sale, that’s the first thing to check.

Changing that tick from today onwards doesn’t rewrite what past periods reported. A call keeps the answer that applied when it was dispositioned, so a report you ran last quarter still says what it said.