Wrap lead-source completed-job comparison
Compare distinct inquiry cohorts. Completed outcomes and cost allocations do not establish causal campaign profit.
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Illustrative example inputs
These starting values show how the math works. They are not industry averages, customer results or a quote.
| Input | Example value |
|---|---|
First-source inquiries Distinct inquiries under your recorded attribution rule. | 40 |
First-source completed outcomes Inquiries with at least one completed installation by the observation date. | 12 |
Selected first-source costs Actual costs included for the same cohort. Do not double-count expenses. | $600.00 |
Second-source inquiries Use the same counting unit and observation window. | 20 |
Second-source completed outcomes Distinct second-source inquiries with completed installations. | 8 |
Selected second-source costs Costs included for this cohort, not a full profitability claim. | $400.00 |
Example results
| Measure | Result |
|---|---|
First-source completion share | 30% |
Second-source completion share | 40% |
First minus second (percentage points) A signed descriptive difference, not a statistical or causal finding. | -10 |
Calculation detail
| Measure | Result |
|---|---|
| First-source selected cost per completed outcome | $50.00 |
| Second-source selected cost per completed outcome | $50.00 |
| First-source inquiries without completed outcome | 28 |
| Second-source inquiries without completed outcome | 12 |
Model assumptions
- Use one documented attribution rule and common observation date.
- Count inquiries with a completed outcome once, not vehicles or invoice lines.
- Different scope and sales cycles limit comparability.
- Unknown source records remain unknown. No campaign causation is inferred.
Read alongside these results
- Uncompleted inquiries are not automatically lost jobs.
- Revenue, variable job costs and profit are not modeled. Zero denominators remain unavailable.
Download this worked example (CSV). Use the interactive version to export your own inputs and results.
One campaign sends more inquiries. Another produces fewer calls but more completed installations per inquiry. A traffic report alone does not explain the difference. Keep the recorded lead source linked to the project through quote, acceptance and installation before deciding where the next marketing dollar belongs.
Compare two inquiry cohorts and their completed-installation outcomes by a common observation date. Count each inquiry once. The example numbers do not reflect industry averages. Completion shares and selected cost allocations describe the recorded groups. They do not prove the campaign generated those jobs or any profit.
Use with this guide
Connect pipeline stages
Follow one intake cohort instead of mixing unrelated monthly totals.
Review open quote decisions
Keep uncompleted opportunities connected to a staff next action.
Inspect website findings
Review evidence-backed page tasks without assuming a revenue outcome.
Track a wrap-shop reactivation campaign through paid jobs
Replies and deposits are not fully paid jobs. Follow a defined eligible customer cohort to the recorded payment outcome before judging a reactivation campaign.
Browse the complete vehicle wrap guides and worksheets.
Set a source rule before counting the jobs
Choose a documented attribution rule for this report, such as the first recorded inquiry source. Retain the source evidence and date. A customer might see a vehicle graphic, visit the website and call later. If the source is unknown, keep an unknown category rather than assigning the inquiry to whichever campaign needs a better result.
Google Analytics documents URL parameters such as utm_source, utm_medium and utm_campaign for tracking referred traffic. Keep the campaign labels consistent in the links you control. A parameter in a URL does not automatically link a visitor to a completed project. Verify the workflow connecting inquiry records to outcomes in your business system.
Sources for this section: Google Analytics: Collect campaign data with custom URLs
Follow the same inquiries to the observation date
Choose the intake period, source rule and observation date before exporting counts. Count completed projects belonging to those inquiries. Do not divide last month’s installations by this week’s website leads. Remove duplicate inquiries through the documented process and keep exclusions visible. A job awaiting next month’s appointment is not a completed installation.
Use the same counting unit for both sources. This worksheet counts inquiries resulting in at least one completed installation, not vehicles or invoice lines. One fleet inquiry for six vans still counts once. If you need vehicle-level throughput, prepare a separate analysis. Different project sizes and sales cycles limit how directly two source groups are comparable.
Read the result with the actual denominator
The fictional first source has 40 inquiries and 12 completed-installation outcomes. The second has 20 inquiries and eight such outcomes. Their completion shares are 30% and 40%. The first minus the second is negative 10 percentage points. The higher rate does not establish which source produces greater contribution or better customer fit.
With selected costs of $600 and $400, both sources allocate $50 per observed completed-installation outcome. This is not an incremental acquisition cost or a full return-on-ad-spend calculation. It excludes anything you did not enter. A zero outcome count leaves cost per outcome unavailable rather than converting no observed jobs into a zero-dollar acquisition claim.
Check project mix before changing the budget
Open the projects behind the two cohorts. Compare inquiry type, scope, installed coverage, installation timing and the cost categories selected for each source. Check quote value and accepted scope in the original systems. These comparison percentages exclude project revenue and job costs, so do not use them to forecast profit or choose a customer solely from the rate.
3M’s fleet page distinguishes several coverage options and describes film-selection factors. Those differences matter when comparing project mix. A small decal inquiry and a multi-vehicle rollout are not interchangeable simply because both belong to the wrap category. Keep uncompleted inquiries visible for staff review without automatically labeling them losses.
Sources for this section: 3M: Fleet vehicle graphics and film selection
Turn a supported gap into a website task
If recorded inquiries repeatedly ask about coverage or artwork approval, check whether the relevant page answers the question. Start with an observed gap, change the specific information and measure a later cohort under the same definitions. A website edit does not prove additional installations. Keep the lead-source labels and project records consistent after the change.
BlueFinch’s website audit organizes supported findings and technical or content checks. It does not automatically fix third-party sites or establish revenue from a technical score. Its dashboard is not a full project CRM. Use the available tools to review a supported website issue, while installation outcomes and attribution evidence stay in your actual project records.
Sources for this section: BlueFinch: Website audit scope · BlueFinch: Business dashboard scope
Primary sources
BlueFinch last reviewed these sources on October 3, 2026. Payment rules and state requirements can change.
- Google Analytics: Collect campaign data with custom URLs
- 3M: Fleet vehicle graphics and film selection
- BlueFinch: Website audit scope
- BlueFinch: Business dashboard scope
Use this page for general business information. It is not legal, tax, or accounting advice.
Related resources
- 2026 Credit Card Processing Cost Report
- Vehicle Wrap Shop Payment Guide
- Auto Repair Shop Credit Card Processing Calculator
- Send wrap aftercare messages as service support, not surprise promotions
- Set a wrap-shop referral reward you can afford to fulfill
- Plan a fleet-wrap reorder follow-up by vehicle instead of account size