# Lead Quality

> For the complete documentation index, see [llms.txt](https://ghost.supermanservices.ca/llms.txt).

Was what your marketing brought in any good? How the Lead quality page sorts every inquiry, and what each number means.

Section: Metrics. Web version: https://ghost.supermanservices.ca/help/lead-quality

The Lead quality page answers one question: was what your marketing brought in any good? It looks at everything that came in, sorts it, and shows what it cost.

## The words on this page
- **Inquiry:** anyone who got in touch. One person's calls, texts, emails and forms about the same thing count as one inquiry, not five.
- **Lead:** an inquiry from someone who wanted work done. Every inquiry is a lead unless Ghost can show it isn't.
- **Not a lead:** an inquiry that was never going to be a job, like a sales pitch or a wrong number.
- **Not verified:** a lead Ghost couldn't check yet. Usually nobody ever spoke to them, or the conversation hasn't been read yet. These still count as leads.
- **Bookable:** a lead you could have done the work for. A lead is bookable unless there is a clear sign you couldn't serve them.
- **Unbookable:** a lead asking for something you don't do, or somewhere you don't go.

## The three numbers at the top
- **Bookable leads:** how many leads you could have done the work for, and what share of all leads that is.
- **Cost per bookable lead:** your paid ad spend divided by the bookable leads that came from paid channels. Free channels are left out of both sides, so the number is what a good lead actually cost you.
- **Wasted spend:** money spent on inquiries that could never have become a job: ones that weren't leads, or that you couldn't serve. Leads nobody reached are not counted as waste, because that is a follow-up problem, not an ad problem.

## Everything that came in
One bar shows every inquiry, split into bookable, unbookable, not verified and not a lead. The four parts always add up to the total. The bracket under the bar marks which parts are leads, so you can read the lead count straight off it.

## Why not a lead
The reasons an inquiry wasn't a lead, biggest first:
- **Existing customer:** already a client, getting in touch about work you have or did.
- **Sales or supplier:** someone selling to you, a supplier, a recruiter or a job seeker.
- **Charged again:** the platform charged a second time for someone already enquiring.
- **No new work asked for:** a real conversation, but they didn't ask for any work.
- **Spam:** robocalls and junk.
- **Wrong number:** they meant to reach someone else.
- **Calling for someone else:** a tenant or family member arranging access for work someone else asked for.

Pick a reason to see which channels it came from. The channels are ranked by share, so a small channel full of spam stands out next to a big one with a little.

## Why not bookable
- **Service you don't offer:** they asked for work you don't do.
- **Outside your area:** they wanted work where you don't go.

If you sent a quote, the lead always counts as bookable, whatever the conversation suggested. Ghost judges "service you don't offer" against the list of services in your profile, so a service missing from that list can be counted wrongly here.

## By channel
One row per channel: its spend, inquiries, how many were bookable, not a lead or not verified, cost per bookable lead, and wasted spend.
- **Platforms that charge per lead,** like Local Services Ads, show what they charged you for. Open the row to see charged and not-charged inquiries side by side. Wasted spend there is exact: what you were charged for leads you could never book.
- **Platforms that charge per click,** like Google Ads and Meta, don't charge per lead, so their wasted spend is an average: spend divided by inquiries, times the ones you couldn't book.
- **No spend this period** means a channel you have paid for before, with no ad spend in these dates. Calls can still come through an old ad number or page.
- Small free channels are grouped as **Other channels**. Hover to see them.

## Seeing the people behind a number
Every number opens the leads behind it in the [Leads pipeline](https://ghost.supermanservices.ca/leads/pipeline), with the same count. **View inquiries** and **View leads** next to each reason list open the full lists, and each lead is tagged with its reason.

## How Ghost decides
Ghost reads the whole conversation, calls and messages together, and decides whether it was a request for work and whether you could have done it. Facts from your CRM come first: a quote sent or a job booked outranks anything read from the conversation. Personal details such as names, phone numbers and addresses are removed before anything is read.

## The dates
Everything follows the date at the top of Ghost. Inquiries are counted by the day they started.