Reporting periodYear to date, Jan 1 through Oct 16, 2026
CampaignHome: current State Farm, Farmers, Progressive or GEICO customers
Lead sourceGOAL branded campaigns
Lead sources
01
Key Metrics
Year to date, Jan 1 through Oct 16, 2026
1,217
Leads
76 inbound calls on top
16.5%
Quote Rate
201 of 1,217 leads quoted
19
Policies Sold
Recorded by the Bound event · 134 items
$1,714
CPA
Cost per sale · 19 sold
74%
Quotes From Tier 3
148 of 201 quoted
79%
Sales From Tier 3
15 of 19 sold · CPA $1,434
02
Sources Year to Date
Home: current State Farm, Farmers, Progressive or GEICO customers · Year to date, Jan 1 through Oct 16, 2026
| Source | Spend | Leads | Calls | Quoted | Quote rate | Sold | CPA | Items | Bound premium |
|---|---|---|---|---|---|---|---|---|---|
| Tier 3 | $21,511 | 792 | 49 | 148 | 18.7% | 15 | $1,434 | 102 | $58,254 |
| Tier 1 | $7,820 | 330 | 22 | 44 | 13.3% | 2 | $3,910 | 22 | $2,201 |
| Tier 2 | $1,502 | 53 | 2 | 7 | 13.2% | 2 | $751 | 10 | $5,088 |
| Home SearchB | $1,388 | 30 | 2 | 1 | 3.3% | 0 | – | 0 | – |
| Internal SEO | $125 | 4 | 1 | 1 | 25.0% | 0 | – | 0 | – |
| Native/Display/Social 2 | $176 | 6 | 0 | 0 | 0.0% | 0 | – | 0 | – |
| Premium Referral | $42 | 2 | 0 | 0 | 0.0% | 0 | – | 0 | – |
Each source as shown in the campaign's Source Settings. Quoted, Sold and Items come from the Quoted, Bound and Items events, credited to the source the lead came from. CPA is spend divided by policies sold.
03
Sources by Quarter
Quoted and sold by source, Sep 2025 through Oct 16, 2026
Tier 3Tier 1Tier 2
Sep to Dec 2025
Tier 350 quoted · 10 sold
Tier 13 quoted · 1 sold
Tier 22 quoted · 0 sold
All sources55 quoted · 11 sold
Quote rate26.2%
Q1 2026
Tier 357 quoted · 7 sold
Tier 111 quoted · 1 sold
Tier 20 quoted · 0 sold
All sources68 quoted · 8 sold
Quote rate22.9%
Q2 2026
Tier 330 quoted · 3 sold
Tier 121 quoted · 1 sold
Tier 27 quoted · 2 sold
All sources59 quoted · 6 sold
Quote rate19.7%
Q3 2026
Tier 359 quoted · 5 sold
Tier 112 quoted · 0 sold
Tier 20 quoted · 0 sold
All sources71 quoted · 5 sold
Quote rate13.3%
Q4 to Oct 16
Tier 30 quoted · 0 sold
Tier 10 quoted · 0 sold
Tier 20 quoted · 0 sold
All sources1 quoted · 0 sold
Quote rate1.2%
| Period | Source | Spend | Leads | Quoted | Quote rate | Sold | CPA |
|---|---|---|---|---|---|---|---|
| Sep to Dec 2025 | Tier 3 | $3,158 | 189 | 50 | 26.5% | 10 | $316 |
| Sep to Dec 2025 | Tier 1 | $244 | 15 | 3 | 20.0% | 1 | $244 |
| Sep to Dec 2025 | Tier 2 | $33 | 5 | 2 | 40.0% | 0 | – |
| Q1 2026 | Tier 3 | $4,627 | 223 | 57 | 25.6% | 7 | $661 |
| Q1 2026 | Tier 1 | $1,721 | 73 | 11 | 15.1% | 1 | $1,721 |
| Q1 2026 | Tier 2 | $12 | 1 | 0 | 0.0% | 0 | – |
| Q2 2026 | Tier 3 | $4,370 | 141 | 30 | 21.3% | 3 | $1,457 |
| Q2 2026 | Tier 1 | $2,454 | 111 | 21 | 18.9% | 1 | $2,454 |
| Q2 2026 | Tier 2 | $1,314 | 40 | 7 | 17.5% | 2 | $657 |
| Q3 2026 | Tier 3 | $11,339 | 383 | 59 | 15.4% | 5 | $2,268 |
| Q3 2026 | Tier 1 | $2,655 | 114 | 12 | 10.5% | 0 | – |
| Q3 2026 | Tier 2 | $176 | 12 | 0 | 0.0% | 0 | – |
| Q4 to Oct 16 | Tier 3 | $1,175 | 45 | 0 | 0.0% | 0 | – |
| Q4 to Oct 16 | Tier 1 | $990 | 32 | 0 | 0.0% | 0 | – |
Tier 3 has led every quarter. Its quote rate was 25.6% in Q1 and 15.4% in Q3, when spend on Tier 3 more than doubled, and its CPA rose from $661 in Q1 to $2,268 in Q3. Q4 covers October 1 to 16, and quotes and sales from the most recent weeks are usually still being uploaded, so it reads low.
04
Home Lead Product Sources
Home lead product for all other homeowners · Sep 11 through Oct 16, 2026
406
Leads
Accepted leads since September 11
3.4%
Quote Rate
14 of 406 leads quoted
3
Policies Sold
CPA $810 on $2,430 of spend
| Source | Spend | Leads | Quoted | Quote rate | Sold | CPA | Items | Bound premium |
|---|---|---|---|---|---|---|---|---|
| midasrates.com | $633 | 109 | 5 | 4.6% | 1 | $633 | 3 | $4,531 |
| smartfinancial.com | $1,111 | 198 | 4 | 2.0% | 0 | – | 0 | – |
| lioncoverage.com | $150 | 21 | 2 | 9.5% | 0 | – | 0 | – |
| homeratessaver.com | $113 | 15 | 2 | 13.3% | 2 | $56 | 5 | $5,918 |
| homequotes.simplfii.com | $8 | 1 | 1 | 100.0% | 0 | – | 0 | – |
| comparerates.today | $99 | 14 | 0 | 0.0% | 0 | – | 0 | – |
| financebuzz.com | $48 | 8 | 0 | 0.0% | 0 | – | 0 | – |
| ottoinsurance.com | $45 | 6 | 0 | 0.0% | 0 | – | 0 | – |
| covercub.com | $25 | 5 | 0 | 0.0% | 0 | – | 0 | – |
| cheaphomecovers.com | $41 | 5 | 0 | 0.0% | 0 | – | 0 | – |
| homeguardianship.com | $41 | 5 | 0 | 0.0% | 0 | – | 0 | – |
Sources with 5 or more leads or a quote. 11 smaller sources sent 19 leads together and no quotes so far. This product began September 11, so these are early results.
05
Recommendations
Next review period
1
Keep Tier 3 as the Lead SourceGOAL
Tier 3 brings most of the quotes and sales in the Home campaign. We keep the 10% Tier 3 bid increase from the Home report in place and watch its quote rate, which came down as spend grew in Q3. Daily limits stay where they are.
Metric behind it: Tier 3 this year: 148 of 201 quoted, 15 of 19 sold, CPA $1,434 against $1,714 for the campaign.
2
Ease Tier 1GOAL
Tier 1 keeps running with the 10% bid decrease from the Home report, and we review it again next period. Its quotes are steady but they are not turning into sales at the same rate as Tier 3. Daily limits stay where they are.
Metric behind it: Tier 1 this year: 44 quoted, 2 sold, CPA $3,910; no sales in Q3.
3
Shift the Lead Product Toward the Sources That SellGOAL
On the Home lead product, a modest bid increase for homeratessaver.com and midasrates.com, and a modest decrease for smartfinancial.com, in steps of 10 points or less. These are early results, so we move gradually and check again next period.
Metric behind it: homeratessaver.com: 2 sold from 15 leads. midasrates.com: 1 sold from 109 leads. smartfinancial.com: 198 leads, 4 quoted, no sales yet, $1,111 spent.
4
Work Every Lead Product LeadAgency
Call each lead from the Home lead product as it arrives, and log Quoted, Bound and Items in GOAL as they happen. Results by source only count once those events are recorded.
Metric behind it: 14 quotes and 3 sales recorded so far from 406 leads.
All conversion metrics calculated based on Leads, not Clicks.GOAL · Lead Source Analysis · October 16, 2026