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Annual Marketing ROI Report

The Annual Marketing ROI Report helps you measure how marketing spend turns into leads, appointments, clients, and revenue over time. It gives you a year-by-year view of marketing performance so you can compare sources, evaluate return on investment, and make better budget decisions.

Important: This report is based on the year of marketing spend and the year the leads were created. Those figures stay fixed, but appointments, production, and ROI can continue to change as leads convert in later years.

Overview

The Annual Marketing ROI Report is available under Marketing Reports in LeadCenter. It is displayed as an embedded Looker Studio report and shows your marketing performance for one year at a time.

This report is especially useful for:

• Understanding return on investment by marketing source
• Comparing lead generation efficiency across channels
• Reviewing how many leads became clients
• Projecting long-term value from AUM and Insurance production
• Making better decisions about where to invest your marketing budget

Note: Insurance-related ROI is usually realized more quickly, while AUM-related ROI typically builds over a longer period, often over 3 to 5 years.

How to Access the Report

1. Go to Reports from the left sidebar.
2. Open Marketing Reports.
3. Click Annual Marketing ROI Report.

The report opens directly inside LeadCenter and remains fully interactive.

You can also:

• Click Download (PDF) in the top-right corner to export the current view
• Click Reset Filters to return the report to its default state

Report Sections

The Annual Marketing ROI Report appears on one scrollable page and includes four main sections:

• Year Filter
• Summary KPI Cards
• Annual ROI Computation
• Marketing ROI by Source / Parent Source

Year Filter

The Year Filter appears at the top-left of the report and controls the entire page. Only one year can be selected at a time.

When you select a year:

• All KPI cards update
• All ROI calculations update
• The source breakdown table updates

Use the search box inside the year filter if you want to jump quickly to a specific year.

Important: The report is anchored to the selected year’s marketing spend and lead creation date. Even after that year ends, ROI and conversion metrics may continue to change as those leads move through the pipeline.

Summary KPI Cards

At the top of the report, you will see six KPI cards that summarize performance for the selected year:

• Marketing Spend — total amount spent on marketing for that year
• Leads Generated — total number of new leads created from all marketing sources
• Became Client — total number of leads who converted into clients
• Amount Issued — total issued production tied to clients acquired in that year
• AUM — assets under management generated from clients acquired in that year
• Insurance — insurance revenue generated from clients acquired in that year

These cards give you a quick snapshot of whether your marketing spend is producing leads, clients, and revenue.

Annual ROI Computation

The Annual ROI Computation section shows short-term and long-term revenue and ROI projections for the selected year.

It includes six key metrics:

• 1 Year Revenue — revenue attributed to that year’s marketing spend after one year
• 1 Year ROI — one-year return on investment, shown as a multiplier
• 3 Years Projected Revenue — estimated cumulative revenue after three years
• 3 Years Projected ROI — projected three-year ROI multiplier
• 5 Years Projected Revenue — estimated cumulative revenue after five years
• 5 Years Projected ROI — projected five-year ROI multiplier

How to Read ROI Multiples

The ROI values in this report are shown as multipliers, not percentages.

For example:

• A 1 Year ROI of 8.95 means every $1 spent returned $8.95 in the first year
• A 5 Year ROI of 44.76 means every $1 spent is projected to return $44.76 over five years

This is especially important for AUM-focused businesses, where the true value of a marketing source may take several years to appear fully.

Marketing ROI by Source / Parent Source

The Marketing ROI by Source / Parent Source table is the most detailed section of the report. It breaks down marketing performance by source and shows the funnel from spend all the way to client conversion.

What the Table Shows

• Parent Source — the higher-level marketing category, such as Google Ads or Email Marketing
• Source — the specific source or sub-source
• Marketing Spend — amount spent on that source for the selected year
• Lead Count — total leads generated from that source
• % Share — that source’s share of all leads for the selected year
• Cost Per Lead — marketing spend divided by lead count
• 1st Appt Set — number of leads who booked a first appointment
• Cost / 1st Set — marketing spend divided by first appointments set
• 1st Kept — number of leads who attended their first appointment
• Cost / 1st Kept — marketing spend divided by first appointments kept
• Stickiness Ratio — percentage of first appointments set that were actually kept
• Became Client — total leads from that source who became clients
• Became Client (HoH) — unique head-of-household contacts who became clients

What the Grand Total Row Means

The last row of the table combines all sources and gives you a year-level benchmark for overall funnel performance. For example, it can show your average cost per lead across all channels for the year.

How to Read the Funnel

Read each row from left to right:

Marketing Spend → Leads → 1st Appt Set → 1st Kept → Became Client

Large drop-off at any stage can point to a specific issue:

• High lead count but low 1st Appt Set may point to weak follow-up or qualification
• Low Stickiness Ratio may mean leads are not engaged enough to attend appointments
• Good lead volume but few clients may suggest the source is generating low-quality leads

How to Use the Report

1. Select a year using the Year Filter.
2. Review the KPI cards to get a quick summary of spend, leads, clients, and revenue.
3. Review the ROI section to understand one-year and long-term performance.
4. Study the source table to compare lead quality, cost efficiency, and client conversion across channels.
5. Change the year to compare performance over time.
6. Export the report if you want to share or archive the results.

How to Interpret the Report

Why 1-Year ROI and 5-Year ROI can look very different

Insurance commissions are usually realized in the first year, so Insurance-heavy marketing may show strong first-year ROI. AUM revenue builds over time, so channels that generate AUM clients may appear stronger in the 3-year and 5-year ROI figures.

What dashes (–) mean

A dash usually means there was no tracked marketing spend for that source, or that the cost metric cannot be calculated. This often happens with organic or no-cost channels such as referrals or Google Business Profile.

Why the Stickiness Ratio matters

The Stickiness Ratio is one of the most useful lead quality indicators in the report. A higher ratio means leads are not only booking appointments, but actually showing up.

Tip: A Stickiness Ratio around 80% or higher usually indicates stronger lead quality and better engagement.

Why small-volume sources can still matter

A source with fewer leads can still deliver strong ROI if even one or two clients generate significant revenue. Do not judge sources by lead count alone.

Best Practices

• Review the report monthly or quarterly so you can track how a year’s lead cohort matures over time.
• Use 3-Year and 5-Year ROI as your main decision metric if your business depends heavily on AUM revenue.
• Compare lead quality, not just cost per lead — a low-cost source with weak conversions may still underperform.
• Watch the Stickiness Ratio closely — it often reveals lead quality or appointment show-up issues.
• Do not ignore low-volume channels — even a small number of strong-converting leads can produce meaningful ROI.
• Export a PDF at year-end if you want to keep an annual record for future comparisons.
• Use Reset Filters before starting a new review so you are not analyzing the wrong year or view.

Frequently Asked Questions

Why is ROI low or zero for the current year?

Leads may still be moving through the sales process, so revenue has not fully materialized yet. This is common during the current year. Check back later, or use the 3-Year and 5-Year projections for a fuller view.

What is the difference between Became Client and Became Client (HoH)?

Became Client counts all individual contacts who became clients. Became Client (HoH) counts only the Head of Household, which avoids double-counting family members.

Why does a source show leads but no marketing spend?

That source may be organic, referral-based, or otherwise untracked from a spend perspective. The source is active, but no direct spend was entered for it.

Why are ROI values different from what I saw last month for the same year?

Because the report continues to update as leads convert, production is entered, and AUM or insurance revenue changes over time.

Can I filter the report by source?

The main report uses the Year Filter. The source table itself lets you compare all sources side by side, and additional table controls may be available in the top-right of the table.

What years are available?

The Year Filter includes years from 2021 through 2027. Years with no activity may show low values, dashes, or zeros.

How do I export the report?

Click Download (PDF) in the top-right area of the report. The export will use the year currently selected in the report.

Why does the report say figures are anchored to the year?

Because marketing spend and lead count stay tied to the year they originally occurred. However, downstream results such as appointments, clients, and ROI continue to update as those leads move through the pipeline later.

Related Articles

• How to Use Reports in LeadCenter
• How Reports Are Organized
• Filtering Reports
• Exporting Data from Reports

Need help? Contact support@leadcenter.ai.