# Marketing scorecard

Where booked calls come from and what they cost, by platform and by lead magnet, day by day or week by week.

The Marketing scorecard puts the numbers an operator runs a marketing day on in one place: what a lead costs, how many book, show and close, how many followers it takes to book a call, and the DMs behind it all. Every figure is split by platform (Instagram, Facebook, TikTok, YouTube) and by lead magnet.

## Who can open it

Owners and admins. Find it under **Dashboard**, next to [Funnel](/docs/features/funnel).

## Using the page

Pick **7 days**, **28 days** or **90 days**, and **Daily** or **Weekly**. Ninety days opens weekly.

## The headline figures

- **Cost per lead**: ad spend in the period over leads that came from the ads, from a connected ad account.
- **Leads** and **Booked calls**, with the share of leads that booked.
- **Show rate** and **Close rate**, on the same rules as the [Agency Dashboard](/docs/features/dashboard): a call counts on the day it is held, a live call has an outcome other than no-show, cancelled or rescheduled, show rate is live calls over live calls plus no-shows, and close rate is closes over live calls.
- **Followers per booked call**: followers gained over the period divided by calls booked. Two hundred means it took about 200 new followers to book one call. It needs your accounts connected under Settings, Integrations.
- **Lead quality**: the average of the 1 to 5 rating closers give a lead on the post-call form.

Calls booked count on the day they were booked, as the funnel's Booked stage does, so a call booked today for next week counts today.

## DMs to booked calls

DMs sent, conversations started, quality conversations (at least three questions in), pitched and booked, from setters' and SDRs' end-of-day reports, with the rate between each step. On the setter end-of-day report, the optional **DMs by platform** grid splits these by Instagram, Facebook and TikTok.

## By platform and by lead magnet

Each lead is placed by where it came from. PYLO tags it, strongest first:

1. What someone on the team picked on the lead.
2. The form: a hidden field called `platform` or `lead_magnet`, or an answer to "where did you hear about us".
3. ManyChat: an Instagram contact counts as Instagram, and the keyword they typed or a tag names the lead magnet.
4. The link: `utm_source` names the platform (for Meta ads use `{{site_source_name}}`), and the campaign, content or form name names the lead magnet.

A lead with nothing stored is still placed by its link, so leads from before the scorecard count too. Leads with no platform show as **Not known**. Name your lead magnets under [Settings, Lead magnets](/docs/settings/lead-magnets).

## When something is missing

A figure PYLO cannot draw shows a dash, never a zero. A note under the headline figures says what is not counted yet and where to fix it.