CPA

CPA is cost per acquisition: lead cost divided by conversions in the selected scope. Admins only, like the rest of the Logs page.

Agent CPA counts conversions across all calls in the selected scope, including manual outbound and direct inbound calls. Select one or more Vendors to restrict the same columns to those sources; clear the selection to include all sources again. Vendor CPA groups conversions by vendor. Lead cost, billed calls and billable calls retain their vendor billing definitions.

Nothing on this screen moves money. Lead cost tracks the vendor charges recorded for the selected scope.

The two groupings

CPA opens on Agent CPA, with Vendor CPA as the second tab. Both show the same five summary figures. Rows are sorted by Spend, biggest first, with a Total row at the bottom.

• Agent CPA — Calls, conversions and lead cost by agent, for the selected filters. One row per agent: what the leads they were handed cost, and how many they closed.
• Vendor CPA — What each inbound vendor costs per qualified call, and cost per acquisition. One row per vendor: which lead source is earning its money.

Unassigned on the Agent CPA tab is lead cost and calls that no agent was credited with. It is hidden by default and excluded from the table, Total row and summary cards. Select Unassigned in the Agents list to include it. Selecting it alone shows only unassigned activity; selecting it with named agents shows those agents plus Unassigned. Leaving the list empty shows all named agents and excludes Unassigned. Table totals and summary cards follow the selection.

The figures

The summary cards show lead cost, billed calls, vendor calls, conversions and CPA over the filtered window. The table shows each vendor or agent’s metrics, with a Total row over the filtered results. It offers lead cost, billable calls, billed calls, vendor calls, conversions, CPA and sales percentages. Agent CPA also offers all-call, inbound and outbound counts. Use Columns to show, hide or reorder metrics.

Figure	What it is
Spend	What you’d owe the vendor for the billable calls in this window
Billed calls	How many calls actually carried a charge
Billable calls	Answered inbound calls from vendors with billing currently enabled, including calls under the billing buffer and duplicates that were not charged. On Agent CPA, counted for the agent who answered
Vendor calls	Every inbound call from the vendor, billed or not — the original call only, never the extra row a transfer leaves behind
Conversions	Primary calls in the selected scope wrapped up with a conversion outcome. Agent CPA includes direct inbound and outbound sales when no vendor filter is selected
CPA	Total lead cost ÷ Conversions in the selected scope. Apply vendor filters for those vendors’ CPA. A dash when there are no conversions

The gap between Vendor calls and Billed calls is where the vendor’s own rules did their work: a call nobody answered, one that ended inside the buffer, or a duplicate of a lead you’d already paid for arrives but doesn’t charge.

Billable calls is shown by default on both tabs. Billed calls is hidden by default and can be enabled in Columns. Billable calls measures the calls taken before the buffer and duplicate rules decide whether to charge. It uses each vendor’s current billing setting, so changing that setting can change this count for past windows. Billed calls and lead cost continue to read the recorded charges. Transfers keep Billable calls with the answering agent; conversion credit goes to the agent who closed.

The window and the slices

The date range sits in the Filters title row so it stays visible and changeable, and it opens on Today — CPA is a figure you check against the day you’re running. All time, Last 7 days, Last 30 days and Custom range are all there too.

The rest of the panel starts collapsed. Open it to narrow by Agents and Campaigns on the Vendor CPA tab, or Agents, Vendors and Campaigns on Agent CPA. Select one or several agents; the table, Total row and summary cards follow the selection. Anything you tick shows as a removable chip that stays on screen whether the panel is open or shut. Each list has Clear, and the panel offers Clear all. The Reset menu beside Columns can restore columns and their order, clear filters and restore Today, or reset both. Resetting filters also deselects Unassigned.

Where spend comes from

Spend is calculated from each vendor’s own Billing tab — see Vendors → Billing. That’s where you turn billing on for a vendor, set what a call costs, and set the rules that decide which of its calls qualify.

A vendor with billing switched off reads as free

Its calls still count under Vendor calls, but Spend stays at $0.00 — and if any of them converted, its CPA reads $0.00 as well. That’s not a cheap vendor, it’s an unconfigured one, and it drags the Total row down with it. Every vendor you actually pay needs its billing turned on before any of these numbers mean anything.

When a window turns up nothing at all, the table says why — No vendor charges in this range. Turn on a vendor’s Billing tab, then billed inbound calls show up here. on Vendor CPA, and No billed vendor calls in this range, so there is nothing to attribute to an agent yet. on Agent CPA.

What counts as an acquisition

A call converts when the agent wraps it up with a disposition that’s ticked Counts as a conversion, under Settings → Dispositions. New accounts start with Sale already ticked.

No conversion outcome means CPA never fills in

CPA is Spend ÷ Conversions, so with nothing marked as a conversion it reads — on every row no matter how much you’ve spent. If a team has built its own outcomes and unticked or replaced Sale, that’s the first thing to check.

Changing that tick from today onwards doesn’t rewrite what past periods reported. A call keeps the answer that applied when it was dispositioned, so a report you ran last quarter still says what it said.