How LeadSynth measures recovered revenue

The easiest way to make a revenue recovery company look good is to take credit for the client's total revenue. A business makes a few hundred thousand dollars in the months you worked with them, you put that number on a results page, and nobody asks what they would have made without you.

We do not do that, and this post explains what we do instead. It is the method behind every figure on our results page.

Two numbers, kept apart

Every engagement tracks two revenue figures for the reporting period.

Total revenue is everything the business brought in. It includes sales that would have happened with or without us. We report it because it gives context for the scale of the business, and because hiding it would invite the suspicion that we are hiding something.

Recovered revenue is the subset of total revenue that the installed systems, tests, and recovery paths brought back, measured against the baseline that existed before the engagement. This is the number we are accountable for.

On the results page, the Sprint engagement for an online fitness coaching business shows $251.9K total revenue and $62.8K recovered for the 30-day period. The first number is the business. The second is the work. We would rather be judged on the smaller one.

What "baseline" means

Before anything is installed, we establish the funnel's pre-engagement numbers from the client's own data: lead volume, response times, booking rate, show rate, close rate, and the revenue run rate those produced over the prior weeks. That baseline is the counterfactual. It is our best estimate of what the funnel would have kept doing if nobody had touched it.

Recovered revenue is then tracked at the engagement level as the difference between what the fixed funnel produces and what the baseline funnel would have produced on the same lead volume, along each recovery path we installed.

Recovery paths, not vibes

"Along each recovery path" is the part that keeps the number honest. A recovery path is a specific mechanism with its own trail of evidence:

• A lead that received the instant speed-to-lead reply, replied, and booked within the same thread.
• A no-show who received the rebooking message and rebooked.
• An applicant who was scored warm, routed to the founder first, and closed.
• A cart that was abandoned, received the nudge, and converted.
• A dormant lead who got the re-engagement message and came back.

Each of those paths produces revenue that can be traced to a specific system acting on a specific lead. Revenue that cannot be traced to a path is not counted as recovered, even when the month was better than the baseline overall. The aggregate lift shows up in total revenue versus baseline run rate, which we report separately (for that Sprint, +33.6%).

What we refuse to count

Revenue from new traffic. If a client increases ad spend during an engagement, the extra leads and the revenue they produce are not ours. They are in total revenue and they are excluded from recovered revenue unless they travelled one of the recovery paths.

Seasonality and launches. A launch month is compared against the baseline for a launch month where one exists. Where it does not, we say so on the engagement rather than let a launch inflate the figure.

Anything we cannot see. If a client's data does not let us trace a path, that path's revenue is not claimed. This comes up with businesses whose CRM was not tracking the funnel stage before we arrived. The fix is to install the tracking, which is part of what the CRM routing and scoring work does, and to start counting from when it is reliable.

The rates we publish alongside it

Two rates appear on every engagement card.

Call booking rate is the share of a business's working lead pool that books a call. Depending on how the funnel is built, the pool is either opt-ins or completed applications, and we compare it only against the same business's own pre-engagement baseline. A rate on its own says little; the change against the baseline is the useful number.

Total revenue versus baseline run rate is the aggregate lift, reported so readers can see the whole picture, not just the part we claim.

Why bother being this careful

Three reasons.

The first is commercial. The buyers we work with are coaches and course creators doing real revenue. They have been pitched by agencies before, and they can smell a number that has been stretched. A smaller, defensible figure closes more sales than a larger one that falls apart under a single question.

The second is operational. If we credited ourselves with total revenue, we would have no idea which systems were working. Tracking recovery paths tells us, engagement by engagement, that speed to lead and follow-up rebuilds do the heavy lifting and that some tests are not worth running twice.

The third is that we publish the results. The $1.5M+ on our homepage is the sum of recovered revenue across client engagements, calculated this way. A number built on total revenue would be much larger and would mean much less.

If you want to see the figures this method produces, they are on the results page, with identifying details withheld. If you want it applied to your own funnel, the Revenue Recovery Sprint starts with the baseline.