Why it matters
This number helps an agent see if a lead source pays off. An agent who spends a set amount on leads and sells a few policies can divide spend by sales to get the cost per sale, then compare it with commission earned. Chargebacks, unissued policies, and not-taken policies can change the result. Costs and returns vary by lead type, product, carrier, and agent skill, so no single figure fits everyone.
Source: en.wikipedia.org
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