The number of new contacts from a channel doesn’t tell the whole story — one channel might bring in a lot of contacts but few valuable clients, another fewer contacts but high value.

What’s worth measuring besides contact count

• Conversion rate from the channel to an actual paying client, not just a potential lead
• Average client value by channel over the full relationship, not just the first purchase
• The cost of acquiring a client through each channel, weighed against the value received

A channel that looks “cheap” by contact count can turn out to be the most expensive once you calculate real, long-term value.

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