Ringelo’s criteria campaign
The criteria campaign costs $60 per qualifying lead. Its criteria are age 50–85, an active checking or savings account, and interest in final expense coverage. This campaign has no minimum call duration. Do not treat this as the price or billing rule for every campaign. A qualifying lead is not a guarantee of a sale or underwriting approval.
Criteria, duration and credits are different terms
A duration-based campaign may define a minimum connected-call length before a charge applies. A credit policy defines when an existing charge can be reversed. Ask when the clock starts, what connection counts and how interruptions are treated. Do not infer those terms from a price alone.
Ringelo’s criteria campaign uses qualifications rather than a minimum-duration billing trigger. Other campaign prices, duration thresholds and credit terms must be confirmed separately. Our buffer guide explains the questions to ask without promising a universal credit window.
Start with one purchased cohort
Choose a defined group of purchased leads and give it an ID. Follow those leads through to their outcomes. When comparing two sources, document differences in agent staffing, geography, schedule and observation time so that a result is not mistaken for a controlled experiment.
Copy this table for each source:
Scroll sideways to compare all columns →
| Input | Your value |
|---|---|
| Cohort and purchase dates | |
| Billable units and unit definition | |
| Gross lead charges | |
| Credits actually received | |
| Attributable labor and fees | |
| Applications from this cohort | |
| Issued policies from this cohort | |
| Policies retained at a stated follow-up date |
Net media spend is gross charges minus received credits. Media cost per issued policy is net media spend divided by issued policies. Fully loaded cost adds the recorded labor and fees before division. Report these as separate figures so readers can see exactly what is included.
Worked example: hypothetical, not a benchmark
Suppose a cohort incurs $3,000 in lead charges, receives $300 in credits and produces nine issued policies. Net media cost per issued policy is $2,700 ÷ 9 = $300. With $450 of attributable labor and fees, fully loaded cost is $3,150 ÷ 9 = $350.
If seven of those policies remain at the chosen follow-up date, report that retained count separately. Using the same costs, cost per retained policy would be approximately $385.71 in media or $450 fully loaded. Do not call those figures profit: commission, chargebacks and other business costs are not in this worksheet.
Know when the comparison is unfinished
A recent cohort may still have pending applications or credit requests. Record the snapshot date and revisit it rather than declaring a winner early. If there are no issued policies, show spend and zero issues; the ratio is undefined.
This worksheet gives an agency a common measurement method. It cannot tell you in advance which vendor will be cheaper for your team. Read the buyer comparison for the questions to settle before choosing a unit to purchase.