The North-Star metrics of an off-the-plan campaign.
A developer weighing a campaign can read what Stratosphere reports, metric by metric, before enquiring. Each metric below carries what it is, why it is measured and what a developer does with it.
These are the numbers a campaign answers for. Nine metrics, read in order, from the first click through to the sale and the developer's own return.
Each one names what a developer does with it. A number a developer cannot act on belongs in a dashboard, not in a note.
Stratosphere reports these metrics to its clients. Our client campaigns average 188 leads a month at an average cost per lead under $45, the figures the end-of-year offer carries. (Stratosphere client average to September 2026.)
Click-through rate.
Click-through rate is the share of people who see an ad and click through to the page.
Stratosphere measures it because attention is the first thing a campaign has to earn, and a click is a reader choosing to look closer.
A developer reads a falling rate as a prompt to change the creative or the audience.
Conversion rate.
Conversion rate is the share of people who reach the page and complete the enquiry form.
Stratosphere measures it because capture is where interest becomes a contact a developer can act on.
A developer uses it to judge the page and the offer, changing one thing at a time to watch the rate move.
Speed to lead.
Speed to lead is the time between an enquiry arriving and the first attempt to reach the person.
Stratosphere measures it because intent fades: a buyer who has just enquired sits closer to a decision than a day later.
A developer sets a contact window the sales team can meet, then checks speed to lead against it.
Cost per lead.
Cost per lead is the ad spend and the retainer divided by the enquiries they produce.
Stratosphere measures it because it is the plainest numeric read on what an enquiry costs to win.
A developer weighs it against the value of a sale to see whether the campaign pays its own way.
Lead qualification rate.
Lead qualification rate is the share of enquiries that fit the project and the next sales step.
Stratosphere measures it because it is the signal that separates volume from fit, and shows whether the campaign reaches the right buyer.
A developer uses it to tune the audience and the message, so the sales team spends time on enquiries worth a conversation.
Appointment win rate.
Appointment win rate is the share of qualified enquiries that agree to a meeting or a call.
Stratosphere measures it because a booked appointment is commitment: a buyer giving up time takes the project seriously.
A developer reads it as a check on the handover, and inspects the process when qualified enquiries talk but rarely book.
Cost per sale.
Cost per sale is the total campaign spend divided by the sales credited to it.
Stratosphere measures it because it states the true cost of winning a buyer, once you count the enquiries that did not proceed.
A developer sets it against the margin on a residence to decide what a campaign can afford and still return.
Pipeline velocity.
Pipeline velocity is the rate at which enquiries move from first contact towards a sale over a period.
Stratosphere measures it because it reads the efficacy of the whole path, not one step, and shows whether buyers progress or stall.
A developer uses it to forecast, and to find the stage where enquiries slow so the sales team can work on it.
IRR and NPV.
IRR and NPV, the internal rate of return and net present value, are the feasibility numbers a developer runs on the project itself.
They sit here because a developer occasionally reaches for them to weigh a campaign against the return the whole development has to make.
A developer reads a campaign's contribution back against this feasibility; it belongs to the developer's own model, not to a Stratosphere report.
Get in touchDavid Collins writes the Field Notes. To put these metrics against your own project, get in touch.
These are the metrics behind the end-of-year offer for developers and the four practices Stratosphere runs. The whole set of notes is in the Field Notes.