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The numbers behind new clients

Count the new clients,
not the clicksNew clients, not clicks

AccrueNest reports the accounting firm KPIs a US firm of 1 to 10 people runs on: calls, inquiries, consultations, engagement letters signed and new clients, each one filed under the campaign, listing or advisor that sent it. Cost per new client sits beside every campaign.

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  • Cost per new client
  • A monthly report and call
AccrueNest Reports for February: $3,280 in ads, 904 clicks, 181 calls and forms, 42 consultations and 18 engagement letters signed at $182 per new client.

Live in 14 daysMonth to month, no setup fee

  • Calls answered and missed
  • Proposals out, letters signed back
  • What each campaign's new clients cost
  • New clients by source
  • Returns at each stage, by preparer

What the report counts

Your agency report stops at the click

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Clicks are easy to count. The caller who booked a meeting, signed the engagement letter and paid the deposit is harder, so most agency reports leave that person out. AccrueNest follows each new client from the first call, text or form to the signed letter, then shows the campaign or advisor that sent them.

Clicks counted, clients guessed

A marketing agency's February report counting clicks and impressions, beside the firm's own new-client spreadsheet where the source of each signed client is a guess.

The dashboard

Three screens the owner checks first

Opened most by the office manager and partners.

AccrueNest Reports for February: each source on its own row, from Google Ads and Facebook to the Google profile, the website and two referring advisors, with inquiries, proposals, new clients engaged and ad spend.

Each source gets its own row: Google search ads, Facebook, the firm's Business Profile on Google Maps, the website, and every financial advisor who refers. Beside it sit calls, inquiries, consultations booked and held, proposals sent, new clients engaged, and what Google and Meta charged.

By source

Each source, judged by new clients

Every way someone reaches your firm has its own tracking, so the report counts the clients each one brings, not the clicks. Here is what each source shows.

  • The dashboard

    Every stage counted

    Ad spend, calls, inquiries, consultations, proposals out and accepted, and new clients engaged, one row per month. Payments taken through AccrueNest, deposits and invoices alike, show as revenue collected.

    • See how many held consultations turned into signed letters.
    • Revenue collected through invoices and deposits paid here.
    AccrueNest's dashboard for February: ad spend, calls, new clients and $68,400 collected, revenue by month, and each stage from calls to proposals accepted.

  • Tracking numbers

    A number for every source

    Callers from the search ad dial one line. Those reading the firm's Maps listing dial a different one, and the financial advisor who refers clients hands out a third. All of them ring your front desk the same way. On the website, a pool of numbers swaps in per visitor, so a call from your tax-planning page carries the keyword they searched.

    • Every call carries its ad and keyword into the monthly report.
    • Your firm keeps the main number clients have saved for years.
    AccrueNest's call log: each caller with the number they dialed, the search ad, Maps listing, advisor's card or website keyword behind it, and who answered.

  • Paid ads

    What a new client costs

    In January the ads go up, and so does the bill. The dashboard divides what Google and Meta charged by the new clients each campaign produced. That shows, for instance, a business-return search ad signing clients while a Facebook ad mostly draws price shoppers. Your ad rep acts on it. Whatever is spent goes on your firm's card, billed by the platforms themselves.

    • Cost per new client shows for each campaign and each search keyword.
    • Weak campaigns get paused before they burn through January's budget.
    AccrueNest cost per new client in February: the S corp search ad signed six clients at $142 each, a Facebook bookkeeping ad one client for $300.

  • Front desk

    Who picked up, and when

    April 14 at 4:30, three lines ring and one rolls to voicemail. On the phone report, every ring is sorted by who was working and when, next to how many consultations each person put on the calendar and how long web inquiries sat before a reply. The office manager spots the gap and adds a second person at 4:00.

    • Unanswered rings per hour tell you when to add a person.
    • First reply times for each new inquiry, by person.
    AccrueNest's phone report for February: calls by the hour with the 4:00 and 5:00 misses marked, and each person's calls answered, consultations booked and web reply time.

  • Follow-up

    Who got an answer

    The report counts every inquiry that arrives by text, chat or form and shows how many got a reply within the hour. Anyone still waiting after a day is listed by name, so someone at the desk texts them back from the firm's number.

    • Texts, chats and form inquiries are all counted, each with its arrival time.
    • Reply times show by person and day.
    AccrueNest's replies report: texts, chats and forms answered by each person, how many got a reply within the hour, and one inquiry waiting over a day listed by name.

  • Reviews

    Reviews

    Your Google reviews are on the report too: requests sent after returns were filed or the year's books closed, how many clients wrote one, and the star rating month by month. Requests reach consenting clients only.

    • Fresh reviews arrive counted beside the star rating, month after month.
    • Requests sent and answered show beside each month's filed returns.
    The AccrueNest Reviews overview for February: the Google rating, 17 new reviews from 46 requests sent after pick-up, and the newest reviews with replies.

Also included

  • Monthly report by email
  • A monthly review call
  • CSV export
  • Custom dashboards our team builds for you
  • Website visit counts
  • Roles keep reports with the partners
Sources

What feeds the monthly numbers

Each part of AccrueNest reports into the same dashboard, so the call, the booking and the signed letter all land under the source that started them. These are the feeds.

See every product
AccrueNest's February report showing where the firm's 31 new clients came from, with the calls, website, ads, bookings and signed engagement letters that feed it.

Reporting The dashboard, the monthly email and the call that read every source together.

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What reports in

Bring the report your agency sends you

We'll put it next to a sample AccrueNest dashboard for a firm your size: calls, consultations, signed letters and cost per new client by campaign. Month to month, no setup fee, live in 14 days.

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Pen in hand, a CPA reads through her old agency's monthly numbers before putting them next to ours.
An AccrueNest notice showing the cost per new client by campaign, $186 for Google.

Owners on their numbers

  • Cornelius B., owner of a CPA firm in Columbus.
    Cornelius B.Owner of a CPA firm, Columbus
    11clients from one ad

    Our old agency sent clicks. Now I can see the business-return ad signed eleven new clients last season, so that's where the budget goes.

  • Ezequiel M., an enrolled agent who runs a tax office in San Antonio.
    Ezequiel M.Enrolled agent, San Antonio
    Lunchtimewas when calls went missing

    The call report showed most of our missed calls came between noon and one. We staggered lunches, and April's voicemail box stayed nearly empty.

  • Annika L., owner of a bookkeeping firm in Minneapolis.
    Annika L.Owner of a bookkeeping firm
    2advisors behind most new clients

    Two financial advisors send most of our monthly clients. Once the report showed it by name, I started taking both to lunch each quarter.

  • Marguerite D., office manager at a CPA firm in New Orleans.
    Marguerite D.Office manager, New Orleans
    3 to 1logins each Monday

    I used to build the partners' Monday numbers by hand from three logins. Now the dashboard is open when they walk in.

  • Prakash S., a tax preparer at a tax and accounting office in Edison.
    Prakash S.Tax preparer, Edison, NJ
    Dailylook at returns waiting on review

    I check the Returns view every morning in March. I can see what's sitting in review and ask before it piles up.

  • Thuy N., client services lead at a tax practice in Houston.
    Thuy N.Client services lead, Houston
    Minutesto a first reply

    First reply time is on the report now. With the whole desk watching it, ours fell from hours to minutes.

Reporting questions

Reporting basics to know before the demo

Search a topic, for example spend or referrals.

6 questions

Which accounting firm KPIs are included?

The new-client side of your firm: calls answered and missed, inquiries, consultations booked and held, proposals out and signed, new clients and their sources, what each new client cost, revenue collected through AccrueNest and returns at each stage, by preparer.

Can I trace a new client to their source?

Yes. Ads, listings and referral sources each ring through a number reserved for them, while website forms and chats record the page and campaign they came from. Staff add referrals that reach a partner directly. Each new client then appears under whatever started it.

How is cost per new client counted?

The dashboard shows it for each campaign: what Google and Meta charged, divided by the new clients that campaign brought in. Spend is read straight from the ad accounts the firm opened, so the totals match what the platforms bill. Referrals carry no ad spend, so they show new clients at no cost. Our own price sits apart. Each plan includes everything. The monthly price follows the headcount that signs in, starting at $97 for one person. Nothing we charge is tied to a client or a return.

Do I get a monthly report and a call?

Yes. A written recap comes by email after each month, and your account manager calls to talk it over: what came in, what signed, what each campaign cost and what to adjust. In between, the dashboard is there whenever you open it.

Can I see front-desk activity?

Yes. The phone report splits pickups and misses by teammate and time of day, counts the consultations each person scheduled and times how long new inquiries waited for a reply. User roles keep these reports with the owner and partners.

Do you send conversions back?

Yes. Google and Meta are told each time someone books a consultation, and each time a new client who consented signs on, so the ads learn which searches turn into work.

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Ask about your numbers

Write to sales@accruenest.com and Imogen will answer any question about what the report counts.

Imogen PritchardAccount manager

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