Method
How we attribute a booked call and a sale to the AI
By Louis-Edouard Lerebourg, founder of NeoAI · Updated
At NeoAI, a booked call counts 100% for the AI when the lead books through the link the agent sent, 50% when they talked with the agent but booked another way, and 0% when they booked alone. Sales follow the same rule. We match them to conversations one by one.
The rule
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leadtalked with the agentthrough the agent's link100%
-
leadtalked with the agentanother way50%
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leadno exchangealone0%
| Share attributed | When | Example |
|---|---|---|
| 100% | The lead books through the link the agent sent | The agent qualifies, sends the link, the lead books in the conversation |
| 50% | The lead talked with the agent, then booked another way | The agent qualified, the call came from elsewhere |
| 0% | The lead booked alone, with no exchange with the agent | The lead books directly, the agent never spoke to them |
An agent that steps in after the booking, to confirm and prepare the call, is credited 50% at most, and only if the conversation shows it secured the call. It didn't trigger the booking, so it can't take full credit.
What never counts
- A message sent to a lead who never replied. No reply means no conversation, so there's no call to attribute.
- A call the lead booked alone, even if they went through the funnel.
- A sale with no conversation found. It isn't credited, even when the CRM lists the funnel as the source.
Counting a message sent to a lead who never replied as a call booked by the AI:
"c'est tout simplement du mensonge, et pourtant ça se fait énormément."
Translated from French: "it's simply a lie, and yet it's done all the time."
How we match a sale to its conversation
- We start from the client's sales file, whether that's their CRM or their sales tracking.
- We link each sale to the lead by phone number, then by email.
- We reread the conversation, date each event, then classify the sale under the rule.
- A second reading is done to challenge the first.
- Return on investment is calculated on what was invested in the system: the setup and the subscription.
When in doubt, the rule undercounts. An inflated number doesn't survive a head of sales' first question.
The question to ask your provider
Ask them for their written definition of an "attributed call" and how they exclude calls the lead booked alone. If they can't answer in one sentence, they don't have a definition.
Case studies built on this rule
The reports are in French.
- Coaching program for therapists: €97,595 in attributed sales, ×8
- Tax optimization training: €97,000 in attributed sales for €2,400 invested
- Training for independent retailers: 37 sales reviewed, ×4.1 and ×6.6
- Modeling school: €270,000 collected, attributed to the agent over 22 months
FAQ
Why 50% and not 100% when the lead talked to the agent?
Because we don't know what made them book: the conversation, the video or a reminder from your team. Since we can't tell, the rule gives the agent half.
Why publish the rule?
So you can check it. An attribution figure without a written rule can't be audited. Your head of sales will audit it anyway.