The methodology is published before the numbers, so the method cannot be adjusted to flatter the result. The figures standing against it today are invented placeholders while the collection is done, and the segment article says so on every figure.
Provisional figures are published, from invented placeholder data. Do not cite them.
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Collection methodology
01Scroll2Lead will collect consented, first-party campaign records from software development, IT services, and SaaS engagements.
02Records will be grouped by comparable campaign objective, market, audience, and qualification definition before any aggregate is presented.
03Published figures will name the reporting period, sample scope, exclusions, and the precise calculation used for each metric.
What we will track
Metrics the benchmark report will track, with their units
Metric
Unit
Why it is tracked
Media spend
currency
Shows the platform budget behind reported delivery.
Impressions
count
Provides the delivered exposure volume for a campaign period.
Click-through rate
percentage
Describes the share of impressions that produced a recorded click.
Cost per lead
currency per qualified definition
Connects media cost with the campaign’s agreed lead event.
Booked-call rate
percentage of leads
Shows progression from submitted lead to an arranged conversation.
Qualified-lead rate
percentage of reviewed leads
Uses the client’s stated criteria to separate fit from volume.
The sample is what makes this worth reading.
If you run Meta campaigns for a software, IT services or SaaS company and would contribute anonymised account data, the sample gets better and so does the report.