It's easy to wonder if the leads coming in are actually turning into business. Projected ROI gives you a clear, transparent answer, right on your dashboard and in your Analytics.

This article covers what Projected ROI is, where to find it, how it's calculated, and how to adjust it to fit your business. It does not cover setting up AI Lead Insights, which Projected ROI depends on — see Maximize Your Marketing ROI with AI Lead Insights.

Why Projected ROI Matters for Your Business

Most tools tell you how many leads you got. They don't tell you what those leads are worth.

Projected ROI connects the dots. It looks at the quality leads your business is generating, estimates how many of those leads turn into paying jobs, and shows you the return you can expect on your investment with Thryv®. Instead of guessing whether your investment with Thryv is paying off, you can see the projected answer directly.

Where to Find Your Projected ROI

Your Projected ROI appears in two places:

On your dashboard, a widget shows your projected return at a glance. This widget displays two figures: your return from your first job, and your return over a customer's full lifetime with your business.

In Analytics, click Analytics in the left-hand navigation. Then click the Projected ROI tab. This tab shows your full projected ROI breakdown, including the underlying numbers used in the calculation, the ability to adjust those numbers for your business, and guidance on what to do next to improve your return.

Who Sees Projected ROI, and When It Appears

Projected ROI is rolling out first for the industries Thryv has the most benchmark data for. If your industry is not yet covered, Projected ROI will not appear on your dashboard or in Analytics yet.

If your industry is covered, what you see depends on how much data Thryv has about your business:

If you are just getting started, or still building up lead activity, you will see the average experience for businesses in your industry, based on industry benchmarks alone. This is a useful starting point while Thryv learns more about your business.

If you are generating quality leads of your own, Thryv begins incorporating your actual quality leads into the projection once there is enough of your own data. Over time, your Projected ROI becomes specific to your business rather than just your industry.

In both cases, your Projected ROI clearly labels which numbers come from your own business activity and which come from industry benchmarks. The "How We Calculate Your Projected ROI" section below explains this in more detail.

How We Calculate Your Projected ROI

Your Projected ROI is built from a simple chain, using your quality leads from the last 30 days as the starting point.

Quality leads. These are the leads Thryv identifies as strong opportunities for your business. This step requires AI Lead Insights to be enabled on your account.

Expected jobs won. Thryv applies a conversion rate, informed by your industry, to estimate how many of your quality leads turn into actual jobs.

Your immediate return. Thryv compares the value of that first job to what you are investing with Thryv, to project your immediate return.

Your lifetime return. Thryv compares the full value of that customer over time, if they continue doing business with you, to what you are investing with Thryv, to project your lifetime return.

Every number in this chain is visible in the Projected ROI tab. You are never shown only a final figure — you can open the calculation breakdown to see exactly how Thryv arrived at your projected return.

Adjusting Projected ROI to Match Your Business

Industry benchmarks are a starting point, not the final word. Every business is different, so you can adjust three assumptions behind your projection: your typical job value, your conversion rate, and your customer lifetime value.

Enter your own numbers if you know them. If you are not sure, choose a more conservative or more optimistic estimate instead.

Click Save after entering your own numbers to update your projection. You can repeat this process to model different scenarios and see how each one changes your projected return.

Seeing the Leads Behind Your Projected ROI

Click the link next to your Projected ROI figure to open the list of quality leads contributing to that number. This list shows you exactly which leads are driving your projected return, not just how many leads there are.

Ways to Increase Your Return

Alongside your Projected ROI, Thryv shows guidance on specific actions you can take to improve it. This guidance is based on your account and how you are currently using Thryv.

How Accurate Is Your Projected ROI?

Projected ROI is a modeled estimate, not a guarantee. It is built from your real lead activity combined with industry benchmarks, so it is meant to help you make informed decisions, not to promise a specific outcome. As you adjust the assumptions to better reflect your business, or as more of your own data comes in, your Projected ROI becomes more accurate.

The Bottom Line on Projected ROI

Projected ROI turns your leads into a clear, adjustable picture of what they are worth. It shows you whether your investment with Thryv is paying off, and what you can do to make it pay off more.

What This Article Doesn't Cover

AI Lead Insights setup. Projected ROI's quality leads figure depends on AI Lead Insights being enabled on your account. This article does not cover enabling AI Lead Insights — see Maximize Your Marketing ROI with AI Lead Insights for eligibility requirements and how to turn it on.

Industry availability. Projected ROI is only available for industries with established benchmark data. Not all industries are covered yet.

Can I see Projected ROI if AI Lead Insights is not enabled? No. Without AI Lead Insights enabled, Thryv cannot identify your quality leads, so your Projected ROI will show industry benchmark averages only.

Why does my Projected ROI never update with my own numbers? AI Lead Insights is not available for Thryv Secure (HIPAA) accounts or Keap clients with HIPAA security settings enabled, and it is off by default for businesses in the Medical, Legal, Financial, and Governmental categories. If your account falls into one of these groups, your Projected ROI will continue to show industry benchmark estimates rather than numbers based on your own leads, unless your business is eligible to manually enable AI Lead Insights.