1. Define what “Kingsland” means in the report
Your firm may use Kingsland as a service location, while a dashboard may contain city, county, state or page-level information. Those are not interchangeable. The Census record identifies Kingsland CDP and its relationship to Llano County; it does not establish the boundaries of your marketing area or prove that a person searching from elsewhere belongs in the same segment. A useful dashboard review should therefore ask whether “Kingsland” means the CDP, Llano County, a broader Texas service area, or a page target. It should also distinguish households and individuals from matters, calls and signed clients.
Recommended approach
Before reviewing ROI, write down the geographic labels you want to see and the rule for assigning a lead to each one. Ask Bosseo to show how location is represented in the relevant views. Do not treat the Kingsland population estimate as a forecast or denominator for expected cases.
