We build the order path, not just the traffic that reaches it.
Media spend either becomes revenue in the buy flow or evaporates there. Most agencies cannot touch it.
One flow, four honest outcomes.
The flow reads intent and eligibility first. High-intent traffic enters address-first; traffic where recovery value is greater enters contact-first. The serviceability result decides the journey. Behind it, the system normalizes the address, applies product and offer rules, and measures installed conversion, product mix, ARPU and early retention.
The biggest leak is immediately after the serviceability check.
Whether the address comes back unavailable and the customer leaves, or comes back available and the next step asks for more than they were ready to give, the largest single drop in the flow happens right there.
Pricing surprise, install-window frustration and payment friction are all real and all smaller. Whatever comes immediately after the serviceability result is the highest-leverage step in the entire flow.
A related diagnostic: a high assisted-serve percentage is usually not a high-touch culture, it is broken self-serve. Customers reach for the phone when the offer is unclear, a promo code will not apply, or the site contradicts the ad. The fix is not more phone agents.
Every exit routes somewhere.
A funnel treats a serviceability failure or an abandoned order as loss. We treat each as a state with its own path. An address outside the footprint preregisters and enters an RFI journey. An abandoned order enters a reason-specific rescue path. An installed customer moves into adoption, referral, expansion and retention.
This site is built on the same engine. Every section you are reading carries a journey that asks about that specific capability, and the answers build a picture of where your growth is actually constrained.