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Marketer Early Fallout — Consistency Range

Chart 3B  ·  Each bar shows the range from best to worst early fallout a marketer achieved across campaigns. The diamond shows their volume-weighted average.
A narrow bar = reliable/consistent. A wide bar = capable but inconsistent across campaign types. Sources with only one campaign show a single point (no spread measurable).

Range bar (best to worst)
Weighted average
Single-campaign (no spread data)
Key insights:
• MS1 (Apex Legal, 8pp spread) — Largest spread in the portfolio. Excellent on ROUND (8%) but struggles significantly on LACSA (16%). Good overall but campaign-dependent.
• MS3 (Justice Marketing, 5pp spread) — Their 5% AFFF rate is the portfolio's best, but LACSA pushes them to 10%. Still consistently low — premium pricing is justified.
• MS7 (National Legal Leads, 35%) — Flat at 35% with no variation measured (one campaign). Worst early fallout in the portfolio by a wide margin. Volume-only approach.
• MS6 (Advocate Reach, 4pp spread) — Best worst-case rate among multi-campaign sources (10% on LACSA). Their ROBLOX specialty (6%) is genuinely differentiated.
• Sources with 0pp spread (MS4, MS8–MS12) — insufficient campaign diversity to assess consistency. Not a negative signal; they simply haven't been deployed broadly.