APPENDIX
Data Notes & Definitions
The definitions, formulas, and provenance behind every number this site publishes — versioned, so you can hold us to them.
What this page is
When we publish a number — on this site, in the book, or in the REE calculator — this page records what that number means, how it's computed, and what kind of evidence sits behind it. Each revision is versioned below, so a figure you read today can be checked against the definitions that were in force when it was published.
As of v1.2, NoBull publishes no practice-area benchmarks, medians, or top-quartile comparisons. The calculator prices your levers against your own numbers only. If benchmarks are ever published, their samples and definitions will be versioned on this page first.
Definitions & formulas
- Revenue Engine Efficiency (REE)
- Revenue for the selected period ÷ Total investment for the selected periodThe score: how many dollars of top-line revenue the engine produces for every $1 invested during the same reporting period. The 3-, 6-, or 12-month choice labels the totals you enter; it does not annualize or extrapolate them.
- Total investment
- The acquisition and conversion costs counted for the selected period, including ad spend, agency fees, and intake or sales staff costs. Count the same categories every period so comparisons stay meaningful.
- Actual revenue basis
- Revenue generated entered for the selected periodChoose this basis when you can enter the top-line revenue attributable to the same reporting period. The calculator labels the result Actual revenue.
- Estimated revenue basis
- Cases × Estimated case valueChoose this basis when you do not have an attributable revenue total. The calculator multiplies the cases entered by your estimated case value and labels the result Estimated revenue.
- Cost per Lead (CPL)
- Total investment ÷ leadsWhat one lead costs during the selected period.
- Lead-to-Consult rate
- Consults ÷ leadsThe share of leads that become consults during the selected period.
- Consult-to-Case rate
- Cases ÷ consultsThe share of consults that become cases during the selected period.
- Lead-to-Case rate
- Cases ÷ leadsThe whole funnel in one number: the share of leads that become cases.
- Cost per Case
- Total investment ÷ casesWhat one case costs, all-in, during the selected period. It is unavailable when no cases are entered.
- Revenue per Case
- Actual revenue ÷ cases, or the entered Estimated case valueThe actual basis derives this figure when at least one case is entered. The estimated basis uses the value you enter directly.
- 12-month run-rate projection
- (Selected-period revenue ÷ selected-period months) × 12A transparent extension of the selected 3-, 6-, or 12-month total at the same monthly run rate. It is a projection for comparing the visitor's own scenarios, not a forecast, benchmark, target, or expected outcome.
How the selectable lever projections work
Each available direct lever can be Off or receive a 10%, 20%, or 30% relative lift. An individual scenario changes only that lever and holds every other input unchanged. Rate lifts are relative: a 40% rate becomes 44% at a 10% lift, not 50%.
- More leads: Leads × (1 + selected lift) × Lead-to-Consult rate × Consult-to-Case rate × Revenue per Case
- Lead-to-Consult rate: Leads × the lifted Lead-to-Consult rate × Consult-to-Case rate × Revenue per Case
- Consult-to-Case rate: Leads × Lead-to-Consult rate × the lifted Consult-to-Case rate × Revenue per Case
- Revenue per Case: Cases × Revenue per Case × (1 + selected lift)
The combined scenario applies every selected change inside one funnel equation: lifted Leads × lifted Lead-to-Consult rate × lifted Consult-to-Case rate × lifted Revenue per Case. This compounds distinct levers instead of adding their isolated dollar effects. Lead-to-Consult and Consult-to-Case rates stop at 100%, so a rate near that ceiling may receive less than the selected lift.
A scenario is unavailable when the entered totals cannot support its math, such as actual revenue with no cases to derive Revenue per Case. Zero revenue or zero downstream volume stays zero unless the selected, supported funnel math creates volume; the calculator never invents an uplift. Values stay in direct funnel order. The output is your arithmetic, never a grade: the calculator makes no judgment about whether a metric is good or bad, and it compares you to no one.
The comparison graph annualizes the current, individual, and combined selected-period totals by dividing each total by 3, 6, or 12 months and extending that monthly run rate through month 12. It is a projection for transparent comparison, not a forecast or benchmark.
Results disclaimer
No result shown on this site is guaranteed for any individual firm. Outcomes vary based on the firm, its market, practice area, and other relevant circumstances.
The numbers this site publishes
Every figure below already appears on this site; this table records what kind of number each one is. Single-firm results are that firm's tracked outcome — never an average, never a promise of yours. Aggregates are owner-confirmed all-time totals. Models are hypothetical arithmetic, labeled as such wherever they render.
| Figure | What it is | Basis |
|---|---|---|
| 350+ law firms | Client firms the system has been built and proven across | Client-approved aggregate (sales materials, July 2026) |
| 1,000,000+ leads generated | All-time leads generated across client firms | Owner-confirmed aggregate, August 2026 |
| 30,000+ five-star reviews generated | All-time five-star reviews generated for client firms | Owner-confirmed aggregate, August 2026 |
| 100,000s of leads reviewed every year | Yearly lead-review volume — an operations-scale figure, not a client result | Client-approved operations figure (sales materials, July 2026) |
| 2× lead growth in 90 days | One client's tracked result after Local Authority Optimization | Single-client tracked result — never an average or a promise |
| 8× lead growth in five months | One client's tracked paid-search result (a lead multiple — not the same quantity as an 8× REE) | Single-client tracked result — never an average or a promise |
| Lead-to-Consult 38.3% → 75% | One client's tracked intake result — same lead flow, nearly twice the consultations | Single-client tracked result — never an average or a promise |
| Consult-to-Case 15% → 40% | One client's tracked sales result | Single-client tracked result — never an average or a promise |
| 500+ Leads a Month. 60+ Cases Signed in a Single Month. | The Presti Law Firm, PLLC — one firm's tracked results | Single-firm tracked result, client-approved |
| 3.5× Lead Increase in 5 Months. | Burns Smith Law P.C. — one firm's tracked five-month lead growth | Single-firm tracked result, client-approved |
| 8-Figure Results in 6 Months. | One multi-location client engagement (firm unnamed in our materials) | Single-client tracked result, client-approved |
| The $1,000,000 gap (500 leads, $200,000 vs $1,200,000) | The homepage's two-firm funnel walk-through | ILLUSTRATIVE MODEL — hypothetical arithmetic, not a client result |
Version history
- v1.2 — August 31, 2026. Added Off, 10%, 20%, and 30% relative lever selections, individual and compounded combined scenarios, conversion-rate ceilings, and a transparent 12-month run-rate projection. No forecasts or benchmarks published.
- v1.1 — August 19, 2026. Reconciled to the period-based calculator with actual or estimated revenue, direct funnel metrics, and four fixed 10% improvement values.
- v1.0 — August 9, 2026. First publication of the definitions and provenance appendix. Its calculator methodology was superseded by v1.2.