The math
A DM is a customer who already picked you. Then typed.
Nobody messages a business by accident — they found you, chose you, and started the conversation. Here's what losing those people costs, in arithmetic you can argue with.
Four numbers, multiplied
| Factor | Where it comes from |
|---|---|
| Messages per week | Your answer — midpoint of the range you pick |
| × estimated miss rate | Conservative lookup keyed to your DM Coverage Score — unwatched platforms and slow checks push it up |
| × close rate for your business type | Conservative working assumption, stated in the report |
| × value of one customer | Your answer — average customer relationship value |
A med spa getting 28 messages a week, scoring in the "Leaking" band (35% estimated miss), closing 25% of answered inquiries, at a $1,100 average customer: 28 × 4.3 × 35% × 25% × $1,100 ≈ $11,500 a month typed directly at your business and never answered. These aren't strangers an ad might have reached. They're people who already found you.
Estimates from your own answers using stated assumptions — labeled that way in every report. The $500 discovery replaces the estimate with a measurement.
The part the arithmetic can't price
The ghosted sender doesn't just not buy — they remember. "I messaged them and never heard back" travels through group chats and reviews in a way a missed phone call never does, because the evidence sits right there in their thread. DM coverage is the rare fix that's simultaneously revenue capture and reputation defense.
Run it with your numbers
Three minutes. Every assumption labeled, every input yours.
Score your DM coverage