Acquisition funnel

How free signups turn into paying contractors, by channel. "Free to paid" counts only signups at least 60 days old, so recent cohorts don't drag the rate down.

Cost to acquire a paying customer

Paid channels only. CAC = spend ÷ paid conversions from that month's signups.

Signups against target

The storm season (April–August) brings more signups every year, so the targets follow it.