Why the agent view matters
The uncomfortable metric is the point.
When leads stop converting, the default conversation is "your leads are bad." Speed-to-contact per agent ends that conversation with data: the lead was called four hours after it came in, by one specific person.
Most agencies would rather not show you that number, because it can also make them look bad. We include it because the alternative is arguing about lead quality every month with nothing to argue from — and because fixing a slow sales floor is usually worth more than anything we can do to the ads.