Surrogacy agency KPIs: what to measure and how to report it

Many agencies measure leads, because leads are easy to count. The agencies that grow measure the steps after that: who qualifies, who gets matched, how long each step takes, and where journeys stall.

Short answer: The KPIs that matter most for a surrogacy agency fall into five groups: recruiting (applications and qualified surrogates by source, and cost per qualified surrogate), conversion by stage (the share of applicants who reach intake, approval and a match), speed (time to first reply and time spent in each stage), supply and demand (approved surrogates waiting vs. intended parents waiting, and time to match), and journey outcomes and service (steps on time, contracts signed, deliveries, referrals and client feedback). Measure each by source and by coordinator, review them monthly, and keep the data in one system so the numbers are not rebuilt by hand.

Why leads are the wrong headline number

A surrogacy agency is a two-sided business: it needs qualified surrogates and intended parents, in balance. A month with twice the surrogate applications and none of them qualifying is not a good month. A month with plenty of intended parent inquiries and no approved surrogates to match them with builds a backlog that no amount of marketing fixes. That is why the useful numbers sit later in the journey than leads.

The KPIs, by group

1. Recruiting

• Applications by source (each ad campaign, recruiter, referral, search).
• Qualified applicants by source: those who pass your application criteria and intake call.
• Approved and matched surrogates by source. The number that tells you where to spend.
• Cost per qualified surrogate and cost per matched surrogate, by paid channel.
• Referral share: the proportion of approved surrogates who came from a past surrogate or client.

2. Conversion by stage

Of everyone who started an application, what share submitted it, passed the application, completed the intake call, were approved, and matched? Plotted as a funnel, the biggest drop shows you where to work first. See how to keep applicants from dropping off.

3. Speed

• Time to first reply to a new applicant or inquiry.
• Time in each stage: application to intake call, intake to records received, records to approval, approval to match, match to signed contract, contract to transfer.
• Overdue steps: how many checklist steps are past due, and with whom.

4. Supply and demand

• Approved surrogates waiting for a match, and how long they have waited.
• Intended parents waiting for a match, and how long.
• Time to match, from approval or signing to a confirmed match.

If one side is consistently longer, that tells you whether to spend on surrogate recruiting or on intended parent marketing.

5. Journey outcomes and service

• Active journeys by stage (legal, medical, pregnant), and per coordinator.
• Milestones reached: contracts signed, transfers, confirmed pregnancies, deliveries.
• Matches that end before transfer, and why.
• Client feedback after key milestones, and referrals from surrogates and families.
• Repeat surrogates: how many come back for a second journey.

Medical outcomes such as pregnancy rates depend mostly on the clinic, the embryos and the patients, not the agency. If you publish any outcome figures, define them carefully and do not imply the agency controls them.

Egg donor program KPIs

• Applications, qualified and listed donors by source.
• Donors chosen by intended parents, and time from listing to being chosen.
• Clinic clearance rate of chosen donors (a high failure rate means your first layer of screening needs work).
• Time from selection to retrieval.
• Repeat donors, within your cycle limit.

How to report them

• Weekly operations view for coordinators: new applicants and inquiries, overdue steps, who is waiting on whom.
• Monthly management review: the funnel by source, time in stage, the match backlog on both sides, and active journeys per coordinator.
• Quarterly look back: cost per matched surrogate by channel, referral share, feedback and repeat surrogates.

Keep each report to the few numbers that lead to a decision. A KPI nobody acts on is noise.

Getting clean data

KPIs are only as good as the records behind them. Three habits matter most: record the source on every applicant at the moment she applies (not afterwards from memory), move people through stages in the system rather than in a spreadsheet beside it, and close files with a reason when someone stops, so your pipeline does not fill with ghosts. If your data lives across a form tool, a spreadsheet and three inboxes, the monthly report becomes a day of copying.

A simple monthly scorecard

Use medians rather than averages for times: one journey stuck for a year should not hide that most move quickly, or the reverse.

How SurroHub helps

SurroHub keeps the data that these KPIs need on every profile from the start, so the numbers come from the work rather than a separate spreadsheet.

• Source on every applicant. Recruiter and campaign share links tag each new profile automatically; the source leaderboard shows which bring applicants who actually match and get approved.
• Pipeline by stage. Surrogates, intended parents and egg donors each sit in a stage with sub-steps, so counts per stage are always current.
• Ask Surro. Ask the built-in AI assistant questions like “How many applicants this week?” and get the answer from your own data.
• Late steps flagged. Workflows give each step an owner and a due date, and flag the ones that slip.
• Close reasons. Close or reject a profile with one or more reasons, so you can see why people leave.
• Meta conversions. Completed applications are sent to Meta as conversion events, and the Google ad click behind every applicant is recorded on the profile.

Want the facts in one place? SurroHub by the numbers: what it is, who built it, and what agencies run on it today.

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