What it is: The average cost incurred

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Universal Lead Generation Metrics (Apply to Both B2C & B2B)
These metrics provide a foundational understanding of your lead generation efforts:

Total Leads Generated:

What it is: The raw count of new potential customers who have shown interest and provided their contact information.
How to measure: Track form submissions, sign-ups, calls, chat inquiries, content downloads, etc., across all channels (website, social media, ads, events).
Why it matters: Gives you a top-level view of your pipeline's volume.
Lead Quality:

What it is: A subjective but critical assessment of how well a lead matches your Ideal Customer Profile (ICP) and their likelihood to convert.
How to measure:
Lead Scoring: Assign points based on demographic information (e.g., job title, company size, location) and behavioral data (e.g., website visits, email opens, content downloads). Higher scores indicate higher quality.
Manual Qualification: Sales or marketing teams review leads to assess their fit and intent.
Why it matters: High lead volume is meaningless without quality. Quality leads save sales time and increase conversion rates.
Cost Per Lead (CPL):

to acquire a single lead from a specific channel or campaign.
Formula: Total Campaign Cost / Number of Leads Generated
Why it matters: Helps you understand the efficiency of your lead generation channels industry email list and campaigns. A lower CPL is generally better, but always weigh it against lead quality.
Conversion Rate (Lead Conversion Rate):

What it is: The percentage of leads that progress from one stage of the funnel to the next, or ultimately, convert into a customer.
Formulas:
(Number of Leads Converted to X / Total Number of Leads) * 100 (e.g., Lead-to-MQL, MQL-to-SQL, SQL-to-Customer)
(Number of Sales / Total Leads) * 100 (Overall conversion)
Why it matters: Indicates the effectiveness of your nurturing and sales processes in moving leads through the funnel.
Website Traffic & Engagement:

What it is: Metrics related to how users interact with your website.
How to measure:
Website Visits/Unique Visitors: How many people are coming to your site.
Page Views: How many pages they visit.
Session Duration: How long they stay on your site.
Bounce Rate: Percentage of visitors who leave after viewing only one page.
Conversion Rate (Website): Percentage of website visitors who complete a desired action (e.g., fill out a form, click a CTA).
Why it matters: Shows if your marketing efforts are driving relevant traffic and if your website is effectively capturing interest.