Measure lead quality with an outcome ladder
Compare channels from initial response to qualified sale.
Agree on states before comparing sources
Define submitted, reachable, eligible, qualified, and won. Make each state observable and assign an owner. A form with the right fields may still represent an unreachable or unsuitable buyer. Track exclusions such as duplicate or current customer separately.
Follow the same cohort through the ladder
If 120 forms lead to 84 reachable people, 42 qualified leads, and 14 sales, report all four counts. A $1,400 spend yields roughly $11.67 per form, $33.33 per qualified lead, and $100 per sale. Each answers a different planning question.
Use the point of loss
If one channel drops mainly at eligibility, change targeting or the promise. If the gap is between qualified and won, inspect offer fit, follow-up, or time to close. Keep pending leads visible and compare only cohorts with similar time to mature.
Try a related tool
Estimate what you can pay to acquire an order while reserving a desired contribution. Use consistent per-order inputs.
