Reporting and lead quality · ASRR Tech
Which denominator should you use for lead conversion?
Connect each percentage to a defined population. Visits-to-enquiries and enquiries-to-qualified-leads answer different questions and should be separate.
A practical example
A campaign gets many visits while quality becomes known after intake.
This is an illustrative situation for assessing your own process.
Checklist for your team
- Name numerator and denominator.
- Choose a period.
- Show counts alongside.
What does success look like?
A percentage can be traced to its underlying counts.
Test this with a recognisable record and have a colleague review the outcome. Note missing information or decisions. Use that finding to improve a working agreement before applying the process more broadly.
Reporting and lead quality: the wider process
A report is useful when everyone shares the definition behind a number. Record which records count, which date applies and how duplicates or cancelled enquiries are handled. Validate a total by checking some underlying records. Compare periods with the same scope and show counts alongside percentages. Small samples can produce large percentage changes. Use the result to improve a working practice, then check whether behaviour and outcomes changed.