Lead Reporting
Part of Lead generation reporting
Reporting lead acceptance by source
Compare sales-accepted enquiries by recorded source with clear cohorts, decided-case denominators and pending decisions.
To compare lead acceptance by source, group genuine enquiries by received date and one clearly labelled source field. For each group, show accepted and not accepted decisions, enquiries still awaiting a decision, and the rate among cases with a final decision. Counts matter alongside percentages, especially for small groups.
Choose what “source” means
Source might be campaign information captured with the request, the preceding website session, the person's stated introduction, or a CRM contact's original web source. Pick the field that answers this comparison's question. Keep other evidence available, but do not combine different fields in one source column.
A possible rule is “the known campaign or referral recorded when the enquiry was received”. Put missing evidence in an unknown group.
Use one received-enquiry cohort
Start with distinct genuine enquiries received in the chosen period. Keep confirmed tests and repeated submissions visible in a separate intake reconciliation. Apply the same source and acceptance rules to every enquiry. State the outcome review date and allow comparable time for decisions before comparing periods.
| Received source | Genuine enquiries | Accepted | Not accepted | Awaiting decision | Acceptance among decided cases |
|---|---|---|---|---|---|
| Each named source | Count | Count | Count | Count | Accepted ÷ (accepted + not accepted) |
| Unknown | Count | Count | Count | Count | Accepted ÷ (accepted + not accepted) |
“Awaiting decision” includes requests not yet reviewed and requests still needing clarification. Do not count either as rejected. If a source has no final decisions, leave its rate undefined rather than showing zero. If statuses do not reconcile to the genuine-enquiry total, resolve the missing cases before interpreting the rate.
For example, if eight of 20 decided enquiries from a source were accepted, its decided-case acceptance rate is 40%. If five more genuine enquiries await a decision, show those five beside the rate. These are illustrative figures.
Interpret the decisions
Agree what acceptance means: sales has reviewed the request and committed to a useful next action under the stated rule. Assignment or CRM lead creation alone does not count. Record a decision date and a brief reason when a request is not accepted. Use those reasons to distinguish unavailable work from a request missing one detail.
A status label alone does not establish that every request received the same review.
Read requests before recommending a source change. Check for a revised acceptance rule, an assessment backlog or a changed mix of services. Present small or incomplete source groups as such. A rate locates a question for investigation; it does not identify the cause by itself.
