Top 5 Most Used KPIs for Lead Generation

top 5 most used kpis for lead generation

How lead generation is (or should be) a part of your strategy

As you know, getting someone in the door is often the most difficult part of any business. And the truth of the matter is, once you get them in the door, you can’t always be sure whether they’re actually a potential customer, or if they just wandered in by accident.

That’s where effective and efficient lead generation comes in!

You know the drill: identify the people who have shown interest in your product or service (or a complimentary product or service that could make them open to yours), pinpoint the best way to engage with them, bring them into your sales funnel, and start a discussion with them.

If your lead generation has been on par and you’ve spent your energy on the right leads and reached them effectively, your sales should increase accordingly.

How will you know if you’ve managed to reach the right leads though? By keeping track of relevant lead generation marketing KPIs, that’s how!

Which marketing KPIs to track for lead generation

There is no right or wrong answer when it comes to choosing the marketing KPIs that should be included  in your KPI dashboard but our team has selected the top five that are most relevant to us when keeping track of our own lead generation.

1- Number of leads

Obviously, this is the most relevant marketing KPI in a lead generation context, as this is exactly what is all comes down to. The definition of a lead varies from one company to another. For your business, if a lead consists of someone starting a free trial of your product, the number of leads is the total number of people who found your product interesting enough to try it for free.

2- Number of sessions

The number of sessions is a marketing KPI that can help you draw a general picture of how your marketing campaigns are doing. However, we’ve previously established that not all visitors are relevant to your business, as some might just be accidentally wandering on your website.

3- Session to lead conversion rate

This rate is calculated like this: number of leads/number of sessions. The closer to 1 your session to lead conversion rate is, the more qualified your visitors are (which is a good indicator or how effective your marketing is). You want your campaigns to target as many potential leads and as few irrelevant visitors as possible.

4- Total lead value

Your total lead value is a marketing KPI you should absolutely save a spot for in your dashboard. This number is of course approximate, but the total lead value still gives you a good estimation of what your leads are worth all together to your business.

5- Cost per lead

Your cost per lead is a lead generation marketing KPI you calculate by dividing your cost for each lead generation campaign on any paid channel by the total of leads this campaign generated. Breaking down your cost per lead by channel like this allows to see which campaigns perform better and which channels you should prioritize in our marketing strategy.

Of course, the lead generation field is filled with a wide range of those KPIs and the above are only a few examples to help you draw your global lead generation picture.

How to keep track of all those marketing KPIs without feeling overwhelmed

Your lead generation KPIs will most likely come from a wide variety of sources, and building reports showcasing all this scattered data can quickly seem discouraging to the best of us.

This is where a reporting tool comes in handy. Using a software that’ll allow you to display your marketing KPIs in a single dashboard and in a clean way is bound to pretty much save your life, or at the very least, much, much time.

This is exactly where DashThis comes in. We’ve created an awesome tool that helps marketers from all around the world step up their reporting game since 2010. Slick, personalised, kick-ass dashboards displaying your data from across the web automatically, in a clear and even fun way is what we have to offer here at DashThis, and that’s without mentioning our stellar customer service. Don’t know where to start with your lead generation dashboard?

Don’t worry, we’ve got templates for pretty much any kind of dashboard to get you off to a good start.


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Category: Digital Marketing and KPIs, Key Performance Indicators (KPI), Marketing Dashboards 4 comments »

  • Damion Rutherfors

    Glad to see others talking about KPI’s!.

    I’m not sure my answer will apply directly to your service, but these are the ones I track. There are 4 of them.

    First, Marketing $ Used. If you know the amount of money needed to generate your actionable item, and you your goals of how many actionable items you need each period, you know the amount of money you need to invest to hit your goals. If you do not invest the money, you will not hit your goal (unless other things in the business process change).

    Second – # actions. As you mentioned in your first point.

    Third, ADA (average dollar per action). This KPI tells me, on average, how much revenue we make for each actionable item that occurs (for my company, it’s lead generation). For example, if I generate 100 actionable items, and generate $100,000 in revenue from those items, then my ADA would be $100,000 / 100, or $1000. This is a good “50,000 foot view” number to look at. If the number increases, I know we’re becoming more efficient with what we have to work with. If it drops, it tells me we’re losing efficiency, revenue, and profit – and I need to dig in deeper to find out why.

    The final KPI I track is marketing %. What percentage of my revenue went to my marketing budget. If, using the above example, I spent $10,000 to generate the results, then my Marketing % would be $10,000 in marketing / $100,000 revenue, or 10%. This is a CRUCIAL number to track. In many cases, all other parts/costs in your business remain consistent. Direct costs for a sale are typically similar. Fixed costs to run the business are typically similar. However, your marketing % can vary drastically based on the results you get from your investment. Every percentage you save/lose in your marketing percentage, goes directly onto your bottom line.

    Hope this helps add to the conversation!

  • admin

    Hi Damion,

    This is very interesting. But would you put these KPIs into “lead generation” category? If so, why? I intent to write another post about e-commerce KPIs and those are the kind I think would fit into that category.

    Anyway, this is not a big deal as the objective here is to get the best you can get out of Web analytics, no matter into what category any KPI fits ;-)

    Thanks for stopping by! :-)

  • Damion Rutherford

    Thanks for the feedback!

    As I mentioned, it might not match up exactly! I think after looking around more, this is KPI’s from a website analytic s view, correct? I originally found the post from a Google alert.

    For my reasoning, there’s more to track than just the “action’. All actionable items are not created equally. For example, you may have a campaign that’s bringing traffic and leads and such, but that’s as far as the process goes. Nothing comes from the lead, no sales, no revenue, etc. That’s the purpose, IMHO, for the other KPI’s that put a value on what you get from the lead.

    For example, let’s say I generated 10,000 website visitors, and 300 of them filed out a form requesting an estimate for services. OK great – I can tell my conversion rate is 3%. That’s what I call the “bucket theory” to stat tracking. By digging down into different sources, I might find traffic from search converts at 1%, and traffic from social media accounts converts at 20%. Obviously, I want to see if I can squeeze more out of the social accounts, and make changes to what is offered to the search traffic to bump that conversion.

    Now, going further, if I track the ADA of each action, I might find that, on average, I generate $100 from every actionable item (form submission using the example above). Again, its the average. The “bucket theory”.

    By digging into my data, I might find a source that generates leads but nothing ever comes out of them. From here I can find out reasons and make adjustments. Perhaps I have an affiliate program that pays for “leads”, and I have affiliates using shady tactics to get people to fill out the lead form, when their intention truly isn’t to get the service being offered.

    SO, summing all of that up, I like KPI’s that track each department in the business machine by themselves. I also like to have some “mix” KPi’s, typically, that take some data from the next department in the process and match it to the data in the current department. This helps me tell if that departments directly-tracked results are providing value into the next step of the business process.

    Hope that made sense!

  • Stephane

    It sure makes a lot of sense! It obvious you’re not a rookie in Web analytics ;)

    Thanks for sharing :)


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