Lead source conversion analysis

Purpose

Measure how lead sources progress through the sales funnel and revenue outcomes, while exposing attribution and data-quality limitations. Support channel decisions with comparable denominators rather than volume alone.

Scope

Source, cohort date, lead status, qualification, opportunity, outcome, amount, cycle time, segment, owner, and attribution fields.

Excluded: changing attribution, reallocating budget automatically, and claiming source causation from incomplete records.

Data basis

• Lead, opportunity, and outcome tables.
• Funnel definitions and source taxonomy in scope.
• Historical cohorts for comparison.

Result

A source-funnel sheet and analysis memo with patterns, caveats, and decision questions.

Quality criteria

• Funnel stages and cohort windows are explicit.
• Every rate shows numerator and denominator.
• Duplicate and unattributed records are counted.
• Revenue is reconciled to opportunity outcomes.
• Recommendations distinguish evidence from hypothesis.

Instructions

Use source taxonomy and stage definitions exactly. Compare equivalent cohorts and allow for cycle length. Separate first-touch, last-touch, and multi-touch fields when present. Do not rank a source with insufficient sample or immature cohort as final performance.

Adapt before use

Keep a clear audit trail throughout the run. Use the source wording and field values that support each material conclusion, and retain uncertainty when the evidence does not decide the issue. Separate a missing record from a negative result and a contradictory record from an exception. Prefer a short, prioritised result over unsupported completeness. Check that counts, identifiers, dates, and labels agree across the written result and the structured output. When a rule, source, or mapping is unavailable, name the limitation and explain how it affects interpretation. Do not silently infer ownership, approval, timing, or business intent.

• Map lead, opportunity, source, stage, outcome, and amount fields.
• Define cohorts, funnel stages, attribution model, and minimum sample.
• Set currency and reporting-period conventions.