Measure your lead generation with these 9 metrics


Getting new B2B clients is tough. So what should you look at when analyzing your lead generation efforts? Here’s 9 lead generation metrics to help you measure your success.

Measuring your lead generation can be daunting, especially if your sales and marketing activity spans a number of channels. We’ve whittled down to the 9 most important metrics to help you analyse and optimise your sales pipeline.

Metric 1: Potential reach

What is potential reach?

As the name suggests, potential reach estimates the number of people who could potentially see your brand and buy from you. Potential reach can come from many different channels, depending on whether you’re B2B or B2C. For B2B, it’s generally the size of your possible prospecting audience. 

How to measure potential reach

There’s a few different ways you can measure your potential reach:

  • Social media analytics – at what rate your social media accounts are growing
  • Email database – how many people are on your emailing list
  • PPC – how many people could be clicking on content, such as ads
  • SEO – how many people could be finding you through SEO

Metric 2: Actual reach

What is actual reach?

Comparable to your potential reach, actual reach is the size of your actual audience, and how many people you’re currently reaching with your sales and marketing activity. This metric is helpful as you can see what portion of your potential reach is coming to fruition, and where you need to improve. 

How to measure actual reach

You can measure actual reach by looking at things like:

  • SEO rankings
  • PPC impressions 
  • Email database – how many people you’re actually sending emails to
  • Prospecting emails – how many prospecting emails you’re sending
  • Website sessions – how many people visit your website 
  • Social media – how many followers you have, and if they actually see your content in their feed (this is largely linked with engagement, which we’ll look at next)

Metric 3: Engagement

What is engagement?

Engagement describes the ways in which people engage with your business, and can be measured in different ways, across different channels. 

How to measure engagement

Your engagement metrics will vary depending on what primary channels you use, but you can measure it using some of these methods:

  • Website sessions – how long customers are spending on your website, and how many pages they look at
  • Social media – how many likes, comments, saves, and retweets you get, and any trends that you appear in 
  • Emails – number of opens and responses, and whether those responses are positive or negative. Particularly for prospecting, this should be split into positive response, deferred interest, and referrals, and can be helpful when looking at target audiences
  • Click-through rates – not only on webpages, but also on emails

Metric 4: Lead volume

What is lead volume?

Lead volume measures how many leads you have overall in your sales funnel, regardless of their likelihood to convert. 

How to measure lead volume

Lead volume can be hard to pinpoint, as it’s very personal to your business. But it’s usually easiest to collate how many leads you have, and how you gained them as a lead, e.g. through email prospecting, social media or SEO. 

Metric 5: Qualified lead volume

What is qualified lead volume?

Qualified lead volume is the number of leads you have that are most likely to convert into a sale. They can be categorised into cold, warm and hot. All lead and conversion metrics are linked together, but making distinctions of the different metrics instead of having an overall lead conversion rate will help determine what does and doesn’t work, and therefore what needs to change. 

How to measure qualified lead volume

From your lead volume metrics, you should then go on to score your leads to see which are most likely likely to result in a sale. It’s no good to have 500 leads if only one of them converts to a sale. This is where analysing metrics really matters, as it can ultimately affect your revenue.

Metric 6: Lead conversion rate

What is lead conversion rate?

Lead conversion rate analyses how many people carry out a specific action which turns them into a lead. For example, what percentage of those visiting your website become leads.

How to measure lead conversion rate

Here comes the maths! You can use a simple calculation to work out your lead conversion rate. Let’s use the web visitor example. If you wanted to work out your website’s lead conversion rate, you’d use:

Number of leads ÷ number of website visitors x 100 = lead conversion rate %

So if you had 10,000 website visitors and 200 leads, you’d have a 2% lead conversion rate (200 ÷ 10,000 x 100 = 2%). 

Metric 7: Cost per lead

What is cost per lead?

This is possibly the most important metric for a business focusing on revenue. It tells you how much a lead is costing you on average, and should be viewed as a whole and also for each channel you use. Lead costs can come from a variety of things, such as adverts, web design and any tools used to increase that lead, and cost per lead. 

Cost per lead enables you to see which channels are costing the most money, and whether this aligns with the value of the leads generated. If a channel has a small cost per lead, but a high lead value, it shows you that specific channel is working well, and is scalable. 

How to measure cost per lead

Time more for maths! Use this calculation to work out your average cost per lead:

Total marketing spend ÷ total leads = cost per lead

For example, if you spent £5,000 and gained 30 leads, you’re looking at a £166.66 cost per lead (£5,000 ÷ 30 = £166.66).

Metric 8: Lead value 

What is lead value?

Lead value is basically that: the how valuable your leads are to your business. You can assign an average monetary value to individual leads, measuring on a channel-by-channel basis, as well as throughout the entire business. 

How to measure lead value

You can calculate lead value using a simple equation:

Total sales value ÷ total leads = lead value.

For example, if your revenue for a period was £15,000 and you had 10 leads during this time, your lead value would be £1,500 worth of revenue per lead (£15,000 ÷ 10 = £1,500). So if you spent less than £1,500 on a particular lead, you know you are getting more out of that lead than what you’ve spent generating them. 

Metric 9: Customer acquisition cost

What is customer acquisition cost?

Customer acquisition cost shows you how much the it costs to acquire a new customer (not to be confused with cost per lead). You should aim for as low a number as possible, while still gaining customers at a decent rate.

Customer acquisition cost takes into account the cost of all sales and marketing activity, such as advertising costs, and paying your marketing and sales reps. 

How to measure customer acquisition cost 

You can work out how much it takes to acquire a customer by using this calculation:

Total amount spent on sales and marketing ÷ number of customers = customer acquisition cost

This metric is the most helpful when it’s considered alongside advertising costs and return on ad spend. For example, if you’re running three ads, and all three result in 10 customers, this may seem like a good situation to be in. But if you paid significantly less for one ad, and it results in just as many customers but with a much lower customer acquisition cost, it’s clear that this ad is superior. 

Skyrocket your sales with Outbase

Ok, so lead generation metrics can be a lot of information to digest at once, but measuring your results means you’re are more likely to get leads that result in conversion, rather than leads that don’t complete. Knowing lead generation metrics can also inform lead nurturing decisions, resulting in higher revenue.

If you take the time to see what’s working, you can be sure to learn more about your business and be able to adjust it accordingly to stay ahead of your competitors.

Outbase finds your perfect audience and puts you on track to get those conversions. Our B2B sales outreach platform shows your results in real-time, giving you the tools to manage and nurture your leads. 

Our stunning platform allows you to explore new markets, segment data, and build campaign-ready audiences, along with building your sales process and benchmarking against industry performance stats. Try it for free

Written by:
Colette Hagan-Young Content Writer