What metrics truly matter for measuring lead generation success?

First of all, forget metrics like website visits or likes. Here's what actually moves the needle:

• Qualified Leads (MQLs/SQLs) - Not just any lead, but the right lead. Are they ICP-fit? Are they sales-ready?
• Cost per Lead (CPL) - How much are you paying to get a qualified lead? Lower is better, but not at the cost of quality.
• Lead-to-Customer Conversion Rate - This tells you how good your pipeline really is. Ideally, you should be able to convert at least 1.
• Sales Velocity - How fast do leads move through the funnel? Faster = better targeting and clearer intent.
• ROI (Return on Lead Gen Spend) - At the end of the day, are you making more than you're spending?

You can also track these metrics:

• Lead source performance (e.g., LinkedIn > Google Ads?)
• Email reply rates/call connect rates (especially for outbound)