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)
