What is Lead?

Any meaningful expression of interest: form submissions, phone calls, emails, chat inquiries, or appointment requests. Social media likes aren't leads, they're engagement. A lead implies potential for business conversation.

Use UTM parameters in marketing links, call tracking numbers for different channels, 'how did you hear about us' fields in forms, and analytics attribution reports. Knowing which sources generate leads (and which generate quality leads) guides budget allocation.

Lead quality is how likely leads are to become customers. Track: lead-to-customer conversion rate by source, average deal size by source, and time to close. High-quality leads convert faster at higher values. Some sources generate volume; others generate quality.

Varies wildly by industry and traffic. A 2-5% conversion rate (visitors to leads) is common for service businesses. Track your baseline and work to improve it. Focus on conversion rate optimization, not just traffic.

Approach cautiously. Purchased leads are often lower quality and may be sold to multiple businesses. They can work for some industries but track closely. Building your own lead generation through SEO and content typically yields better ROI long-term.