Use case
Measure leads by what happens after the form.
DATALYR connects supported lead events with marketing context so teams can follow more than form volume. Review booked calls, qualification and downstream outcomes, while keeping contract value separate from collected payment when evaluating the real quality of acquisition.
Compare plans and usage
A low cost per lead can hide poor fit.
Forms are only the beginning of a sales process. Leads may never book, attend or buy, and a won deal may still be unpaid. A useful measurement workflow defines these stages clearly and connects their identity before crediting a campaign with business results it has not yet produced.
In DATALYR
Lead Generation Attribution
Stage-specific outcomes
Keep lead creation, booking and qualification as separate events. This makes it easier to identify whether a campaign brings the wrong audience or the handoff after acquisition needs attention.
Pipeline clarity
Treat won-deal value as contract value rather than cash revenue. Sales progress remains useful, but separating it from actual payments prevents an unsigned or uncollected amount from inflating marketing return.
Source investigation
Trace the available campaign evidence for downstream events. A booked call can be measured even when its acquisition context is incomplete; that gap should prompt investigation rather than an invented source assignment.
The workflow
From setup to a useful answer.
Map the sales stages
Choose the outcomes your sales team consistently records. Give each a stable meaning and identify the system that owns it, including the distinction between a qualified opportunity, a won deal and a payment.
Connect supported lead sources
Use the relevant documented integration, such as a booking or CRM source. Verify a controlled lead’s identifiers and campaign context through the real form-to-booking or form-to-sales handoff.
Review quality and cash
Compare campaign progression through the defined stages. Reconcile payment separately from pipeline, and allow enough time for the sales cycle before judging a new lead cohort against a mature one.
Verify the result
Know what good looks like.
- A test lead connects to the expected recorded acquisition visit.
- Booking, qualification and won-deal events have different meanings.
- Contract value is not reported as collected cash revenue.
Go deeper
Use the guide for context, then follow the implementation reference for your setup.
A few practical questions.
Can I optimize campaigns for qualified leads?
You can define a suitable supported event and conversion-delivery rule. First verify that qualification is applied consistently; an inconsistent sales label creates an inconsistent optimization signal even if delivery works.
Does deal_won count as revenue?
No. In this workflow deal_won represents contract value. Use actual payment evidence for collected revenue, and present pipeline or booked value under its own name in reports.
Explore related workflows.
- Google Ads Conversion Tracking ↗
Connect paid outcomes to Google Ads with DATALYR. Configure compatible conversion actions, map revenue and verify asynchronous conversion delivery status.
- Customer journey analytics ↗
Explore customer sessions, events and conversions in DATALYR to understand the recorded path from acquisition to payment.
- UTM tracking and campaign links ↗
Use DATALYR tracking links and campaign parameters to preserve acquisition context across marketing activity.