If you’re running lead-generation campaigns with Google Ads, you can navigate to the lead funnel report card on the Overview page to view metrics from your lead generation campaigns, such as qualified leads and converted leads. This article describes what you can find in the lead funnel report and how you can use it.
Note: To be eligible to see the lead funnel report card, make sure you're using lead-generation conversion categories:
- Phone Call Lead
- Book Appointment
- Signup
- Request Quote
- Contact
- Submit Lead Form
- Qualified lead
- Converted lead
Lead funnel columns
The following columns are available in the lead report card. You can filter the data in these columns by the date range in which interactions occurred. Interaction and conversion data in the lead funnel will be shown in the report based on interaction time rather than the conversion time. All data shown is filtered by active lead-generation campaigns. A lead-generation campaign is defined as a campaign optimizing towards lead gen categories (mentioned above). The top source of conversions for the campaign (by conversion count or conversion value) must be from lead gen categories.
| Column | Description |
|---|---|
| Interactions | This column shows the same interactions shown in the Campaigns table, but it is filtered by active lead-generation campaigns. |
| Raw leads | This column includes conversions you’ve categorized as Phone call lead, Book appointment, Signup, Request quote, Contact or Submit lead form. Hover over the column to show the cost-per-raw-lead and the raw lead rate. |
| Qualified lead | This column includes conversions from the qualified leads conversion category. Hover over the column to show the cost-per qualified lead and qualified lead rate |
| Converted lead | This column includes conversions from the Converted leads conversion category. Hover over the column to show the cost-per converted lead and converted lead rate. |
How to use the lead funnel report
Here are a few examples of how you can use the data from the lead funnel report:
- Understand your total lead-generation costs across events including the following:
- Cost-per-interaction
- cost-per-raw-lead
- Cost-per-qualified-lead
- Cost-per-converted-lead
- Understand the rate at which interactions change from raw leads to qualified leads to converted leads.
- Take action by redistributing spend within your lead-generation campaigns, changing targeting, assets.
- Get recommendations on how to better set up your lead funnel conversion tracking to better understand your lead-generation campaign performance.
