Stage 1: a relevant signal

The situation

A visit, impression or generic reaction is not automatically a lead. Define which observable event starts the response clock for each channel and keep its source attached to the record.

Work through it

1. Name the entry event separately for social, website, phone, content and outbound. Write one example that qualifies and one that does not.
2. Count relevant signals for a recent, defined period. Keep the original channel and date so later results are not detached from their source.
3. Choose one signal to improve first; a small, clear sample is more useful than a combined total with no context.

What to measure

• Relevant signals by source
• Signals with a known arrival time
• Signals that reach a named responder

Boundaries

• Do not compare a social reaction with a booked call as equivalent units.
• Avoid industry benchmark claims until the site has a real sample and method.