What we measure in the first 90 days

Traffic is not a result. Impressions are not a result. Here is what we put on the dashboard instead, and why each one earns its place.

1. Qualified lead rate

Not form fills — form fills that match your ideal customer profile. Track the ratio, not the raw count, or you will optimise for volume and drown your sales team.

2. Cost per qualified lead

The number that decides whether a channel scales. It is the only spend metric that survives a budget review.

3. Time to first response

A lead contacted within five minutes converts dramatically better than one contacted the next day. This is usually the cheapest fix available and almost nobody measures it.

4. Page-level conversion

Site-wide conversion averages hide everything. Break it down per landing page or you will never know which asset is carrying the account.

5. Pipeline contribution

Eventually someone will ask what marketing produced in revenue. Wire the attribution on day one, not in month eleven.