Lead
A person or company that has shown interest in a product or service by sharing their contact details and has not yet become a customer.
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Why it matters
For service businesses, the real product of advertising is not a sale but a qualified enquiry. How quickly an enquiry is answered directly affects conversion; someone left waiting for hours may go to a competitor. Tracking which channel each enquiry came from and which ones became customers lets the budget move to the right channel.
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Example
An agency starts replying to form enquiries within the first hour and records which ones lead to a quote and which to a contract. Two months later it sees that one ad channel brings many enquiries but almost no contracts.
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Common mistake
Treating the number of enquiries as the only measure of success. Many irrelevant enquiries eat up the sales team's time; quality and conversion to sales must be measured too.
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Related terms
Related services and guides
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