Average Lead Score

Measure the Quality of Marketing and Sales Leads

Digital Marketing KPI | Average Lead Score

Avg. Lead Score = Sum of Individual lead scores over a given period of time (day, week, month, etc.)
/ Total number of days in that period

Average Lead Score Definition

Lead Scoring is the process of measuring the quality of marketing and sales leads based on predetermined criteria and targets. These criteria and targets can range from demographics to buyer behaviour and user activity, and they are typically determined by evaluating the characteristics of a current customer base.

Lead scoring can be incredibly important to businesses that spend a large proportion of their marketing and sales budgets generating and following up on leads (online and offline); it can save them time and money by focusing their media buys and efforts on the leads that are most likely to convert to paying customers.

Average Lead Score is an aggregate measure of the quality of leads that are being generated over a given period of time.

How to Monitor Average Lead Score in Real-time

Once you have established metrics for measuring Average Lead Score, you’ll want to establish processes to monitor this and other marketing KPIs. Dashboards can be critical in this regard.

Learn more about how to track your Average Lead Score Value Metric on a Digital Marketing Dashboard.

Average Lead Score: Top Resources

The Definitive Guide: Marketing Metrics & Analytics, Marketo


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