Reporting Guide Speed to Lead
The faster a new lead hears from you, the more likely it is to become a customer. Speed to lead measures, for every new lead, how long it waited for its first contact, and how many were never contacted at all.
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Part of the Reporting guide.
The faster a new lead hears from you, the more likely it is to become a customer. Speed to lead measures, for every new lead, how long it waited for its first contact, and how many were never contacted at all.
How it is measured
- The clock starts when the lead is created in Open Leads.
- It stops at the first contact: the earliest outgoing email that was sent to the lead, or the earliest call, text or visit logged by a user, whichever came first.
- Leads with no contact yet count as not contacted. They are included in every percentage, so a low contact rate pulls the percentages down.
- The average hours to first contact is worked out only from leads that were contacted.
- With All time chosen, Speed to lead looks at leads created in the last 12 months.
The numbers
| Number | Means |
|---|---|
| New leads | Leads created in the range. |
| Contacted, Never contacted, % contacted | Leads that have had a first contact, those that have not, and the share that have. |
| Avg hours to first contact | Average wait among contacted leads. |
| Contacted within 5 min, 1 hour, 24 hours | Leads first contacted within that time. |
| % within 1 hour, % within 24 hours | Those counts as a share of all new leads. |
The breakdowns
- Response time groups leads into bands: within 5 minutes, 5 to 60 minutes, 1 to 4 hours, 4 to 24 hours, 1 to 3 days, more than 3 days, and not contacted.
- First contact by shows whether the first contact was an email, call, text or visit.
- You can also break down by source, form, status, assigned user, type, opportunity, state, marketing channel or UTM tags, or by any date.
Using it
- Speed to lead by source shows which sources wait longest. Paid sources that wait hours are money wasted.
- Speed to lead by salesperson shows who responds fastest, and who has leads never contacted.
- Speed to lead trend shows whether you are getting faster week by week.
- Combine with When leads arrive: hour of day to see whether slow responses come from leads arriving out of hours.
- Click Never contacted for any row to list those leads and contact them now.
Automatic emails sent to a new lead can count as a first contact. If you use an instant autoresponder, look at First contact by and filter it to calls, texts and visits to see how quickly a person followed up.