Measuring Lead Generation

Understanding what’s working and what’s not working in marketing…should be a critical part of your business’ growth strategy.

It’s very important to measure your marketing efforts, with the goal to increase conversion rates, leads, and profitability.  Paul Mosenson is a tracking and measurement guru; every marketing plan he does for clients includes a robust measurement plan.  Understanding what’s working and what’s not working in marketing, otherwise known as your Key Performance Indicators (KPI) should be a critical part of your business’ growth strategy.

There are several measurement pillars tracked, with tools such as Google Tag Manager for event tracking, and of course Google Analytics.  He utilizes several tools; some within the marketing platforms themselves, and others third-party.


KPIs Paul and NuSpark Consulting tracks, covering most industries and marketing categories3


  • Qualified Leads
  • Cost Per Lead
  • Cost Per Sale
  • Lifetime Value
  • Sales per Channel
  • Average Order Value
  • MQLs/SQLs/Opportunities
  • Closes

Paid Search

  • Click Through Rate
  • Cost-Per-Click
  • Quality Score
  • Impression & Click Share
  • Conversion Rate
  • Cost Per Conversion
  • Cost Per Acquistion

Digital Media

  • Click Through Rate
  • Conversion rate
  • Assisted Conversions
  • View Conversions
  • Cost Per Click
  • Cost Per Sale
  • Video View Rate
  • Video Completion Rate
  • Reach & Frequency
  • Gross Impressions

Broadcast Media

  • Impressions
  • View Rates
  • Completion Rates
  • Spots Airred
  • Website visits
  • Conversions
  • Cost-per-conversion
  • Attribution


  • Unique Visits
  • Bounce Rate
  • Page Views
  • Traffic Sources
  • Call Tracking
  • Event Tracking
  • Goal Completions
  • Transactions
  • Conversion Rate


  • Trials
  • Demo Requsts
  • Trial to Buyers
  • CAC
  • Customer Churn
  • ACV
  • Lead Velocity
  • Retention

Other than Google Analytics, and GA4, it’s also useful to use reporting tools that showcase results of tests and campaigns in an easy-to-read manner, with sections for comments where we can give inisghts on tests and results.

Two platforms we like:



A sampling of the integrations. It’s good to have the major ad platforms being measured in one comprehensive report.

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