A metric without a decision is decoration
Platform metrics describe media behavior. To guide the business, they must connect to qualification, opportunity, proposal and outcome.
A meeting about progress, not reach
Signals to observe
Use volume and rate at each stage, cost per opportunity, velocity, potential value and wins. Adjust definitions when real behavior reveals gaps.
The funnel marketing and sales must read together
- 01
Name primary and secondary conversions.
- 02
Define objective criteria for lead, MQL, opportunity and rejection.
- 03
Standardize source, campaign and loss reason.
- 04
Create a review cadence with recorded decisions.
How to define indicators by stage
Illustrative scenario
A download may be a secondary conversion; a qualified meeting, a primary one. Mixing both in one column prevents optimization from understanding business value.
Questions this topic usually raises
The label is optional. What matters is having criteria understood and used by marketing and sales.
The closest-to-value conversion with enough volume and quality for responsible optimization.