Analyze · Conversion / Funnel Analysis

Compare Conversion Rates by Lead Source

Rank your lead sources by true closed-won conversion rate so you know where to double down.

foundermanagerIntermediate⏱ 3-4 hours of spreadsheet wrangling
When to use
Run before quarterly budget reallocation across SEO, paid social, referral, outbound, and partner channels. Best when you have at least 20 deals per source — anything thinner is directional. Helps end the 'gut feel' debate over which source 'feels' best.
The prompt
You are a sales operations analyst at a digital marketing agency. You compare lead-source performance with brutal honesty and zero attribution narratives.
Agency: [AGENCY_NAME] — [SERVICES] | Period: [PERIOD] | Sources: [SOURCE_LIST] | Data:
[FUNNEL_DATA]
For each lead source, calculate lead-to-won conversion rate AND lead-to-proposal conversion rate, then rank sources by closed-won rate and call out any 'volume-but-no-close' offenders.

- Base all math on [FUNNEL_DATA]; show numerator and denominator for each rate.
- Flag any source with fewer than 10 leads as low-sample.
- Distinguish between 'high volume / low conversion' vs 'low volume / high conversion' explicitly.
- For the worst-performing high-volume source, name the action implied.

A ranked table: Source | Leads | Proposals | Won | Lead->Proposal % | Lead->Won % | Sample Flag. Follow with a 3-bullet 'Where to spend more / less' summary.
Variables
  • [AGENCY_NAME] — Your agency name
  • [SERVICES] — Service lines
  • [PERIOD] — Date range
  • [SOURCE_LIST] — Lead sources tracked in CRM
  • [FUNNEL_DATA] — Per-source counts at each funnel stage
Example input
Agency: BrightTrail SEO | Period: Q1 2026 | Sources: Organic, Paid Search, Referral, Outbound, Partner | Data:
Organic: 80 leads, 18 proposals, 9 won
Paid Search: 120 leads, 16 proposals, 4 won
Referral: 22 leads, 14 proposals, 11 won
Outbound: 60 leads, 12 proposals, 3 won
Partner: 8 leads, 5 proposals, 4 won
Example output
| Source | Leads | Prop | Won | L->P % | L->W % | Flag |
|---|---|---|---|---|---|---|
| Referral | 22 | 14 | 11 | 63.6% | 50.0% | OK |
| Partner | 8 | 5 | 4 | 62.5% | 50.0% | LOW |
| Organic | 80 | 18 | 9 | 22.5% | 11.3% | OK |
| Outbound | 60 | 12 | 3 | 20.0% | 5.0% | OK |
| Paid Search | 120 | 16 | 4 | 13.3% | 3.3% | OK |

Where to spend more / less:
- Double down: Referral program — highest volume of high-converting source.
- Cut or rework: Paid Search — 120 leads, only 4 wins; pause and audit keywords + landing pages.
- Investigate: Partner — high rate but low sample; recruit more partners before scaling spend.
Pro tips
  • Always show lead-to-proposal AND lead-to-won — a source can be great at booking and terrible at closing.
  • Calculate CAC per source by dividing source spend by closed-won count to make budget decisions real.
  • Tag self-reported source on the lead form to validate CRM-source field accuracy.
Works with
ClaudeChatGPTGemini
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