How do you tell if a lead is any good?

A key event is an event that measures an action you count as particularly important to the success of the business. The Key events column writes how many times that action was triggered. User key event rate is the share of users who did it. Both say the action happened. Neither says the person fits the work you sell. The mark is where you placed the importance. A low-value action can be marked too. The mark does not grade the person.

The split stands in four places. The first three are in Analytics. The fourth is the note the business takes from the person who answered the form. The note is not a score table. The table below is not a product setting.

A field on the form is the information still in hand at month end. If the form asks only for a phone number, the key event can rise while the enquiry stays unreadable. A project question and a request for a price list sit on the same row, because the form never asked the question that would split them.

This article does not impose a list of fields. What the business needs to split is the question that already sits in its own sales. The name of the work, the timing, and how the person wants a reply make that split possible in many kinds of work. Another business needs another question. If the field does not ask it, fit cannot be read, however correct the count is. Which column the count sits in is a separate matter, covered in the piece on the reports.

An engaged session is one that lasted 10 seconds, saw at least one key event, or saw at least two pages. Once the form is marked as a key event, a short session that sends the form counts as engaged. A move in engagement rate can come from the definition itself. Reading that move as 'the enquiries got better' puts the metric in the place of a judgment.

Session key event rate has the same boundary. It says in what share of sessions the marked action occurred. It does not say the action was the work the business means to do. If Ads Personalization is on, the total of marked actions can include other records, such as session_start. The total column, on its own, is not an enquiry count. The detail is in the piece on the reports.

A large number of key events on a campaign row does not mean the people who arrived fit the work. A UTM gives the click a name. It does not grade the person. How that name is spelled, and how two spellings open two rows, is in the piece on parameters. If the row is crowded, the question is whether the crowd comes from the work the form asked about, or whether the form gathers every request into the same action.

Measurement is set up before the spend. That order is covered in the strategy piece. If the mark sits on a form that counts the wrong question, the key event will count that wrong question faithfully. Measurement set up early has not, by itself, chosen the right question. The right choice is that what the form separates and what the business wants to sell are the same thing.

Analytics does not see whether the conversation can become work, whether the request is the work that is sold, or whether the person can decide. The person who answered the form does. The note is the other half of the number. This article sets no score, no threshold and no reply time. A plain split for reading the month is: can continue, cannot, not yet known. That is not a product setting. It is not a rule of N2's that sits in a contract. Sorting the pile into three keeps 28 and 6 from sharing a sentence.

In a digital marketing plan, quality is the question that comes after the channel's name. The channel brings the click. The form asks the question. The note writes whether the person fits. Kept apart, the number at month end says which work it was good for.