1. Cost per qualified lead (CPQL)
Cost per lead is easy to game. Cost per lead that's actually qualified — has budget, has intent, matches your ICP — is the number that should move.
2. Lead-to-opportunity conversion rate
What percentage of leads turn into a serious conversation? If it's below 20%, you have a targeting problem, not an ad-creative problem.
3. Sales cycle length
How many days from first touch to won? If this goes up, either your leads are colder or your follow-up is slower.
4. Revenue per channel
Not clicks per channel — revenue. Render9's multi-touch attribution tells you whether Instagram or WhatsApp is actually closing deals for you.
5. Customer LTV
A ₹200 CPQL is a bargain if the customer is worth ₹20,000 over three years. Without LTV in the picture, every ad budget conversation is incomplete.
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