Lead pipeline
11 cards on this board
4 × KPI2 × funnel1 × trend3 × table1 × distribution
Metrics on this board
Leads · Qualified lead rate · Deals closed · Deal value · Qualified leads
Lead generation analytics Which leads are worth a callback, and which campaign closed the deal?
The lead-gen template connects the ad, the form, the callback and the deal. The phone number is hashed and becomes the login ID, so a server event from your CRM lands on the campaign that produced the lead.
- Phone hash connects ad to deal
- Callback and qualification from the CRM
- Sales rep as a group
Leads
2,412
▲ 9.2%
Qualified lead rate
38%
▲ 2.6 pts
Deals closed
214
▲ 12.4%
Deal value
$486,000
▲ 15.1%
Leads and closed deals
LeadsDeals closedJanMarMayJulSepNov
The problem
Three gaps between the form and the deal
Marketing counts leads. Sales counts deals. The pack counts both on the same person.
Leads without a quality score
Every form submission counts the same until someone calls. lead_qualified from the CRM separates real prospects from noise.
Watch: Qualified lead rate
Callbacks nobody tracks
Whether a lead was reached, and what happened, lives in a rep’s notes. callback_done with result puts it on the funnel.
Watch: Callback reach rate
Deals detached from spend
A closed deal arrives weeks later with no campaign attached. The phone hash and the first-touch click ID make the connection.
Watch: Lead-to-deal rate
Template metrics
Fourteen metrics from form view to deal
Capture, qualification, callback, appointment and close. Names match the console after install.
| Metric | Definition | Format | Dashboards |
|---|---|---|---|
| Leads | TOTALS(lead_submit) | Number | Lead pipeline |
| Lead users | UNIQUES(lead_submit) | Number | — |
| Form conversion | UNIQUES(lead_submit) / UNIQUES(lead_form_view) * 100 | Percent | — |
| Consultations | TOTALS(consult_start) | Number | — |
| Qualified leads | UNIQUES(lead_qualified) | Number | Lead pipeline |
| Qualified lead rate | UNIQUES(lead_qualified) / UNIQUES(lead_submit) * 100 | Percent | Lead pipeline |
| Callback reach rate | UNIQUES(callback_done) / UNIQUES(lead_submit) * 100 | Percent | — |
| Appointments | TOTALS(appointment) | Number | — |
| Arrivals | UNIQUES(appointment_arrived) | Number | — |
| Appointment show rate | UNIQUES(appointment_arrived) / UNIQUES(appointment) * 100 | Percent | — |
| Deals closed | TOTALS(deal_closed) | Number | Lead pipeline |
| Deal value | PROPSUM(deal_closed.amount) | Currency | Lead pipeline |
| Lead-to-deal rate | UNIQUES(deal_closed) / UNIQUES(lead_submit) * 100 | Percent | — |
| Average deal value | PROPSUM(deal_closed.amount) / TOTALS(deal_closed) | Currency | — |
Metric names and formulas come from the industry pack. TOTALS counts events, UNIQUES counts people, PROPSUM adds up a property. Every figure on this page is sample data.
Dashboards the template installs
Each dashboard is a set of cards: KPIs, funnels, trends, retention, distributions and breakdown tables. Edit, duplicate or share them after install.
One pipeline board
Lead pipeline holds leads, qualified rate, deals and deal value as KPIs, the lead-to-deal funnel, trends, the channel and ad-platform lead tables, the sales ranking, the appointment funnel and the deal value distribution.
Funnel
Form view, lead, callback, appointment, deal
Five steps over 30 days. The −46% badge marks the step losing the most leads; in most pipelines it is the callback.
Lead-to-deal funnel
30-day windowForm viewed
2,400
Lead submitted
1,248
Callback done
674
Appointment booked
508
Deal closed
312
Break down by first-touch channel
The first click ID and UTM are written to the profile as first-touch properties. Run the funnel per channel to see which one closes.
Break down by sales rep
group=sales attaches callbacks, appointments and deals to the rep. Compare reach rate and close rate without exporting the CRM.
Appointment to arrival
The appointment funnel runs appointment → arrived → deal over 30 days, so no-shows are visible as a step.
Also in the pack
- Appointment-to-deal funnelAppointment booked → Arrived → Deal closed · 30-day window
How teams use it
What agencies and local businesses set up first
Form conversion, lead quality by platform, callback speed and cost per deal.
Use case 1
Raise form conversion field by field
lead_form_view and lead_submit bracket the form. Autocapture records the field clicks in between, so the step that loses people is visible without a tracking plan.
- Form conversion per landing page
- Field-level drop-off from autocapture
- Heatmap of the form on mobile
Form conversion by landing page
Last 30 days| Landing page | Form views | Leads | Conversion | Qualified |
|---|---|---|---|---|
| /offer/spring | 8,420 | 1,180 | 14% | 41% |
| /services/roofing | 4,210 | 690 | 16% | 52% |
| /locations/downtown | 2,980 | 240 | 8% | 38% |
| /blog/cost-guide | 6,100 | 310 | 5% | 61% |
Use case 2
Judge ad platforms by qualified leads, not form fills
The ad-platform lead table joins click IDs to lead_qualified and deal_closed. A platform with cheap leads and a 12% qualified rate is more expensive than it looks.
- Ad-platform table: leads, qualified, deals, cost
- 14 platforms recognised by click ID
- Cost per qualified lead after import
Example scenario: Meta leads cost $18 and qualified 21%. Google leads cost $42 and qualified 58%. Cost per qualified lead was $86 versus $72. The budget moved.
Cost per lead vs qualified rate
TikTok leads cost least and qualified 14% of the time in this sample.
Use case 3
Measure callback speed and reach
callback_done from the CRM carries the result. Callback reach rate and time from lead to callback sit on the board; the alert fires when a lead waits more than 30 minutes.
- Callback reach rate by rep and by hour
- Time-to-callback distribution
- Alert: lead not called within 30 minutes
Time from lead to callback
<5 min5–3030–601–4 h>4 h
Analytics × Chat
Answer the question that is blocking the form
A visitor on the quote page scrolled to the form twice and left it empty. The invite asks what they need a quote for; the AI answers service-area and pricing questions and captures the number, hashed, as a lead.
- Invite after a second form view without a submit
- Context: service page, location, source, pages before the form
- Chat-captured leads flow into the same funnel as form leads
Example scenario: Chat leads qualified at 54% against 38% for form leads; they had already asked the question a rep would have asked.
Visitor context
- Page
- /quote · 1 min 52 s
- Form
- viewed twice, not sent
- Service
- Roof repair
- Source
- Google Ads · roof_repair_denver
- Location
- Denver, CO · in service area
- /services/roofing
- /pricing
- /quote
- /quote
yourbusiness.com/quote
TC
Ray · Estimates
Hi! Repairs in Denver start at $380 and we can be on site Thursday. Want me to pencil in a free inspection? Just a number and a good time.
Events
Nine events, two required
Form and consultation events from the snippet; qualification, callback, arrival, deal and loss from your CRM with the same phone hash.
| Event | Name | When to send | Required properties | Source |
|---|---|---|---|---|
lead_form_view | Form viewed | When a lead form is visible; form_id. | form_id | Web Mini-program |
lead_submitRequired | Lead submitted | When a form or request is sent; phone stored as SHA-256 hash and used as login ID. | — | Web Mini-program App Server |
consult_start | Consultation started | When a chat or call is initiated; channel. | channel | Web Mini-program App |
lead_qualified | Lead qualified | From your CRM when a lead is marked valid; lead_id. | lead_id | Server |
callback_done | Callback done | From your CRM after a call attempt; lead_id and result. | lead_idresult | Server |
appointment | Appointment booked | When a visit or demo is scheduled; type. | type | Web Mini-program App Server |
appointment_arrived | Arrived | From your CRM or store app when the lead shows up. | — | Server App Mini-program |
deal_closedRequired | Deal closed | From your CRM when the deal is won; amount. | amount | Server |
lead_lost | Lead lost | From your CRM when a lead is closed without a deal; lead_id. | lead_id | Server |
Event names, required properties and sources come from the pack. Events marked Server must be sent from your backend; use insert_id to de-duplicate orders and invoices.
Scenarios
Two pipelines, two first months
Illustrative scenarios, not reviews.
Leads carry the ad click ID and a phone hash. When sales marks deal_closed, the deal lands on the campaign that started it. Our reports stopped arguing with the CRM.
AP
A. P.
Performance marketer · lead-gen agency
Callback reach rate by hour showed leads after 6 p.m. waited until morning and closed at half the rate. We added an evening shift of one.
GB
G. B.
Owner · home services company
Illustrative scenarios written from the user’s point of view. Not real reviews.
FAQ
Questions about this solution
Still have a question?
Chat with the team behind TapCub — we usually reply within a few hours on business days.
What does the lead-gen template install?
Nine events, fourteen metrics including form conversion, qualified lead rate, callback reach rate, appointment show rate and lead-to-deal rate, two funnels and the Lead pipeline dashboard.
How does a CRM deal connect to the ad?
lead_submit stores the phone as a SHA-256 hash and sets it as the login ID. Your CRM sends deal_closed with the same hash; the profile already carries the first-touch click ID and UTM.
Which trades is this for?
Home services, agencies, clinics, dealers, brokers and any business that sells through a form and a call. Real estate, auto, education and healthcare also have their own packs with deeper events.
Can I score leads?
lead_qualified is the simplest score. Add properties to lead_submit such as budget or urgency and build segments or custom metrics on them.
How are sales reps compared?
Reps are a group. Send group=sales:
Does chat create leads too?
Yes. A number captured in chat is hashed and sent as lead_submit with channel=chat, so chat leads enter the same funnel and tables.
Get started
Install the lead-gen template
Paste the snippet on your landing pages, send qualification and deal events from your CRM with the phone hash, and the pipeline board shows which campaigns close.
- 9 events
- 14 metrics
- 2 funnels
- 1 dashboard
Free plan included. HubSpot, Salesforce and Zapier integrations for CRM events.