Create a Custom Conversion Rate Report
When you want to see how well leads are converting from one funnel stage to another, a custom conversion report is the way to go. While this example will show you how to create a report formula that will tell you the percentage of MQLs that have progressed to SAL, bear in mind that you can replicate this process to report on the conversion rate between any two stages or milestones. The general formula is:
(Number of SALs) / (Number of MQLs)
Step by Step Tutorial in Salesforce
1. Navigate to the Reports tab and click New Report.
2. Create a new ‘Campaigns with Campaign Members’ reports Second Step.
3. Change the format to Summary Format.
4. Click Add Formula to create a custom report formula.
5. Populate fields as follows:
General Formula: SFDC Report Formula: |
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Conversion rate (progressed)
Alternative, you may want to report on the progressed conversion rate. The progressed conversion rate excludes records that are still in the MQL funnel stage, yielding the conversion rate for records that have either progressed to a further stage or been dispositioned. Funnel Metrics includes ‘Still in’ fields (ie: Still in MQL) for reporting purposes. See the diagram on the right for a visual explanation on the difference between Conversion (All) and Conversion (Progressed). For MQL to SAL progressed conversion rate, the general formula is: (# of SALs) / (# of MQLs - # of Still in MQL) |
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General Formula: SFDC Report Formula: |
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MQL to SAL Conversion Rate
The report formula is now saved and added as the last column in the report. You can add more columns as needed for reporting..
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