Lead generation
Sales pipeline
The set of open sales opportunities, organized by stage, with their expected value.
What it is
A pipeline shows deals moving from qualified lead to proposal to won or lost. Its value is the sum of open deals, often weighted by stage.
Why it matters
For lead generationFor a company that sells through sales, pipeline created is a closer measure of ad success than leads.
In practice
Track pipeline value created per source and campaign, and the rate at which each stage converts to the next.
A common mistake
Crediting pipeline to the last ad a person clicked, when the deal grew from several touches over months.
At Dynamic Ad
Budget moves to the ads whose leads move through the pipeline.