If you’re spending money or time driving leads but aren’t really sure what’s working, you’re not alone. Lead conversion reporting is supposed to answer that, but most platforms drown you in dashboards and buzzwords instead of useful answers. This guide is for anyone who wants to actually track which leads are converting in Leadliaison and—more importantly—understand what those numbers mean so you can make better decisions.
Whether you’re in sales ops, marketing, or just the person who drew the short straw for CRM admin, this will walk you through setup, what to measure, and the honest truth about what you’ll get from Leadliaison’s analytics.
Step 1: Know What You Want to Measure (Don’t Skip This)
Before you log in and start clicking around, take five minutes to figure out what you actually care about. Otherwise, you’ll end up with a stack of reports that don’t answer your real questions.
- What’s a “conversion” for you? Is it someone filling out a demo form? Booking a call? Reaching a certain lead score?
- How will you use the info? Are you optimizing ad spend, judging sales team performance, or just reporting up the chain?
- How clean is your data? If your CRM is full of duplicates or half-completed records, no analytics tool will magically fix that.
Pro tip: Write down your key questions before you start. It’ll save you hours.
Step 2: Set Up Your Lead Conversion Tracking in Leadliaison
Assuming you’ve got Leadliaison already connected to your forms, website, and CRM, here’s how to get meaningful conversion data flowing.
2.1 Define Your Conversion Events
Leadliaison lets you track a bunch of different “conversion” types, but here’s where most people get stuck. The out-of-the-box events aren’t always what you need. Here’s what to do:
- Identify your main conversion points: Typical ones are form submissions (contact/demo/trial), email link clicks, downloads, or reaching a lead score.
- Map those to Leadliaison “Actions”: In the platform, Actions are the core building block for tracking stuff. You’ll want to configure Actions for each conversion you care about.
How: 1. Go to Settings > Actions. 2. Create a new Action for each conversion event. 3. Give it a dead-simple, clear name—like “Demo Request Submitted” or “Whitepaper Downloaded.” 4. Set up the Action to trigger on the right event (form submit, page visit, etc.).
2.2 Connect Actions to Forms and Workflows
If your forms are in Leadliaison, this is easy. If not, you’ll need to use tracking scripts or integrations.
- Leadliaison Forms: Edit your form, and under “Actions,” select the conversion Action you set up.
- Third-party Forms (like Gravity Forms, HubSpot, etc.): Use Leadliaison’s tracking scripts or Zapier integration to fire the Action when your form is submitted.
- Don’t forget UTM parameters if you’re running ads. Capture these so you can break down conversions by source.
What to ignore: Don’t bother tracking every single click or download. Focus on events that actually move the needle. Too much noise = useless reports.
Step 3: Build Your Lead Conversion Reports
Now that you’re tracking real conversion events, it’s time to pull the numbers.
3.1 Use the “Reports” Module
- Go to Analytics > Reports.
- Choose the “Lead Conversion” report type. (If you don’t see it, check your permissions or ask your admin—sometimes it’s hidden under “Custom Reports.”)
- Select your date range—don’t just pull “All Time,” or you’ll end up with a mess.
3.2 Filter & Segment
- Filter by Action: Pick the specific conversion Actions you care about.
- Segment by Source: Break down by channel—organic, paid, referral, etc. (Assuming you’re capturing UTM data.)
- Filter by Lead Status or Score: Useful for separating new leads from recycled ones.
3.3 Customize Columns
- Add columns for key info: lead owner, company, source, lead score, and any custom fields you use to qualify leads.
- Remove fluff columns. If you’re never going to act on “Browser Version,” don’t include it.
3.4 Save the Views You’ll Actually Use
- Saved reports are your friend. Set up a few core views (e.g., “Weekly Demo Conversions by Source,” “Top Channels This Month”) and reuse them.
- Don’t waste time building a dozen reports you’ll never look at again.
Step 4: Analyze What the Numbers Really Mean
This is where most people get tripped up. Just because you have a report full of numbers doesn’t mean you know what’s working.
4.1 Look for Trends, Not Just Totals
- Are conversions going up or down over time?
- Which sources/channels are driving the highest quality conversions, not just volume?
- Are there sudden spikes or drops? If so, what changed? (New campaign? Website broke?)
4.2 Tie Conversions to Revenue, Not Just Leads
- Basic mistake: Celebrating “increased conversions” without checking if they’re the right leads.
- If possible, pull in opportunity or deal data from your CRM to see which conversions actually turned into customers.
Pro tip: If you’re getting a flood of conversions from a particular source but none are closing, that’s not a win—it’s a sign to dig deeper or change your targeting.
4.3 Spot Gaps and Bottlenecks
- If you see drop-offs—tons of form fills but few qualified leads—it might be your follow-up, not your marketing.
- Use the data to have real conversations with sales, not just to make pretty charts.
Step 5: Share Insights With the Right People
No one needs a 10-page PDF with every possible metric. Instead:
- Share short, focused updates—“Here’s what’s working, here’s what’s not.”
- Highlight action items. Example: “Paid social is driving lots of leads, but none are converting. Should we pause or tweak targeting?”
- Use screenshots or exports sparingly—most people want the takeaway, not the raw data.
What Works, What Doesn’t, and Honest Gotchas
What Actually Works
- Narrow focus: Track only the conversions that map to real business goals.
- Consistent definitions: Make sure everyone agrees on what counts as a “conversion.”
- Regular reviews: Look at conversion data weekly or monthly. Don’t let it get stale.
What to Skip
- Tracking vanity metrics like “email opens” or “pageviews” as conversions.
- Drowning in custom reports you’ll never use.
- Ignoring data hygiene—dirty data leads to bad decisions.
Gotchas to Watch Out For
- Attribution is never perfect. Leadliaison is decent at tracking, but if people clear cookies or use multiple devices, you’ll miss some connections.
- Integration issues: If your forms or CRM aren’t properly connected, you’ll get holes in your data. Always test.
- Lead recycling: If the same lead converts twice, know how Leadliaison counts it (unique per event, or total conversions).
Keep It Simple, Iterate Often
Setting up lead conversion reports in Leadliaison isn’t rocket science, but it’s easy to overcomplicate. Focus on a handful of meaningful conversions, review the numbers regularly, and don’t be afraid to adjust your setup as your business changes. The goal isn’t to have the fanciest dashboard—it’s to actually know what’s working so you can do more of it.
Start simple, stay honest, and remember: if you can’t explain your report in one sentence, it’s probably too complicated.