If you’re running sales or marketing and want to know what’s actually working—not just what looks good in a dashboard—tracking real conversions is non-negotiable. This guide is for folks who use Qualified to identify and chat with high-value website visitors, but want deeper, more honest answers from their data. Maybe you’re tired of default reports that tell you everything and nothing at the same time. Maybe you want to show your team what’s actually converting, not just what’s getting clicks.
If you care about what’s real, not just what’s easy, keep reading.
Step 1: Get Clear on What a “Qualified Conversion” Means (and Ignore the Noise)
Before you start building any reports, nail down what counts as a “Qualified conversion” for your team. Qualified throws around a lot of terms—meetings booked, conversations started, or even someone clicking a chat—but not all of these mean money in your pocket.
Tips: - Be specific: Is it a booked meeting with sales? A completed form by someone at a target account? Define it. - Don’t let vanity metrics distract you: Page views, chat starts, or “engagements” can make numbers look good, but they don’t always move the needle. - Write it down: If your team can’t agree, your reporting will be a mess.
Pro tip: If you’re new to Qualified, start narrow. Pick one conversion event that matches your main business goal. You can always expand later.
Step 2: Make Sure Qualified Is Tracking What You Care About
Qualified connects to your website, CRM, and sometimes your ad platform. But out of the box, it won’t always track your unique conversion events the way you want. You’ll need to check your setup.
Checklist: - Is the Qualified tracking script installed on every relevant page? Double-check—it’s easy to miss landing pages or microsites. - Are you using Qualified’s “Events” or “Actions” features? These let you tag specific actions (e.g., “Booked demo”) as conversion events. - Is your CRM (Salesforce, HubSpot, etc.) connected? You need this for full-funnel reporting. - Do you pass through lead/account data? If you want to filter by company size, industry, or pipeline stage, make sure this data is coming over.
What to skip: Fancy integrations you don’t use. If you’re not doing ABM or multi-touch attribution, don’t let those settings distract you.
Step 3: Set Up Your Custom Conversion Events
Most out-of-the-box Qualified reports show you generic stuff: total chats, meetings booked, etc. Custom conversion events let you track what matters to you.
How to create custom conversion events:
- Log in to Qualified and head to Admin > Events.
- Create a new event for each real conversion you want to track (e.g., “Demo Requested,” “Meeting Booked with Sales,” etc.).
- Map each event to an action in Qualified or your CRM. For example, map “Meeting Booked” to your calendar app or Salesforce event.
- Test your events. Open your site in an incognito window, trigger your conversion, and make sure it fires in Qualified.
Don’t overcomplicate: Start with 1-2 events. You can always add more, but too many will make reporting a headache.
Step 4: Build a Custom Report in Qualified
Now for the good part: making a report that actually answers your questions. Qualified’s reporting interface isn’t as slick as some tools, but it gets the job done.
How to build a meaningful custom report:
- Go to Reporting > Custom Reports.
- Choose “New Report” and pick your main conversion event (from Step 3) as the focus.
- Add filters that matter—like “Target Accounts Only,” “By Campaign Source,” or “By Rep.” Ignore filters you don’t use.
- Pick the right time frame. Rolling 30 days or month-to-date works for most sales teams.
- Choose your breakdown: By source, channel, rep, or whatever dimension drives your business.
- Save and name your report clearly (e.g., “Meetings Booked by Campaign Source - June 2024”).
What to ignore: Default dashboards that mash together “engagements,” “page views,” and “conversions.” They’re fine for a quick glance, but they won’t answer the “what’s actually working?” question.
Step 5: Analyze the Data (and Don’t Fool Yourself)
Raw numbers are only half the story. The real value comes from asking, “So what?” when you look at your report.
What to look for: - Trends: Are conversions going up, down, or flat? Did a campaign spike conversions, or was it just noise? - Source quality: Which channels actually drive qualified conversions, not just clicks? - Rep or team performance: Who’s converting the most, and why? - Drop-offs: Where are people bailing out before converting? (This might mean checking chat transcripts or session recordings.)
Honest take: Qualified’s attribution isn’t perfect. Sometimes conversions are misattributed, especially if visitors clear cookies or use multiple devices. Treat all data as “directional”—good for spotting trends, not for accounting-level accuracy.
Step 6: Share Insights, Not Just Numbers
Don’t just screenshot your dashboard and call it a day. The real magic is pulling out insights your team can actually use.
How to share results that matter: - Highlight what’s changing, not just totals. “Meetings booked from LinkedIn doubled after we changed our messaging” means more than “Total meetings: 37.” - Call out what’s not working. If a source or rep drops off, dig in. Don’t sweep bad news under the rug—fix it. - Keep it short. One slide or email with three bullet points beats a 15-page slide deck every time.
Skip: Endless “engagement” reports unless someone specifically asks for them. Focus on conversions tied to real revenue.
Step 7: Iterate—But Don’t Chase Your Tail
Once you’ve got your baseline, resist the urge to tweak everything every week. Qualified’s reporting is useful, but it can’t predict the future or explain every blip. Make changes, wait a bit, then revisit.
Iterate by: - Reviewing your main custom report every week or two - Running small tests (new chat prompts, changes to targeting, etc.) - Updating your report filters if your business focus shifts
What to ignore: Shiny new Qualified features unless they solve a real pain for you. More data isn’t always better if it just clutters your view.
Wrapping Up: Keep It Simple, Stay Honest
Qualified’s custom reports can give you clear answers if you set them up with intention and ignore the fluff. Define what counts as a real conversion, track it cleanly, and focus on trends that drive actual results. Don’t get seduced by pretty dashboards or vanity metrics. Start simple, look for what’s really working, and tweak from there. That’s how you get reporting you can trust—and that your team will actually use.