Salesforce Dashboard for Campaign Performance and Client Reporting

Leads represent individuals or businesses that have expressed interest in your client’s product or service. These prospects are a critical metric for tracking how effectively a campaign is driving interest and attracting potential new business.

A high number of leads often indicates that targeting strategies are working. However, note that it’s also important to evaluate quality and avoid flooding sales teams with unqualified prospects. Conversely, a low number of leads may mean improvements are needed (e.g., more specific messaging or increasing ad spend).

MQLs are potential customers who have come through the pipeline via your client’s marketing efforts. At this stage, they’ve shown enough interest or engagement to be considered for further nurturing by the marketing team, but are not quite ready for sales outreach.

Monitoring MQLs helps agencies assess the quality of leads being generated. A high number suggests that your client’s marketing campaigns are reaching the right audience and resonating with potential buyers. Conversely, a low number of MQLs signals a need to refine messaging, adjust targeting, or revisit the offers being promoted.

SQLs are potential customers who have been vetted and deemed as serious prospects by the sales team. Unlike MQLs (who show initial interest), SQLs have taken actions that suggest they’re closer to completing a purchasing decision. Therefore, they’re high-priority targets for conversion by sales reps.

Tracking SQLs helps agencies fine-tune campaigns, ensuring the right prospects are moving through the pipeline efficiently. A high number of SQLs reflects successful lead nurturing between marketing and sales, which demonstrates clear value to clients.

On the flip side, low SQL numbers may reveal gaps in lead qualification or misalignment in the funnel. To fix this, focus on optimizing the lead handoff process, refining qualification criteria, and enhancing communication between teams.

Opportunities refer to potential deals that are actively being pursued by the sales team. These qualified prospects have moved past the initial interest stage and are now seriously considering a purchase. Therefore, this metric is a key indicator of future revenue.

Reporting on opportunities allows your agency to demonstrate the progress of client campaigns. A high number means your client’s marketing efforts are driving prospects deeper into the sales funnel, creating more chances for conversion. To address a low number, consider refining the lead nurturing process. Also, focus on addressing any pain points that prevent these serious prospects from converting.

Expected revenue refers to the projected income from deals that are in the pipeline but not yet closed. It’s calculated by multiplying the potential deal value by the probability of closing, giving agencies a clear forecast of future revenue streams.

A high expected revenue is an ideal scenario–it shows that your client’s sales funnel is packed with valuable opportunities. It’s also useful to create accurate financial projections and plan ahead.

That said, a low number suggests that the total pipeline may need more attention. It could also mean placing more focus on attracting qualified leads.

Closed deals represent successful sales that have been finalized, which results in generated revenue. These deals reflect the culmination of all marketing and sales efforts, and by extension, your agency’s ability to drive tangible results.

A significant number of closed deals indicates that your client’s campaigns are driving high-value conversions. However, a low number of closed deals may indicate a disconnect between the opportunities generated and the sales team’s ability to drive conversions.

This could suggest an ineffective sales follow-up, poor lead qualification, or a mismatch between prospects’ needs and the solutions being offered.