What is the Lead Closed Sales Report?
The Lead Closed Sales Report helps manufacturers understand how effectively leads collected through Aimbase convert into sales.
The report evaluates active leads submitted during a selected time period and identifies which of those leads ultimately resulted in a registration. A lead is considered a Closed Lead when it can be matched to a purchase made within two years of the lead submission date. The report also includes leads that have been identified as sold through disposition data.
Unlike the Sales Match Report, which measures the relationship between sales and multiple forms of engagement activity, the Lead Closed Sales Report focuses specifically on lead conversion performance. This makes it one of the most valuable reports for evaluating lead quality, campaign effectiveness, and the ability of marketing programs to generate prospects who eventually become customers.
When should the Lead Closed Sales Report be used?
The Lead Closed Sales Report is best used when the objective is to understand the effectiveness of lead generation efforts.
Marketing teams often measure lead volume, but lead volume alone does not indicate whether those leads are producing business results. This report helps organizations answer questions such as:
- Are the leads we generate becoming customers?
- Which lead types produce the highest conversion rates?
- Which lead sources generate the most closed sales?
- Which campaigns attract the most qualified prospects?
- How long does it typically take a lead to convert into a purchase?
Because the report begins with leads rather than sales, it is especially useful when evaluating marketing performance and lead quality.
Who should review the Lead Closed Sales Report?
This report is particularly valuable for marketing and lead generation teams because it demonstrates which marketing activities are producing leads that ultimately convert into customers.
Dealer development teams can use the report to understand how effectively generated leads move through the buying process, while executive stakeholders can use the report to evaluate the overall impact of lead generation investments.
Product marketing teams often find value in understanding which products, campaigns, and prospect acquisition methods produce the strongest conversion outcomes.
What information is shown in the Summary tab?
The Summary tab provides a high-level overview of lead conversion performance and highlights both the volume and quality of the leads generated during the selected reporting period.
The KPI section provides a quick snapshot of overall performance before users begin analyzing individual trends and segments.
Total Leads
Total Leads represents the total number of lead submissions received during the selected lead date range.
This metric reflects marketing response volume and serves as the starting point for all conversion calculations within the report.
For example, if the report shows:
- Total Leads = 2,889
- Closed Leads = 323
the organization generated 2,889 leads during the selected period, and 323 ultimately converted into sales.
Closed Leads
Closed Leads represents the number of submitted leads that ultimately matched to a registration within two years of the lead submission date.
This KPI provides a direct measure of how many generated leads became customers.
Organizations often view Closed Leads as one of the most important indicators of lead generation success because it moves beyond lead volume and measures actual business outcomes.
Unique Prospects for Closed Leads
Unique Prospects for Closed Leads represents the number of distinct individuals whose leads ultimately converted into sales. Each prospect is counted only once regardless of how many leads they submitted.
This metric helps distinguish between:
- Lead conversion performance
- Customer conversion performance
Because a single customer may submit multiple leads before purchasing.
Closed Leads %
Closed Leads % measures the percentage of submitted leads that ultimately became sales.
Calculation:
Closed Leads ÷ Total Leads × 100
This KPI is often one of the best indicators of overall lead quality because it normalizes performance across different lead volumes and time periods.
A higher percentage generally indicates stronger lead quality and stronger conversion performance.
Closed Prospects %
Closed Prospects % measures the percentage of unique prospects who ultimately became customers.
This metric helps answer a different question:
What percentage of people who expressed interest eventually purchased?
Because it measures people rather than lead submissions, many organizations view this as a more customer-centric conversion metric.
DATA TIP: Why would Closed Lead % be higher than Closed Prospect % if the prospect rate is leads deduped?
Average Days to Close
Average Days to Close measures the average amount of time between lead submission and purchase.
This KPI helps organizations understand how long the typical buying journey lasts and establish realistic expectations for campaign performance, lead nurturing, and dealer follow-up activities.
DATA TIP: days to close based on all leads
What do the trend charts show?
The Prior & Closed Leads by Month chart compares the number of closed leads generated during the current period against the previous comparable period. This allows organizations to quickly determine whether lead conversion volume is improving or declining over time.
The Prior R12 Closed Leads & R12 Closed Leads by Month chart provides a rolling twelve-month perspective, helping organizations identify long-term trends while reducing the impact of seasonality.
Together, these visualizations help answer questions such as:
- Is conversion performance improving?
- Are there seasonal buying patterns?
- Is growth being sustained over time?
- Are recent campaigns producing qualified leads?
DATA TIP: Why is it normal for the current data set to appear like it's underperforming the prior data set?
What does the Prospect Close Rate by Month chart show?
This chart compares Prospect Close Rate and Lead Close Rate over time.
The distinction between these metrics is important.
A prospect represents a person.
A lead represents a submission.
Because prospects can submit multiple leads before purchasing, Prospect Close Rate and Lead Close Rate may tell slightly different stories.
Organizations often use this chart to understand whether improvements in lead volume are translating into actual customer growth.
What do the Brand, Product, Campaign, Medium, and Prospect Origin analyses show?
These visualizations help organizations understand which marketing activities and products are generating the highest volume of closed leads.
Because the report focuses on converted leads rather than total lead volume, these charts help answer:
- Which products attract the most qualified prospects?
- Which campaigns generate leads that become customers?
- Which acquisition methods produce the strongest results?
- Where should future marketing investment be concentrated?
Unlike general lead reporting, these charts focus specifically on leads that produced a measurable sales outcome.
PRO TIP: Use the filter drawer to the right of the report to locate the Lead Campaign filter. Expand the filter and scroll down the list until you find ‘Blank’. Uncheck this box to only see leads related to campaigns* to get a better idea of how campaign/paid leads are contributing to sales.
*Assumes you're leveraging tracking parameters on your paid media and campaign links that are captured by your website using UTM values and submitted with the leads.
What information is shown in the Lead Type, Category, and Source tabs?
These tabs help organizations understand which types of leads are most successful at becoming sales.
Each tab includes:
- Closed Leads vs Prior Closed Leads comparison
- Treemap visualization
- Detailed variance analysis table
The treemap visualizations provide a quick visual representation of where the largest concentrations of closed leads exist, while the detailed variance tables provide year-over-year performance comparisons.
These tabs are particularly useful for identifying which lead acquisition strategies consistently generate customers rather than simply generating inquiries.
What information is shown in the Days to Close tab?
The Days to Close tab measures how long it takes leads to become sales.
In addition to Average Days to Close, the tab includes:
- Prior Average Days to Close
- Days to Close Variance
- Days to Close Variance %
- Monthly trend analysis
- Days to Close distribution
- Days to Close Summary table
This information helps organizations establish realistic campaign measurement windows and align communication strategies with actual buyer behavior.
The Days to Close Summary is particularly useful because it shows how conversions are distributed across specific time ranges rather than relying solely on averages. This allows organizations to understand where the majority of conversions actually occur and identify the length of their typical buying cycle.
PRO TIP: Use the Days to Close Summary to identify when most conversions occur, then design your nurture program to remain active through that decision-making window so communication does not stop before buyers are ready to purchase.
What information is shown in the Geography tab?
The Geography tab visualizes the geographic distribution of closed leads based on prospect location.
This map helps organizations understand where converted prospects are located and identify regions that generate the highest concentration of sales-producing leads.
The geographic view is particularly useful for regional planning, dealer network analysis, campaign targeting, and evaluating market penetration.
What information is shown in the Details tab?
The Details tab provides a record-level view of every lead included in the report. Rather than showing aggregated metrics, this tab displays the underlying lead records that contributed to the calculated results.
Information available includes:
- Lead Date
- Purchase Date
- Dealer Name
- Dealer Number
- Lead Type
- Lead Category
- Lead Source
- Product
- Brand
- Prospect Name
This tab serves as the audit trail behind the report and is commonly used to investigate individual conversions, validate report results, and identify examples for presentations and business reviews.
