Lead Analysis: How Profound Lead Analytics Improves Conversion Rates

Whether you’re buying or selling leads or phone calls, comprehensive lead analysis – both before and after the purchase or sale – can help you focus on the most profitable leads, campaigns, and partners. For advertisers, it means acquiring the right leads at the lowest marketing cost; for affiliates – selling their leads at the highest price to matching businesses.

Not only does proper lead analysis ultimately increase conversion rates and ROI, but it also helps establish your business as a reliable market player, a crucial quality for maintaining an uninterrupted lead flow, whether incoming or outgoing.

Read on to learn how lead analytics can help realize your business potential.

“I think more companies will tap into the affiliate industry and also explore the ways to stop relying on third-party data suppliers and sources by bringing it all under one roof so they can analyze the right things and then make more right decisions. A big change is that more of the industry is becoming real-time, so we’re making sure we bring everything into a real-time space where you can roll with the punches and adapt and optimize things on the fly.” – David Pickard, CEO at Phonexa, from Affiliate Marketing Podcast

Lead Analytics Under the Microscope

Chances are you’re familiar with surface-level lead analytics metrics – conversion rate, cost per lead, cost per acquisition, and eventually, return on investment (ROI) on your lead generation or acquisition campaigns. However, these may not be enough.

➥ To understand your campaigns at a deeper level, you need to dissect the lead journey on a deeper level across the board, from the demographics/psychographics/firmographics of your leads to how they move down your sales funnel to what boosts and hinders conversions to other aspects you can only uncover with micro-level lead analytics.

That said, with digital marketing becoming increasingly complex and data-intensive, you may prefer to purchase leads or phone calls rather than manage lead generation campaigns on your own. If so, Phoexa can help you track, route, and analyze incoming leads.

Read also: How to Grow ROI on Sales Calls with AI Call Agents & Other AI Tech

Here’s how Phonexa helps performance-focused digital marketing agencies:

 

Below are examples of how you can use deeper-level lead analytics in marketing campaigns.

Multi-Touch Lead Analytics

For most businesses, it’s crucial to know where their leads are coming from to allocate their resources accordingly. In this context, comprehensive customer journey analytics can help you identify the value of each of your marketing channels and touchpoints, even those that don’t result in immediate conversions or sales.

Read also: Leads vs. Sales: What Do You Need?

For example, if paid ads don’t lead to direct conversions, and you’re thinking linearly, you might miss out on the awareness job these ads might be doing. In contrast, multi-touch lead analytics can reveal that the first touch in approximately 50% of converted journeys is through paid ads. This way, you can shift from last-click bias toward multi-touch optimization and attribution, particularly if you’re running affiliate campaigns.

Website Engagement

Since most leads end up landing on your website, website user behavior tracking has long been a staple of lead analysis. Metrics like time on page, scroll depth, pages per session, clicks, and form and chatbot interactions can help you develop the right website structure and CTAs.

Example: You can use UTM tags to track how users from different channels behave on your website. If, for instance, leads from “utm_campaign=linkedin_demo_offer” spend 200% more time on site than “utm_campaign=facebook_video,” you might want to double down on your LinkedIn campaigns or check what’s wrong with your Facebook video that causes the leads to underperform.

Lead Quality Score

Whether you’re selling or buying leads, you can quantify how likely they are to convert. With Phonexa, you can choose to purchase only the leads that have passed the minimum quality score.

➥ Phonexa goes much deeper than just labeling leads as MQLs or SQLs. Our lead analytics factor in dozens of metrics, with everything essential represented in a comprehensive Performance Summary. This way, you can have an overarching view of your campaigns without being distracted by less relevant metrics.

The best thing is that you can choose what metrics constitute the lead quality score: demographics, firmographics (for B2B leads), engagement, behavior, intent, purchase history, and anything else that you think suggests a potential conversion. Then you can assign values to all chosen metrics and recalculate them into a 100-point lead scoring matrix.

Here’s an example:

Lead Scoring Matrix

	Criteria	Score
Factor: Fit
Job Title	C-level executive	5
	Mid-level	2
	Entry level	0
Company Size	100 to 500 employees	8
	50 to 100 employees	5
	1 to 50 employees	0
Industry Match	Matches the ICP	10
	Partially matches the ICP	5
	Mismatches the ICP	0
Market	Target market	5
	Outside of the target market	0
Factor: Behavior
Page Visits	Visited pricing page	5
	Visited over 3 pages in total	4
Engagement	Downloaded case study	5
	Viewed a video	4
	Clicked Start Trial or Get a Demo	10
	Interacted with but abandoned the form	2
	Submitted the form	10
Recency
	Clicked a marketing email	6
	2 or more sessions in the last 7 days	4
	1 or more sessions in the last 3 days	3
	Activity 4–14 days ago	2
	Inactive for over 14 days	0
	Used a live chat	5

You can set up the lead scoring matrix however you want, introducing different quality metrics and weighing them differently. For example, you can set critical metrics that, if not met, lead to an instant lead rejection. Say, you don’t want to buy leads from mismatched markets, even if all other metrics look good.

Read also: How to Turn Rejected Leads into an Opportunity

With Phonexa, you get a lead qualification system that vets incoming leads or phone calls in real-time and only accepts the leads that are most beneficial for your business. And if you’re in an affiliate market, you’ll also be able to design your offer accordingly.

Read also: Conversational AI: How to Convert Leads at Scale

Cohort Retention Analysis

Cohort Retention Analysis can help you identify how different groups of leads behave over time, including your retention rate, churn rate, re-engagement rate, and repeat behaviors like repurchases or repeated logins. Likewise, through Cohort Retention Analysis, you can pinpoint the acquisition sources, campaigns, or affiliates that generate loyal or high-LTV customers.

Example: July 2025 Cohort Retention Analysis across three lead generation channels – LinkedIn, webinar, and SEO.

Active Leads Over 12 Weeks, %

Week	LinkedIn	Webinar	SEO
1	60	85	70
4	35	75	50
8	15	60	40
12	5	50	40

If you were to get these results, you might want to focus on LinkedIn lead retention because of the highest churn rate, especially if the LinkedIn campaigns cost more than webinars and SEO.

For example, you may want to adjust your targeting or nurturing strategies. On a similar note, you can identify which lead sources result in shorter sales cycles and which require more extensive nurturing and cash flow forecasting.

In this regard, paid advertising may be the simplest to digest because you usually get what you pay for: once your ads are there, leads come; once you’ve stopped showing paid ads, the lead stream runs dry. On the other hand, if the sales cycle is long, you may need to reserve additional liquidity to operate and grow until you’ve achieved the expected profits.

Phone Call Metrics: Duration, Talk-to-Listen Ratio, CallBacks, and More

While phone call marketing is gaining momentum, quite a few companies are still missing out on quality call analytics – calls that they could convert into sales if they had a robust phone tracking system like Call Logic (a few paragraphs below is a detailed description).

As the call evolves – a consumer makes a call, interacts with an IVR, and then speaks with a live agent unless the request is solved with IVR or conversational AI – it leaves multiple data points that you can track and analyze. If you’re in affiliate marketing, you already know how important it is to track the duration of inbound calls: usually, you don’t want to pay for calls shorter than 120 seconds, a golden standard in most industries.

Read also: AI Voice Calls: More Satisfied Callers, More Sales

But you can go much further than that. 

On top of the total call length, you can analyze the time spent in different call phases – intro, problem-solving, pricing discussion, etc. – how much time the call operator is listening versus talking, how many times on average the same leads call back, and what words and phrases lead to a sale.

For outbound calls, there are plenty of growth opportunities as well, many of which you can realize with Phonexa’s Cloud PBX, which is, in fact, your private cloud-based phone system for inbound and outbound calls. For example, you can track the call answer rate by lead group, time to answer, and metrics like call lag time to identify how quickly you should call a lead after the form fill.

 

Book a demo to learn how Phonexa’s Cloud PBX can help you gain full control over inbound and outbound phone calls while guaranteeing 100% uptime for your business.

How to Get the Proper Level of Lead Analytics

It’s not easy to reach the atomic level of consumer details, especially due to the lack of solutions that provide an overarching perspective on leads. For this reason, many large-scale businesses choose Phonexa, an all-in-one performance marketing software suite that unites eight marketing solutions under one roof.

If you’re an affiliate network managing multiple lead flows, Phonexa’s all-in-one software suite will unlock the full lowdown on leads in your system – both advertiser-side and affiliate-side – as well as give you full control over lead distribution. With Phonexa, you can grow your business in every direction while staying on top of things through one intuitive dashboard.

Real-Time and Post-Purchase Lead Analysis with LMS Sync

LMS Sync, Phonexa’s tracking, distribution, and analytics solution, unlocks exhaustive insights into the lead journey, such as where a specific lead is coming from, their demographics, quality rating, and many other individual bits of information you can set up, depending on your lead flow.

 

Here are the key features of LMS Sync for advertisers:

Performance Summary	The comprehensive Performance Summary report allows you to group publisher data by date, channel, source, state, ping tree, product, and other factors. This way, you can gain a clear picture of your affiliate campaigns across relevant parameters, including how different publishers perform in comparison to one another.
Lead Details	The Lead Details report provides comprehensive information about all leads that have passed through the system, including their quality rating, status, delivery method, and other details.

Here are the key features of LMS Sync for affiliates:

Performance Summary	The Buyer Performance Summary report unlocks data about the performance of each of the partner buyers, along with the number of leads posted, rejected, accepted, redirected, and many other details.
Lead Details	You can gain a comprehensive view of leads in your system, including lead ID, IP address, quality, tier, product, buyer, campaign, post price, and other details.

On top of that, as a client with Phonexa, you can use performance tools like Comparison Reports, Form Builder, Product Builder, Integration Builder, Fraud Detection through iClear, and more, all to unlock your lead generation or acquisition potential.

“You’ve got to do what works. Carry out the due diligence on your partners to make sure that you’re starting with a level playing field, and then track the journey from start to finish. Get used to putting yourself in those advertisers’ and – most importantly – consumers’ shoes in the funnel and use the lead analytics tools to deliver an experience that will encourage the outcomes you’re looking for.” – David Pickard, CEO at Phonexa, from Affiliate Marketing Podcast

 

Take a product tour to explore Phonexa’s lead analytics ecosystem.

Phone Call Analytics with Call Logic

Phonexa’s Call Logic is effectively LMS Sync, but for inbound phone calls, helping affiliates and advertisers manage their call flows more efficiently. Whether you generate calls for your internal sales department, external business, or you’re an affiliate network in the middle of the process, you can benefit immensely from phone call insights available with Call Logic.

Here are the key features of Call Logic for advertisers:

Performance Summary	Just like with web leads, you can use the overarching Performance Summary report to zero in on the most valuable call acquisition metrics by grouping incoming calls by source, numbers, location, product, and other parameters.Among other things, the Performance Summary report allows you to compare publishers against one another across the leads offered, sold, rejected, average call duration, and around a dozen other metrics.
Call Summary	The Call Summary report enables grouping inbound calls by date, phone numbers, product, hour, duration, and direction. Likewise, you can explore more granular metrics, such as the number of leads that hang up with a specific publisher.
Call Details	The Call Details report is especially valuable for affiliate networks, allowing you to see all the call details across affiliates and buyers, including the quality of the lead, whether the lead was rejected or sold, whether there was a hang-up on the buyer’s side, and more.

Enterprise-level advertisers and affiliate networks can get immense value from Call Logic, especially since they don’t need to set up a separate ecosystem to handle phone calls. Phonexa’s LMS Sync and Call Logic come as one package – integrated with six more performance marketing products – so you can fast-click between all your campaigns, never losing the forest for the trees.

Here are the key features of Call Logic for affiliates:

Performance Summary	The Buyer Performance Summary report allows you to track your lead sales campaigns by the product type, buyer, buyer’s agent, traffic source, ping tree, and other parameters. This way, you can understand which campaigns and publishers are more profitable and worth doubling down on and which may not be worth the effort.
Call Summary	The Call Summary report shows granular advertiser-side call metrics that you can analyze to sell your calls at a higher price while increasing conversions and customer satisfaction rates. You can see how many calls were unanswered, as well as the number of connection errors, canceled calls, lead hang-ups, advertiser hang-ups, etc.

 

Take a product tour to explore Phonexa’s phone call analytics ecosystem.

Affiliate Marketing Analytics with Lynx

With clicks being the centerpiece of affiliate marketing campaigns, both large-scale affiliates, advertisers, and affiliate networks can get extra value by adding Lynx click tracking software to their LMS Sync or Call Logic flows – all at a single price.

Here’s the value you can get by adding Lynx to your tech stack with Phonexa:

• Check how well your offers perform during specific timeframes and with specific affiliates, locations, traffic sources: impressions, clicks, unique clicks, conversions, click-through rates, conversion rates, and more.
• Create customized reports to identify the most profitable affiliates or offers. For example, you can generate conversion reports by country, browser, campaign goal, and more.
• Get exhaustive data on clicks, like the clicker’s country, IP address, operating platform, URL, browser, exact time of the click, and whether the click is unique.

On top of that, you can compare the performance of different affiliate offers across timeframes and identify advertisers driving high-ticket traffic. As a buyer, you can create and customize offers as needed. In the Affiliate Management section, you can access detailed information on your existing affiliates, including Payment Period Settings and Pay Period.

 

Take a product tour to explore Phonexa’s click analytics ecosystem.

User Website Behavior Analytics with HitMetrix

It goes without saying that how users behave on your website is one of the major sources of marketing insights. With HitMetrix, you can track every website click, scroll, tap, and form fill, as well as identify which actions lead to conversions and what hinders your lead generation campaigns.

Again, HitMetrix is included in Phonexa’s performance marketing software system, so you don’t need to pay for it separately—just click on the corresponding tab in your dashboard to switch between LMS Sync, Call Logic, Lynx, HitMetrix, and other tools you’re using with Phonexa.

Here are the user website behavior reports you can collect and analyze with Hitmetrix:

Recordings Report	The Recordings report provides a summary of the recent website visits based on the recorded sessions.
Clicks	The Clicks report provides in-depth, page-by-page user behavior data, including the number of visits, page views, session duration, activity, and the percentage of users who scrolled to the bottom of the page. Among other things, the report provides the average friction value, from 0 to 1, with a higher number corresponding to users having problems perceiving the page.
Geo	The Geo section is a user activity heatmap that displays information about user clicks, movement, and scrolls by location, visualizing the data to help you identify the most active locations.
Form Analytics	The Form Analytics report enables you to view key form data, including the number of sessions, interactions, conversions, submission errors, and drop-offs on a day-by-day basis.
Attendance	The Attendance report displays the number of users who visited your webpage daily, based on recorded user sessions. The data is visualized as a day-by-day chart displaying the number of users and page views.
Segments Comparison	The Segments Comparison report compares traffic and conversions for specific audience segments, such as desktop and mobile audiences.

Likewise, you can customize how you track user behavior on your website for compliance or any other purposes. For example, you can enable or disable traffic from Europe, anonymize visitor IP addresses, disable keyword shortcuts, exclude specific IP addresses from tracking, and more.

 

Take a product tour to explore Phonexa’s website analytics ecosystem.

Analytics-Based Predictive Modeling

The more data you can collect, the more granular your lead analytics can be, but that’s not all. With Phonexa predictive modeling software, you can make a data-driven guess about your future marketing outcomes – what campaigns are likely to succeed based on the accumulated data.

Phonexa enables unlimited campaign simulations by pairing historical insights with analytical algorithms. You can change variables as many times as needed without risk, and then bring to life the winners while not wasting time and money on suboptimal marketing strategies, traffic channels, or lead sources. You get the leads that are worth your time and effort.

 

Your All-in-One Performance Marketing Software Suite

As profound as your lead analysis is, it’s only one of the many marketing avenues you have to address for successful lead generation. This is why we’ve created Phonexa, a comprehensive suite of software that covers everything from top to bottom, without requiring you to juggle systems and reports.

“Put everything in one place – that’s what we tried to do. Phonexa is about tracking everything – the call outcomes, the source of the calls, the route that call went through, which publisher did it come from, which IVR model did it go through, which buyer bought the lead, and what happened next – and then reporting on everything to the point where you can then analyze it in real-time.” – David Pickard, CEO at Phonexa, from Phonexa’s Amplify webinar series

From social media to affiliate to email marketing, you can automate your every marketing endeavor with Phonexa and have full control over the sources of campaigns from an intuitive dashboard. Whether you buy or sell phone calls or web leads, you’ve got it all in one place at a single price..

Get Phonexa’s all-in-one performance marketing software suite at a single price:

Build your plan now, or book a demo to learn more about Phonexa.

Frequently Asked Questions

What is lead analysis?

Lead analysis is a thorough evaluation of the lead, conducted either in real-time before purchase or after purchase for historical insights. Whether you’re an affiliate or advertiser, comprehensive lead analysis can provide actionable insights into your campaigns, such as how different types of leads and demographics perform, as well as which partners deliver the best traffic.

How to effectively measure lead generation?

At a broader level, you can measure your lead generation success in general by the conversion rate, number of leads you’ve generated, sales, or other profit-tied metrics. At a granular level, though, the lead generation insights you can collect depend on whether you’re operating advertiser-side or affiliate-side. 

What is a lead score?

A lead score is the number that reflects the lead’s readiness to convert, on a scale from 0 to 100. When a performance marketing system like Phonexa evaluates a lead, dozens of data points are taken into account, including the lead’s source, type, and location. Then the system issues a score on the scale, with 100 being the most purchase-ready leads.

How to score leads properly to reflect their quality?

There’s no one-size-fits-all lead scoring system, so you likely have to develop one based on the specific metrics you’d like to include for particular campaigns and what value you’d like to assign to those metrics.

In high-ticket industries, you might not want any leads from mismatching locations; on the other hand, if you’re buying cheap leads in bulk, like aged leads, you might sometimes want to tap into locations that are slightly off, provided you can work thousands of these leads.

What is lead source marketing?

Lead source marketing, in essence, involves identifying the most effective lead sources and eliminating those that underperform. With Phonexa, you can easily filter out leads from irrelevant channels, focusing solely on purchase-ready consumers.