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Portfolio demonstration with synthetic data

Standardizing funnel conversion

A fictional team is measuring January qualified leads that reached an opportunity by the end of February. Compare what happens when the report counts deal rows versus unique eligible leads.

My role

I standardized funnel stages and product families, built lead and opportunity reporting around effective dates and cohorts, and resolved cross-object reporting errors.

How I would define conversion

  1. Map source stage names
  2. Fix cohort and cutoff dates
  3. Join leads to deals
  4. Count each lead once

Compare deal counts with lead counts

Reported conversion by method
    Which leads count toward conversion
    LeadSource stageQualification dateLinked opportunitiesTreatment

    The reporting rule

    Both source stages map to Qualified. In the corrected method, one qualified lead contributes at most one conversion. Both methods start with the same January leads. The lead-level method counts each person once and excludes opportunities created after the February cutoff.