EVENT 2 PERFORMANCE
Funnel health ยท 5,257 lead records

Revenue is working.
The constraint is qualification.

Source: event2_leads_enriched. Cash shown in USD. Blank-source leads are isolated rather than silently attributed.

Total leads
5,257
Booked calls
392
Closed
66
Cash collected
$225K
Cash / sale
$3,409

Funnel conversion

All leads
5,257
In CRM
868
Booked
392
Closed
66

16.8% of booked calls closed. Overall lead-to-sale conversion: 1.3%.

Lead quality

GradeLeadsShare
A50.1%
B1,70832.5%
C1,87235.6%
D1,67231.8%

Average score among 3,680 scored leads: 6.80.

Channel efficiency

SourceLeadsBookedSalesBooking rateLead close rateCash
Instagram (ig)3,009138324.6%1.1%$98,295
Facebook1,2294743.8%0.3%$6,801
Email41123145.6%3.4%$50,828
Instagram (named)147614.1%0.7%$5,500
Unattributed4541771539.0%3.3%$63,592
Shift budget by downstream valueInstagram supplies scale, but Facebook produced only four sales from 1,229 leads. Optimise against booked calls and cash, not lead volume.
Fix attribution before scaling454 unattributed leads account for $63.6K and 177 bookings. That blind spot is too large for reliable channel decisions.
Segment by ability to buy2,539 respondents reported either under $1K capital or no savings. Route them into nurture rather than consuming closer capacity.