Lead source yield refers to the productivity of a lead source. This can be measured and reported as the number of leads received per dollar spent for a single lead source. It can also be measured by the reciprocal, cost per lead.
As an example, let us assume that we are using seven different lead sources to drive sales, and that the marketing spend and leads received for the year by lead source is as shown in the table following.
We can chart this data to reveal our lead yield (leads per dollar) and the inverse, cost per lead. This data gives us some insight into where we might want to direct our marketing spend in the coming months.
This analysis can be greatly improved by tracking and filtering down to those leads that result in sales, so that we can calculate the customer acquisition cost by lead source, and even better statistic to use for planning marketing spend or for improving the marketing process.