Lead Quality & Pipeline Attribution
Stop optimizing on CPL. This dashboard ties ad spend through to closed loans, surfaces lead quality scores per channel, exposes why leads get rejected, and forecasts 5-year LTV by acquisition source. Defend the channel with the higher CPL when it produces the higher revenue.
Try the live demo → Watch the 60-second LoomHow it works
1. Connect ads, CRM, and pipeline
Meta + Google Ads + Facebook Lead Form + affiliate sources on the inbound side. HubSpot / Salesforce / loan-origination system on the pipeline side. Lead score sync from your scoring engine, or we build one with the sales team.
2. See the funnel end to end
Pipeline funnel diagram: Lead → MQL → SQL → Application → Closed Loan with conversion rates and per-stage cost. Click any stage to filter the entire dashboard to leads that reached it. Time-to-close distribution shows which channels close fast vs slow.
3. Switch attribution and find truth
Last-Click vs First-Click vs Linear vs Time-Decay vs Data-Driven. Toggle any model and the channel revenue waterfall re-animates. Lead quality scorecard ranks every channel by closed-loan ROI, not CPL. Sales-feedback panel shows top rejection reasons by channel so the wasteful spend is obvious.
60-second Loom
60-second flow: dashboard loads with 5 KPIs plus the funnel diagram → click SQL funnel stage → filter breadcrumb appears and all KPIs update to the ‘reached SQL’ subset → toggle attribution from Last-Click to Data-Driven → waterfall reshuffles → click Google Display row in quality scorecard → drawer with campaigns plus audiences plus time-of-day distribution → close → click rejection reason ‘below credit minimum’ → drawer with examples plus suggested audience-tightening fix.
Loom embed coming soon — until then, click through to the live demo.
Get the full build spec PDF
One-page PDF with the architecture, the tech stack, the timeline (2–3 weeks), and the investment range ($9,990 – $25,000). Sent to your inbox in under a minute.
Who it’s for
Mortgage lenders, lead-gen agencies running pay-per-lead programs, B2B SaaS demand-gen teams measuring closed-deal ROI by source, and healthcare practices buying paid leads who need to defend the high-CPL channel that actually closes patients.
Tech under the hood
Frequently asked questions
Why does this dashboard go past CPL?
Because CPL is a vanity metric for any business with a real sales motion. Two channels with identical CPL can have wildly different lead quality, MQL-to-SQL conversion, close rate, and LTV. This dashboard puts cost-per-closed-loan and LTV-by-channel side by side so budget decisions track to revenue, not pipeline volume.
Where does lead quality scoring come from?
Two options. If you already run lead scoring (HubSpot, Marketo, custom rules), we sync the scores in. If not, we build one with your sales team: 5-8 sales-call dispositions get mapped to a 0-100 score, then we backfill 90 days of historical leads so the dashboard has a baseline from day one.
Which attribution models are supported?
Last-Click, First-Click, Linear, Time-Decay, and Data-Driven (ML-weighted by closed-loan lift). The Data-Driven model is tuned on your actual 90-day closed-deal data. For new accounts we start with Time-Decay as the best-default until enough history accumulates.
Can it close the loop back into ad platforms?
Yes. Closed-loan revenue feeds back into Google Ads via Enhanced Conversions for Leads, Meta via Conversion API, LinkedIn via CAPI. The ad platforms start optimizing for closed loans instead of form fills, which usually shifts spend toward higher-quality channels within 2-3 weeks.
Want one of these in your business?
We’ll scope, build, and hand off a production-ready system in 3–4 weeks.
Book a Strategy Call