You can use the lead disqualification and loss report to understand why potential customers didn’t convert into qualified leads. These insights can help you refine your marketing and sales strategies to improve your lead conversion rate.
View the report
- In Google Analytics, click Reports on the left.
- Click Acquisition, then Lead disqualification and loss. If you’re using the Business objectives collection, select Generate leads, then Lead disqualification and loss.
What's in the report
The data in this report are populated by filtering for disqualify_lead and close_unconvert_lead events. Learn more about events for lead generation.
Dimensions
The report includes the following dimensions. If you’re an Editor or Administrator, you can add or remove dimensions in the report.
| Dimensions | What it is | How it's populated |
|---|---|---|
| Disqualified lead reason | The reason a lead was marked as disqualified. | This dimension is populated via the disqualified_lead_reason parameter sent in the disqualify_lead event. |
| Lost lead reason | The reason a lead did not convert. | This dimension is populated via the unconvert_lead_reason parameter sent in the close_unconvert_lead event. |
Metrics
The report includes the following metrics. If you’re an Editor or Administrator, you can add or remove metrics in the report. The data in this report are populated by filtering for disqualify_lead and close_unconvert_lead events. Learn more about events for lead generation.
| Metrics | What it is | How it's populated |
|---|---|---|
| Total users | The number of unique user IDs that triggered any events. | This metric is populated automatically. |
| Event count | The number of times users triggered an event. | This metric is populated automatically. |
| Event count per active user | The average number of events triggered per user over the selected time period. Event count per active user = Event count / Active users |
This metric is populated automatically. |