The Lead Quality report helps you evaluate the overall health, deliverability, and performance of the leads submitted to Conversica. It provides key metrics to assess lead quality and ensure you’re maximizing the value of your lead sources.
Lead Quality Categories
Each submitted lead is categorized as Preparing, Discarded, Unhealthy, or Healthy. These categories reflect both the status of the lead and whether Conversica attempted outreach.
| Lead Quality Category | Definition | Did Conversica Attempt to Message the Lead? |
| Healthy | Healthy leads have been successfully contacted and have not bounced, unsubscribed, or reported spam. This includes leads in active or completed messaging states, such as Assistant Sent, Client Stopped, Conversica Stopped, or Lead Requested Stop. | Attempted |
| Unhealthy | Unhealthy leads were contacted but could not be engaged due to issues such as email bounces, unsubscribes, spam complaints, or failed email verification. This includes statuses like Unsubscribed, Marked as Spam, Do Not Email, SMS Opt-Out, Invalid Email, or Email Bounced. | Attempted |
| Preparing | Preparing leads have been received by Conversica, but outreach has not yet begun. This includes leads scheduled for messaging, such as Preparing Lead or First Message Scheduled. | Unattempted |
| Discarded | Leads in the Discarded category have been discarded because they are duplicate leads, have been specifically excluded, or are missing an email address or rep assignment. This category includes leads in the Conversation Status of No Rep Assignment, Malformed Email, Duplicate (Internal, CRM, or External), or Excluded (Lead Source, Rep, Lead Status, or Rule). | Unattempted |
Key Lead Quality Rates
Key Lead Quality rates are calculated as a percentage of attempted leads—those that Conversica has initiated outreach to (including both Healthy and Unhealthy categories).
Based on performance data, customers with the strongest deliverability and engagement typically maintain the following thresholds:
- Total Unhealthy < 10%
- Invalid Email < 5%
- Email Bounced < 5%
- Unsubscribed < 3%
- Marked as Spam < 0.15%
- Do Not Email < 0.5%
Exceeding these thresholds can negatively impact email deliverability, increasing the likelihood that messages are routed to spam or junk folders instead of the inbox. Over time, this can reduce engagement and overall performance. To maintain optimal results, ensure you are submitting high-quality leads to Conversica.
Best Practice
As a best practice, review the Lead Quality report regularly to ensure your metrics remain within recommended thresholds. If any rates exceed these benchmarks, reevaluate your lead sources to improve overall lead quality and performance.
Navigating the Report
In the Lead Quality report, select any key metric to filter the chart and focus on a specific segment. This allows you to quickly analyze trends and identify areas for improvement.
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