Lead Source Mix
Distribution of total leads by acquisition channel (organic, paid, referral, events, direct), identifying channel dependency
What is Lead Source Mix?
Lead source mix is the share of leads that come from each channel. It shows how dependent the business is on particular sources.
A balanced mix reduces risk, since relying on one channel leaves the business exposed if that channel changes or becomes more expensive.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Demand Generation
- Industry
- All Industries
- Type
- Leading
- Impact
- Operational
- Unit
- %
- Measurement frequency
- Monthly / Quarterly
- Formula
- (Leads from each channel / Total leads) × 100 per channel
How to calculate it
For each channel, divide the leads from that channel by total leads, and multiply by 100.
For example, if 1,000 leads came in and 400 were from search, 250 from email, 200 from events and 150 from referrals, the mix is 40%, 25%, 20% and 15%.
Track how the mix changes over time and compare each channel's share with its share of conversions and revenue.
Where it is used
Managing risk
Spot over-reliance on one source.
Guiding investment
Decide whether to develop underused channels.
Understanding the funnel
See how each source contributes.
How to improve it
Tips and common mistakes
- The source that gives the most leads may not give the most revenue. Check quality.
- Keep source categories stable, or trends will be unreliable.
- Investigate leads with an unknown source, which can hide the true picture.
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