Glossary · Compter
Lead
A lead is a person who has identified themselves — an address, a phone number, a booked meeting — without having bought yet. It is also called a *prospect*: the same step.
Ce qui s’est réellement passé, humains d’un côté, robots de l’autre. The forty terms of the trade
What it is for
It is the link that makes a sale explainable. Without it, a click and a payment are two unconnected events; with it, the person becomes recognisable, and everything they do afterwards can be tied back to their first click. It is also the indicator that moves fast, when sales take weeks.
How it is tied
At the moment the person identifies themselves, you tie their click to their identity. If that tying does not happen at that precise instant, it never will: the sale will arrive later, with no origin, and nothing will allow it to be reconstructed.
The classic mistake
Placing the measurement on the payment only. The form is where the thread still exists; the checkout is where it has already been cut, often three pages earlier.
Where the thread breaks, and where it holds
- ClickThe thread exists. It is carried by the link's address.
- Landing pageIt still holds. The visitor has not left the page.
- Three pages laterIt is lost if nothing held on to it along the way.
- FormThis is the last moment it can be tied to someone.
The whole difficulty of attribution sits in that third beat. That is where most tools let go.
What Subtraq does with it
A lead appears in Subtraq when the tag placed on the site sees an identification, or when the form sends the visitor back through the link. No line of code is needed at the client's end in the second case.
Read next
Un terme seul ne sert à rien. Voici ceux qui le rendent utilisable.
Conversion
Read the definition →Attributed sale
Read the definition →Customer journey
Read the definition →Integrations
Open the page →Track a Tally form
Open the page →« Lead », une fois posé sur de vraies ventes
The real question is not how many clicks, but which ones count. The report separates humans from robots, visits from people, and always says what it does not know.
See a complete report