Lead-to-MQL Rate

Lead-to-MQL Rate: Percentage of leads that become MQLs.

Formula

Lead-to-MQL = MQLs / Total leads × 100

Computable definition

The canonical formula in the GASP formula grammar. The MCP server compiles it to SQL over the datasets listed below.

metric.mqls / metric.leads

Unit: percent (the formula yields an unscaled ratio)

Breakdowns

by_lead_source: one row per lead_source value

Notes: by_lead_source returns one row per lead source with both counts taken within the source, so a source that brings volume but little qualified interest shows.

Data requirements

Grain: Per lead stage date, aggregate daily · Frequency: Daily · Aggregation: aggregate (day) · Staged: no · Main source: Marketing Automation.

Field	Dataset	Type
`lead_created_date`	lead	date
`lead_id`	lead	string
`mql_date`	lead	date
`snapshot_date`	lead	date

Example SQL (Postgres)

SELECT (CAST(((SELECT COUNT(DISTINCT lead_id) FROM lead WHERE snapshot_date = :period_end AND (mql_date >= :period_start AND mql_date <= :period_end))) AS DOUBLE PRECISION) / NULLIF(((SELECT COUNT(DISTINCT lead_id) FROM lead WHERE snapshot_date = :period_end AND (lead_created_date >= :period_start AND lead_created_date <= :period_end))), 0)) AS lead_to_mql_rate

From an agent: with the GASP MCP server, call lookup_metric({ "name": "Lead-to-MQL Rate" }) or generate_query({ "metric": "Lead-to-MQL Rate", "adapter": "<your adapter JSON>" }).

Benchmarks

Below 15%: Low quality leads or strict MQL criteria
15-30%: Average
30-50%: Good quality leads
Above 50%: May indicate loose criteria

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