Lead-to-Opportunity Rate
Lead-to-Opportunity Rate: The percentage of leads that become qualified opportunities.
Formula
Lead-to-Opportunity = Opportunities created / Leads received × 100Computable definition
The canonical formula in the GASP formula grammar. The MCP server compiles it to SQL over the datasets listed below.
count_distinct(field.opportunity_id where in_period(field.opportunity_created_date)) / count_distinct(field.lead_id where in_period(field.lead_created_date))Unit: percent (the formula yields an unscaled ratio)
Data requirements
Grain: Per event, aggregate monthly · Frequency: Daily sync · Aggregation: aggregate (month) · Staged: no · Main source: CRM.
| Field | Dataset | Type |
|---|---|---|
lead_created_date | lead | date |
lead_id | lead | string |
opportunity_created_date | opportunity | date |
opportunity_id | opportunity | string |
snapshot_date | lead | date |
snapshot_date | opportunity | date |
Example SQL (Postgres)
SELECT (CAST((SELECT COUNT(DISTINCT opportunity_id) FROM opportunity WHERE snapshot_date = :period_end AND (opportunity_created_date >= :period_start AND opportunity_created_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_opportunity_rate From an agent: with the GASP MCP server, call
lookup_metric({ "name": "Lead-to-Opportunity Rate" }) or generate_query({ "metric": "Lead-to-Opportunity Rate", "adapter": "<your adapter JSON>" }).
Benchmarks
- 5-15%: Typical for inbound leads
- 1-5%: Typical for outbound/cold leads
- Varies significantly by lead source and ICP fit
What It Tells You
Lead quality and SDR/qualification effectiveness.