What PQL-to-paid measures
PQL-to-paid conversion measures what % of product-qualified leads become paying customers. It connects product usage signals to revenue outcomes and helps prioritize onboarding, activation, and sales follow-up.
Formula
PQL-to-paid = paid customers from PQLs / PQLs
How to define PQLs
- Use signals that correlate with conversion and retention (validate with cohorts).
- Separate self-serve vs sales-assisted PQL paths if they behave differently.
- Revisit PQL definitions when product changes; keep the trend comparable.
Common mistakes
- Defining PQLs using vanity events.
- Mixing cohorts/time windows (PQLs from one month, conversions from another).
- Optimizing PQL volume and destroying quality (conversion drops).
How to improve PQL-to-paid
- Tighten PQL criteria to focus on behaviors tied to retention.
- Add product nudges for the moment before purchase intent fades.
- Align sales follow-up timing to the highest conversion window.
Benchmarks and targets
- Benchmarks vary widely by product and motion.
- Use historical cohorts to set targets instead of external averages.
- Targets should improve quality, not just volume.