BrightFunnel Glossary

Cohort

Selects the Quarter or Fiscal Year when the lead/opportunity entered the starting stage selected.

Cost Per Lead (CPL)

Cost per lead sourced by a given campaign.

Cost Per Opportunity (CPO)

Cost per opportunity sourced by a given campaign.

Dropout Rate

Number of leads or opportunities that fell out of the funnel progression: closed lost, disqualified, hold, to nurture, etc.

Filter by Campaign

Filters leads and opportunities by Campaign influence. This field is multi-select.

Filter by Campaign Group

Filters leads and opportunities by Campaign Group influence. This field is multi-select.

Lead to Deal (OTD)

The lead to deal conversion rate associated with leads created during a specific time period that closed won for a given campaign group.

Lead to Opportunity Velocity (LTO Days)

The lead to opptortunity velocity for leads created during a specific time period associated with oppt. for a given campaign group.

Opportunity to Deal (OTD)

The opportunity to deal conversion rate associated with oppt. created during a specific time period that closed won for a given campaign group.

Opportunity to Deal Velocity (OTD Days)

The opportunity to deal velocity for oppt. closed won associated with leads created during a specific time period for a given campaign group.

Progressed to Any Stage

Number of leads or opportunities that progressed to any forward stage in your revenue waterfall stages. Forward stages do not include closed lost, disqualified, hold, or nurture stages.

Progressed to Next Stage

Number of leads or opportunities that progressed to the next sequential stage in your revenue waterfall stages.

Remaining

Number of leads or opportunities that are currently in this stage.

Remaining Amount (Only applicable to opportunity stages)

Amount of opportunities still in this stage.

Return on Investment (ROI)

The percentage return for a given campaign. This calculate as (Revenue – Cost)/Cost.

Starting Stage

Select the starting stage the lead or opportunities entered in the selected time cohort. This completes the cohort to be analyzed through the funnel: leads/opportunities that entered the starting stage during the time cohort selected.

Total Amount (Only applicable to opportunity stages)

Total opportunity amount that entered this stage during the time cohort selected.

Win Rate

Number of leads or opportunities that ended up Closed Won. If a lead stage is selected, there may be a higher count than Closed Won due to multiple leads on the same deal.

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