The short answer
Track median time to first dial, dials per rep per day, contact rate, statements collected per qualified conversation, submissions, funded deals and cost per funded deal — by lead source. Six of those are leading indicators you can change next week; funded deals is the lagging one that tells you whether the changes worked.
Most floors track funded deals and revenue, which are the two things you cannot do anything about this week. The useful numbers are the ones upstream of them.
| Metric | Acts on | Frequency |
|---|---|---|
| Median time to first dial | Routing, alerting, staffing | Daily |
| Dials per rep per day | Capacity and effort | Daily |
| Contact rate | Lead quality and call times | Weekly |
| Statements per qualified conversation | The biggest process leak | Weekly |
| Submissions | File readiness | Weekly |
| Funded deals | Whether it all worked | Monthly |
| Cost per funded deal, by source | What to buy next | Monthly |
Those are the floor’s numbers. If you also run your own ads there is a second table upstream of this one — six Ads Manager metrics, from CPM to cost per funded deal — and the last row of each is the same number.
Median, not average
Time to first dial is the metric most often reported as an average, and the average is useless — a handful of leads dialled three days late drags it somewhere no individual lead ever was. The median tells you what happens to a typical lead, which is the thing you are trying to manage. Split it by rep as well, because one slow rep inside a healthy floor median is the usual reason “the leads are bad”.
The one nobody tracks
Cadence completion — the share of leads that actually received the full sequence of attempts before being written off. It is the difference between "the leads did not work" and "the leads were called twice", and it is almost always the answer when a batch appears to underperform.
- Count attempts per lead, not just outcomes.
- Report the share of dead leads that received fewer than the full cadence.
- Review that number before reviewing any lead source.