Formula
MQLs / Total leads x 100
How to measure
Divide the count of leads reaching MQL status by the total number of leads captured in the same period.
Why track it
A low lead-to-MQL rate suggests top-of-funnel targeting is bringing in the wrong audience, wasting marketing spend on unqualified interest.
Example
Out of 1,000 leads captured, 250 qualify as MQLs, a 25% lead-to-MQL rate.