The text discusses the use of offline events to measure the quality of leads. The author has been sending offline events based on CRM activity for a month, which was an unintended benefit while configuring the funnel for Conversion Leads optimization.
The author collected leads from instant forms and sent funnel events from the CRM. One of the offline events sent was when a lead clicked a link in the author's emails at least twice, indicating an engaged lead. Important links in the emails were tagged, and clicking the second link triggered a unique tag, which in turn triggered the offline event.
Over three weeks, the author collected 399 leads from instant forms at $2.25 per lead. Out of these, 100 leads clicked at least two links from the emails. The author used 28-day click attribution for reporting these 100 events, as it often takes longer than 7 days for these two actions to occur. In this case, 46 events happened within 7 days. The average cost for engaged leads who clicked two links in the emails was $8.96.
The author acknowledges that advertisers don't usually prefer 28-day click attribution, but argues that this case is different as it doesn't involve website events and the pixel. Instead, it involves leads from Instant Forms and offline events directly connected to those leads. This method is suggested as one way to measure the quality of leads.
