Measurement is most useful when it helps a team decide what to improve. A few consistently defined stages can reveal friction better than a large dashboard of numbers nobody acts on.
Define each stage
Describe what must be true for a record to move from one stage to the next. Shared definitions prevent the same activity from being counted differently across a team.
Track both volume and fit
Volume explains how much activity occurred. Fit and progression indicate whether the activity is reaching relevant organizations and producing meaningful next steps.
Use rates with context
Conversion rates need a time window, a consistent denominator and enough observations to be informative. Avoid drawing strong conclusions from a small or unusual sample.
Review one decision at a time
Choose a metric because it informs a decision. Review the result, record what changed, and avoid changing several parts of the system at once when you want to learn what worked.