Overview
LeadExec provides lead distribution reporting and analytics for lead generation companies, lead sellers, aggregators, marketplaces, and organizations managing complex lead acquisition and distribution operations.
LeadExec reporting goes beyond basic lead counts. The platform provides operational dashboards, buyer revenue reporting, lead provider revenue reporting, Ping/Post reporting, and customizable Pivot Reports that give organizations visibility into both the operational and financial performance of lead distribution.
Organizations can analyze data across areas, including:
Lead Volume • Lead Types • Lead Sources • Lead Providers • Campaigns • Buyers • Buyer Groups • Orders • Accepted & Rejected Leads • Returns • Quality Control • Revenue • Cost • Margin • Ping/Post Activity • Distribution Performance
This allows lead generation companies to analyze both sides of their lead marketplace:
Lead Providers → Lead Acquisition & Cost → Qualification & Distribution → Buyers → Revenue → Margin
For a broader overview of LeadExec, see LeadExec Lead Distribution Software Platform Overview.
Lead Distribution Visibility
Lead distribution software needs to do more than route leads.
Organizations also need visibility into what happens throughout the lead lifecycle.
LeadExec reporting can help answer questions such as:
How many leads are entering the platform?
How many are accepted, rejected, delivered, returned, or held for Quality Control?
Which lead providers and campaigns are supplying those leads?
Which buyers are receiving and accepting them?
How much revenue is being generated?
What does the lead inventory cost?
What margin is being generated?
How are Ping/Post opportunities converting into sold leads and revenue?
LeadExec provides several reporting approaches for answering these questions:
Dashboard Reporting → Monitor overall lead activity
Buyer Revenue Reporting → Analyze buyer distribution and economics
Lead Provider Revenue Reporting → Analyze lead supply, quality, cost, and margin
Ping/Post Reporting → Analyze real-time lead marketplace activity
Pivot Reporting → Build custom analyses using available lead data
Together, these reports provide visibility from lead acquisition through buyer monetization.
LeadExec Reporting Dashboard
The LeadThe Exec Dashboard provides a high-level snapshot of lead generation and distribution activity.
The Dashboard displays core metrics including:
Leads Received • Leads Accepted • Leads Delivered • Leads Rejected
These metrics can be viewed across different periods, including:
Day • Month • Year
This gives users a quick way to monitor overall lead activity and identify changes that may require further investigation.
For example, an increase in rejected leads may indicate that a lead source, campaign, validation rule, or other part of the workflow should be investigated.
A decline in delivered leads relative to received leads may similarly indicate an area that requires deeper analysis.
For instructions on using the Dashboard, see Reports – Dashboard.
Filtering Lead Performance
The LeadExec Dashboard can be filtered to provide a more focused view of lead activity.
Available filters include:
Lead Type • Lead Source • Campaign
These filters can be combined with the selected reporting period to focus analysis on specific areas of the operation.
For example, an organization could examine:
A specific Lead Type
or
Leads generated by a particular Lead Source
or
Activity associated with an individual Campaign
This allows users to move from an overall platform view toward more targeted operational analysis.
Buyers Revenue Breakdown
The Buyers Revenue Breakdown report provides detailed visibility into lead distribution and financial performance across buyers.
Organizations can analyze buyer activity using dimensions including:
Channel • Group • Buyer • Campaign • Order ID
The report can also be filtered by:
Date Range • Lead Type
and analyzed across:
Year • Quarter • Month • Day
This makes it possible to move from a high-level view of buyer revenue down into individual buyer, campaign, group, and order activity.
Buyer Distribution & Financial Metrics
The Buyers Revenue Breakdown provides metrics including:
Sent • Accepted • Rejected • Pending • Returned • Revenue • Cost • Margin • Margin %
These metrics connect lead distribution activity directly with financial performance.
A lead generation company can use this reporting to answer questions such as:
How many leads were sent to a particular buyer?
How many did that buyer accept?
How many were rejected, pending, or returned?
How much revenue did the buyer generate?
What was the associated lead cost?
What margin was generated?
What was the resulting margin percentage?
This allows organizations to evaluate buyer relationships based on both distribution performance and financial performance.
Analyze Buyer Groups, Buyers, Campaigns & Orders
LeadExec allows buyer reporting to be analyzed hierarchically.
An organization can move through:
Channel → Buyer Group → Buyer → Campaign → Order
This is particularly useful for organizations managing large buyer networks.
For example, a lead seller may operate several buyer groups containing multiple individual buyers, each with different campaigns, orders, pricing, and purchasing requirements.
Instead of looking only at total revenue, the Buyers Revenue Breakdown enables analysis of performance at different levels of the distribution operation.
Buyer Revenue & Margin Analysis
For lead sellers, the number of leads delivered is only one measure of buyer performance.
Organizations also need to understand the economics of those deliveries.
The Buyers Revenue Breakdown connects:
Distribution Volume + Buyer Acceptance + Revenue + Cost + Margin
within the same reporting view.
For example, a buyer receiving substantial lead volume can be evaluated alongside the revenue generated by that activity, the associated lead costs, and the resulting margin.
This provides visibility into both:
Operational Performance
and
Financial Performance
of buyer distribution.
Lead Providers Revenue Breakdown
The Lead Providers Revenue Breakdown provides visibility into the supply side of the lead distribution operation.
Organizations can analyze performance using dimensions including:
Lead Type • Channel • Lead Provider • Campaign
and view results across:
Year • Quarter • Month • Day
This allows lead generation companies to evaluate the sources and providers supplying their lead inventory.
Lead Provider Performance Metrics
The Lead Providers Revenue Breakdown includes metrics such as:
Received • Accepted • Rejected • Returned • QC Pending • QC Rejected • Revenue • Cost • Margin • Margin %
This connects lead volume, quality, and financial performance.
Organizations can answer questions such as:
How many leads did we receive from this provider?
How many were accepted?
How many were rejected?
How many were returned?
How many are pending Quality Control?
How many were rejected through Quality Control?
How much did the leads cost?
How much revenue did they generate?
What margin did the provider's inventory produce?
This gives lead generation companies a more complete way to evaluate lead providers than simply comparing lead volume.
Lead Provider Quality & Financial Performance
Lead provider reporting connects lead quality with lead economics.
A provider generating a large number of leads may not necessarily be a strong source if a significant portion of those leads are rejected, returned, or fail Quality Control.
Similarly, a provider with a higher acquisition cost may still generate attractive economics if the resulting leads produce sufficient buyer revenue.
LeadExec allows organizations to examine these factors together:
Received → Accepted / Rejected → Quality Control → Returns → Revenue → Cost → Margin
This provides a more complete view of lead provider performance.
Analyze Both Sides of the Lead Marketplace
The Buyers Revenue Breakdown and Lead Providers Revenue Breakdown provide complementary views of a lead distribution business.
Lead Provider Side
The provider report helps answer:
Where are our leads coming from, what do they cost, what is their quality, and what financial results do they generate?
The reporting flow can be viewed as:
Lead Provider → Campaign → Leads Received → Acceptance & Quality → Cost → Revenue → Margin
Buyer Side
The buyer report helps answer:
Where are our leads being distributed, how are buyers responding, and how much revenue and margin are those relationships generating?
The reporting flow can be viewed as:
Buyer → Campaign / Order → Leads Sent → Acceptance & Returns → Revenue → Cost → Margin
Together:
Lead Supply → Lead Quality → Lead Distribution → Buyer Acceptance → Revenue → Cost → Margin
This provides lead generation companies and lead sellers with visibility across both the supply side and monetization side of their operations.
Inbound Ping Target Breakdown
LeadExec also provides specialized reporting for Ping/Post lead distribution.
The Inbound Ping Target Breakdown provides visibility into the targets and financial outcomes associated with inbound Ping activity.
The report can be analyzed using dimensions including:
Lead Type • Lead Provider • Campaign • Buyer
and across:
Year • Quarter • Month • Day
This provides organizations operating Ping/Post marketplaces with a more detailed view of how real-time distribution activity translates into sold leads and revenue.
For a broader explanation of LeadExec Ping/Post functionality, see Ping Post Lead Distribution Explained.
Ping Target Metrics
The Inbound Ping Target Breakdown includes metrics such as:
Target • Lead Sent • Lead Sold • Estimated Revenue • Revenue
This allows organizations to analyze questions such as:
How many Ping/Post opportunities were targeted?
How many leads were sent?
How many leads were ultimately sold?
What revenue was estimated?
What revenue was actually generated?
This connects Ping/Post distribution activity directly to its commercial outcome.
Estimated vs. Actual Ping/Post Revenue
An important aspect of the Inbound Ping Target Breakdown is the ability to compare:
Estimated Revenue
with
Actual Revenue
This provides visibility into how projected Ping/Post revenue compares with the resulting financial outcome.
Rather than viewing Ping/Post simply as a technical exchange between systems, LeadExec reporting connects the process to the underlying business result:
Ping Opportunity → Target → Lead Sent → Lead Sold → Estimated Revenue → Actual Revenue
This is particularly relevant for organizations operating real-time lead marketplaces where buyer demand, pricing, and distribution outcomes can vary from lead to lead.
For additional information about configuring Ping/Post distribution, see Setting Up a Ping Post Lead Delivery in LeadExec.
Revenue & Margin Reporting for Lead Sellers
For organizations that sell leads, revenue and margin are critical measures of distribution performance.
LeadExec reporting connects the revenue generated from buyer distribution with the associated cost of lead inventory.
At a simplified level:
Lead Revenue − Lead Cost = Margin
LeadExec's revenue reports expose Revenue, Cost, Margin, and Margin % alongside operational lead data.
This allows organizations to evaluate distribution not only based on whether a lead was sent or accepted, but also on the financial outcome of that activity.
Combined with dimensions such as:
Lead Provider • Campaign • Buyer • Buyer Group • Order • Time Period
these reports allow lead sellers to investigate where revenue and margin are being generated across their operations.
Custom Lead Reporting with Pivot Reports
In addition to purpose-built operational and revenue reports, LeadExec provides Pivot Reports for more flexible analysis.
Rather than limiting users to predefined reports, Pivot Reports allow users to build reports using available lead data or begin with a pre-configured report template.
Pivot Reports can be accessed from:
Lead List
or
Distribution
within the Leads section of LeadExec.
Users can then select the fields and dimensions appropriate for the analysis they want to perform.
For an overview of this functionality, see Reports – Pivot Reports.
Build Reports from Lead Data
Pivot Reports allow organizations to analyze information available within their LeadExec lead data.
Users can select fields and place them into:
Rows • Columns • Values
to create different reporting views.
For example, LeadExec's Pivot Report documentation demonstrates a report using:
Lead Source → Row
Date Added – Quarter → Column
Cost → Value
The resulting report aggregates lead cost by source and quarter.
The important capability is not simply that particular report. The Pivot interface allows users to select available fields and construct reports around the questions they need to answer.
Analyze Lead Source Performance
Lead source analysis is particularly important for lead generation companies managing leads from multiple acquisition channels, providers, affiliates, websites, or campaigns.
Pivot Reports can use Lead Source as a reporting dimension, allowing users to organize lead information around the sources generating their leads.
For example:
Lead Source → Cost → Quarter
can provide visibility into how lead costs differ across sources and periods.
This type of reporting allows organizations to investigate lead acquisition data beyond overall platform totals.
Analyze Lead Costs
LeadExec Pivot Reports can also be used to analyze lead cost data.
The documented Pivot example uses Cost (Sum) as a value field to calculate aggregated lead costs.
Combined with other available dimensions, this can help answer questions such as:
How much lead cost is associated with each source?
How are lead costs changing over time?
How does cost vary across different segments of our lead data?
For organizations acquiring inventory from multiple sources, this provides another layer of visibility into lead acquisition economics.
Time-Based Lead Analysis
LeadExec supports time-based reporting across its reporting tools.
The Dashboard provides:
Day • Month • Year
views for high-level performance monitoring.
Revenue reports can provide analysis across:
Year • Quarter • Month • Day
Pivot Reports can use date-related fields to organize data into additional reporting views.
For example, LeadExec's Pivot documentation demonstrates the use of Date Added – Quarter to analyze lead costs by quarter.
This allows organizations to examine both short-term operational activity and longer-term performance trends.
Create Pivot Reports from the Lead List
Users do not always need to begin analysis from the Reports section.
LeadExec allows Pivot Reports to be created directly from the Lead List.
From the Lead List, users can open the Pivot Grid and either:
Select a Pre-Configured Report
or
Create a Report from Scratch
The Field Chooser can then be used to select the lead data required for the analysis.
This creates a direct connection between the operational Lead List and customizable reporting.
For instructions, see Lead List – Create Pivot Report from List View.
Reporting from the Distribution Screen
Pivot reporting can also be accessed from the Distribution screen.
This is useful because lead generation companies often need to analyze not only incoming lead data but also information associated with the distribution process.
Users can access Pivot functionality from either the Lead List or Distribution screen and build reports from the data available within that reporting context.
This connects customizable analytics directly to operational lead distribution.
Pre-Configured & Custom Reports
Different organizations and users have different reporting requirements.
LeadExec supports both:
Pre-Configured Pivot Reports
and
Custom Reports Built from Scratch
Pre-configured reports can provide a starting point for common analyses, while custom Pivot Reports allow users to select the fields and reporting structure appropriate for a specific question.
This provides flexibility for organizations whose reporting needs become more complex as their lead generation and buyer networks grow.
Reporting for Lead Generation Companies & Lead Sellers
Lead generation companies frequently operate across multiple:
Lead Providers • Lead Sources • Campaigns • Lead Types • Buyers • Buyer Groups • Orders • Pricing Models • Distribution Workflows
Simple lead totals do not provide enough information to understand the performance of this type of operation.
LeadExec provides different reporting tools for different levels of analysis:
Dashboard → Overall lead activity
Buyers Revenue Breakdown → Buyer distribution, revenue, cost, and margin
Lead Providers Revenue Breakdown → Provider quality, cost, revenue, and margin
Inbound Ping Target Breakdown → Ping/Post activity, sales, and revenue
Pivot Reports → Custom analysis of available lead data
Together, these reports allow teams to move from basic questions such as:
How many leads did we receive?
to more detailed questions such as:
Which lead providers are generating the strongest financial results?
Which buyers are accepting or rejecting the most leads?
How much revenue is being generated by individual buyers, groups, campaigns, or orders?
What are the costs and margins associated with different lead providers?
How many Ping/Post opportunities are resulting in sold leads?
How does estimated Ping/Post revenue compare with actual revenue?
How are these metrics changing by year, quarter, month, or day?
LeadExec reporting provides visibility into the operational and financial performance of lead distribution from lead acquisition through buyer monetization.
Reporting & Lead Distribution Operations
Reporting becomes more valuable when it remains connected to the platform operating the lead distribution process.
LeadExec manages workflows involving:
Lead Capture • Validation • Lead Quality • Buyer Qualification • Advanced Routing • Ping/Post • Distribution • Delivery
Reporting provides visibility into the activity and financial results generated by those workflows.
For example, an organization may identify an increase in rejected leads and then investigate which provider or campaign is responsible.
A lead seller may identify a declining buyer margin and investigate the buyer, campaign, order, lead cost, and acceptance activity associated with it.
A Ping/Post operator may compare leads sent with leads sold and analyze estimated versus actual revenue.
This creates a feedback loop:
Lead Operations → Reporting → Analysis → Operational Decision
Example: Analyzing Lead Provider Performance
Consider a lead generation company that purchases or receives inventory from multiple lead providers.
The organization wants to evaluate a particular provider.
Using the Lead Providers Revenue Breakdown, the company can analyze:
Received → Accepted → Rejected → Returned → QC Pending → QC Rejected → Revenue → Cost → Margin
This allows the organization to examine both lead quality and financial performance.
If one provider generates substantial volume but also produces a high number of rejected or QC-rejected leads, that pattern becomes visible alongside the provider's cost and resulting margin.
The organization can then investigate the underlying campaign or lead data in greater detail.
Example: Analyzing Buyer Performance
A lead seller may also want to evaluate an individual buyer's performance.
Using the Buyers Revenue Breakdown, the organization can analyze:
Sent → Accepted → Rejected → Pending → Returned → Revenue → Cost → Margin → Margin %
The organization can then drill into:
Buyer Group → Buyer → Campaign → Order
to understand where the activity and financial results originate.
This connects buyer distribution activity directly with buyer economics.
Example: Analyzing Ping/Post Performance
A company operating a Ping/Post lead marketplace may want to evaluate the performance of its inbound Ping activity.
Using the Inbound Ping Target Breakdown, the organization can analyze:
Target → Leads Sent → Leads Sold → Estimated Revenue → Actual Revenue
The results can then be segmented by dimensions such as:
Lead Type • Lead Provider • Campaign • Buyer • Time Period
This provides visibility into both Ping/Post activity and its resulting commercial outcome.
For more information about how LeadExec handles Ping/Post lead distribution, see Ping Post Lead Distribution Explained.
Dashboard Reporting vs. Specialized Reports vs. Pivot Reporting
LeadExec's reporting tools serve different purposes.
Dashboard Reporting
Designed for quickly monitoring high-level lead activity, including:
Received • Accepted • Delivered • Rejected
with filters for Lead Type, Lead Source, Campaign, and time period.
See Reports – Dashboard.
Specialized Distribution & Revenue Reports
Designed to analyze specific areas of the lead distribution business, including:
Buyer Revenue & Margin
Lead Provider Revenue, Cost & Quality
Inbound Ping Targets, Leads Sold & Revenue
These reports provide structured operational and financial views of lead distribution.
Pivot Reports
Designed for deeper or customized analysis where users need to select available fields and organize them into:
Rows • Columns • Values
Pivot Reports can be created from the Lead List or Distribution screens using either pre-configured reports or reports built from scratch.
Together:
Dashboard = Monitor
Specialized Reports = Measure Operational & Financial Performance
Pivot Reports = Investigate & Analyze
Lead Distribution Analytics as Part of the LeadExec Platform
LeadExec connects reporting and analytics with the broader lead distribution lifecycle.
Organizations can analyze:
Lead Providers → Campaigns → Leads → Quality & Acceptance → Buyer Qualification → Distribution → Buyers → Revenue → Cost → Margin
For Ping/Post operations, LeadExec can also provide visibility into:
Ping Targets → Leads Sent → Leads Sold → Estimated Revenue → Actual Revenue
This gives lead generation companies visibility into both sides of their business: the cost and quality of acquiring lead inventory and the revenue and margin generated by distributing that inventory to buyers.
LeadExec combines:
Operational Dashboards • Buyer Revenue Reporting • Lead Provider Revenue Reporting • Ping/Post Reporting • Custom Pivot Reports
to help organizations monitor lead activity, analyze distribution performance, evaluate buyer and provider economics, and understand the financial results of their lead distribution operations.
Related LeadExec Resources