Question 4
A B2B SaaS company tracks leads through this funnel:
● Stage 1: MQL (Marketing Qualified Lead) ● Stage 2: SQL (Sales Qualified Lead) ● Stage 3: Demo Completed ● Stage 4: Closed Won
You have two tables: ● Leads(LeadID, CreatedDate, Acquisition_Channel, Region) ● Opportunities(LeadID, Stage, Stage_Change_Date, Deal_Value)
You are asked: “Which acquisition channel has the highest conversion rate from Demo Completed to Closed Won in the last 12 months?”
An analyst writes the following query:
● Filters Opportunities to rows where Stage IN ('Demo Completed','Closed Won') in the last 12 months. ● Groups by Acquisition_Channel. ● Computes: Conversion_Rate = (COUNT(DISTINCT LeadID WHERE Stage='Closed Won')) / (COUNT(DISTINCT LeadID WHERE Stage='Demo Completed')).
Which subtle issue is most likely to bias this conversion rate upward for some channels?
Using DISTINCT LeadID instead of counting total rows in Opportunities.
Not restricting “Demo Completed” leads to those whose demo occurred before their “Closed Won” date.
Not including Leads that never reached the Demo Completed stage in the denominator.
Filtering to the last 12 months by Stage_Change_Date instead of by Lead CreatedDate.