> ## Documentation Index
> Fetch the complete documentation index at: https://learn.biq.li/llms.txt
> Use this file to discover all available pages before exploring further.

# Understand clicks, leads, sales, and revenue

> Read conversion metrics and understand the Biqli funnel.

The funnel follows three stages: clicks, leads, and sales. Revenue is the value recorded with eligible sale events.

Use the funnel to see where visitors stop progressing. A link can have clicks without leads, or leads without sales. Conversion rates are calculated from the recorded stages in the selected period, so changing the date range can change both the totals and rates.

Refunds or later billing adjustments can reduce previously reported sales or revenue.

## Calculate the stages

Clicks are visits through the short link. Leads are attributed lead events.
Sales are attributed sale events. Revenue is the recorded eligible value of
those sales. A click-to-lead rate divides leads by clicks, while a lead-to-sale
rate compares sales with leads for the selected reporting context.

## Interpret a funnel

A low click-to-lead rate can indicate a mismatch between the campaign and
landing page, technical tracking problems, or visitors who are not ready to
register. A low lead-to-sale rate can reflect qualification, pricing, checkout,
or a longer buying cycle.

The selected period matters because the click can precede the conversion. A
sale in today's report may belong to a click from an earlier period. Use a
longer range and customer details when diagnosing that journey.

Do not compare revenue totals across currencies without appropriate conversion.
Biqli reports the currency stored with eligible events.

## Frequently asked questions

### Why are sales higher than leads in a short period?

Some sales can belong to leads created before the selected period.

### Does a click guarantee a lead?

No. The visitor must complete an eligible tracked lead action.

### Can a refund change revenue later?

Yes. Billing adjustments can reduce previously recorded sale value.