Understand Which Call Lengths Drive the Most Valuable Leads

When evaluating lead quality, marketers often focus on source, keyword, or landing page performance. But there's another powerful metric you may be overlooking: call duration. With the Leads by Call Duration Report in WhatConverts, you can segment your leads by how long each call lasted—and uncover which calls are most likely to drive quotes, sales, and high-value conversions.

What You Can Do With Leads by Call Duration

The Leads by Call Duration Report gives you a clear breakdown of leads by how long the calls lasted, helping you identify which call lengths generate the most value. Here’s how marketers and agencies are using it:

Spot High-Quality Leads Based on Call Length

 Let’s say you receive 500 calls in a month. That number alone is useful, but not the full story. With this report, you can segment those calls:

• 450 calls under 30 seconds – Often quick hang-ups or unqualified leads.
• 50 calls over 30 seconds – Potentially qualified, quotable leads.

If you know that it typically takes more than 30 seconds to book a quote or schedule an appointment, then a high volume of very short calls might indicate poor lead quality. This is a signal that your marketing may be attracting the wrong audience.

Uncover Surprising Trends

 Not all short calls are low quality. Sometimes, the most efficient leads are also the most valuable. For instance:

• You may discover that a few under-30-second calls resulted in high sales value.
• These might be repeat customers who already know what they need and are ready to buy, making them fast, high-value conversions.

This insight helps you identify campaigns that are speaking directly to returning customers or buyers who are ready to act, allowing you to double down on what’s working.

Diagnose Sales Handling Issues

 If you notice many calls over three minutes but low quotable lead volume, it could point to sales inefficiencies:

• Sales reps may be spending too long on unqualified calls.
• They may not be asking qualifying questions early enough.

Using this report, you can evaluate whether your team is spending time wisely or wasting valuable resources on calls that won’t convert.

Measure by More Than Just Call Count

 You can use the report to measure performance based on:

• Leads
• Quotable Leads
• Quote value
• Sales value

This helps you go beyond just “how long the call lasted” and focus on what the call produced.

Setting Up the Leads by Call Duration Report

Follow these steps to find and use this report in WhatConverts:

1. Log in to your account and click Reports in the top navigation.
2. Select Report Library, then click Browse Library.
3. Choose More Categories, then select Calls.
4. Find and click on Leads by Call Duration.
5. Once inside the report, use the left-hand menu to switch how you measure results:
   • From Lead Type to Quotable Leads, Quote Value, or Sales Value.

From there, you can start identifying valuable trends based on the actual performance of leads segmented by call length.

Need Help?

Our support team is happy to help you set up your Leads by Call Duration Report.

Get in touch today and we’ll walk you through it.