When optimizing a website for lead generation via Adobe Target, which success metric aligns best with the Key Performance Indicator (KPI) of capturing user information?

Question

Options

• ATotal sessions
• BScroll depth
• CTime spent on the homepage
• DForm submission rate

• A
  3% (2)
• B
  11% (7)
• C
  6% (4)
• D
  79% (49)

Explanation

Form submission rate directly measures whether users are completing the action that captures their information (name, email, phone, etc.), making it the only metric that maps 1:1 to the KPI of collecting leads. Total sessions (A) counts visits but says nothing about conversions - high traffic with zero submissions is worthless for lead gen. Scroll depth (B) is an engagement proxy that doesn't confirm intent or action, and time spent on the homepage (C) similarly measures attention, not conversion - a confused user might spend the most time on a page.

Memory tip: Match the metric to the moment of value. Lead generation's value moment is the form submit - everything else is upstream noise. If you can't see a direct line from metric → data collected → sales pipeline, it's a distractor.

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