---
title: "CTA and lead performance"
description: "What readers do after reading: views, clicks, submissions and where each conversion came from."
updated: "2026-08-18"
verifiedAgainst:
  - packages/shared/src/lead-metadata.ts
  - packages/shared/src/cta-policy.ts
---

Conversion analytics answers whether the writing is doing any work.

## Calls to action

Recorded per call to action:

- **Views**: how often it was actually visible to a reader, not merely present
  on the page.
- **Clicks**: how often it was used.
- **Click through**: the ratio between them.

Broken down by post, by placement and by style, which is what turns it into a
decision: the same offer at `after_intro` and at `end` performs differently, and
now you can see by how much.

## Leads

Submissions, with the attribution that came with them: which post, which call to
action, and how the reader arrived. That is what tells you which article is
actually producing pipeline as opposed to traffic.

## Email consent

What happened after a lead subscribed: confirmations, unsubscribes, and which
posts produce leads who remain subscribed.

## Reading it honestly

<Callout variant="tip">
  A post with high traffic and no conversions is not necessarily failing. It may
  be answering a question your buyers ask long before they buy. The metric worth
  watching is whether your funnel stages, taken as a whole, produce anything at
  the bottom.
</Callout>