RPT-02 · Lead Source & Conversion
Certified report viewer — audience: Sales & Marketing. Definition owner: Rashid Al Farsi (Sales Manager), campaign measures co-owned by Marketing. CRM leads, activities, stages and campaigns on governed source/stage dimensions · refresh ≤ 15 minutes.
RPT-02
Report header — ownership, dataset & refresh state (§9.2)
Operational · ≤ 15 min
Certified monthly pack
- Report owner
- Rashid Al Farsi — Sales Manager (definition owner)
- Metric owners
- Funnel & SLA — Rashid Al Farsi · Campaign spend / ROI — Marketing lead · Consent suppression — Privacy officer
- Authoritative dataset
dwh.certified.crm_funnel_v2— governed source & stage dimensions (Asia/Dubai GST)- Refresh cadence
- Incremental every 15 min · certified marketing pack monthly with P07 close
- Last refresh
- 17 Jul 2026 14:15:07 GST Fresh · cycle 14:15
- Certification state
- Operational intraday · Jun 2026 pack Certified · Jul MTD Provisional
- Definition version
DEF-RPT-02 v2.4— approved 20 May 2026 (change CR-2026-096)- Governing policy versions
CRM-STAGE-DEF v6·SRC-TAXONOMY v4·PII-EXPORT-POL v3·CONSENT-POL v5
Leads MTD
412
▲ 9% vs Jun same-day · 18 today
Contact rate
92.4%
Within SLA 15 min · median 11m
Qualified rate
38.1%
157 qualified of 412
Cost / qualified lead
AED 118.40
▼ Meta campaign at AED 212.00
Leads by source — Jul MTDGoverned source dimension
Table alternative below — same measures, full funnel per source.
Campaign attribution — top 5Campaigns
| Campaign | Leads | Qualified | Spend AED | Cost/qual. | State |
|---|---|---|---|---|---|
Summer Marina 2026 Website + email · consent-checked | 64 | 31 | 18,400.00 | 593.55 | Running |
Prototype Residences launch Meta Lead Ads | 39 | 12 | 25,400.00 | 2,116.67 | Cost above threshold |
Bayut featured listings Portal boost · Jul slot | 28 | 14 | 9,600.00 | 685.71 | Running |
AR remarketing — واجهة المارينا Arabic creative set | 17 | 8 | 4,200.00 | 525.00 | Running |
Q2 open-house follow-up SMS · suppression list applied | 9 | 4 | 1,150.00 | 287.50 | Completed 05 Jul |
| Attributed total | 157 | 69 | 58,750.00 | 851.45 | — |
Conversion funnel by source — Jul 2026 MTD
Refreshed 14:15
| Source | Leads | Contacted | Qualified | Viewings | Offers | Deals | Conv. % | SLA / notes |
|---|---|---|---|---|---|---|---|---|
Website Contact form v3 · consent captured | 108 | 102 | 44 | 29 | 11 | 9 | 8.3 | SLA 96% |
Bayut Connector · listing-level attribution | 86 | 80 | 33 | 21 | 8 | 6 | 7.0 | SLA 94% |
Property Finder Connector · dedupe on phone | 74 | 67 | 28 | 17 | 6 | 5 | 6.8 | SLA 88% — 4 breaches |
WhatsApp Business API · opt-in verified | 47 | 45 | 19 | 12 | 4 | 3 | 6.4 | SLA 97% |
Campaign (Meta Lead Ads) “Prototype Residences launch” | 39 | 34 | 12 | 6 | 2 | 1 | 2.6 | Low quality — review targeting |
Phone / PBX Teams Phone queue “Sales DXB” | 28 | 27 | 11 | 7 | 3 | 2 | 7.1 | SLA 93% |
Walk-in Dubai HQ + Abu Dhabi reception | 15 | 15 | 6 | 5 | 2 | 1 | 6.7 | SLA 100% |
Email parser leads@almanara.ae | 10 | 8 | 3 | 2 | 1 | 1 | 10.0 | 2 SLA breaches — parser delay |
Partner broker Prime Link Realty referrals | 5 | 5 | 1 | 1 | 1 | 0 | 0.0 | Small sample |
| Total | 412 | 383 | 157 | 100 | 38 | 28 | 6.8 | Reconciliation: 415 intake events − 3 rejected duplicates = 412 · difference 0 (tolerance 0) |
Rows 1–9 of 9 governed sources · drill-down opens Lead Inbox filtered by source
Lineage — source → transformation → report (§9.2)Evidence linked
crm.lead_events · crm.activities · mkt.campaign_spend
→
stg.lead_funnel_15m (incremental)
→
sem.crm_funnel v2 (dedupe + taxonomy map)
→
Validate: intake count = funnel count
→
RPT-02 viewer
| Source | Extracted | Rows | Status |
|---|---|---|---|
crm.lead_events (Jul MTD) | 14:15:02 | 415 | Checksum OK |
crm.activities | 14:15:03 | 2,918 | Checksum OK |
crm.stage_history | 14:15:04 | 1,236 | Checksum OK |
mkt.campaign_spend | 13:00:00 | 5 | Hourly source — 75m old |
Cycle 14:15 completed in 41s · next 14:30 · job crm_funnel_15m #2026-13882 | |||
Definition of done (§9.2) — RPT-02Published
| Checklist item | Status |
|---|---|
| Named owner, business definition, authoritative dataset, lineage | Met — DEF-RPT-02 v2.4 |
| Filters, dimensions, currency/time-zone (AED · GST), refresh & certification state | Met |
| Permission-aware drill-down; controlled export (PII stripped, watermarked) | Met — PII-EXPORT-POL v3 |
| Reconciliation totals & tolerances vs intake events | Met — diff 0 |
| Accessible table/chart alternatives; approved EN/AR labels | Met — AR label set v3 |
Related screens: CRM analytics · Lead intake monitor · Lead connectors.
Static render mockup — no live data. Source: ERP Modern Development Specification v2.0 §9.1 Table 15, §9.2 · Covers: RPT-02.