What Is SQL (Sales Qualified Lead)?
MQL that sales has accepted after qualification; the handoff moment in B2B pipeline. In metrics work, this term is one of the building blocks operators use every day, so it pays to have a clean, one-line mental model.
Where you'll see it
You'll usually meet "SQL" inside metrics reporting, briefs, or platform UIs. When it appears, ask two questions: what exact input is it measuring, and against what benchmark. That's the whole job of understanding a term like this.
Why it matters
This metric shows up on almost every performance report. Reading it correctly, and knowing when it lies, is what separates a media buyer from a marketer who just watches dashboards.
Common mistakes
- 1.Treating "SQL" as self-explanatory. Different teams and platforms define it slightly differently — always confirm the exact input before you argue about the output.
- 2.Comparing values across platforms without checking definitions. Meta, Google, LinkedIn, and TikTok each measure adjacent-but-different things under similar names.
- 3.Optimising to the term in isolation. Every metric or lever in this glossary needs at least one guardrail metric to stay honest.
Put SQL to work
Free calculators
FAQs about SQL
What does SQL mean?
MQL that sales has accepted after qualification; the handoff moment in B2B pipeline.
Where does SQL come up in Metrics work?
Anywhere operators are reading reports, briefing creative, or setting up campaigns in the Metrics stack. It's part of the shared vocabulary that keeps briefs, dashboards, and QA docs unambiguous.
Where can I read more?
The related terms below link out to the full glossary spokes that go deeper — formulas, benchmarks, common mistakes, and worked examples.
Related terms
Average revenue per transaction, total revenue ÷ number of orders.
Total marketing + sales spend divided by new customers acquired.
% of clicks or sessions that complete the target action.
Ad spend divided by conversions, the price of one action.
Ad spend divided by clicks, what one click into your site costs.
Spend divided by leads captured, a top-of-funnel efficiency metric.