You deliver the leads. Show your client what they became.
MIQAS follows each lead from the ad through 5 stages to the deal won, so the monthly conversation with a client starts from what happened after the hand-off instead of from a cost-per-lead figure. Each client brand gets its own workspace, and, on the Pro plan, one login switches between them.
The leads are delivered, and then the conversation turns to their quality
You run the campaigns on the budget and the target you agreed, the cost per lead comes in where it should, and the platform report looks healthy.
Then the client's sales team says the leads are poor. Without a shared record of what became of each one, the discussion rests on opinion, and the agency is usually the side with less evidence.
Nobody ever wrote down what a qualified lead means, so the bar moves from month to month with the client's own sales figures.
Your report ends at impressions, clicks and cost per lead, while the client's question starts at meetings and signed deals, and the two never meet on the same page.
The retainer is renewed or cancelled on a feeling about lead quality, and the agency quietly carries the blame for every deal that does not close.
What happens after you hand the lead over
7 steps from the campaign to a record the client can read, in a client brand whose business runs on leads.
The campaign runs
Spend, clicks and leads by campaign from Meta, TikTok and Snapchat.
The lead arrives
From a Meta lead form, a form on the client's website, a spreadsheet, or added by hand.
Qualified
The client's team marks the lead qualified, against a definition you agreed once.
Meeting booked
A meeting with the prospect is in the diary.
Meeting held
The meeting took place.
Deal won
The deal is recorded with its value.
Reported back and read
Each stage after Enquiries is reported to the connected platforms that accept it, and value won is set against spend.
A pipeline the agency and the client can both read
A spreadsheet of leads tells you who arrived; it does not keep the ad next to the outcome, and it is rarely where the client's team records what happened. In MIQAS every lead keeps the ad that brought it, and the stage words follow the industry of the brand whose workspace it is, so a real estate client's team sees Appointments booked and Visited where your own agency workspace says Meetings booked and Meetings held.
Enquiries
Everyone who asked, from every source; this is the starting count and is not reported to the ad platforms.
Qualified
A real prospect by the definition you and the client agreed, reported to Meta and TikTok.
Meetings booked
A meeting is in the diary, and the stage is reported to Meta, TikTok and Snapchat.
Meetings held
The meeting took place, and the stage is reported to Meta.
Deals won
The deal is recorded with its value and reported to Meta, TikTok and Snapchat.
- The ad platform, campaign and source of each lead
- Name, phone and email; the phone and email are stored encrypted
- Every answer the person gave on the form
- A status the team sets: contacted, no response, cold, warm, hot or converted
- An owner for each lead, chosen from the workspace's members
- The deal value when a deal is won
- One lead per person, even when the same person comes in from a form and from an imported list
- Your own segments, such as the client's budget bands, tagged onto that brand's campaigns
- A separate workspace for each client brand, with its own ad connections, pixel and data
- Each stage move kept in the activity log, on the Pro plan
What you can see for the brand you have open
Ad Campaigns shows spend, leads, cost per lead and cost per click for every campaign in the brand's workspace, and the pipeline beside it shows what those leads went on to become.
Meta
Spend and leads by campaign, and Meta lead forms that land in the pipeline with the ad already attached.
TikTok
Spend, clicks and leads for each TikTok campaign.
Snapchat
Spend, clicks and conversions by campaign, from the Growth plan.
The client's website
With the MIQAS pixel installed, a form that asks for an email or a mobile number becomes a lead, carrying the ad that brought the person.
What Meta, TikTok and Snapchat hear after the hand-off
When the client's team moves a lead forward, MIQAS reports that stage to the connected ad platforms that accept it, once per stage. The platforms can then learn from outcomes the business actually recorded, not only from form fills. What each platform does with them follows its own conditions, so not every account will see a platform optimise on them.
- Meta
Qualified, Meetings booked, Meetings held, Deals won
- TikTok
Qualified, Meetings booked, Deals won
- Snapchat
Meetings booked, Deals won
- Meta
- In Events Manager these arrive under MIQAS's own event names, such as Appointments booked and Visited.
- Snapchat
- Available from the Growth plan.
What each person on the account looks at
Agency owner
- Spend, value won and return for the brand you have open
- Which of your own campaigns brought signed clients, in the agency's own workspace
Media buyer
- Ad Campaigns: spend, leads, cost per lead and cost per click by campaign
- Cost per appointment, the Dashboard Studio tile on the Pro plan, counted on meetings booked
Account manager
- The stage funnel and the where-they-came-from table, ready for the monthly call
- A weekly summary email per brand, plus a PDF report from the Growth plan
The client's sales lead
- Each lead's owner, status and stage, recorded by the people who spoke to the prospect, once invited as a member of the brand's workspace
The numbers that matter after the hand-off
- Leads at each stage
- How many leads reached each stage, and each stage's share of all enquiries.
- Value at each stage
- The deal value sitting at each stage of the pipeline.
- Value won
- The total of the deal values entered when deals are won.
- Return
- Value won divided by ad spend.
- Cost per lead and cost per click
- For every campaign, from the ad platforms.
- Cost per appointment
- Ad spend divided by meetings booked; a tile in Dashboard Studio on the Pro plan.
- Leads by channel
- Each channel's leads at every stage, with the value won.
What changes when the report goes past the hand-off
Before
- Reports end at impressions, clicks and cost per lead.
- What happened after the hand-off stays inside the client's sales team.
- A qualified lead means something different every month.
- Stage progress never reaches the ad platforms.
With MIQAS
- Leads followed through Qualified, Meetings booked, Meetings held and Deals won.
- A stage view the client's team updates as members of the brand's workspace.
- One Qualified stage both sides can see, against a definition agreed once.
- Stage progress reported back to Meta, TikTok and Snapchat, each in the stages it accepts.
MIQAS sits alongside your reporting rather than replacing it. Whether a brand's campaigns are run in-house or by an agency like yours, it gives the business and the agency the same independent view of what happens between advertising spend and commercial outcome.
How agencies use it
The client says the leads are poor
- The problem
- The client's sales team calls last month's leads poor, and nobody can show what actually happened to them.
- What MIQAS does
- Invite the client's sales lead into that brand's workspace as a member, so the people who spoke to each prospect move the lead through the stages.
- What becomes visible
- How many leads reached each stage, by channel, with the value won, in a view both sides look at together.
Agreeing what qualified means
- The problem
- Every month the bar for a good lead moves with the client's own sales figures.
- What MIQAS does
- Agree once what Qualified means for this client and use the single Qualified stage for it.
- What becomes visible
- A shared count of qualified leads that both sides read the same way.
The one-page monthly note
- The problem
- A long report goes unopened, and the client's attention drifts with it.
- What MIQAS does
- Use the weekly summary email, and the PDF report from the Growth plan, as the base of a short monthly note.
- What becomes visible
- The few numbers a client will actually read: leads, stages, value won and return.
Telling Meta which leads were good
- The problem
- The campaign optimises toward form fills, because form fills are all the platform ever hears about.
- What MIQAS does
- Stage moves are reported to Meta, TikTok and Snapchat once the client's team records them.
- What becomes visible
- The platforms receive outcomes the business recorded; each platform's own conditions decide how it uses them.
Your own agency pipeline
- The problem
- The agency's own new business lives in a spreadsheet, so nobody knows which of its own campaigns brought clients.
- What MIQAS does
- Run your own ads and enquiries in an agency workspace: Enquiries, Qualified, Meetings booked, Meetings held and Deals won.
- What becomes visible
- Which of your own campaigns brought signed clients, and what they were worth.
The client's spreadsheet
- The problem
- A client sends a month of leads in Excel, with the same people listed more than once.
- What MIQAS does
- Import the file and tick the confirmation that you may contact the people on it; a person who appears twice becomes one lead.
- What becomes visible
- One clean list, with one lead per person, ready to move through the stages.
What connects for each client brand
Meta
Ads, spend and lead forms; 4 stages reported back.
TikTok
Ads and spend; 3 stages reported back.
Snapchat
Campaign spend from the Growth plan; Meetings booked and Deals won reported back.
MIQAS pixel
Keeps the click ID and turns a form on the client's website into a lead.
Spreadsheet import
A client's CSV or Excel file, once you confirm you may contact the people in it.
Workspace per brand
One login and a switcher; up to 3 brands on Pro, and more on Enterprise.
Lead API
Push leads or stage changes from the client's own system, on the Enterprise plan.
Questions from agency owners
Can I manage several clients from one login?
Yes. Each client brand has its own workspace with its own ad connections, pixel and data, and one login switches between them. Pro includes up to 3 brands, and Enterprise has no cap. Each brand is read on its own; there is no combined view across brands.
Who updates the stages?
The people who know what happened. That can be the client's sales lead, once you invite them as a member of the brand's workspace, or your own team working from what the client reports. Any member can move a lead, and MIQAS reports what is recorded.
Does it work for a client that sells online rather than through leads?
A store's workspace follows orders instead of stages: spend against paid orders by campaign, and purchases sent back to the platforms. The stage pipeline is for brands whose business runs on leads, such as a real estate developer or brokerage.
What can I send my client?
A weekly summary email and a PDF report for each brand, with the PDF available from the Growth plan.
Does my client have to change their CRM?
The client's team can record stages directly in MIQAS. On the Enterprise plan, a client's own system can push leads and stage changes in through the Lead API instead.
Which stages reach the ad platforms?
Meta receives Qualified, Meetings booked, Meetings held and Deals won. TikTok receives Qualified, Meetings booked and Deals won. Snapchat receives Meetings booked and Deals won, from the Growth plan. Enquiries are not reported to any platform, and each stage is reported once per lead.
Will this improve my clients' Meta results?
It gives Meta stronger first-party signals: outcomes the business recorded, rather than form fills alone. Meta decides how to use them, and its own conditions apply, including a minimum monthly lead volume and a time limit for reaching the stage, so not every account will see Meta optimise on them.
Can I use MIQAS for my agency's own leads?
Yes. An agency workspace tracks your own ads and enquiries through Enquiries, Qualified, Meetings booked, Meetings held and Deals won, so you can see which of your campaigns brought signed clients.
How do we define a qualified lead?
The Qualified stage itself is fixed, so agree with the client once what it means for them, in writing. MIQAS then gives both sides one place to see the count and which campaigns produced it.
Show your client what the leads became.
Bring one client's campaigns and we will show you the pipeline and the numbers MIQAS would keep for that brand.