How do I use HotLeads in my perpetual or evergreen launch?

Hotmart’s Lead Scoring tool, HotLeads, lets you identify which leads in your database are most likely to make a purchase. In classic or evergreen launch strategies, this analysis helps you understand which campaigns are bringing in more qualified contacts and how to better focus your marketing and sales efforts.

In this article, you’ll learn how to interpret HotLeads data in this type of strategy and how to use that information to optimize your results.

Important: this feature is currently in Beta and is only available to select creators at this time.

To better understand how the tool works, see the article: How does HotLeads work?.

How do I analyze HotLeads results?

Once leads have been sent and processed, the data becomes available in the HotLeads dashboard. This is where you track the quality of your database and identify opportunities to improve your campaigns.

To access it, click Go to launches and, in the Actions column, select the chart icon for the launch you want.

In the dashboard, you’ll find a consolidated view of your data, which lets you understand not just how many leads were generated, but more importantly which of them have the most conversion potential.

Generally speaking, the analysis focuses on two main points: the quality of the leads captured and the impact of those leads on sales results. Based on this, you can adjust campaigns, prioritize channels, and better focus your sales efforts.

How do I understand the quality of my lead database?

On the Indicators tab, you can view the “temperature” of your audience, in other words, the qualification level of the leads you’re capturing.

The main data points available include:

• Lead volume: the total volume of imported leads.
• Hot lead volume: the number of leads with a high likelihood of purchase.
• Qualification percentage: the percentage of qualified leads relative to the total.
• Trend chart: how these indicators evolve over time.

This information helps you understand whether your lead generation strategies are attracting the right audience or whether you need to adjust campaigns, creative, or acquisition channels.

How do I identify the channels bringing in the best leads?

Beyond analyzing lead volume, it’s important to understand where your leads come from. In the dashboard, you can view results based on UTM parameters, such as traffic source, media type, and specific campaigns.

This makes it possible to identify which channels are bringing in leads with the highest conversion potential. By comparing this data, you may notice, for example, that a lower-volume campaign can generate more qualified leads than another with a high number of sign-ups.

This analysis helps you better allocate your investment, prioritizing the channels that actually drive results.

Tip: use the Sort by filter at the top of the page to group results by parameter. That way, you can identify, for example, which traffic source (utm_source) is bringing in more qualified leads.

How do I assess HotLeads’ impact on my sales?

Another way to use HotLeads is to analyze how different lead groups behave in relation to sales. 

On the Conversion & Revenue tab, you can compare performance between more qualified and less qualified leads, looking at metrics such as:

• Sales and conversion: the total sales made and a comparison of the conversion rate between more qualified and less qualified leads.
• Conversion lift: this indicator shows how much more qualified leads convert above the rest, highlighting the performance gain.
• Total and average revenue per lead: the revenue generated by each group and the average value per converted lead, allowing you to identify which profiles drive the most value.
• Performance charts: how revenue and conversion evolve over time, making it easier to spot peaks and sales patterns.

This comparison lets you understand the direct impact of lead quality on your revenue and identify optimization opportunities in your strategy.

How do I use this data to optimize my campaigns?

Analyzing HotLeads data lets you make faster, more strategic decisions while running your campaigns. Based on the information in the dashboard, you can:

• Prioritize campaigns that generate more qualified leads.
• Adjust or pause campaigns with low performance.
• Test new creative and channels based on what you’ve learned.
• Direct sales actions toward leads with the highest potential.

In evergreen strategies, this ongoing analysis is especially important, since it allows you to optimize results progressively over time.

Best practices to improve results

To get the most out of HotLeads in classic or evergreen launches, a few practices can make a difference in your performance:

• Use UTM parameters to correctly identify lead sources.
• Track data frequently, especially during active campaigns.
• Cross-reference lead quality information with sales results.
• Avoid making decisions based on lead volume alone.

These actions help ensure a more consistent, results-oriented analysis.

Frequently asked questions

❯ How long does it take for the data to appear?

Lead processing can take a few hours and, in some cases, up to a day, depending on the volume of data sent.

❯ Do I need to integrate with Meta to use HotLeads?

It’s not required. The Meta integration is optional and serves to boost campaigns based on the most qualified leads.

❯ How do I know if the data is accurate?

The data is presented in aggregate form. If you notice anything unexpected, we recommend reviewing your import setup and the parameters used in your campaigns.