Pipeline Value: Definition, Metrics, and Importance in Digital Advertising

Pipeline Value

The estimated total value of potential customers moving through the pre-sales journey, from initial brand visits to high-intent engagement, sales activation, and ultimately, sales realization. Similar to pipeline metrics in sales or marketing CRMs, this value reflects future revenue opportunities influenced by digital advertising efforts that occur before a sale is made.

Created Pipeline Value

The total estimated value generated by people who have newly entered the pre-sales pipeline or advanced to a deeper stage in their buying journey. This metric captures the impact of marketing efforts in driving forward momentum, whether by attracting new prospects or increasing intent among existing ones.

Expired Pipeline Value

The estimated value of people who have stalled in a specific stage of the pre-sales journey for too long and are no longer likely to progress. This metric helps keep pipeline projections realistic by removing stagnant prospects from active value calculations. The total pipeline value is adjusted weekly by subtracting the expired pipeline value from the combined total of last week’s pipeline and newly created value.