By using Hotmart’s Lead Scoring tool, HotLeads, for paid launches, you can identify which buyers of your entry product are most likely to also purchase the main product.
This kind of analysis lets you better focus your investments, prioritize sales actions, and make decisions during the launch based on real behavioral data.
In this article, you’ll learn how to interpret HotLeads data in paid launches and how to use that information to optimize your results.
To better understand how the tool works, see the article: How does HotLeads work?.
How does HotLeads work in paid launches?
In paid launches, HotLeads analyzes the behavior of those who bought your entry product and classifies these buyers according to their likelihood of purchasing the main product.
Based on that analysis, leads are organized into groups, making it easier to pinpoint where the best sales opportunities are.
This data can also be used to optimize campaigns, target sales outreach, and adjust your strategy while the cart is still open.
How do I set up HotLeads for paid launches?
To use HotLeads in paid launches, you’ll need to configure the funnel directly on the platform. This setup connects the entry product to the main product and allows the analysis to be based on buyer behavior.
Follow the steps below:
- Sign in to your account at http://app.hotmart.com.
- In the left-side menu, click Marketing, then HotLeads.
- On the new screen, select Go to launches.
- Next, configure the products in your funnel:
- Under Entry product, select the product (such as a ticket or workshop) and enter the sales period, sales target, and expected revenue.
- Under Main product, select the product that will be offered and enter the sales period, revenue targets, and the desired conversion rate.
- If you want to boost your campaigns: under Meta Ads integration, enter the Pixel ID and the Pixel Token to enable automatic sending of qualification events.
- Click Finish to confirm and start the analysis.
Note: depending on the volume of data analyzed, results may take up to 24 hours to appear in the dashboard.
How do I analyze my launch results?
After setup and data processing, you can track results directly in the paid launch dashboard.
To access it, click Go to launches and, in the Actions column, select the chart icon for the launch you want.
This dashboard brings together the main indicators of your funnel and lets you assess both campaign performance and lead behavior throughout the launch.
How do I understand overall launch performance?
In the dashboard’s Overview, you’ll find a summary of the health of your operation.
- Performance alerts: indicate when conversion is below expectations, helping you act quickly.
- Business impact: shows how much of your total revenue came from more qualified leads.
- Campaign ranking (UTMs): lets you identify which campaigns are bringing in the highest-potential leads.
This information helps you understand whether the launch is progressing as expected or whether adjustments are needed.
How do I track goal progress?
On the Entry product and Main product tabs, you can track the financial performance of your funnel over time.
- Revenue and sales progress: shows how much you’ve already achieved against your defined goals.
- Conversion lift: indicates how much your conversion rate improves when you focus on more qualified leads.
This tracking lets you adjust strategies such as bonuses, offers, and scarcity based on launch performance.
How do I identify and act on the most qualified leads?
On the Hot leads tab, you’ll find the contacts with the highest likelihood of purchase.
- Qualified contact list: gives you access to the data of leads with the highest likelihood of purchase.
- Quality by campaign: helps you identify which campaigns generate the highest-potential leads.
This information can be used to prioritize sales outreach, remarketing, and sales recovery efforts.
How do I use data from previous launches?
HotLeads also lets you compare the performance of your current launch with previous ones. To do so, use the Compare launch option inside the dashboard.
By analyzing historical data, you can see whether lead quality and results are evolving over time, and identify patterns that can be replicated.
How do I use the data to optimize results?
More than just analysis, HotLeads’ main value lies in how you use this information during the launch. Based on the dashboard data, you can:
- Prioritize outreach to more qualified leads.
- Adjust or pause campaigns with low-quality leads.
- Optimize campaigns based on the best-performing audiences.
- Direct remarketing efforts toward those most likely to make a purchase.
Since paid launches happen within a limited window, acting quickly on this data can directly impact your final results.