What does the term "lead conversion ratio" measure?

The term "lead conversion ratio" specifically measures the effectiveness of the recruiting process in turning potential recruits into actual enlistees. It is calculated by taking the number of individuals who express interest in joining (the leads) and comparing that to the number who successfully enlist in the military. This ratio is crucial for recruiters, as it provides insight into the success of their engagement strategies, materials, and overall recruiting practices. A high lead conversion ratio indicates that the recruiting efforts are effective in persuading interested individuals to make the commitment to enlist.

In contrast, the other options focus on related but different metrics. Retention after enlistment looks at how many recruits stay in the Marines, while the total leads generated is about the volume of engagement efforts rather than their quality in terms of conversion. Lastly, the average time to process recruits pertains to efficiency in the administrative part of recruiting but does not address the conversion aspect.