# How do we handle leads that re-MQL, and should they count again?

Pick one rule and write it down: either a person can only ever be a first MQL, or they can re-MQL after a fixed window (90 days is the common choice). Report net-new and re-engaged separately by default — a single blended MQL number hides which motion is actually working.

The reporting consequence is larger than it looks. If a two-year-old first MQL keeps suppressing new qualification, cohort conversion rates drift downward for reasons that have nothing to do with performance. Decide whether the analysis is cohort-based (first MQL only) or period-based (every qualification event) before you build the report.

## Sources

- **Method** — [Executive GTM Reporting playbook — Cohort conversion rate](https://www.leanscale.team/knowledge/playbooks/executive-reporting-playbook/)

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Cluster: Inbound · https://www.leanscale.team/knowledge/answers/mql-recycling-reporting/