Define the enquiry before counting it
Agree what qualifies: a relevant service request, inside the genuine coverage area, with a usable way to respond. Separate spam, duplicate attempts and existing-customer support where appropriate. Keep the definition stable across reporting periods.
Search opportunities and domain overview
Review search demand, keyword coverage and referring-domain context together.
Check the collection path
Test the form and any configured call-tracking process. Reconcile a controlled test with the system that receives the enquiry. Avoid counting button clicks as confirmed enquiries when the next step can fail.
Explain the limits of the report
Offline referrals, cross-device visits and unavailable consent can leave gaps. Report source confidence and compare similar periods, especially in seasonal businesses. Use the report to choose the next action rather than to claim perfect attribution.
Put the guidance to work
Capture your starting point, assign an owner to the next action, and decide what evidence will confirm that it worked.
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