Define a completed enquiry
Decide what counts before building the report. Opening a chat, clicking a contact button or starting a form can show interest. An accepted request with enough information for follow-up is a different event.
Use a recorded acceptance as the point of success where possible. If a form fails validation or the request is rejected, the report should not imply that the business received a new lead.
Keep the stages distinct
A practical funnel can answer where progress stops.
- Visibility: are relevant searches finding the pages?
- Visits: do those people arrive at the intended page?
- Interest: do they begin a useful next step?
- Accepted enquiries: does the request reach the lead system?
- Qualification: can the business serve the customer?
- Outcome: did the enquiry become an opportunity or customer?
Preserve useful context
The lead system can record the service requested, project location and source context when available. That information supports both follow-up and reporting. Keep personal contact details out of analytics parameters and page URLs.
Google Analytics recommends generate_lead for an information request or form submission. Configure the event with a clear definition and test that it fires at the intended stage rather than on every attempted click.
Compare the right numbers
One useful calculation is marketing cost divided by qualified enquiries for the same period and scope. Another is the share of qualified enquiries that become customers. Label assumptions clearly and be careful when sales cycles cross reporting periods. Missing attribution should remain visible rather than being assigned to a convenient channel.
Turn the report into a diagnosis
If useful searches produce few visits, examine the result and page relevance. If visits are strong but enquiry starts are weak, review the offer and call to action. If many requests are unsuitable, improve targeting and qualification.
Your team's feedback closes the loop. A short, consistent lead-status process can be more useful than an elaborate dashboard that nobody keeps current.
Sources & further reading
Official references used for the local and platform guidance on this page.