Define a useful enquiry
Write down the service fit, location, budget context and readiness that make an enquiry worth pursuing. Your definition should reflect how the business sells and the capacity it has to deliver.
Follow the lead through the business
Record whether a lead was contacted, qualified and converted. A basic, consistently maintained lead workflow is often more useful than a complex dashboard with no sales feedback.
Keep diagnostic measures in context
Clicks, reach and engagement explain exposure and behaviour. Conversion rates help identify friction. Cost per qualified lead helps assess efficiency. No individual metric tells the whole story.
Be honest about attribution
People may discover a business on social, search for it later and then call. Consent choices, devices and offline activity can leave gaps. Use attribution as evidence with limitations rather than a perfectly complete account.
End the report with decisions
State what changed, the likely explanation and the next action. Keep a record of the hypothesis behind each significant change so future reviews can assess whether it was supported.