Choose the enquiry you will count
Decide what counts as a lead before reporting results. An accepted enquiry form, a received WhatsApp message and a booked consultation are different events. A click on a WhatsApp button does not establish that someone sent a message.
Count the form lead only when the submission handler confirms acceptance, rather than whenever the submit button is clicked. Keep delivery monitoring separate: an accepted submission is not proof that a person read the enquiry or that it became a customer.
Record the source with the enquiry
| Field | Example |
|---|---|
| Source and type | Google / organic or Facebook / paid social |
| First page in the observed session | An article answering a service question |
| Requested service | Website development |
| Selected package | Business |
| Enquiry reference | A unique reference for follow-up |
| Customer-supplied source | Someone recommended the business |
Capture the available source when a visitor first arrives and carry it to the form in the same session. Keep the visitor’s answer to “How did you hear about us?” separate from browser-derived attribution. One can supplement the other without pretending they always match.
Tag links you control
For ads, newsletters and social posts, use consistent campaign tags. Google’s campaign URL guide explains source, medium and campaign fields. For example, a Facebook promotion could use source “facebook”, medium “paid_social” and a campaign label that describes the promotion.
Use the same spelling across links. Check which tags your form records and which appear only in analytics: the fields depend on the implementation. Never put customer names, phone numbers or email addresses in campaign tags.
Keep the contact details in private records
Use a private lead sheet or customer system to record the reference, date, contact details, service, source, responsible person and next follow-up. Add stages such as new, contacted, qualified, quoted, won and lost, together with sale value when relevant.
Google prohibits personally identifiable information being sent to Analytics. Its privacy guidance covers email addresses, phone numbers and information carried in URLs. Aggregate website events and private customer records have different purposes.
Know the gaps before drawing conclusions
Browser privacy settings, blocked analytics, missing referral information and later return visits can limit attribution. A session-based form record does not reconstruct every earlier visit. “Direct” should not be interpreted as proof that someone typed your address.
Review accepted enquiries and qualified customers by service and source, not only the busiest page. Include the date range and unknown-source records. If a page gets visits but few enquiries, first inspect the service explanation and form before assuming you need more traffic.
Our Business website package includes source and submission tracking. Tell us your services and how enquiries currently reach you; we can confirm the fields and reporting included in your quotation.
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