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Last updated: 9 November 2026
The short answer
Track enquiries, not just visits. Count calls, form submissions and bookings, note where each came from, then divide your spend by the number of enquiries to find your cost per enquiry.
What to measure
| Measure | What it tells you | How to get it |
|---|---|---|
| Enquiries | Whether marketing creates demand | Form, call and booking tracking |
| Cost per enquiry | Value for money | Spend divided by enquiries |
| Conversion rate | How well your site turns visits into enquiries | Google Analytics 4 |
| Source | Where each enquiry came from | UTM tags and “How did you hear about us?” |
| Quality | Whether enquiries become customers | Your sales notes or CRM |
What to set up
- Google Analytics 4 and Google Search Console, both free.
- Tracking for form submissions, phone calls and booking clicks.
- UTM tags on ads so each shows as a separate source.
Quick answers
Which numbers matter most?
Enquiries, cost per enquiry and how many become customers.
Can you check our tracking?
Yes. We can confirm forms and calls are recorded before you spend more.
Want to check your tracking works? Book a free 20-minute call.
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