Define the first action
Decide which valid form submissions or calls count as enquiries. Exclude spam, duplicates and internal tests.
Add fit criteria
Record whether the request matches the business model, market and service scope. Keep qualification simple enough for the team to apply consistently.
Preserve attribution limits
Referral data can be missing or incomplete. Store what is supported and report unknown sources rather than assigning them to organic.
Put it to work
A practical next step
Create an enquiry dictionary with event, qualification rule, source and owner.
Keep the evidence with the decision.
Save the baseline, the reason for the change and the person responsible for checking it. This makes the work easier to review later and helps your team distinguish a verified improvement from an untested assumption.
This note provides a planning framework. The right implementation depends on your business model, market, website and available records. Where a decision involves scientific interpretation, clinical services or legal status, use the appropriate qualified reviewer rather than treating marketing guidance as approval.
Related agency support
Search Analytics ↗
Review the service scope and use the briefing tool to describe your current situation.