Decide what makes an enquiry suitable
Agree the basic fit criteria with sales: service need, location, company or customer profile and readiness. Keep the definition practical enough for consistent use. A property enquiry and a software demo need different qualification rules.
Count enquiries and check whether they are useful
Record enquiries, accepted leads, opportunities and sales as distinct stages. Review quality by source and campaign where tracking allows. A channel with fewer enquiries may be more useful if a larger share reaches a serious sales conversation.
Feed the learning back into acquisition
Use common rejection reasons to improve targeting, copy and qualification. Advertising platforms may support offline conversion imports, subject to account configuration and consent requirements. Confirm the technical setup before treating customer management tool outcomes as campaign signals.
Respect measurement limits
Attribution does not capture every influence on a purchase. Missing integrations, duplicate records and delayed sales can distort the view. Document data gaps and review a suitable sales-cycle window before comparing channels.
