Start with a short chain: marketing effort creates an inquiry; someone determines whether it is qualified; sales work creates a won or lost outcome; a sold job produces revenue and margin.
The minimum useful record
- Date and original source
- Service and location
- Contact method
- First personal response time
- Qualified, unqualified or spam
- Estimate or consultation outcome
- Sold value when available
Clicks, rankings and impressions help explain discovery. They do not replace the lead record. A small business can learn more from 40 well-labeled inquiries than from a large dashboard disconnected from sales.