Visibility-to-enquiry measurement template

Copy one row for each page or resource

Start with the fields below. A blank or unknown answer is more useful than a confident guess because it tells the owner what to connect or check next.

Review date (measurement review; when was this checked?):
Provider or referrer (search provider or permissioned analytics; which source sent the visit?):
Landing page (website and shared content registry; which public page owns this row?):
Permissioned observation (dated release, search, analytics, or sales record; what exact approved fact was recorded?):
Buyer task (page owner or permissioned buyer record; what was the person trying to understand, verify, or do?):
Lead record (approved sales record; did sales receive an enquiry?):
Outcome source (sales, order, or accounts record; what happened next?):
Attribution state (named human reviewer; direct, assisted, influenced, or unknown?):
What remains unknown (named human reviewer; which connections are unsupported?):
Owner (work record; who will check the next missing fact?):
Next review (work record; when will that person check, and for what?):

Use plain event names before analytics labels

Name the action in words the business uses. Keep the analytics label in brackets so the implementation remains consistent without turning the worksheet into a technical guide.

• Page or product viewed (`view_item` or a governed equivalent): keep the public item ID and page, not confidential RFQ data.
• Decision link followed (`select_content`): record whether the person chose a specification, certificate, comparison, case, or another evidence page.
• Approved file downloaded (`file_download`): record the public document ID and revision when available.
• Enquiry successfully submitted (`generate_lead`): record the form type, source page, product or capability family, and market.
• Enquiry qualified or declined (`qualify_lead` or `disqualify_lead`): the authorized sales owner applies the agreed rule and reason.
• Next action accepted (`working_lead`): a named representative agrees to pursue the enquiry.
• Commercial result reconciled (`close_convert_lead` or `close_unconvert_lead`): the commercial record supplies the result and attribution confidence.

Sources: Google Analytics Help

Collect enough context without collecting the buyer's message

Use stable public identifiers and broad categories. Leave the field empty when consent, accuracy, or business need is missing.

• Resource and version: the approved public page or file that generated the event.
• Buyer task: verify a supplier, compare a product, inspect proof, ask a question, request a sample, or submit an RFQ.
• Offering and market: the governed product, capability, application, or service and the intended market when it is known without sensitive inference.
• Source page and referrer class: the canonical page and a broad class such as search, AI referral, direct, marketplace, email, or unknown.
• Evidence type: specification, certificate, project example, facility, process, comparison, calculator, or guide.
• Qualification reason: an approved non-sensitive code such as fit, market, value, timing, feasibility, duplicate, spam, or insufficient information.
• Never send personal details, the enquiry message, confidential drawings, technical files, or a raw observed prompt as analytics fields.

Let each record answer its own question

Website analytics, sales records, public content, and commercial records answer different questions. Keeping those jobs separate makes gaps visible and prevents one hopeful number from becoming a false success story.

Use four attribution states without pretending they prove causation

Choose the narrowest state the records support. None of these labels proves that a page caused a sale; they describe the page's documented role in a longer decision.

Reconcile disagreement instead of hiding it

Analytics and sales systems often disagree for ordinary reasons. Keep both readings, name the gap, and give the next check to one owner.

• Check the definitions and time zones before comparing counts.
• Check consent loss, blocked scripts, offline calls or emails, duplicate handling, spam rules, and event failures.
• Preserve the analytics count and the sales count when both are valid but answer different questions.
• Record the reason for the gap as known, suspected, or unknown. Do not silently edit one source to match the other.
• Choose a next decision: keep, update, merge, retire, repair the evidence gap, or wait for a named review date.

Sources: Google Search Console Help