Enquiries, not visits
How many people wrote, called or filled the form. This is the number the site exists for; visits are only context.
Guide — Measurement
How to measure whether it works ✦
You do not need a dashboard with forty graphs. You need four numbers, checked in the same fifteen minutes every week.
/ The numbers
Four numbers that are enough
Everything else is detail until these four are stable and understood.
Where they came from
Search, a campaign, a social profile, a referral or direct. It tells you which part of the system deserves more of your time.
What they asked for
The service, the product or the question. Read together, the enquiries show what people actually want, which is often not what the homepage leads with.
How many became customers
The figure only you have. It is the one that connects the site to the business, and it is worth registering somewhere weekly.
/ Setup
Set this up once
Analytics with the forms and WhatsApp marked as conversions. Without a marked conversion, you can see the traffic but not what produced the enquiry.
The same measurement in the campaigns. Google and Meta report clicks; your analytics reports enquiries. When they disagree, the smaller number is the honest one.
A shared place to register enquiries. A simple sheet with date, source and what was asked is enough to make decisions, and it survives staff changes.
Check it once a week, at the same time. Fifteen minutes every Monday is worth more than a monthly deep dive nobody prepares.
/ Traps
Numbers that mislead
None of these is useless. All of them are easy to read wrong.
Total visits going up
More visits with the same enquiries means the traffic is not the right one. Look at the enquiries first, always.
A high bounce rate
Someone who reads your hours and leaves is not a failure. If they call afterwards, the visit did its job.
Likes on a campaign post
Reach is an intermediate number. Cost per enquiry is the one that decides whether the budget should grow.
Comparing months with different activity
A quiet month and an advertising month are not comparable. Write down what was running when you read the numbers, or they will lie to you.
/ Keep reading
Read next
Measurement, content and the decisions they support.
A simple one, properly configured, is better than a complete one nobody set up. What matters is that the form and the WhatsApp click are registered as conversions.
The measurement is set up so you can see it whenever you want, and we review it with you when there is a service agreement behind it. The scope and the cadence are agreed in writing before starting.
Yes. The click to open WhatsApp can be registered as a conversion, and the message itself is counted in the conversation log. It is not perfect, but it is far better than nothing.
Make one decision a month: which page needs improving, which service deserves more content, which campaign should grow or stop. Data that changes nothing is just decoration.
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