- 01Where they found you
- 02Call or form received
- 03Service and location confirmed
- 04Appointment or estimate
- 05Job booked
- 06Work completed
Start with a shared set of stages
A practical sequence might be inquiry received, qualified, appointment or assessment booked, estimate provided, job booked, and work completed. Adjust the names to match your sales process.
Not every business needs every stage. A repair shop may prioritize booked service appointments, while a contractor may need to track inspections and estimates before a project is sold.
Capture a usable source
Record where the inquiry came from, such as organic search, Maps, a paid campaign, referral, or a direct visit. Call tracking and analytics can help, but the team should also have a way to record the information when it is missing.
Avoid treating every call or form as a new lead. Duplicate contacts and repeat calls can inflate counts unless your team has a consistent way to identify them.
Review outcomes, not activity alone
Clicks, impressions, and form submissions can help diagnose marketing performance, but they do not tell the whole story. Review qualified leads, appointments, estimates, and booked work alongside cost and capacity.
Be clear about data gaps. If bookings are not recorded or connected to sources, report what you can verify and improve the handoff before making stronger claims.