What an ‘enquiry’ is, and isn't

From a search to money in the bank

• Impression: your business was shown. Nobody may have looked.
• Click or tap: someone opened your profile, your site or your number.
• Enquiry: a call, form or message arrived. This includes wrong numbers, existing customers, sales calls, spam and the same person calling twice.
• Qualified lead: a real prospect, in your area, wanting a service you offer.
• Booked job or appointment: it went in the calendar.
• Revenue: the work was done and paid for.

Each step is smaller than the one before. A report that stops at enquiries is reporting the top of the ladder.

What makes enquiry counts look bigger

• The same person calls, then fills in the form, and is counted twice.
• Existing customers calling to reschedule are counted as new.
• Spam, robocalls and sales pitches are counted with real calls.
• Calls shorter than a few seconds are counted.
• Every source claims the same customer, so the totals add up to more customers than you served.

Five questions to ask any agency

• Is this number enquiries, qualified leads or booked jobs?
• Are existing customers and spam removed?
• Where does the booking number come from: your tool or my records?
• Is the same person counted once when they call and fill in a form?
• What did a booked job cost me this month, all in?

How we report

We report what happened, from your own records. Calls from your Google profile and website taps are labelled as such. Booked work and revenue come from your job or booking software's export, or a short closeout form, and sit beside the map and the calls. If a month is slow, the report says so. We don't promise leads or rankings.

Questions about enquiries