Reporting and lead quality · ASRR Tech
What counts as an organic lead?
Define a real enquiry with a traceable organic source. Separate visits, CTA clicks and confirmed enquiries and agree how returning visitors are attributed.
A practical example
A visitor finds a guide through Google and books a demo later.
This is an illustrative situation for assessing your own process.
Checklist for your team
- Choose source definition.
- Measure confirmed enquiries.
- Check returning visitors.
What does success look like?
A report counts enquiries rather than confusing them with clicks.
Test this with a recognisable record and have a colleague review the outcome. Note missing information or decisions. Use that finding to improve a working agreement before applying the process more broadly.
Reporting and lead quality: the wider process
A report is useful when everyone shares the definition behind a number. Record which records count, which date applies and how duplicates or cancelled enquiries are handled. Validate a total by checking some underlying records. Compare periods with the same scope and show counts alongside percentages. Small samples can produce large percentage changes. Use the result to improve a working practice, then check whether behaviour and outcomes changed.