Define the stages
A search impression, website visit, contact click, received inquiry, qualified appointment, and booked job are different events. Report them separately.
Agree the qualification rule
Record service fit, location fit, availability, and whether the inquiry is a real potential customer. The definition should reflect the company’s operating model.
Compare equivalent periods
Seasonality, marketing spend, staffing, and weather can affect demand. Compare suitable periods and segments rather than attributing every change to one website edit.
Keep the collection proportionate
Choose measurement tools with the owner. Do not silently add call recording, change phone numbers, or publish customer details for reporting.
Primary references
Google: helpful, reliable content
Google: AI features and your website