Measurement · OWNER’S GUIDE
Where did this inquiry come from?
An inquiry can be valuable even when its source is unknown. Keep observed referral information, campaign labels and customer self-report separate. Follow the request through confirmation and qualification before calling it a successful acquisition.
Define the event chain before adding tracking
| Event | What it means | What it does not mean |
|---|---|---|
| Visit | A destination was opened. | A person became a lead. |
| Request submitted | The form accepted a request. | The email is confirmed or the request is qualified. |
| Email confirmed | The confirmation step completed. | The business is a fit for the service. |
| Qualified inquiry | The request meets the agreed fit criteria. | The customer accepted a paid scope. |
| Accepted customer | The agreed purchase or acceptance condition was met. | All revenue is profit or every sale came from one channel. |
Give test traffic its own label and exclude it from acquisition reporting. Deduplicate retries so a reload or repeated confirmation does not become another lead.
Preserve what you know and what you do not
For a campaign link, use non-personal source and campaign labels. Never put an email address, private confirmation link or customer identity into a tracking parameter. Store the request’s relevant attribution under the applicable privacy and retention rules.
Referrer information may be unavailable, and a customer may move between devices or channels. Record “unknown” when evidence is missing. A voluntary “How did you hear about us?” question can add context; do not force people into a named channel or relabel direct traffic as AI traffic. If someone says an assistant introduced them to the business, keep that as self-reported attribution rather than converting it into a verified click.
Platform visibility reports answer different questions. Google’s generative-search report describes impressions, not a complete inquiry-to-revenue history. Google: Generative AI performance report.
Test one synthetic journey
Recommended verification procedure, not a claim that campaign attribution is already active on this site.
- Open a labeled test campaign link.
- Submit a fictional request through an authorized test environment.
- Complete confirmation and verify the original campaign association remains.
- Retry the submission and confirm it does not duplicate the conversion.
- Mark qualification and acceptance separately.
- Check that the report excludes the test record.
Only after this chain is verified should a pilot use it for acquisition decisions. Our current free request flow and paid services are distinct; campaign tracking and reporting are scoped and verified before an ad launch.
Sources and review
Primary references checked November 11, 2026. Platform rules can change; check the linked instructions before acting.
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