RytellDefine the result you want to count
Choose a reporting period and agree on definitions before opening a dashboard. A junk-removal company might count a quote request as an inquiry and a scheduled pickup as a booking. An HVAC company might track a connected service call, a scheduled visit, and a completed job as separate outcomes.
- Inquiry received: A real request reached your inbox or customer system. Exclude spam and duplicates.
- Call connected: A phone record or staff entry confirms a conversation. A tap on a phone number does not establish this.
- Booking confirmed: Your scheduling system recorded an appointment. Opening the scheduler is an earlier action.
- New customer: Your business records identify a first-time customer. Separate repeat customers and staff-created appointments when possible.
Keep those counts separate. One person can submit a form, call, and book the same job. Adding all three would overstate the number of customers.
Read Google Business Profile metrics with their limits
In the account that manages your verified profile, open its Performance report and select the period. Availability varies by business. Google defines calls as call-button clicks and website clicks as clicks on the website link. Completed bookings appear only when a supported booking provider supplies them. Profile performance can include activity from organic results and Google Ads. See Google's performance metric definitions.
Record each metric under its own name. Do not rename the calls metric “phone leads.” If you need help with the listing itself, start with our Google Business Profile setup and optimization guide.
Use a consistent tag on your website link
A UTM tag adds campaign labels to a URL. For a profile's website link, an illustrative set is utm_source=google, utm_medium=organic, utm_campaign=gbp, and utm_content=website. Add these parameters to the correct landing page, using a question mark if the URL has no query string, or an ampersand if it already has one. Separate additional parameters with ampersands and place them before any #fragment. Test the complete link before saving it.
Keep the spelling and capitalization consistent. In Google Analytics 4, inspect the Traffic acquisition report using session source/medium and session campaign. This requires a working analytics installation; a tagged link alone does not install tracking. Google's campaign URL guidance explains the parameters.
For outreach, give each audience and email version its own agreed labels. Keep HVAC version A separate from junk-removal version A and from each version B. Avoid changing the naming scheme halfway through a campaign.
Use campaign labels, never a person's name, email address, phone number, or message. URLs can reach analytics and other logs. Review Google's guidance on keeping personal information out of Analytics.
Check what happens after the click
Submit a clearly labeled test inquiry and confirm it in the receiving system. A success message alone cannot prove delivery. Record a website inquiry only after the submission succeeds; keep submission failures available for troubleshooting.
For a booking link, track the click as a booking-link click. Count a completed booking from the scheduler's confirmation record or a verified integration. For phone links, compare click activity with your phone records. Neither step requires pretending you can identify every caller's source.
Ask staff to record the source when a customer shares it, and label that evidence as self-reported. Browser privacy settings, consent choices, cross-device visits, and visits to external schedulers can leave gaps. Mark those gaps as unknown rather than assigning them to your best-performing channel.
Download the monthly lead worksheet
Download the lead worksheet (CSV)
Open the file in Excel, Google Sheets, or another spreadsheet app. Enter the start and end dates, counts, and evidence source. The rows separate profile actions, website actions, and business outcomes. Blank counts mean you still need evidence; use zero only after checking the relevant system.
- Export or record each system's figures for the same completed dates and time zone.
- Deduplicate inquiries in your business records before entering a unique lead total.
- Note changes in ads, opening hours, service availability, or form delivery.
- Choose one next action, such as repairing a failed form or clarifying a service page.
Compare periods without overstating the result
Compare full months or matching completed weekdays. In Phoenix, seasonal demand can change the mix of HVAC inquiries; record the context before crediting a website edit. A rise in profile clicks and a rise in jobs during the same month do not establish that one caused the other.
Google Search Console adds information about website appearances and clicks in Google Search. Keep that report alongside your lead records. It cannot tell you whether staff answered a call or a customer accepted a quote.
Our local SEO services can help connect the reporting to the pages and services you want customers to find.