How to track enquiries from your website, so you know what is actually working

The short answer

Decide what counts as an enquiry, track each one as a key event in Google Analytics, connect it to your ads, and look at the numbers once a week. Google defines a key event as an event that measures an action that is particularly important to the success of your business.¹ A form submission is the classic example.¹

Step 1: decide what counts

Write a short list. For most service businesses it is some of these:

• A completed enquiry form.
• A tap on the phone number or a click on the email address.
• A booked call or meeting.

Step 2: set up Google Analytics

Install Google Analytics on every page of your site, then mark each enquiry event as a key event. Once marked, you can see how many people triggered it and which channels drove them.¹

Step 3: connect it to your ads

Google says you can create Google Ads conversions from key events, so reporting lines up between the two platforms and you can bid on those conversions.¹ That lets your ads learn from real enquiries instead of just clicks.

Step 4: keep track of where people came from

• Add tracking tags (UTM parameters) to links you control, such as email newsletters and social posts, so you can see which ones work.
• Add a "how did you hear about us?" question to your enquiry form or ask on the first call. It catches the sources tracking misses.
• Log each enquiry and its outcome in a simple spreadsheet, so you can see which sources become paying customers.

Step 5: review weekly

Spend fifteen minutes a week on three questions: how many enquiries came in, where from, and which became customers. Change one thing at a time and note it, so you can tell what made the difference.

Look after the data

Analytics and enquiry forms collect personal information, so your privacy policy should say what you track and why. See my guide to NZ marketing rules for the basics.

If your numbers are low

Low enquiries are a clue, not a verdict. If traffic is healthy but enquiries are not, the problem is probably the website, and my guide on why websites do not get enquiries is the next place to look. I set up tracking as part of every ads and web project.

References

1. About key events. Google Analytics Help. Accessed 5 October 2026.