Workflow
My reporting and analytics setup
Nobody can say which marketing produces jobs, so budget decisions are guesses.
The outcome
A weekly view of enquiries by source, conversion rate and cost per job.
The steps
Define the numbers that matter
Enquiries, quotes, jobs won, average value, cost per enquiry.
Conversion events first
Form submits and phone taps as Analytics events. Everything else is secondary.
Source every enquiry
Capture source on the CRM record at creation, not retrospectively.
Link Search Console
See which queries produce the people who convert.
One weekly dashboard
Five numbers, same day each week, reviewed for ten minutes.
Feed it back
Content and spend decisions come from this, not from opinion.
Where this usually goes wrong
- Reporting sessions instead of enquiries
- No source captured at enquiry creation
- Twenty-metric dashboards nobody reads
- Changing spend on a single week of data
Where my companies fit
Declared openly — these are businesses I benefit from.
- Keystone AI
Keystone AI reporting shows enquiry volume, response times and review generation for trade businesses.