DIRECT ANSWER
Track attempted actions, successfully received inquiries, qualified opportunities and customers separately. Use records with consistent definitions and a defined reporting period. A contact-button click is evidence of interaction, not proof that the business received a lead or won a customer.
Define the stages before calculating a rate
Use language your team can apply consistently. For this worksheet, an inquiry is a unique received request after removing known spam and test submissions. A qualified inquiry meets your business's documented fit criteria. A won customer is a qualified inquiry that your records confirm became a customer.
These are worksheet definitions. Your CRM may use different terms; reconcile them before comparing reports.
| Stage | Evidence | What it does not establish |
|---|---|---|
| Contact interaction | Recorded button or link activation | Received request or completed call |
| Received inquiry | Submission or contact record | Customer fit |
| Qualified inquiry | Recorded qualification decision | Sale |
| Won customer | Recorded completed commercial outcome | Net profit or repeat business |
If delivery is uncertain, start with the contact-form test.
Use the same group of inquiries
For stage rates, select inquiries received during one period and follow that group through qualification and outcomes. This is a cohort. Record the date through which outcomes have been checked. Some inquiries may still be open.
Do not divide this month's sales from older inquiries by this month's new inquiries and call it a cohort close rate. That calculation mixes groups. A monthly activity report can still be useful, but label it as activity rather than progression of the same customers.
For a consistent cohort:
- Qualification rate = qualified inquiries ÷ received inquiries × 100.
- Qualified win rate = won customers ÷ qualified inquiries × 100.
- Inquiry-to-customer rate = won customers ÷ received inquiries × 100.
A zero denominator makes the corresponding rate undefined. It does not mean 0% performance. Counts remain useful even when a rate cannot be calculated.
Lead-stage calculator
Use the three formulas above with counts from one inquiry cohort. A zero denominator makes that rate undefined.
Keep analytics and business records separate
Google Analytics documents generate_lead for measuring generated leads. Our implementation recommendation is to send the website event after confirmed form acceptance, then use business records for qualification and sales.
Analytics is not the authoritative sales ledger. Consent choices, tracking restrictions, repeated actions and untracked calls can create gaps between systems. Reconcile what you can and state what is missing.
Do not send names, email addresses, form answers or personal phone numbers in analytics events. Google documents PII restrictions and common URL-related leaks.
Interpret the result without inventing a diagnosis
A low qualification rate describes the recorded group; it does not prove the website caused poor fit. Review the source, offer, service boundaries and qualification rules. A low win rate also needs context about open opportunities and the sales process.
Use the inquiry-path guide to investigate observed issues. If service boundaries are missing, improve the service page. Record the change and evaluate later cohorts without promising causation from a small difference.
Tell us what your website currently measures. Bring the definitions and records, including the gaps.
Sources and method
The formulas are arithmetic identities under the stated cohort definitions. The worksheet contains no industry benchmarks or SIS performance data. It describes recorded outcomes and does not forecast revenue.
Sources verified October 10, 2026: