Start with what a lead is
Decide what counts as a lead for your business, then measure those actions:
- Quote or contact form submitted.
- Phone link tapped (a tap isn't a completed call, but it's a useful signal).
- Email link clicked.
- Booking completed, if you take bookings online.
Everything else is context for these numbers.
Set up a few meaningful events
In Google Analytics 4 (see setting up Analytics), form submissions and link clicks can be tracked as events; Google lists recommended events, including ones for lead generation. Keep the list short:
| Event | Fires when | Notes |
|---|---|---|
| Form submitted | Successful submission (not button click) | Count only real successes |
| Phone tap | tel: link tapped | Counts intent, not answered calls |
| Email click | mailto: link clicked | |
| Booking completed | Booking tool confirms | Needs booking tool integration |
Test each event yourself, then exclude test traffic.
Where people came from
- Search Console shows which Google searches showed your site and how many clicked — see Search Console setup.
- Analytics acquisition reports show broad channels: organic search, direct, referral, social.
- UTM tags on links you control (social profiles, email signatures, posts) separate those visits.
- Ask. "How did you hear about us?" on the phone or as an optional form field is still one of the most useful sources.
Which pages help
Look at the pages people visit before contacting you, and the pages with the most entrances from search. Improve the pages that bring people in but rarely lead to contact: is the phone number visible, is the next step clear, does the content answer the question?
Numbers to treat with caution
- Total visits without context — bots, your own visits and irrelevant traffic inflate them.
- Bounce or engagement rates on their own — a visitor who reads your number and calls may look "unengaged".
- Average position in Search Console for small sites — it swings with small numbers.
- Any single week — small sites fluctuate. Compare months.
A monthly review that takes 20 minutes
- Leads by type (forms, phone taps, bookings) compared with last month.
- Top sources of leads.
- Top entry pages from search and what they lead to.
- Any page with traffic but no leads that could be improved.
- Any tracking that stopped recording.
Privacy
Analytics collects visitor data. Make sure your privacy notice and any consent setup match what you've installed — see privacy and cookie basics.
Honest expectations
Measurement shows what's happening; it doesn't create demand. MendRev doesn't promise traffic or lead numbers, but we set up the basics so you can see what your site is doing.
Questions
Is low traffic a problem?
Not by itself. A local business can do well with modest traffic if the right people find it and contact you. Watch enquiries and their quality alongside visits.
Should I exclude my own visits?
Yes, where your tools allow it. On a small site, your own testing can be a large share of traffic and distort the numbers.
Sources and further reading
- setting up Analytics support.google.com
- recommended events support.google.com
Official documentation changes. Check the current version before you rely on a rule, limit or setting.
Next step
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