Start by writing down what counts as an enquiry and where that record is created. Our recommended report separates website visits, valid enquiries and confirmed bookings. Each answers a different question, so give each its own definition and evidence source.

For example, a form event can be a useful signal, but your reporting process should decide how test submissions, spam and repeated contacts are handled. Agree those rules before comparing campaigns. Otherwise a higher count may reflect a different counting method rather than more useful enquiries.

Label campaign links consistently

Google Analytics documents UTM parameters for collecting campaign information, including source, medium and campaign. Use them to identify links your team creates for trackable marketing activity. Source: Google Analytics: collect campaign data with custom URLs

For an illustrative autumn email, your naming register might record source “newsletter”, medium “email” and campaign “autumn_city_breaks”. Use the actual utm_ parameter names when building the link. Keep the destination page, label and owner together so colleagues do not invent competing names for the same campaign.

Test a link before using it widely. Confirm that it reaches the intended page and appears in the appropriate reporting view under your agreed measurement setup. Keep personal information out of campaign labels.

Choose a conversion-rate definition

For this guide, we recommend a session-based website enquiry rate: sessions containing at least one valid enquiry divided by eligible sessions, multiplied by 100. Google’s session key event rate uses the same session-based structure; your business must still define the enquiry and eligibility rules. Source: Google Analytics: dimensions and metrics

Suppose 20 of 1,000 eligible sessions contain a valid enquiry. The illustrative rate is 20 ÷ 1,000 × 100 = 2%. Count each qualifying session once for this measure, even if it contains several enquiry events. Put the denominator and reporting period beside the percentage.

If you instead report enquiries divided by clicks or leads divided by visitors, label that measure explicitly. Do not compare it directly with the session-based example as though the denominators were identical.

Follow the enquiry into the sales process

Where your systems and privacy arrangements allow, keep a stable enquiry reference with the relevant campaign information. Ask the sales team to record the next meaningful outcomes, such as qualified, quote sent or booked, using definitions agreed for your business.

An enquiry-to-booking report needs its own cohort and timing. For an illustrative cohort of 50 valid enquiries, ten later bookings would represent 20% if your definition is the share of those enquiries producing a booking. State how long the cohort has had to convert and how duplicate or combined enquiries are treated.

This makes the question different from “what share of website sessions produced an enquiry?” Keeping both measures visible helps the team investigate the relevant stage rather than treating all activity as sales.

Read attribution with its settings

Google Analytics describes attribution as assigning conversion credit through a rule or model. The model affects how interactions receive that credit. Record the model alongside your results before comparing channel performance. Source: Google Analytics: attribution models

Our recommendation is to use attributed credit as one reporting lens, then investigate major changes with the underlying enquiry records and campaign activity. Do not treat attribution alone as evidence of what would have happened without a campaign. That is a separate measurement question.

Build a small weekly review

• Check the inputs: review whether campaign links, enquiry capture and agreed filters are working. This helps identify measurement faults before interpreting a trend.

• Review valid enquiries: look at the questions and suitability, not just the total. This connects the report to the work the sales team receives.

• Follow outcomes: review the same enquiry cohort over time so later bookings are not mistaken for a separate source of leads.

• Record changes: note campaign, page and measurement changes together so differences have context.

• Choose one action: state the reason, owner and result you will inspect next. This turns reporting into an accountable decision.

Keep a clear limit on what the report proves

Describe the scope of the data you actually capture and the privacy or consent arrangements used. Have the responsible person review that setup. Do not present an incomplete measurement system as a complete view of every customer interaction.

Use the glossary entries for UTM parameters, attribution and enquiry conversion rate to keep the team’s language consistent. The goal is a report that explains what was counted and supports a sensible next decision.

Written and updated by Travelgenix. Sources checked on 16 October 2026. Worked examples and checklists are editorial illustrations and recommendations, not customer results.