What this means for your practice
Agree event definitions before comparing channels. Separate attempts, completed contacts and qualified enquiries so the report reflects what was actually observed.
An example to discuss with your team
Use a fictional journey containing two phone clicks and one form submission. Check how the dashboard counts it and whether that matches the agreed definition.
What to discuss with your agency
Illustrative journey: a visitor taps the phone link twice and then submits one form, which the receiving system confirms it accepted. The evidence shows two phone-link clicks and one received form. It does not show three new enquiries, two completed calls or one qualified opportunity. If the receiving team has not recorded suitability or an outcome, those remain unknown.
Ask the agency to show those stages separately, using only links between records that your approved measurement can establish. Do not assume a form and a call belong to the same person just because they occurred close together. Reception's confirmed follow-up can then add an outcome without rewriting a click as evidence of a conversation.
Put the brief into practice
List the observable events the dashboard receives and describe what each does and does not establish. A click on a phone number, a submitted form and a qualified enquiry are different observations. Decide how repeated activity is handled using the organisation's approved measurement and access arrangements. Keep unknown outcomes visible so an incomplete follow-up record is not silently treated as either a success or a failure. Ask reception or the receiving team how qualification is recorded and who maintains it.
Use a fictional journey spanning several contacts to test whether the report counts what the business intends. The definition should be clear enough for a manager to explain without inspecting tracking code. Review it when the enquiry process changes, such as adding a new contact route. A consistent label can become misleading if its underlying events change while the headline stays the same. Useful reporting connects marketing activity with understood business stages rather than adding unlike signals into one impressive total.
How to check the result
Report confirmed qualified enquiries alongside the population being measured and the share whose outcome remains unknown.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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