Counted in doors, from your own records.

Counting an owner enquiry

A property management site serves two audiences through the same forms and the same phone number: owners, who hire the firm, and tenants, who rent, apply and report repairs. The setup counts them apart, through events: the records an analytics tool keeps each time a visitor does something on the site. An owner enquiry is counted when it goes through, at the form's success or its thank-you page, never on a click toward the form. A booked consultation is counted at its confirmation. Phone and email taps are recorded beside the enquiries and never added to them, because a tap cannot tell an owner from a tenant, and tenant actions are counted on their own. No event carries a name, an email address or a phone number.

Access goes to one account, and you keep ownership: Search Console at the restricted level, which reads performance and changes nothing; Google Analytics 4 as a viewer; your Business Profile as a manager. The baseline is exported the day access arrives, before any change ships, because Search Console keeps 16 months of data and history not captured on day one cannot be recovered later. Paid advertising stays yours: where the firm runs Google Ads, I read it with read-only access, to keep paid activity apart from organic in the report.

The measurement ladder

Each month reads the same instruments in the same order, from what I measure to what you count:

• impressions;
• clicks, click-through rate (the share of searchers who saw the page and clicked it) and average position (where the page appeared, on average);
• sessions and landing pages;
• owner enquiries on the site, and beside them the calls, direction requests and website clicks your profile receives on Google's own surface, which never reach the site;
• qualified owner enquiries, from your intake;
• new doors under management, from your records.

The first four explain why the top of the funnel moved. They sit beneath the door count as its mechanism, never in its place. The monthly read takes Search Console's settled data rather than its first figures, which revise for several days, and compares each period with the equivalent one before it and with the same period last year.

Before any movement is called the work's, four checks clear: whether a Google update fell in the window, whether the movement is seasonal in your own metro, whether the mix of searches moved rather than any ranking, and whether it held. Why the measure is doors, not clicks, is on the blog.

The doors, reconciled

Qualified owner enquiries and signed doors are your records, not mine: I cannot see which enquiries were real or which became contracts. Each month I ask for both and record what you give. A month you do not supply is reported as unreconciled, never estimated and never filled in from the enquiry count, and the rate between the rungs is your firm's own, not an industry average.

The report leads with them. In order: doors and qualified enquiries, or the note that the month is unreconciled; owner enquiries on the site; search visibility, where impressions appear only as context; what was fixed or shipped; what it changed, and what cannot yet be said; and what comes next. A month with no defensible lift is reported as a month with no defensible lift.