Overview
A business whose revenue starts with a website inquiry. The client's name and industry are confidential at its request. What we can share: how many inquiries were recorded on the website, which channel they came from, and what each paid inquiry cost.
The challenge
The client counted inquiries in its own system, and the ad platforms reported a different number. When each side looks at a different number, you can't manage a budget. We needed one source of truth: how many inquiries were actually recorded on the website, and from which channel.
What we did
- Measuring on the website, not the platforms - every inquiry type is measured in Google Analytics by channel, shown next to what Google and Meta report.
- Campaigns by intent - Google search ads, Performance Max, and Facebook and Instagram campaigns.
- Cost per inquiry as the core metric - the budget is managed against cost per inquiry, not clicks or impressions.
Results (May-Oct 2026, per Google Analytics)
- 9,258 website inquiries across three inquiry types
- 5,320 inquiries from paid channels: Google search 2,917, Performance Max 1,699, Facebook and Instagram 704
- Ad spend: ₪180,127
- Cost per paid inquiry: ₪33.86 (target: ₪50)
The cost per inquiry counts only inquiries Google Analytics attributed to a paid channel. 1,258 unattributed inquiries were left out, even if some came from ads.
Why it's different
A cost per lead based on the platform's report looks good on paper. We calculate it from what was recorded on the website, conservatively, so the number holds up against the client's own system.
