Good enquiries.
Fewer loose ends.
Here is what deserves your attention.
Unique enquiries
180
80 call-origin · 100 online-originAccepted sales
51
Bookings / accepted quotesPaid jobs
43
$65,820 recorded ex GSTOpen quoted work
$72,850
33 quotes · potential work ex GSTCalls answered
Call contacts, including follow-ups
Online replies recorded
First human response evidenced
Status known
Includes open, sold and closed records
View graphs and source comparisons
Enquiry to paying work
Cumulative milestones, not losses between stages. Open work can still progress.
How old is the open work?
Calendar-day age from first qualifying enquiry. Age is a review signal, not proof of a lost sale.
Which sources produce enquiries and sales?
Both bars use the same count scale. Compare volume and observed sales together; differing lead ages, job mix, small samples and missing costs prevent a profit or budget verdict.
Three things to act on
Your busiest call window is 11am–1pm
26 of 103 calls arrived in this two-hour window; 2 were missed. Across all hours, 19 calls were missed.
Check phone coverage in this window and which missed enquiries still need a callback.
$42,050 of quoted work has been open for 30+ days
That is 17 of 33 open quotes. Total open quoted work is $72,850. These are potential jobs, not confirmed sales.
Ask the quote owner what each older customer is waiting on, confirm the next step and set a follow-up date.
Some online enquiries may still be waiting
3 have no human reply recorded. Another 7 need their reply evidence checked.
Verify whether they were answered; respond to any still waiting and confirm who owns the reply.
See the call windows and older quoted work
Call windows use Australia/Sydney time across the full mock period, including weekends. These are equal two-hour buckets, not proof the peak is a majority of calls.
4 missed
2 missed
5 missed
5 missed
3 missed
| Example quote | Source | Days since quote | Quoted value ex GST |
|---|---|---|---|
| MOCK-082 | Flyer | 88 | $2,400 |
| MOCK-007 | Google Ads | 82 | $4,500 |
| MOCK-164 | Google Ads | 82 | $1,250 |
| MOCK-152 | Unknown source | 70 | $2,400 |
| MOCK-055 | Google Ads | 68 | $3,200 |
| MOCK-041 | Google Ads | 67 | $3,200 |
| MOCK-104 | Organic search | 60 | $3,200 |
| MOCK-105 | Organic search | 58 | $4,500 |
| MOCK-095 | Organic search | 52 | $1,800 |
| MOCK-086 | Google Ads | 43 | $900 |
| MOCK-107 | Google Ads | 41 | $900 |
| MOCK-011 | Flyer | 39 | $1,800 |
| MOCK-119 | Organic search | 38 | $4,500 |
| MOCK-136 | Unknown source | 35 | $1,250 |
| MOCK-125 | Google Business Profile | 32 | $3,200 |
| MOCK-087 | Organic search | 31 | $1,250 |
| MOCK-060 | Google Business Profile | 30 | $1,800 |
Thirty days is an illustrative review threshold, not an agreed expiry or overdue date. Age means time since quotation, not time since last activity. Last follow-up, next-action dates and reasons are not supplied, so inactivity or customer intent cannot be established. Quote amounts are invented potential work, not cash owed, probability-weighted pipeline or forecast revenue.
Where better enquiries appear to come from
Organic search: 15 sales from 45 enquiries.
Google Ads: 15 from 60. Organic search has the higher observed sales share in this sample.
A signal to investigate, not a spending decision. Lead age, job mix, costs and margins still need checking. AI-source samples are too small to judge.
Evidence to complete: 10 unknown sources · 14 unknown outcomes · 7 online reply records to verify. These gaps can overlap.
View evidence, timing and source analysis
Calls, online enquiries, source comparisons, timing and the reasoning behind each suggested action.
What to do next, and why
Suggested actions for the example business. Owners and review times below are proposals, not assigned tasks.
Check the missed-call path
19 of 103 call contacts were missed. Establish whether they were recovered before counting them as lost opportunities.
Action: Check the 19 missed-call records. Call back any enquiry still awaiting a response, using the business's contact rules.
Suggested owner: Office / enquiry owner · Review: Next working day
Check afterwards: Recovery status and eventual outcome recorded for each missed call.
Check online response gaps
3 online enquiries have no human response recorded. Another 7 lack response evidence, which is a data gap rather than proof nobody replied.
Action: Check the three online enquiries with no reply recorded; reply if still needed. Verify the seven records with missing response evidence.
Suggested owner: Online enquiry owner · Review: Next working day
Check afterwards: Each record has a verified human response or an explicit unresolved status.
Review older open enquiries
The median age of open enquiries is 40.5 d (n=62). Ask what is waiting on the business, what is waiting on the customer and which records need updating.
Action: Review the oldest open enquiries and quotes. Record whether the next step sits with the business or the customer.
Suggested owner: Sales / quote owner · Review: Within two working days
Check afterwards: Each reviewed opportunity has a current stage, reason for the wait and next step.
Where do the better enquiries come from?
Organic search shows a stronger observed sales signal. It is a source to understand better, not yet a budget verdict.
Organic search produced 15 sales from 45 enquiries (33%), compared with 15 from 60 for Google Ads (25%). Business Profile also shows 10 from 30 (33%). Organic search has the highest recorded paid value in this mock: $22,910 ex GST from 13 paid jobs.
These are observed results across different enquiry ages and job mixes. Paid value is not profit. Neither conversion share nor paid value alone establishes the best source. ChatGPT has four sales from twelve enquiries; Perplexity has one from eight. Those samples are too small for a dependable ranking.
Action: understand the stronger enquiries before changing spend
Suggested owner: marketing owner with the sales owner. Review the organic and paid-search jobs by service, enquiry age and value. Add advertising cost and margin evidence. Check whether the difference still holds for comparable, mature enquiries; keep the budget decision open until then.
Where is work waiting?
39 open enquiries are at least 30 days old. That is a review queue, not a list of confirmed lost sales.
18 of those have a recorded quote at least 14 days old. These age bands are illustrative review cuts, not agreed deadlines. The overall median open age is 40.5 d (n=62); completed sales took 16 d (n=51) from enquiry. The 100 online-origin enquiries show 120 min (n=90) to first human response across records with a reply.
A slow sale can reflect customer approval, information still needed or job timing. Ask which next step is waiting and who owns it. A recent enquiry has had less time to sell; never treat it as a failed conversion.
Open the oldest example opportunities
MOCK-082 · Flyer · 89 days open
Initial route: Email. Current evidence: quote recorded. Suggested next check: confirm the current position, reason for the wait and agreed next action with the opportunity owner. No reason is invented.
MOCK-164 · Google Ads · 84 days open
Initial route: Call. Current evidence: quote recorded. Suggested next check: confirm the current position, reason for the wait and agreed next action with the opportunity owner. No reason is invented.
MOCK-098 · Google Ads · 83 days open
Initial route: Online form. Current evidence: no quote recorded. Suggested next check: confirm the current position, reason for the wait and agreed next action with the opportunity owner. No reason is invented.
Check whether the action helped
At the next review, revisit these same opportunities. Count verified next steps and movement to quote, sale or closure separately from new enquiries. No earlier snapshot is supplied here, so improvement is not claimed.
Where is evidence lacking?
10 enquiries have no evidenced source
The source comparison is incomplete. Inspect original referrals, campaign links or CRM source evidence. Retain Unknown when it cannot be established.
14 enquiries have no known outcome
Sales or losses may be missing. Ask the outcome owner to verify current status; unknown does not mean lost.
Seven online records lack human-response evidence
Response performance could look better or worse than reality. Confirm actual reply events; keep missing evidence separate from no reply recorded.
Costs, margins and equal-age comparisons are missing
We can show observed sales and paid value, not profitability or a reliable spending recommendation. Add costs and compare similar enquiry cohorts.
AI-source samples are small
Keep collecting evidenced ChatGPT and Perplexity enquiries. Do not turn four or one observed sales into a confident source ranking.
Evidence gaps can overlap the same enquiry. Do not add them together as distinct leads. In this concept, every number and source assignment is fictional.
Calls
Answering the phone is only the first step.
19 of 103 call contacts were missed (18%). Review the time of day, callback and eventual outcome before calling these lost sales. Call-origin sales are kept separate from online-origin enquiries that later called. Callback completion is not provided in this mock.
| Marketing source | Call-origin enquiries | All call contacts* | Missed* | Sales | Open | Time to sale |
|---|---|---|---|---|---|---|
| Google Ads | 22 | 33 | 3 | 3 | 10 | 5 d (n=3) |
| Organic search | 21 | 24 | 5 | 11 | 4 | 17 d (n=11) |
| Google Business Profile | 15 | 18 | 4 | 4 | 6 | 15 d (n=4) |
| ChatGPT | 7 | 9 | 3 | 2 | 3 | 14 d (n=2) |
| Perplexity | 3 | 4 | 0 | 0 | 1 | — (n=0) |
| Flyer | 8 | 8 | 2 | 1 | 2 | 14 d (n=1) |
| Unknown source | 4 | 7 | 2 | 2 | 2 | 9.5 d (n=2) |
| ALL SOURCES | 80 | 103 | 19 | 23 | 28 | 14 d (n=23) |
Swipe sideways for columns. Source stays visible. Timing includes the number of records used.
View complete calls evidence
All outcomes, timing and evidence gaps, using the same records.
| Marketing source | Call-origin enquiries | All call contacts* | Answered* | Missed* | Sales | Paid | Open | Lost | Unsuitable | Unknown outcome | Open age | Time to sale |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Google Ads | 22 | 33 | 30 | 3 | 3 | 3 | 10 | 4 | 4 | 1 | 22 d (n=10) | 5 d (n=3) |
| Organic search | 21 | 24 | 19 | 5 | 11 | 9 | 4 | 5 | 0 | 1 | 32 d (n=4) | 17 d (n=11) |
| Google Business Profile | 15 | 18 | 14 | 4 | 4 | 2 | 6 | 1 | 3 | 1 | 22.5 d (n=6) | 15 d (n=4) |
| ChatGPT | 7 | 9 | 6 | 3 | 2 | 2 | 3 | 2 | 0 | 0 | 54 d (n=3) | 14 d (n=2) |
| Perplexity | 3 | 4 | 4 | 0 | 0 | 0 | 1 | 0 | 0 | 2 | 20 d (n=1) | — (n=0) |
| Flyer | 8 | 8 | 6 | 2 | 1 | 1 | 2 | 2 | 2 | 1 | 75 d (n=2) | 14 d (n=1) |
| Unknown source | 4 | 7 | 5 | 2 | 2 | 2 | 2 | 0 | 0 | 0 | 78.5 d (n=2) | 9.5 d (n=2) |
| ALL SOURCES | 80 | 103 | 84 | 19 | 23 | 19 | 28 | 14 | 9 | 6 | 35.5 d (n=28) | 14 d (n=23) |
What to check next
Review the missed calls with the outcome owner. Check callback evidence and eventual outcomes before deciding what to change.
Online enquiries
A submission is the start of the conversation.
There are 45 email-origin and 55 form-origin enquiries. First human response is 120 min (n=90) in calendar minutes, across records with a response. 3 have no response recorded, while 7 lack response evidence. Those gaps are different. Review unresponded records before judging staff performance; automatic acknowledgements do not count.
| Marketing source | Online-origin enquiries | Email-origin | Form-origin | First human response** | No response recorded** | Sales | Open |
|---|---|---|---|---|---|---|---|
| Google Ads | 38 | 18 | 20 | 75 min (n=36) | 0 | 12 | 11 |
| Organic search | 24 | 7 | 17 | 240 min (n=21) | 1 | 4 | 10 |
| Google Business Profile | 15 | 9 | 6 | 75 min (n=13) | 0 | 6 | 5 |
| ChatGPT | 5 | 4 | 1 | 18 min (n=3) | 2 | 2 | 3 |
| Perplexity | 5 | 2 | 3 | 27 min (n=5) | 0 | 1 | 0 |
| Flyer | 7 | 2 | 5 | 82.5 min (n=6) | 0 | 2 | 3 |
| Unknown source | 6 | 3 | 3 | 60 min (n=6) | 0 | 1 | 2 |
| ALL SOURCES | 100 | 45 | 55 | 120 min (n=90) | 3 | 28 | 34 |
Swipe sideways for columns. Source stays visible. Timing includes the number of records used.
View complete online enquiries evidence
All outcomes, timing and evidence gaps, using the same records.
| Marketing source | Online-origin enquiries | Email-origin | Form-origin | First human response** | No response recorded** | Response evidence missing | Quoted | Sales | Paid | Open | Lost | Unsuitable | Unknown outcome | Open age | Time to sale |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Google Ads | 38 | 18 | 20 | 75 min (n=36) | 0 | 2 | 23 | 12 | 10 | 11 | 6 | 6 | 3 | 52 d (n=11) | 13 d (n=12) |
| Organic search | 24 | 7 | 17 | 240 min (n=21) | 1 | 2 | 20 | 4 | 4 | 10 | 9 | 0 | 1 | 40.5 d (n=10) | 16.5 d (n=4) |
| Google Business Profile | 15 | 9 | 6 | 75 min (n=13) | 0 | 2 | 12 | 6 | 5 | 5 | 3 | 0 | 1 | 34 d (n=5) | 23 d (n=6) |
| ChatGPT | 5 | 4 | 1 | 18 min (n=3) | 2 | 0 | 3 | 2 | 2 | 3 | 0 | 0 | 0 | 39 d (n=3) | 15.5 d (n=2) |
| Perplexity | 5 | 2 | 3 | 27 min (n=5) | 0 | 0 | 2 | 1 | 1 | 0 | 1 | 1 | 2 | — (n=0) | 23 d (n=1) |
| Flyer | 7 | 2 | 5 | 82.5 min (n=6) | 0 | 1 | 6 | 2 | 2 | 3 | 2 | 0 | 0 | 41 d (n=3) | 26 d (n=2) |
| Unknown source | 6 | 3 | 3 | 60 min (n=6) | 0 | 0 | 3 | 1 | 0 | 2 | 0 | 2 | 1 | 25 d (n=2) | 29 d (n=1) |
| ALL SOURCES | 100 | 45 | 55 | 120 min (n=90) | 3 | 7 | 69 | 28 | 24 | 34 | 21 | 9 | 8 | 41.5 d (n=34) | 18 d (n=28) |
What to check next
Review enquiries with no recorded human response, then the records with missing evidence. Confirm who owns the reply and the next step.
Combined source analysis
One view across calls, email and forms.
These are unique enquiries, not contact events. Someone submitting a form and later calling about the same job remains one opportunity.
Where the enquiries came from
Volume only. A longer bar does not mean a more profitable source. Every source assignment in this example is fictional.
| Marketing source | Unique enquiries | Sales | Paid | Open | Unknown outcome | Time to quote | Time to sale |
|---|---|---|---|---|---|---|---|
| Google Ads | 60 | 15 | 13 | 21 | 4 | 2 d (n=37) | 11 d (n=15) |
| Organic search | 45 | 15 | 13 | 14 | 2 | 3.5 d (n=38) | 17 d (n=15) |
| Google Business Profile | 30 | 10 | 7 | 11 | 2 | 2 d (n=19) | 19 d (n=10) |
| ChatGPT | 12 | 4 | 4 | 6 | 0 | 3 d (n=7) | 14 d (n=4) |
| Perplexity | 8 | 1 | 1 | 1 | 4 | 1 d (n=2) | 23 d (n=1) |
| Flyer | 15 | 3 | 3 | 5 | 1 | 2 d (n=9) | 21 d (n=3) |
| Unknown source | 10 | 3 | 2 | 4 | 1 | 3.5 d (n=6) | 10 d (n=3) |
| ALL SOURCES | 180 | 51 | 43 | 62 | 14 | 2 d (n=118) | 16 d (n=51) |
Sales mean accepted quote/booked; paid is a later milestone. Unknown outcomes remain visible. Days to sale uses completed sales only.
View full source, value and timing evidence
| Marketing source | Unique enquiries | Call contacts | Emails | Forms | Quoted | Sales | Paid | Paid value ex GST | Open | Lost | Unsuitable | Unknown outcome | Open age | Oldest open, days | Time to quote | Time to sale | Invoice to paid |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Google Ads | 60 | 33 | 26 | 20 | 37 | 15 | 13 | $13,090 | 21 | 10 | 10 | 4 | 44 d (n=21) | 84 | 2 d (n=37) | 11 d (n=15) | 11 d (n=13) |
| Organic search | 45 | 24 | 14 | 17 | 38 | 15 | 13 | $22,910 | 14 | 14 | 0 | 2 | 35.5 d (n=14) | 74 | 3.5 d (n=38) | 17 d (n=15) | 8 d (n=13) |
| Google Business Profile | 30 | 18 | 12 | 6 | 19 | 10 | 7 | $11,130 | 11 | 4 | 3 | 2 | 23 d (n=11) | 79 | 2 d (n=19) | 19 d (n=10) | 11 d (n=7) |
| ChatGPT | 12 | 9 | 5 | 1 | 7 | 4 | 4 | $4,430 | 6 | 2 | 0 | 0 | 47.5 d (n=6) | 62 | 3 d (n=7) | 14 d (n=4) | 9 d (n=4) |
| Perplexity | 8 | 4 | 2 | 3 | 2 | 1 | 1 | $4,500 | 1 | 1 | 1 | 4 | 20 d (n=1) | 20 | 1 d (n=2) | 23 d (n=1) | 6 d (n=1) |
| Flyer | 15 | 8 | 3 | 5 | 9 | 3 | 3 | $6,880 | 5 | 4 | 2 | 1 | 72 d (n=5) | 89 | 2 d (n=9) | 21 d (n=3) | 7 d (n=3) |
| Unknown source | 10 | 7 | 4 | 3 | 6 | 3 | 2 | $2,880 | 4 | 0 | 2 | 1 | 55.5 d (n=4) | 83 | 3.5 d (n=6) | 10 d (n=3) | 13.5 d (n=2) |
| ALL SOURCES | 180 | 103 | 66 | 55 | 118 | 51 | 43 | $65,820 | 62 | 35 | 18 | 14 | 40.5 d (n=62) | 89 | 2 d (n=118) | 16 d (n=51) | 9 d (n=43) |
How to interpret the comparison
Calls produced 23 accepted sales from 80 call-origin enquiries. Online produced 28 from 100 online-origin enquiries. This is descriptive evidence, not proof that one route is better: service mix, age and missing outcomes can change the comparison.
ChatGPT and Perplexity are shown separately here using invented attribution. Live reporting would need reliable referral or source evidence. A form or email address alone cannot establish marketing source.
Hold the budget decision
Spend, margins and a comparable earlier period are absent. Paid job values do not establish profit, sales uplift or advertising savings. First check the older enquiries and the evidence gaps.
Choose one check. Give it an owner.
The outcome owner reviews missed-call recovery, online enquiries with no recorded human response and the oldest open quotes. Agree one first investigation, an owner and review date. Record reasons and compare the same leads at the next read.
Older open examples to review
Open lead age is 40.5 d (n=62); time to sale is 16 d (n=51) for completed sales only. Recent leads are not failed sales. Review the oldest open examples: MOCK-082 (Flyer, 89 days, quoted); MOCK-164 (Google Ads, 84 days, quoted); MOCK-098 (Google Ads, 83 days, no quote recorded). Ask what is holding each up.
Definitions, coverage and limitations
Source attribution across both segments
Each enquiry has one marketing source and one initial contact route. ChatGPT and Perplexity are separately represented in this mock, as are paid search, organic, Business Profile and flyers. All attribution assignments are invented. In live evidence, preserve referral/campaign/verified CRM evidence; otherwise retain Unknown source. A form followed by a call about the same job remains one enquiry.
What not to conclude
Source samples and follow-up ages differ. Small AI-source cohorts cannot justify a winner/loser judgement. No advertising spend, margin or prior comparable period is supplied: paid values are fictional gross receipts ex GST, not profit or attributed uplift. Do not recommend budget increases, cuts or a specific service from this example.
How the counts work
Segment outcomes use initial contact route: 80 call-origin plus 100 online-origin enquiries = 180 distinct opportunities. Contact events include later follow-ups and are not unique leads. *Call contact counts include later calls from online-origin enquiries. **Response measures cover online-origin records only, use calendar minutes, exclude absent evidence from response medians, and include an eligible-record count. Open/sold/lost/unsuitable/unknown are exclusive statuses; quote and paid milestones overlap those statuses. All timing cells show sample size; combined medians are recalculated from histories, never averaged from segment medians.