A small funnel that does not overstate results
Here is a hypothetical month, not Dardo performance data: a service page receives 100 visits, 10 people open the form, four inquiries are saved, two match the service and one becomes a project. Reporting ten leads would confuse intent with delivery. Reporting four qualified leads would ignore the sales review. Keep each denominator visible before deciding that an article is working.
| Hypothetical event | Count | What it means |
|---|---|---|
| Form opened | 10 | Intent |
| Inquiry saved | 4 | Received lead |
| Qualified / won | 2 / 1 | Sales outcomes |
Dardo’s brief form returns a receipt after saving the inquiry. Email is a notification channel, so a delayed email should not erase a valid receipt. For attribution, retain the landing page and campaign with the inquiry, then review quality with the team. A WhatsApp click is useful to count, but a conversation or sale cannot be inferred from that click alone. Compare similar periods and investigate changes in traffic mix before crediting SEO for revenue.
- 01Visit
- 02Receipt
- 03Qualified
- 04Won
Define an inquiry before counting it
A click on an email link is an intention, not evidence that a message arrived. A form should show success after the destination confirms receipt. Keep a stable reference so a network retry does not create another lead, and keep test submissions separate from actual project requests.
Keep qualification close to the conversation
Record whether the need matches your work, the scope is realistic and the project can move forward. Then distinguish qualified opportunities from won projects. A useful weekly review compares the pages that brought those inquiries and the questions people still had after reading them.
Treat attribution as context
The first page and campaign label can explain part of a visit, but they do not reveal every previous recommendation or research session. Compare equivalent periods, record release dates and inspect the actual inquiries. Use small samples to find questions and defects before presenting them as a reliable trend.