Use the procedure on a representative sample, keep the evidence, and record the next action.
Define the funnel and its denominator
- Write CRM definitions for received, contacted, qualified, opportunity, won, and lost. Set one owner for consistent stage changes.
- Store a privacy-reviewed source reference with the enquiry. Do not copy personal data into analytics or share it in unapproved exports.
- Report counts by the same cohort and period. Calculate qualification rate as qualified leads divided by received leads; state exclusions and missing data.
- Compare channel trends cautiously. Attribution is a reporting model; it does not by itself prove SEO caused a sale.