Most analytics setups collect far more than anyone uses and still miss the number the owner cares about. Sessions and bounce rate make for a tidy report, but they rarely answer the only real question: how many enquiries came in, and where did they come from. So we start from the actions worth money — form submissions, phone taps, quote requests, bookings, purchases — make sure each is tracked reliably, and trace them back to the channel that produced them. That is also what makes the difference between guessing at your marketing spend and knowing. Equally important is configuring it properly: filtering your own staff’s visits, handling consent correctly, and making sure the same enquiry is not counted twice.