Define what each measure means

Write plain definitions for views, link clicks, enquiries and qualified opportunities. Check the actual analytics tool’s documentation before assuming how it counts repeat visits or unique people. Keep technical measures separate from commercial outcomes. A higher view count may reflect broader exposure, internal testing or repeat use. Without context, it cannot explain whether the profile is helping the business.

Connect measurement to a decision

Choose a question you want the data to answer, such as whether a new resource generates relevant enquiries. Combine aggregate activity with the information voluntarily provided in actual conversations. Avoid claiming to know who viewed a page unless the system legitimately provides that information and its use is appropriate. Use the findings to improve content and routing, not to inflate the apparent size of the pipeline.

Imagine this

Hypothetical example

A hypothetical team sees an increase in profile views after an event but only a few relevant enquiries. It reports both measures separately and reviews which resources visitors requested. The team does not describe every view as a lead or attribute all later sales to the profile.

Make it practical.

Use this checklist as you read. Checks are not stored.

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