Kavsat Solutions · Published 11 October 2026
Two metrics answer different questions
Cost per enquiry is campaign spend divided by enquiry count. Cost per qualified enquiry uses only the enquiries that meet your agreed criteria. The first helps describe capture efficiency; the second gets closer to whether the campaign brings relevant demand. Neither is a substitute for margin, sales or the wider buying journey.
Agree qualification before comparing channels
If one team uses a strict definition and another counts every response, the comparison is not useful. Define criteria that staff can apply consistently and record why an enquiry is unsuitable. Criteria should match the service and business process, rather than an arbitrary score added by a tool.
Carry the source into the handover
Use consistent campaign names and source parameters where the platform and consent setup allow it. Preserve that source in the enquiry record or CRM. A source field is helpful only when it is maintained through the follow-up process. Missing data should remain unknown rather than being assigned to a convenient channel.
Watch the delay between enquiry and outcome
A campaign launched yesterday may not have enough time to produce sales feedback. Compare similar time windows and note incomplete follow-up. A slow response from the sales team can affect outcomes; it should not automatically be interpreted as poor advertising.
Interpret attribution with its limits
Cross-device visits, offline conversations, consent choices and platform reporting differences create gaps. Use the records you can verify and document what is missing. Avoid presenting a dashboard as a complete account of every customer interaction.
Make the review actionable
Review the message, landing page and enquiry quality together. If a campaign attracts the wrong questions, improve targeting or copy. If suitable enquiries go unanswered, fix ownership. The useful report points to the next operational decision rather than collecting impressive-looking totals.