Qualified demand visibility
The share of commercially relevant search demand where the business is meaningfully present, segmented by service and market.
Required source
Search performance data and a maintained service-market demand set
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— / Measurement / Commercial EvidenceSearch-to-Revenue
Search-to-Revenue
Measurement Standard.
Six metrics, four evidence grades, and one complete chain from qualified demand to booked work. Public so operators, agencies, and leadership can judge the same commercial reality.
Version1.0
Published15 July 2026
LicensePublic use with attribution
ScopeService-business organic acquisition
— Purpose
Rankings are evidence of visibility. Traffic is evidence of attention. Neither is the commercial outcome. This standard connects both to qualified demand, operating progression, and booked revenue without hiding attribution limits.
01 — Metric registry
The minimum complete chain.
A team may add diagnostic metrics. It should not remove a commercial stage and still claim end-to-end revenue measurement.
Qualified inquiry rate
Qualified phone, form, text, and booking inquiries divided by attributable organic sessions or landing-page entries.
Required source
Analytics, call tracking, form events, and qualification disposition
Answer and recovery rate
The share of inbound opportunities answered live or recovered within the business's defined response window.
Required source
Telephony and intake logs with spam and existing-customer calls excluded
Estimate progression
Qualified inquiries that become scheduled or issued estimates, reported by service, market, and source cohort.
Required source
CRM opportunity stages with stable timestamps and loss reasons
Booked revenue yield
Booked revenue attributed to organic-origin opportunities divided by qualified organic inquiries.
Required source
CRM and financial system reconciliation using the declared revenue date
Evidence operating velocity
The recurring rate at which new jobs, expert knowledge, media, reviews, and local proof enter the search system.
Required source
Editorial and evidence registry with market and service tags
02 — Evidence grades
State what the data can support.
AReconciled
Source events reconcile across search, analytics, intake, CRM, and financial systems with documented exceptions and stable definitions.
BConnected
The major stages connect through durable identifiers or controlled source rules, but some revenue or offline events require manual reconciliation.
CDirectional
Stage totals are available from separate systems and can support trend decisions, but person- or opportunity-level continuity is incomplete.
DUnverified
Traffic, lead, or revenue claims depend on changing definitions, unqualified totals, anecdote, or source rules nobody can reproduce.
03 — Reporting protocol
A scorecard leadership can interrogate.
01
Definitions
Publish the inclusion, exclusion, timestamp, source, and owner for every reported metric.
02
Context
Show service mix, market, capacity, seasonality, material releases, and known tracking breaks beside the trend.
03
Decisions
End every review with no more than three actions, their owners, acceptance criteria, and expected leading signal.
Apply the standard
Run your current inputs through the revenue chain.
The model exposes the assumptions. The scorecard playbook turns them into a repeatable monthly operating review.
— Move from directional to reconciled