Guide
Choose measures that support a decision
A useful scorecard connects each measure to a business question and an accountable source.
Visibility questions
Use impressions, clicks or sampled positions to understand discovery. Keep the query set, dates and measurement conditions visible so comparisons mean something.
Inquiry questions
Distinguish button clicks, submitted requests, durable records, delivered notifications and owner-retrieved inquiries. Those are separate stages and can fail independently.
Business questions
Use accepted definitions for qualified opportunities, customers and contribution. State attribution gaps and other influences instead of assigning every change to SEO.