Enquiry measurement is the click and the form record meeting on the same trail. The director’s test is simple: open the last five records and see whether the campaign name is there. If it is missing, the number is a page event, not an enquiry.
The identifier sits inside the record
The click leaves an identifier on the page. When the form is submitted, that identifier, the campaign and the page URL are stored on the record. The record is wherever sales already looks: a shared inbox, a sheet or a CRM. If the identifier dies in the browser, the match is gone. Google Ads counts that submit once.
What is not a conversion
A page view, a scroll and a thank-you page that fires twice are not conversions. A button click that increments a number before the form arrives inflates the report. A WhatsApp click with no record behind it is not an enquiry. The same tag in two places turns one form into two conversions.
The sales outcome is a second number
The form conversion means sales received something to work. It does not mean the deal was won. If quality will be marked later, a record that sales has flagged can be imported as its own number. That number does not replace the click conversion. They sit side by side: forms received, and the reason sales rejected.
The action lives in the company account
HED Creative writes which event counts into the scope in Berlin or Ankara. The conversion action sits in the company’s Google Ads account, so a partner change does not delete the definition. The account stays owned by the company. The action is named so a director can read it as an enquiry, not as a tag id.
Write the measurement sentence into the brief on the Google Ads agency page. Related: measurement plan.