Start with a decision
Before building a dashboard, ask what someone needs to decide after reading it.
Should the business increase a campaign budget? Improve a particular service page? Change how enquiries are followed up?
That question helps you choose what belongs in the report.
For example, cost per enquiry can help you compare campaigns. But if one campaign attracts suitable prospects and another mainly produces irrelevant requests, the lower cost alone may point you in the wrong direction.
You need some understanding of what happens after the form is submitted.
Agree what the numbers mean
Even familiar measures can hide different definitions.
Does an “enquiry” include every form submission? Are existing customers counted alongside new prospects? What makes a lead qualified?
If marketing and sales use different definitions, their reports can appear to disagree even when both are technically correct.
Write down the definitions you rely on. Check that important actions are recorded consistently, and explain any gaps that affect the picture.
Make the report lead somewhere
A useful review should end with a decision, a question to investigate or an action someone owns.
If a page receives visits but few enquiries, look at what people expected to find and whether the page helps them take the next step. If enquiries are increasing but sales are not, involve the people handling those conversations.
The numbers tell you where to look. Understanding the work behind them helps you decide what to do.