Web Leads & Calls
Salesforce web leads (ledger of record), website form activity (GA4), phone clicks and a per-state summary. These are measurement systems that count different things — never sum across them.
· Website form activity (GA4) and Salesforce web leads are different measurement systems and are not expected to match — the Salesforce ledger is the ledger of record.
· Lead statuses reported as at report generation; prior-month qualified/unqualified splits restate as leads are worked.
· Phone Clicks measure taps on website phone numbers — not connected calls, manually dialled calls, or calls from other surfaces.
Salesforce Web Enquiries — the enquiry ledger of record
Web-sourced enquiry records created in Salesforce. This is the marketing outcome. Sections below the demarcation line report assignment and qualification — operational context, not marketing performance.
Matured cards use ≥90-day cohorts; recent months remain in triage and are excluded from rate calculations.
Enquiries — FY Trend (Jul → Jun)
Red bars: current-FY enquiries. Outlined ghost bars: prior-FY same month. Dashed line: 3-month rolling average. Future months render as absent.
Shaded band: Dec–Jan AU construction shutdown (seasonal). Amber marker: event-log annotation.
Enquiries by Business Division
| Division | Enquiries | Share | YoY · MoM |
|---|---|---|---|
| Concrete | 384 | 39.9% | YoY+9.6%MoM+3.2% |
| Quarries | 168 | 17.5% | YoY+5.8%MoM+1.9% |
| Asphalt | 176 | 18.3% | YoY+10.4%MoM+4.1% |
| Recycling | 52 | 5.4% | YoY+1.9%MoM-3.8% |
| Cement | 118 | 12.3% | YoY+7.2%MoM+2.2% |
| Unassigned | 64 | 6.7% | YoY+13.0%MoM+4.5% |
| TOTAL ✓ reconciles | 962 | 100.0% | YoY+8.1%MoM+2.6% |
Division × Operating Region — Enquiry Heatmap
Divisions as rows (incl. Unassigned); operating regions as columns (11 regions, Unknown last). ACT is a standalone region. Region from Salesforce queue routing.
| Division | NSW Metro | NSW Country | VIC Metro | VIC Country | SEQ | QLD Country | WA | SA | TAS | ACT | Unknown | Row |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Concrete | 83 | 35 | 59 | 29 | 48 | 24 | 46 | 30 | 12 | 8 | 10 | 384 |
| Quarries | 36 | 16 | 25 | 13 | 23 | 11 | 20 | 12 | 4 | 3 | 5 | 168 |
| Asphalt | 39 | 17 | 28 | 14 | 20 | 10 | 22 | 12 | 5 | 4 | 5 | 176 |
| Recycling | 13 | 5 | 10 | 4 | 5 | 3 | 5 | 3 | 1 | 1 | 2 | 52 |
| Cement | 24 | 10 | 17 | 9 | 16 | 8 | 16 | 10 | 3 | 2 | 3 | 118 |
| Unassigned | 13 | 5 | 9 | 5 | 8 | 4 | 8 | 5 | 2 | 2 | 3 | 64 |
| Column | 208 | 88 | 148 | 74 | 120 | 60 | 117 | 72 | 27 | 20 | 28 | 962 |
Column totals reconcile to Total Web Enquiries (computed on both axes; grand total = 962).
Demarcation. Sections above report enquiry generation — the marketing outcome. Sections below report assignment and qualification — operational processes shown for context.
Cohort Status by Created Month
Each bar's total equals that month's enquiry count. Recent months are still resolving — read the maturity chips below before comparing rates.
As-at snapshot at report generation; the cohort chart above shows how these states distribute across created months.
Form Activity (GA4) — the behaviour ledger
Website form behaviour — the behaviour ledger. GA4 form counts differ from Salesforce enquiry counts; they are different measurement systems, and the Salesforce ledger above is the ledger of record.
Form Submissions — 18-Month Trend
Monthly form submissions with a 3-month rolling average. Amber markers flag the AU construction shutdown window.
Submissions by Form Type
| Type | Submissions | Share | YoY · MoM |
|---|---|---|---|
| Quote Request | 720 | 58.1% | YoY+14.1%MoM+5.2% |
| Credit Application Start | 130 | 10.5% | YoY+6.8%MoM-1.4% |
| Boral Connect | 180 | 14.5% | YoY+21.4%MoM+6.1% |
| General Enquiry | 170 | 13.7% | YoY+6.2%MoM+2.4% |
| Other | 40 | 3.2% | YoY-1.4%MoM-2.3% |
| TOTAL ✓ reconciles | 1,240 | 100.0% | YoY+11.2%MoM+3.8% |
Submissions by Business Unit
| Unit | Submissions | Share | YoY · MoM |
|---|---|---|---|
| Concrete | 470 | 37.9% | YoY+11.8%MoM+4.1% |
| Cement | 150 | 12.1% | YoY+7.4%MoM+2.2% |
| Asphalt | 205 | 16.5% | YoY+9.8%MoM+3.6% |
| Quarries | 160 | 12.9% | YoY+6.2%MoM+1.8% |
| Recycling | 60 | 4.8% | YoY+2.8%MoM-1.7% |
| Unattributed | 195 | 15.7% | YoY+15.2%MoM+4.8% |
| TOTAL ✓ reconciles | 1,240 | 100.0% | YoY+11.2%MoM+3.8% |
Attributed by the page path on which the form event fired; forms on generic URLs fall to Unattributed. If Unattributed dominates, a product-interest form field is the fix (measurement roadmap).
Phone Clicks
Taps on phone numbers on boral.com.au. Not connected calls, manually dialled calls, or calls from other surfaces.
Reconciliation: Mobile (3,210) + Desktop (460) + Tablet (150) = 3,820 · Total 3,820.
Phone Clicks — 18-Month Trend
Bars: total phone clicks. Solid line: mobile phone clicks. Dashed line: 3-month rolling average of total clicks.
Phone Clicks by Business Unit
| Unit | Clicks | Share | YoY · MoM |
|---|---|---|---|
| Concrete | 1,420 | 37.2% | YoY+17.1%MoM+6.1% |
| Cement | 380 | 9.9% | YoY+9.2%MoM+2.8% |
| Asphalt | 620 | 16.2% | YoY+14.8%MoM+5.4% |
| Quarries | 510 | 13.4% | YoY+11.2%MoM+3.8% |
| Recycling | 180 | 4.7% | YoY+4.1%MoM+1.2% |
| Unattributed | 710 | 18.6% | YoY+20.8%MoM+7.2% |
| TOTAL ✓ reconciles | 3,820 | 100.0% | YoY+16.3%MoM+5.8% |
Attributed by the page path where the phone number was tapped.
Other Call Surfaces (context only)
Different surfaces, measured by different systems; shown for context, not totalled with website phone clicks.
| Source | System | Value |
|---|---|---|
| Google Business Profile call clicks | GBP | 2,140 |
| Google Ads call assets | ADS | 680 |
Lead Activity Summary by State
Two independent measures per state — pipeline records and behaviour events — with different attribution methods.
| State | SF Web Leads SF address | Phone Clicks GA4 geo | % of Leads | % of Clicks |
|---|---|---|---|---|
| NSW | 296 | 1,180 | 30.8% | 30.9% |
| VIC | 222 | 820 | 23.1% | 21.5% |
| QLD | 180 | 720 | 18.7% | 18.9% |
| WA | 117 | 460 | 12.2% | 12.0% |
| SA | 72 | 280 | 7.5% | 7.3% |
| TAS | 27 | 100 | 2.8% | 2.6% |
| ACT | 20 | 90 | 2.1% | 2.4% |
| NT | — no operations | 80 | — | 2.1% |
| Unknown | 28 | 90 | 2.9% | 2.4% |
| TOTAL | 962 | 3,820 | 100.0% | 100.0% |
Columns are independent measures with different state-attribution methods and must not be summed across.
Paired State Comparison
SF Web Leads (brand) vs Phone Clicks (charcoal) per state.