Metrik.world
Inquiries
Inquiries indicate the number of users who submitted a question, a request for a quote or another form of request to contact the brand via a website or app.
alternative names
- enquiries
- queries
- contact forms
related metrics
units
- Count
Additions, clarifications, extended definition
Unlike metrics that measure only passive behaviour (e.g. views, clicks, downloads), this metric captures active intent – the user invests time and effort to reach out to the brand.
Interpretation
Inquiries are an acquisition metric showing how many visitors moved from passively browsing content to actively contacting the brand. A high number of inquiries points to well-designed content and a clear CTA; a low number may signal a problem with the visibility of contact elements or with the website's credibility.
Watch out: limits and risks of distortion
- Not all inquiries are qualified leads; some may be irrelevant or spam.
- Watch out for technical obstacles – a broken form or a complicated submission process can reduce the number of inquiries.
- When collecting inquiries and personal data, GDPR must be taken into account.
Where and how to measure
- Contact forms on the website.
- CRM systems.
- Helpdesk platforms (e.g. Zendesk, Freshdesk).
- Via event tracking, e.g. in GA4.
Formulas
inquiry rate = (number of inquiries submitted / number of contact page visits) × 100
Example from practice
The contact page of a corporate website was visited by 5 000 users, 400 of whom filled in the inquiry form. The inquiry rate was therefore 8%. Analysis showed that the highest conversion rate came from visitors who returned to the site repeatedly, suggesting that customers need several touchpoints with the content before contacting the company directly.
