You know which pages and sources bring your enquiries, and which only bring visits.
Website analytics and conversion tracking from Gully Sales counts every form, call, WhatsApp message and order your site produces, ties each to the page and source that brought it, and reports it monthly in numbers sales recognises.
- Every enquiry path counted: forms, calls, WhatsApp, bookings and checkout, not forms only.
- Each conversion tied to the page, campaign, device and source that produced it.
- A monthly report that shows what the site produced, what it cost and what to fix next.
Gully Sales Private Limited counts website enquiries against what the sales team actually received, for small and medium businesses across India.
In one paragraph
What is Website Analytics and Conversion Tracking?
Website analytics and conversion tracking from Gully Sales gives you a trustworthy count of what your website produces: enquiries, calls, WhatsApp messages, bookings and orders, by page and by source. We define what counts as a conversion, set up the tracking, check it against what your sales team receives, and report monthly on which pages and channels bring enquiries worth pursuing. You decide on evidence, not session counts.
The problem
The reports say traffic is up. Nobody can say where last month's enquiries came from.
Most Indian SMB websites have analytics installed. Very few have conversion tracking that anyone trusts. The dashboard shows sessions, bounce rate and time on page, pleasant to look at and useless for deciding where to spend. Meanwhile the enquiries that matter arrive by phone, by WhatsApp and by a form whose confirmation page counts refreshes as leads. The owner knows roughly how many enquiries came in. Nobody knows which page, campaign or channel produced them, or which became customers. This is not carelessness. It is what happens when tracking is set up once and never owned again.
You will recognise it as
- Your analytics shows sessions and page views, but the number of enquiries in it does not match the number your sales team actually received.
- Phone calls and WhatsApp messages from the website are counted nowhere, so the site looks weaker than it is and the form looks like the only path.
- The ad platform reports conversions your CRM has never seen, and the two numbers are argued over in every review meeting.
- The thank-you page counts refreshes, spam and test submissions as leads, so the conversion rate quietly inflates.
- Someone set up tracking years ago; nobody now knows what each tag does or whether it still fires after the last website change.
- You can see the total but not the split: which page, which campaign, which city, which device produced the enquiries worth calling back.
What it costs the business
- Marketing budget is allocated on traffic and clicks, because those are the only numbers that exist, rather than on enquiries and orders.
- Website changes are argued from opinion, and the effect of each change is never known, so the same debates come back every quarter.
- Agencies and vendors report the metrics that flatter them, and you have no independent count to hold them to.
- Sales blames marketing for lead quality, marketing blames sales for follow-up, and neither side can prove its case.
Why it persists. Tracking breaks silently. A new page template, a form plugin update, a consent banner or a redesign can stop a conversion tag firing, and nothing on screen looks different. Analytics tools default to counting visits, not enquiries; counting calls, WhatsApp clicks and offline outcomes takes deliberate work that no web developer is briefed to do. And the people who can read the data are rarely the people who need to act on it, so the numbers that exist stay in a tool nobody opens.
If it stays unresolved. Every rupee of marketing spend continues to be judged on the wrong number. Good channels get cut because their enquiries arrive by phone and were never credited; weak channels keep their budget because they generate clicks. Any redesign, optimisation or SEO work you commission will start without a baseline and end without a verdict.
What changes
What you get is a measurement system. What follows from it is better decisions.
In the first weeks
- A written definition of your primary and secondary conversions that marketing, sales and every vendor work to.
- Tracking that fires correctly on every enquiry path, verified by test submissions and reconciled against your inbox and CRM.
- A first baseline report: conversions by page, source, campaign and device for the agreed measurement period.
In how the work runs
- Your team reads one dashboard instead of three tools that disagree with each other.
- Every website change is checked for whether it broke tracking, before it goes live rather than a month later.
- Enquiries carry their source, campaign and landing page into the CRM, so sales can see where a lead came from when they call.
In sales and marketing
- Budget can move towards the pages and channels that produce qualified enquiries, not the ones that produce visits.
- Cost per qualified conversion becomes a number you can compare month to month and vendor to vendor.
In what management can see
- SEO, content and campaign work gets a scoreboard: which pages and campaigns brought enquiries, not only rankings and reach.
- Ad platforms receive accurate conversion signals, which they use to find visitors who resemble the ones that enquired.
Over the longer term
- A hypothesis register that feeds conversion optimisation, form work and redesigns with evidence instead of opinion.
- A month-by-month record of what the website produced that survives staff changes, agency changes and rebuilds.
Gully Sales controls the definitions, the tracking, the verification and the reporting; those are the deliverables. Better allocation of spend, higher lead quality and lower cost per conversion may follow, but they depend on what you and your vendors do with the numbers, and we do not promise them.
Who it is for
For a business whose site already has visitors and needs to count what they do.
The businesses it suits
- You spend on Google, Meta or LinkedIn ads and want the conversions in those platforms to match what your sales team actually receives.
- Your enquiries arrive by form, phone and WhatsApp, and only the form is counted today.
- You run an online store and cannot see where in the checkout orders are lost, or which channels bring paying customers rather than browsers.
- You are about to pay for a redesign, a conversion programme or SEO and want a baseline before, so the result can be judged after.
- You have a CRM and want the website source and campaign to arrive with each lead instead of being typed in from memory.
- Several agencies report to you and you want one independent count that all of them reconcile to.
What usually prompts the call
- A review meeting where the ad agency's lead count and the sales team's lead count were far apart and nobody could explain why.
- A website relaunch after which the conversion figures fell to zero, or jumped, and nobody was sure which was real.
- A new marketing head or director who asked where the enquiries actually come from and got an estimate instead of an answer.
- A proposal to increase ad budget that nobody could support with a cost per enquiry figure.
- A consent banner or privacy change that made someone ask whether the tracking still works and is still compliant.
What Gully Sales does
The work, component by component.
Conversion definition and measurement plan
We agree, in writing, what counts as a conversion for your business: the primary one (a quote request, a booking, an order) and the secondary ones (a brochure download, a WhatsApp click, a call). Each gets a trigger, a value and an exclusion rule.
- Why it matters:
- Without an agreed definition, every tool and every vendor counts something different, and the arguments never end.
- You receive:
- Conversion definition document and a measurement plan sheet listing every event, its trigger and the report it feeds.
- Business value:
- One definition that marketing, sales, developers and agencies all work to, so the numbers can be compared.
Tracking implementation
We configure the analytics property and tag manager container to record each defined conversion, with the page, source, medium, campaign, device and location that produced it. Existing tags are audited, duplicates removed and each change logged.
- Why it matters:
- Tracking installed piecemeal over years double-counts some events and misses others; a clean, documented build is the only way to trust the total.
- You receive:
- Configured analytics and tag manager set-up, a change log, and a verification log of test submissions against recorded events.
- Business value:
- A count that has been checked before anyone relies on it, and that your developer can maintain.
Call, WhatsApp and offline enquiry tracking
Click-to-call and WhatsApp buttons are tracked as conversions with their originating page and source. Where volume justifies it, tracking numbers attribute inbound calls to channels. Walk-ins and dealer enquiries that started online are captured through a simple source question.
- Why it matters:
- For most Indian SMBs the phone and WhatsApp carry more enquiries than the form, and an analytics set-up that ignores them misreads the whole site.
- You receive:
- Call and WhatsApp tracking configured, with a sample of the number-level report and the source capture script for the sales team.
- Business value:
- The channels that bring phone enquiries finally get credit, and budget decisions stop punishing them.
Ad platform and CRM connection
Conversion actions in Google, Meta and LinkedIn are mapped to the same definitions, with a UTM naming convention your team and vendors use. Source, campaign and landing page are passed into the CRM with each lead, and qualified or disqualified status is fed back where the platform supports it.
- Why it matters:
- Ad platforms optimise towards whatever conversion they are given; feed them junk and they find more junk. Feeding back lead quality points them at buyers.
- You receive:
- Conversion action mapping, UTM convention and link builder, CRM field mapping and an anonymised reconciliation extract.
- Business value:
- Platform, analytics and CRM report the same enquiry, and cost per qualified lead becomes a real figure.
E-commerce and checkout tracking
For online stores we track the full purchase path: product views, add to cart, checkout steps, payment attempts and completed orders, with revenue and the channel that brought the buyer. Failed payments and abandoned carts are counted separately so the losses are visible.
- Why it matters:
- A store that only tracks orders cannot see where buyers gave up, which is the information needed to recover them.
- You receive:
- Checkout funnel tracking with a step-by-step drop-off view and a channel revenue report.
- Business value:
- You can see which step loses the most buyers and which channels bring the ones who pay.
Dashboard and monthly conversion report
A live dashboard shows conversions by page, source, campaign, device and city, with cost per conversion where spend data is connected. A monthly written report explains what moved, why we think it moved, and what we recommend doing about it.
- Why it matters:
- Numbers that live inside a tool are not read. A report with commentary is read and acted on, which is the point.
- You receive:
- Dashboard with a sample page, and a monthly conversion report with commentary and a tracking health check.
- Business value:
- The owner, the marketing lead and the sales lead see the same page and discuss decisions, not definitions.
Where the numbers say visitors are lost
Once the data is trustworthy we read it: which pages lose visitors before they enquire, where forms and checkouts are abandoned, which sources bring visitors that never convert. Each finding becomes a written hypothesis with the evidence behind it and an estimate of effort.
- Why it matters:
- Tracking that only produces a total has answered the easy question. The useful question is what to change next, and that needs the split.
- You receive:
- Friction analysis and a ranked hypothesis register handed to whoever will act on it, whether your developer, an agency or Gully Sales.
- Business value:
- Copy, interface and form changes start from evidence, and each one can be judged after it ships.
Measurement design for changes and tests
When a change is made, whether a rewritten page, a shorter form or a new checkout, we define the measurement before it goes live, confirm the tracking captures both versions, and produce a plain readout of what the change did to the conversion it was meant to move.
- Why it matters:
- A change that is not measured before and after is a guess that happened to ship. The readout is what turns it into learning.
- You receive:
- Pre-registered measurement note and post-change readout for each experiment in scope.
- Business value:
- Your business keeps what worked, reverses what did not, and knows the difference.
What you will have at the end.
- Conversion definition document: primary and secondary conversions, what counts, what is excluded, with a signed-off sample page.
- Measurement plan sheet: every event, its trigger, its parameters and the report it feeds, written so your developer can follow it.
- Analytics property and tag manager container configured and documented, with a change log your team keeps after hand-over.
- Call and WhatsApp tracking configured, with a sample of the number-level report and a source-capture script for the sales team.
- UTM naming convention and a shared link builder that your team and every vendor use.
- Ad platform conversion actions mapped to the agreed definitions, with an anonymised reconciliation extract showing platform versus CRM.
- CRM field mapping so source, medium, campaign and landing page arrive with each lead.
- Verification log: test submissions with expected versus recorded values, signed off before the tracking is relied upon.
- Baseline report for the first measurement period, with a sample page you can show your board or investors.
- Live dashboard: conversions by page, source, campaign, device and city, with cost per conversion where spend is connected.
- Friction analysis and hypothesis register, ranked by evidence and effort, with an anonymised extract as a sample.
- Monthly conversion report with commentary, plus a tracking health check after every site change in scope.
How it runs
The engagement, step by step.
- 1
Discovery and conversion definition
We meet the owner, the marketing lead and whoever answers enquiries. We list every way a customer contacts you from the website, agree which of them is the primary conversion, and write down what counts, what does not, and what each one is worth to the business.
- You provide:
- Access to the people who handle enquiries, a rough count of last quarter's enquiries by channel, and your view of which ones matter.
- We produce:
- Conversion definition document and a first draft of the measurement plan.
- Done when:
- Marketing and sales both sign the definition.
- 2
Audit of current tracking
We inspect what is already installed: analytics properties, tags, pixels, form plugins, consent tools and any call tracking. We test each conversion path and record what fires, what double-fires and what is silent, and we compare last month's recorded conversions with your inbox and CRM.
- You provide:
- Admin access to analytics, tag manager, ad accounts and the website, and a read-only view of the CRM or enquiry inbox.
- We produce:
- Tracking audit with a reconciliation table: recorded versus received, by channel.
- Done when:
- You know exactly what is broken and how far the current numbers are from reality.
- 3
Build and connect
We implement the measurement plan: events for every conversion path, call and WhatsApp tracking, checkout steps where relevant, UTM convention, ad platform conversion actions and CRM field mapping. Every change is logged. Where your developer must make a change, we brief them precisely and check the result.
- You provide:
- Developer time for any template changes, sign-off on the UTM convention, and CRM admin access or a CRM administrator's time.
- We produce:
- Configured tracking, tag manager container, UTM link builder, CRM mapping and the change log.
- Done when:
- Every path in the measurement plan records a conversion in a test.
- 4
Verification and baseline
We run test submissions through every path and compare expected with recorded values, then let real traffic run for an agreed measurement period. At the end we reconcile recorded conversions against what the sales team received and publish the first baseline report.
- You provide:
- The sales team's count of enquiries received during the period, so the reconciliation is honest.
- We produce:
- Verification log and the baseline report: conversions by page, source, campaign and device, with the reconciliation gap stated.
- Done when:
- The recorded count and the received count agree within a gap everyone accepts and understands.
- 5
Friction analysis and hypotheses
With trustworthy data we read the funnel: where visitors leave before enquiring, which forms and checkout steps are abandoned, which sources bring visitors who never convert, and where mobile behaves differently from desktop. Each finding is written up as a hypothesis with evidence and effort.
- You provide:
- Time for a working session to review the findings and say which ones the business can act on.
- We produce:
- Friction analysis and a ranked hypothesis register.
- Done when:
- You have a short, evidence-backed list of what to change next and who will change it.
- 6
Reporting and dashboard
We build the dashboard against the agreed definitions and start the monthly report: what the site produced, what it cost per conversion where spend is connected, what moved and what we recommend. The first report is walked through in person so everyone reads it the same way.
- You provide:
- A named person who receives the report and brings it to the monthly review.
- We produce:
- Live dashboard and the first monthly conversion report with commentary.
- Done when:
- The owner, marketing and sales are looking at one page and discussing decisions.
- 7
Experiments and ongoing health
For each change your team, an agency or Gully Sales makes to the site, we agree the measurement first, confirm tracking survives the change, and issue a readout afterwards. After every deployment we re-run the verification checks so breakage is caught the same week.
- You provide:
- Notice of website changes before they go live, and the outcome of leads in the CRM so lead quality can be reported.
- We produce:
- Experiment readouts, tracking health checks and the continuing monthly report.
- Done when:
- Changes are judged on their measured effect and tracking never silently breaks again.
Ways to work with us
Four ways to engage, depending on whether you need tracking built, rescued or run.
Tracking set-up project
Discovery through baseline for a site with little or no reliable tracking: definitions, build, call and WhatsApp tracking, ad platform and CRM connection, verification and the first baseline report, handed over with documentation.
Tracking rescue
For a site where tracking exists but nobody trusts it: audit, reconciliation against the CRM, repair of what is broken, removal of what double-counts, and a verified baseline, without rebuilding from scratch.
Measurement retainer
The dashboard, the monthly conversion report with commentary, experiment readouts and a health check after every site change, for a business that wants the numbers owned rather than merely installed.
Pre-investment baseline
Definitions, verified tracking and a baseline report established before a redesign, a conversion programme, an SEO engagement or an ad budget increase, so the investment can be judged on evidence afterwards.
Why Gully Sales
What you are actually choosing when you choose us.
We count what sales counts.
Every set-up is reconciled against the enquiries your sales team actually received, not signed off because the tags fired. A conversion count that the sales team disputes is worthless, so we do not hand one over.
Phone and WhatsApp are included by default.
In India the phone and WhatsApp carry a large share of website enquiries. We treat them as first-class conversions from the first day, rather than as an add-on after the form tracking is done.
We see the whole system, not only the website.
Gully Sales builds sales systems, CRMs and revenue operations as well as websites. Tracking is designed to land in the CRM and inform sales, because a number that stops at the analytics tool changes nothing.
Independent of your agencies.
We do not run your ads, so we have no reason to flatter a channel. The count we produce is the one you can hold every vendor to, including us on any other work we do for you.
Reports written to be read.
Each monthly report says what happened, why we think it happened and what to do next, in plain language. Dashboards are built for the owner and the sales lead, not for an analyst.
Built to survive change.
Definitions, the measurement plan, the change log and the verification checks are documented and handed over, so the set-up survives a new developer, a new agency or a redesign instead of quietly dying with them.
Where it applies
The same service, in different businesses.
Industrial and engineering suppliers
- The situation:
- Enquiries for machinery, components or contracts arrive mostly by phone after a product page visit, and the form is used by a minority. Analytics credits the form and ignores the calls.
- How it applies:
- Click-to-call and WhatsApp tracking per product page, source capture by the inside sales team for calls, and a report that shows which product pages and search terms produce quotation requests.
- Likely benefit:
- The product content and campaigns that produce real quotation requests are identified and funded.
Hospitals, clinics and diagnostic centres
- The situation:
- Appointments are booked by phone, WhatsApp and a form, across several departments, and marketing cannot say which department pages or campaigns produced the bookings.
- How it applies:
- Conversion definitions per department, call and WhatsApp tracking with the originating page, booking form tracking, and a monthly report by service line.
- Likely benefit:
- Patient enquiries are attributed to the service pages and campaigns that produced them, department by department.
Online retail and D2C brands
- The situation:
- Orders are counted, but nobody can see where in the checkout buyers give up, and the ad platform's purchase count does not match the store's order count.
- How it applies:
- Full checkout funnel tracking with step-level drop-off, payment failure counting, channel revenue reporting and reconciliation of platform purchases against actual orders.
- Likely benefit:
- The store knows which checkout step to fix and which channels bring buyers who complete payment.
Professional and B2B services
- The situation:
- A consulting, legal, accounting or software firm gets a handful of high-value enquiries a month and cannot afford to misjudge which content or campaign brought them.
- How it applies:
- Tight conversion definitions, CRM mapping so each lead carries its source and landing page, and lead-quality feedback from the CRM into the monthly report.
- Likely benefit:
- The firm can see cost per qualified enquiry by channel and stop spending on sources that bring the wrong clients.
Education, training and coaching
- The situation:
- Admissions enquiries surge in season through forms, calls and WhatsApp, and the counsellors' count never matches the marketing report.
- How it applies:
- Enquiry tracking across all three paths, a UTM convention for seasonal campaigns, CRM mapping for counsellors, and a reconciliation each month.
- Likely benefit:
- Admissions and marketing work from one count, and seasonal budget goes to the campaigns that produced enrolments.
Real estate and property developers
- The situation:
- Site-visit requests come through portals, the website, calls and WhatsApp, and the developer cannot tell which project pages or campaigns generated the visits that led to bookings.
- How it applies:
- Conversion definitions per project, call and WhatsApp tracking by project page, CRM mapping so the sales team sees the source, and booking feedback into the report.
- Likely benefit:
- Campaign spend per project is judged on site visits and bookings rather than on portal impressions.
Questions buyers ask
Before you enquire, the answers you will want.
What is the primary conversion, and how do you establish the current baseline?
The primary conversion is the single action on your website that most directly leads to revenue: a quotation request, an appointment booking, a completed order or a demo request. We agree it with you in discovery, in writing. The baseline is the first full measurement period after the tracking has been verified with test submissions and reconciled against the enquiries your sales team actually received. Earlier numbers are shown only for reference, with their known gaps stated.
How long does an engagement take?
It depends on how many conversion paths and platforms are in scope, how much existing tracking must be untangled, whether a CRM connection is needed, and how quickly your developer can make any template changes. A single-form brochure site is a shorter job than a store with a checkout, three ad platforms and a CRM. We give you a phased plan at the free audit rather than a fixed date, and the baseline period itself depends on your traffic volume.
What inputs do you need from my business?
Admin access to your analytics, tag manager, ad accounts and website; read access to your CRM or enquiry inbox; time with the people who answer enquiries; a developer who can make small template changes if needed; and, during the baseline period, the sales team's honest count of enquiries received. Later, we need notice of website changes before they go live, and the outcome of leads in the CRM so lead quality can be reported.
How is success measured?
First, by the reconciliation gap: how closely recorded conversions match the enquiries your sales team received. That gap is reported every month so trust in the numbers stays visible. Second, by whether the reports are used: budget decisions, website changes and vendor reviews that cite the data. Third, by the metrics on this page, tracked against the baseline. We do not promise that conversions rise; we make sure that when they move, you know it and know why.
What is excluded from scope?
We do not run your advertising, write your content or redesign your site under this service; those are separate engagements, and the hypothesis register is written so any of them can act on it. We do not provide the ad spend, call tracking numbers or paid analytics licences, though we advise on and configure them. And we do not report on offline activity that never touched the website unless you capture it through the source question we set up.
Can you track phone calls and WhatsApp enquiries from the website?
Yes, and we treat them as first-class conversions. Click-to-call and WhatsApp buttons are tracked with the page, source and campaign that produced the click. Where call volume justifies it, tracking numbers attribute inbound calls to channels. For calls dialled from a number remembered off the site, the sales team uses a short source question we script, and the answer is recorded in the CRM so it appears in the report.
Will this work with my website platform?
In almost every case. WordPress, Shopify, WooCommerce, Magento, Wix, Webflow, custom PHP, Laravel or a headless build can all carry a tag manager container and send events. Booking engines and payment gateways on separate domains need cross-domain configuration, which we handle. Where a platform limits what can be tracked, we tell you at the audit stage and propose the closest workable alternative rather than discovering it later.
Why do my Google Ads or Meta conversions not match my CRM?
Usually several reasons at once: the platform counts a thank-you page view, including refreshes and spam; it uses a different attribution window than your CRM; calls and WhatsApp enquiries never reach the platform; and leads are entered into the CRM without their source. We fix this by mapping platform conversion actions to the same definitions, passing source into the CRM with each lead, and reconciling the two counts every month with the gap stated.
3 more questions
How is this different from conversion rate optimisation?
Conversion rate optimisation changes the website to raise the share of visitors who convert, and tests each change. This service builds and runs the measurement that any such work depends on: it defines what a conversion is, counts it correctly across every path, connects it to source and CRM, and reports it. The friction analysis and hypothesis register we produce are the natural starting point for an optimisation programme, whether Gully Sales runs it or someone else does.
What about consent, privacy and the tracking being compliant?
We configure tracking to respect the consent choices your banner records, so tags fire only where permitted, and we document what data each tag collects and where it goes. Personal details such as names and phone numbers are never sent to analytics or ad platforms; they go to your CRM only. We are not lawyers and do not give legal advice, but the set-up is documented well enough for your adviser to review it quickly.
What happens when we change the website?
Tracking breaks most often during website changes: a new template, a replaced form plugin, a redesign or a consent banner update. Under a retainer we ask for notice before changes go live, re-run the verification checks afterwards and repair anything that stopped firing the same week. On a project engagement we hand over the verification checklist and change log so your developer can do the same, and we are available to re-verify on request.
Talk to us
Book a free audit and bring the enquiry count your sales team believes.
The free audit is a working comparison of what your tracking records against what your business received, not a pitch. If your tracking is fine and the problem is traffic or the site itself, we will say so and point you to the right service.
- No obligation and no sales script
- A reply from someone who does the work
- Your details are never sold or shared