Potential customer reports such as calls require detailed data to make sense to customers. In addition to providing summary figures, specific data must be provided to complete the form, and a clear distinction must be made between actual sales leads and no sales leads. Submit forms such as spam, support requests, etc. Telephone and form submission, non-potential customers can account for up to 40% of the total number of requests. Therefore, an SEO report that does not distinguish between potential customers and non-potential customers will greatly exaggerate your conversion efficiency.