Most dashboards still report average enquiry response time. It is a comfortable number. It is also the wrong one.
An average is pulled around by outliers. One person who answers in two minutes can disguise a floor of enquiries that sat for an hour. The business that thinks it is fast is often only fast on a handful of lucky tickets.
The number that describes the typical customer is the median: half of enquiries were answered faster than this, half slower. If you cannot produce the median, you do not know what most people experienced.
This matters at the handover — the gap between a lead arriving and a human acting on it. Marketing is usually accountable for the click. Almost nobody is accountable for what happens after it. That is where paid attention is lost.
The method is unglamorous. Timestamp every enquiry at arrival and at first human response, per outlet and per person. Report the median, then the tail. Rebuild routing by intent instead of by whoever happened to be free.
Until that number is named, more advertising only buys a longer queue.