The joke about the statistician being someone with their feet in the oven and head in the freezer, but feeling, on ‘average’, the right temperature applies here.
As well as the danger of acting on ‘averages’, consider something like gauging the number of people that cite Google as the prompt for their enquiry. Did they Google ‘dentist in Birmingham’ or did they Google your specific practice name?
If it’s the former, you’re measuring the effectiveness of your search engine optimisation. If it’s the latter, what you really need to know is how they knew to put your name in to Google, because it could be that the real prompt was an advert or a recommendation. Remember that the data doesn’t answer the questions, but helps you ask the right ones!