Define the milestones
A form interaction, a received enquiry, a booked visit and a signed job are different events. Name them clearly and agree who records each outcome. Begin with a small event specification that your team can explain.
Preserve source context
Campaign parameters and landing page context can help describe where an enquiry originated. Agree how first source and later interactions are treated. Collect and store only what is needed and permitted; do not put personal data into campaign URLs.
Verify delivery before counting a lead
A browser can show a button click even if a server request fails. Use a confirmed receiving-system response for successful submission. Keep technical errors visible to the visitor and provide an agreed fallback when production intake is enabled.
Reconcile platform and CRM reports
Platforms use their own attribution logic and may have incomplete signals. The CRM depends on accurate team updates. Compare reports with their definitions and limitations, rather than treating any single count as the whole truth.
Make the report actionable
Show valid enquiries, contact outcomes, visits, proposals and won work when supported by reliable records. A source with fewer enquiries might still fit the business better. This requires actual data, not an assumption built into a dashboard.
