Start with a single enquiry
Choose one recent, consented enquiry and follow its path. Did the landing page load? Did the form provide a useful confirmation? Was the submission validated and passed to the correct team? Did the follow-up happen in time?
Look for gaps before adding another tool or dashboard. A basic journey map often exposes more useful issues than a new integration.
Three technical checkpoints
- Submission reliability. Validate required fields server-side. Reject obvious spam without blocking legitimate customers. Make failure visible to the business and to the visitor.
- Attribution quality. Where consent and the platform’s policies permit it, send relevant events reliably. Meta CAPI and Google’s Enhanced Conversions complement existing measurement; they do not guarantee a lower CPC or higher ROAS.
- Handoff ownership. Agree which system holds the lead, who follows it up and what happens when an integration fails. Retry and monitoring should match the importance of the workflow.
Measure business outcomes, not only form completions
Track qualified enquiries, cost per qualified enquiry and eventual customers. Form volume can rise while commercial quality falls. Compare performance over a meaningful window and account for campaign and market changes.
What to do next
Document the current funnel, mark its failure points and prioritize the highest-cost handoff. A narrowly scoped technical audit is often a better first engagement than rebuilding everything.