Define what counts as a lead
Agree whether a meaningful outcome is a submitted enquiry, a qualified conversation, a booked call or another action. A button click alone may not mean that a form was submitted or a lead was accepted. Keep measurement aligned with the actual business process.
Implement and test carefully
Use a clear event name and avoid sending names, email addresses, phone numbers or other personal information to analytics. Test expected events in a controlled environment, check for duplicate triggers and confirm consent settings before production.
Report outcomes with context
Compare channel and landing-page results using consistent date ranges and known limitations. Reconcile analytics with the business's lead records where allowed. Avoid assuming that attribution identifies every influence or that more tracked events automatically mean more revenue.