Instrumenting a website so you know where leads come from

Start from the question

Do not start by installing tools. Start by writing the questions you need answered: which channel produces enquiries, which pages start them, and where people abandon.

Only then decide what needs to be recorded.

A minimal event set

page_view, cta_click, contact_started, contact_submitted, booking_started, booking_completed, and the direct contact actions — phone, email and messaging clicks.

Scroll depth and section visibility are useful, but they are diagnostic, not primary. Keep them separate from your conversion events so reporting stays readable.

First touch and last touch

Store the campaign parameters from the first visit and from the visit that converted. First touch tells you what created awareness; last touch tells you what closed the loop. Reporting only one of them will consistently mislead you.

Respect the visitor

Collect the minimum needed to answer your questions. Where consent is required, ask for it plainly and make refusal genuinely functional rather than a dark pattern.