01 A data map for the lead
Define the required deal fields: source, UTM, service, budget, owner. The website form should send this minimum to the CRM immediately, with a fallback duplicate to email/Slack if the API fails.
02 Delivery reliability
A queue/retry mechanism on the backend, error logging, a honeypot, and rate limiting against spam. Webhooks with signature verification.
03 Closing the analytics loop
The "lead created in CRM" event as a conversion in GA4/Ads. Otherwise you're optimizing for clicks, not sales. Audit field and status alignment once a quarter.
