Define each event
A WhatsApp click is an attempt to open a conversation, not proof that a conversation happened. A form submission is an enquiry, not automatically a qualified lead. Agree the meaning of each event with the sales and delivery teams before building reports.
Count success after it succeeds
Record a successful registration or enquiry after the server accepts it. Prevent duplicate events on refresh or repeated clicks. Use an internal reference for reconciliation and keep names, phone numbers, email addresses and message text out of analytics event payloads.
Use a complete cost picture
Cost per qualified enquiry is acquisition cost divided by enquiries meeting your agreed qualification rule. Show media-only cost separately from cost including creative and team time. A free service still consumes capacity and should have an internal delivery cost.
Respect the limits of the data
Consent choices, blockers, devices and lost referrers can create gaps. Reconcile comparable records rather than demanding impossible agreement from every system. Review trends with their sample size and time period, and document major changes before comparing results.
Quick application checklist
- Event dictionary
- Server-confirmed success
- Qualification rule
- Costs, privacy and attribution limits