Know where the lead came from, and what happened after.
We build websites, funnels, lead capture, and tracking that connect directly to your CRM and operating systems, so marketing data doesn't stop at the form submission.
The reporting gap
Most marketing reports stop too early.
An ad platform can tell you someone clicked. A form tool can tell you someone submitted. Both are doing exactly what they were designed to do. Neither can tell you whether that lead was contacted, booked, or ever became a customer, because that part of the story happens in your systems, not theirs.
Marketing platforms can usually see
- Impression
- Click
- Form submission
Your business still needs to know
- Contacted
- Qualified
- Appointment
- Opportunity
- Customer
The problem is fragmentation, not dishonesty. The fix is connecting the marketing side of the journey to the systems where the business determines what actually happened.
What we build
Tracking only works if the path is built correctly.
Attribution is usually sold as a pixel you install. In practice it depends on how the website, the forms, the booking, and the CRM connections are constructed. That is building work, and we do it ourselves.
The conversion path
Built or configured per engagement
The conversion surface · where visitors act
Websites
Sites structured around clear actions and connected directly to the systems behind the business. We build them, and where the current site still earns its place, we connect it instead.
Landing pages & funnels
Focused conversion paths for campaigns, offers, services, or specific audiences.
Forms & lead capture
Capture the information the business actually needs and write it directly into the right system.
Booking
Scheduling tied to the customer record, so an appointment becomes part of the workflow instead of another isolated tool.
Calls & messages
Where technically appropriate and in scope, inbound conversations are associated with the lead record and its available source information.
The data layer underneath · where the record is made
CRM routing
Create the contact, assign ownership, update the pipeline, and trigger the next appropriate action.
Attribution
Preserve available campaign and source information as the lead moves through the operation.
A disconnected website
- Form notification
- Inbox
- Manual entry
- Source unknown
- Follow-up when someone remembers
A connected website
- Form submitted
- Source captured
- CRM record created
- Owner assigned
- Next action triggered
- Outcome recorded
We build the path first. Then the tracking has something reliable to measure.
The customer journey
One lead should tell one story.
Follow one illustrative lead from first click to closed customer. The journey runs in order on the left. The record it builds sits on the right, and every field on it was written by a step of the journey.
- 01
Ad · Search · Referral
A visitor arrives, with whatever source context the channel exposes.
- 02
Website visit
The landing page and any campaign parameters are recorded.
- 03
Form · Call · Booking
The visitor raises their hand and becomes a contact.
- 04
Lead created
One record, created once, in the system the team actually works in.
- 05
Source stored
The available attribution data is written onto the record itself.
- 06
Owner assigned
A person is responsible for the follow-up from the first minute.
- 07
Follow-up
The first reply goes out and is logged against the same record.
- 08
Appointment
The booking lands on the record, not in a separate calendar tool.
- 09
Opportunity
The deal enters the pipeline with its history intact.
- 10
Customer
The outcome lands on the record where the source already lives.
Lead record
Illustrative example- Entry point
- /commercial-service
- 02
- Contact
- Jordan Avery · jordan@example.com
- 03
- First touch
- Aug 12 · 9:41 PM
- 03
- Source
- Paid Search · Google
- 05
- Campaign
- Commercial Service · August
- 05
- Owner
- M. Torres
- 06
- Appointment
- Aug 15 · 10:00 AM
- 08
- Stage
- Opportunity
- 09
- Outcome
- Customer
- 10
The number on each field is the journey step that wrote it. One record holds the whole story.
When a lead comes in, we save the source data the channel gives us and keep it attached as the record moves through the pipeline. Not every channel exposes every field; the record holds what is actually known.
Source data
How source data is captured and carried
01
Capture
Record the useful source information available at the moment a form, call, or booking enters the system. Not every channel exposes every field; we capture what is actually there.
- Channel
- Campaign
- Landing page
- Referrer
- UTM parameters
- Click identifiers
- First known source
- Latest known source
02
Carry
Store the source on the lead record itself, so it does not disappear the moment a visitor becomes a CRM contact. The record keeps its history as it changes stages and hands.
03
Compare
Connect the source to what happened downstream: contacted, booked, pipeline, customer. The business evaluates marketing with its own operational data, not only platform reports.
What a useful source looks like, next to “Internet”
A source you can use
Illustrative example- Channel
- Paid Search
- Platform
- Campaign
- Commercial Service · August
- Entry point
- Service landing page
- Conversion
- Consultation form
The exact structure is designed per business, around the channels and systems actually involved. The point is deciding it on purpose instead of accepting whatever a form plugin writes by default.
What most systems record
- Source: Website
- Source: Other
- Source: (blank)
A label like that cannot answer a single useful question. Which campaign paid for this lead? Which page converted it? Which channel should get the next dollar? Structured source data is what makes those questions answerable later, and it costs nothing extra to capture at entry.
Keep + Connect
Keep your marketing team. Improve the feedback loop.
We do not replace your agency, your marketers, or the tools doing their job. Different systems legitimately measure different parts of the journey; we build the operational record the business owns underneath all of them, so everyone works from the same view of what entered and what happened next.
Your marketing platform
measures
- Impressions
- Clicks
- Campaigns
- Ad spend
Passerelle data layer
connects
- Source
- Lead
- CRM record
- Business outcome
Your business
can evaluate
- Lead quality
- Pipeline movement
- Customer outcomes
Works alongside
- Your marketing agency
- Internal marketers
- Existing ad accounts
- Specialized campaign platforms
- Your current CRM
- A website that still works
- Your analytics tools
And if mapping the flow exposes bigger problems, duplicate records, overlapping tools, automations nobody dares touch, that becomes a different conversation: designing the system around the operation.
Process
Test leads go through before real ones do.
Tracking fails quietly: a parameter dropped on a redirect, a form that stopped writing to the CRM, a booking that never reached the record. The process exists to catch those before your leads do.
- 01
Map the journey
Identify traffic sources, conversion points, CRM destinations, current tracking, and the downstream outcomes the business needs to understand.
- 02
Fix the capture
Build or refine the website, forms, bookings, calls, and tracking parameters, so cleaner data enters at every point.
- 03
Connect the systems
Route lead and source information into the CRM and the other systems involved in the customer journey.
- 04
Test the path
Run controlled test leads through every critical entry point and verify what gets recorded at each stage.
You watch what arrives.
- 05
Build the reporting layer
Expose the operational information the business needs to evaluate source quality and downstream outcomes.
Deliverables
What you leave with
Scope varies by engagement, and no project promises all of everything. These are the kinds of assets the work produces.
01A mapped customer journey
A clear view of how people enter the business and where their data goes.
02Connected lead capture
Forms, bookings, and the other agreed conversion points routed into the correct system.
03Defined source data
A practical source structure appropriate to the channels and systems involved.
04Tested lead paths
Critical acquisition routes verified from entry through CRM destination.
05Operational reporting
Reporting built on the customer and pipeline outcomes available in the connected system.
06Documentation
A plain explanation of what is tracked, where it lives, and how the pieces connect.
Let's trace one lead from first click to customer.
Show us how leads enter your business today. We'll map where the information goes, where attribution gets lost, and what should connect next.
Prefer email? Contact@passerelleint.com