Lead quality decided by sales, enforced in the ad accounts.

Sales disposition becomes the conversion signal

Qualified, disqualified, unreachable and duplicate are recorded by your sales team in the CRM and uploaded as offline conversions with their own values. The networks keep optimising in their auctions, but the thing they are optimising toward is now the lead that was accepted, not the form that was submitted.

Bad sources suppressed, not merely reported

Rejection rates are broken down by placement, keyword, geography, device, form and creative. Where a source is credited with leads sales consistently rejects, it is excluded or capped under the rules you set, and the change is logged with the evidence that triggered it so it can be reversed.

Landing pages and forms tested as one

Traffic is split across landing page and form variants as a declared experiment with a sample target and a readout date. Significance is calculated by the experiments service against qualified leads and won revenue, so a variant that lifts submissions while lowering acceptance is recorded as a loss.

Duplicate and spam leads never count twice

Submissions are deduplicated against existing CRM records and known bot patterns before any cost per qualified lead is computed. That matching is deterministic and auditable, and the figure it produces is what budget decisions run on.