Section 1 · True Performance — Website (GA4)
Section 2 · Where It Came From — GA4 Source / Medium
Read top-down: are enquiries growing, and which sources earn them? Volume alone can hide a high enquiry rate from a small source.
Section 3 · Meta Ads
How to read this page: Instant Forms deliver volume but often qualify at a lower rate than website leads — the CPQL is the number that decides budget, not the CPL. Platform events exceed GA4 because Meta counts 7‑day click + 1‑day view; GA4 counts clicks only. Compare trends, not totals.
Section 4 · LinkedIn Ads
How to read this page: judge LinkedIn beside Meta only at the shaded rows. CPL can look expensive while a higher qualified rate narrows CPQL. Never compare the two platforms on dashboard totals alone.