Activity totals and new people should not share one label
Count repeated submissions separately from the deduplicated view of new inbound people or inquiries. A persistent prospect can submit twice without creating two new buyers.
Total submissions count events. Unique new inbound leads require a defined identity, novelty rule and period. Repeat questions from an existing contact can be important work without representing a newly acquired prospect.
A worked example
A hypothetical month has 40 form submissions from 25 people, including five existing contacts. Depending on the documented rule, that may mean 20 new people and 40 intake events. It does not mean 40 newly generated customers or opportunities.
How to apply it
- State what makes a record unique and what makes it new.
- Separate retries, spam, tests and repeat requests without deleting useful history.
- Compare source activity with the deduplicated new-lead population.
What the result can establish
Document uncertain identity matches rather than pretending perfect resolution. Use the same rule across periods. A change in deduplication should be noted separately from a real increase or decline in demand.
Reference: Google Analytics: recommended events.
Supporting documentation
Google Analytics: recommended eventsW3C WAI: validating formsGoogle Analytics: measurement documentation