Find out where your website leads are actually going
A visitor submits a form.
The website displays a success message.
The lead never reaches the right person.
Sometimes the submission is missing from the CRM. Sometimes the contact exists, but the opportunity was never created. The record may have been assigned incorrectly, filtered by an automation, sent to an old account, or stored without the information your sales team needs.
The customer completed their part of the process.
Now someone needs to trace what happened next.
Kismet’s Website Lead Workflow Assessment follows one lead path from the original website action through the connected systems, routing rules, notifications, and conversion tracking to determine why website leads are not reaching the CRM.
We document the workflow, test each handoff, identify the last confirmed successful step, and provide a written plan for correcting the problem.
You receive written findings and recommended next steps. You are not required to use Kismet for implementation.
When a form submission does not become a usable lead
A website lead may pass through several systems before anyone can respond to it.
A typical process might include:
A failure at any point can make the lead appear lost.
The systems may also disagree about what happened.
The form provider can confirm that the submission was accepted. The CRM may have no visible contact. The email platform may report no delivery problem. Google Ads may show no conversion.
Each system can be operating normally while the full process still fails.
Problems this assessment can help diagnose
A Website Lead Workflow Assessment may be appropriate when:
You do not need to know which system is responsible before requesting the assessment.
Finding that out is part of the work.
What the $500 assessment covers
The assessment covers one primary lead workflow.
That usually means one website form or lead source and the connected systems required to complete that path.
For example:
Website contact form -> webhook -> HubSpot contact -> lead assignment -> internal notification -> GA4 conversion
or: Landing-page form -> Zapier -> Salesforce lead -> territory routing -> salesperson task
or: Embedded booking system -> completed purchase -> confirmation page -> GA4 -> Google Ads
The assessment may include the following, depending on the workflow.
Workflow mapping
We document what should happen after the visitor completes the website action.
That includes:
- The original form, booking, purchase, or lead source
- The systems receiving the data
- The order in which actions should occur
- The expected CRM record
- Assignment or routing rules
- Internal notifications
- Customer confirmations
- Analytics and advertising conversions
This gives us one expected process to test.
Controlled test submissions
We submit identifiable test records and trace what happens at each step.
Testing may include:
- A standard successful submission
- A submission using realistic customer data
- Different conditional answers
- An existing contact
- A new contact
- A submission that should follow a specific routing path
The exact tests depend on the reported problem.
Form and source review
We verify whether the original website action completed successfully.
That may involve reviewing:
- Saved form entries
- Submission IDs
- Form actions
- Conditional logic
- Spam filtering
- Validation rules
- Confirmation settings
- Error logs
- Embedded forms
- Background requests
A success message does not prove that every later action completed.
Integration review
We inspect the connection carrying data between systems.
That may include:
- Native form integrations
- Webhooks
- APIs
- Zapier
- Make
- WordPress plugins
- Shopify apps
- Custom PHP
- Server-side scripts
- Automation platforms
- CRM connectors
We look for evidence such as:
- Execution history
- Request payloads
- Destination URLs
- Response codes
- Authentication errors
- Rate limits
- Retry behavior
- Environment mismatches
CRM processing review
A CRM can receive a request without creating the record you expected.
We review relevant behavior such as:
- Field mapping
- Required fields
- Data formatting
- Duplicate handling
- Contact merging
- Object selection
- Pipeline selection
- Deal or opportunity creation
- Lead status
- Record ownership
- Enrollment conditions
- Workflow history
A missing lead may have been rejected, merged, moved, or stored somewhere unexpected.
Routing and notification review
A lead can exist in the CRM while remaining invisible to the sales team.
We may review:
- Round-robin assignment
- Territory routing
- Service-based routing
- Location rules
- Owner assignment
- Internal email
- Slack notifications
- CRM tasks
- Distribution groups
- Customer confirmations
- Follow-up automations
The business outcome includes getting the lead to the person responsible for responding.
Conversion tracking review
Operational success and measurement success are separate questions.
We verify whether the real lead action is reflected correctly in systems such as:
- GA4
- Google Tag Manager
- Google Ads
- Meta
- Thank-you pages
- Embedded booking tools
- Cross-domain tracking
A lead can reach the sales team while advertising reports no conversion.
A conversion can also fire without a valid lead being created.
What you receive
The assessment includes a written Lead Workflow Assessment report.
The report will include:
A map of the expected workflow
We document the systems and steps involved from the original visitor action through the final business outcome.
Test results
You will see which steps completed, which steps failed, and which steps could not be verified with the available access or logs.
The last confirmed successful step
This is often the most useful finding.
It narrows the investigation from "the integration is broken" to a specific boundary, condition, or system.
Identified problems
The findings may include issues such as:
- Expired authentication
- Incorrect webhook destination
- Missing required CRM fields
- Invalid field formatting
- Duplicate-detection behavior
- Incorrect pipeline or object
- Failed workflow enrollment
- Broken assignment rules
- Notification problems
- Tracking that does not match the real transaction
- Missing access or ownership
- A workflow that depends on an old account
- Insufficient logging to verify what happened
Recommended next steps
Recommendations are prioritized based on:
- Impact on lead delivery
- Risk
- Required access
- Likely repair effort
- Dependencies
- Whether monitoring should be added
A review call
We review the findings with you and answer questions about the recommended path.
What is not included
The $500 assessment is focused on diagnosis and documentation.
It does not automatically include:
- Rebuilding the form
- Reconfiguring the CRM
- Writing a new API integration
- Replacing an automation platform
- Correcting every discovered issue
- Auditing every form on the website
- Reviewing the entire CRM
- Redesigning the sales process
- Ongoing integration monitoring
- General SEO, accessibility, or performance work
Implementation can be quoted separately after the failure and scope are understood.
You can also take the written findings to another qualified provider.
How the assessment works
Tell us what is happening
You provide:
- The website URL
- The form or lead source
- The expected outcome
- What is currently happening
- One or more examples of missing or incorrect leads
- The systems involved, if known
A specific example is especially helpful.
Useful details include:
- Date and time
- Name or email address
- Form or page used
- Expected destination
- What appeared in each system
- Any confirmation received
Provide access
We may need temporary access to the systems involved.
That can include:
- Website administration
- Form entries and settings
- Hosting or logs
- Automation history
- CRM records and workflows
- Analytics
- Tag Manager
- Advertising conversion settings
- Email delivery logs
We only request access relevant to the defined workflow.
We map and test the process
We document the expected sequence and trace controlled submissions through each system.
The goal is to answer:
- Did the source receive the lead?
- Did the integration run?
- What data was sent?
- Did the receiving system accept it?
- What happened after acceptance?
- Was the record created correctly?
- Was it assigned?
- Was anyone notified?
- Was the action measured correctly?
You receive the findings
We provide the written report and review the results with you.
You will know:
- What is working
- What is failing
- Where the evidence stops
- What should be repaired
- What access or documentation is missing
- What should be monitored going forward
Common reasons leads disappear
The page may show an error, validation may block the submission, or a script may fail before the form saves the entry.
A conditional rule, disabled action, plugin conflict, or configuration problem may prevent the next step.
OAuth connections, API keys, and service accounts can expire or lose permission.
This often happens after:
- A password change
- A staff departure
- A security update
- A role change
- An account migration
- A vendor policy change
The request may be missing a required property or sending information in a format the CRM does not accept.
Common examples include:
- Incorrect field names
- Invalid dropdown values
- Missing owner
- Missing lead source
- Phone-number formatting
- Incorrect date format
- Text sent where a numeric value is expected
- Values that exceed a field limit
The integration may have succeeded, but duplicate logic updated an existing contact instead of creating a new one.
A contact may appear without a lead, deal, ticket, opportunity, or task. The data exists, but the sales process never begins.
Production forms sometimes send data to:
- A sandbox CRM
- A test pipeline
- An old account
- A different business unit
- A former agency's automation
- An inactive workflow
The record may fail to meet one hidden requirement. That could involve:
- Service selection
- Location
- Consent
- Budget
- Lead source
- Contact status
- Existing-record rules
- User role
- Territory
- Appointment type
A missing owner or broken routing rule can leave the record in the CRM without anyone knowing it exists.
The lead may be present and correctly assigned while the internal email, Slack alert, distribution group, or task fails.
The business received the lead, but GA4 or Google Ads did not record the conversion. That can affect campaign decisions even though the sales process worked.
Why one vendor support ticket may not solve it
Most vendors can only see their own part of the workflow.
The form provider may confirm that the submission was accepted.
The automation platform may confirm that a request ran.
The CRM may confirm that no new contact was created.
The email provider may confirm that its systems are online.
Those answers do not explain the complete transaction.
A useful investigation follows one identifiable lead across the boundaries between systems.
That requires someone to:
- Map the full workflow
- Compare timestamps
- Carry identifiers across systems
- Review raw requests and responses
- Check workflow conditions
- Compare successful and failed submissions
- Confirm the final business outcome
Without one person owning that process, each vendor can close its own ticket while the lead remains missing. For assistance diagnosing failures across several vendors, Kismet provides cross-system technical investigation.
Who this assessment is for
This assessment is a good fit for:
- Businesses running paid search or social campaigns
- Companies that depend on website leads
- Agencies managing client websites and CRMs
- Sales teams that do not trust their routing
- Organizations using HubSpot, Salesforce, Zoho, ActiveCampaign, or another CRM
- Websites connected through APIs, webhooks, Zapier, or Make
- Businesses with several vendors involved
- Companies preparing to increase advertising spend
- Teams that have already tried reconnecting or rebuilding the form
- Organizations that need evidence before approving implementation work
Who may not need it
You may not need a full assessment when:
- The website form does not submit at all and displays a clear error
- The issue is limited to one known email recipient
- A vendor has already identified the exact error and provided a confirmed fix
- You only need a new basic contact form installed
- You want a general CRM strategy review
- You want every marketing and sales process audited
Website Lead Workflow Assessment vs. Technical Website Assessment
Website Lead Workflow Assessment
Choose this when the problem is limited to one lead path involving a website action, connected systems, routing, notifications, or tracking.
Technical Website Assessment
Choose this when:
- Several unrelated technical problems exist
- The website is undocumented
- Custom code may be involved
- Ownership or access is unclear
- A rebuild or migration is being considered
- The affected system extends beyond one lead workflow
Why the assessment is separate from implementation
The first recommendation should come from the evidence.
Sometimes the fix is small:
- Reconnect an account
- Correct one field mapping
- Update a webhook URL
- Change an assignment rule
- Repair a notification
- Correct a conversion trigger
Other cases require deeper work:
- Rebuilding the integration
- Replacing an automation
- Restructuring CRM properties
- Separating production and test environments
- Adding reliable logging
- Rebuilding the form workflow
The assessment gives you a defined problem and a practical scope before development begins.
Price and turnaround
Website Lead Workflow Assessment
The price covers one primary lead workflow and the systems directly involved in that path.
Most assessments are completed within five business days after the required access and test information are provided.
When the workflow is larger than the standard scope, we will explain what is involved before beginning.
Summary
- ✓ One primary lead workflow end to end
- ✓ Controlled test submissions
- ✓ Written findings report
- ✓ Recommended next steps
- ✓ Findings review call
You receive the findings whether or not you hire Kismet for implementation.
Frequently asked questions
What counts as one lead workflow?
One lead workflow begins with one primary website action and follows the systems needed to complete the expected outcome.
For example:
Contact form -> webhook -> HubSpot contact -> lead assignment -> internal notification -> conversion tracking
Several forms using the same configuration may be reviewable together. Forms with different logic, destinations, CRMs, or routing rules may require separate scopes.
Do you make the repairs during the assessment?
Repairs are not included in the $500 assessment.
We may make a limited adjustment when it is necessary to complete a controlled test and carries minimal risk, but implementation should not be assumed.
You will receive recommendations and can request a separate quote for the work.
What systems can you review?
The assessment may involve WordPress, Shopify, custom websites, common form platforms, CRMs, automation services, APIs, webhooks, analytics, advertising platforms, scheduling tools, and email systems.
We confirm the specific systems during intake.
Do I need to know which system is failing?
No.
You should be able to explain the expected outcome and provide an example of what went wrong.
The assessment is designed to identify where the failure occurs.
Will you need administrator access?
We usually need enough access to inspect settings, logs, records, and workflow history.
The exact access depends on the systems involved.
Temporary or limited accounts are preferred where available.
Can you review several forms?
The $500 scope covers one primary lead workflow.
Additional forms can be reviewed when they share the same underlying configuration. Separate workflows may require an expanded scope.
Can you tell whether historical leads were lost?
Sometimes.
That depends on the records, logs, and retention periods available across the systems.
We may be able to compare form entries, automation runs, CRM records, and notifications to identify discrepancies.
We cannot reconstruct information that was never saved and is no longer available in any system.
Can you check Google Ads and GA4 too?
Yes, when conversion measurement is part of the defined lead workflow.
We can compare the actual business outcome against the events recorded in GA4, Google Tag Manager, and Google Ads.
What happens after the assessment?
You receive the report and a review call.
You can:
- Make the changes internally
- Give the findings to an existing provider
- Ask Kismet to quote the implementation
- Use the documentation to coordinate several vendors
- Add monitoring to catch future failures
Is this only for broken workflows?
No.
The assessment can also be used before:
- Increasing advertising spend
- Launching a new campaign
- Replacing a form
- Changing CRMs
- Rebuilding a landing page
- Moving a website
- Changing automation platforms
- Handing the system to a new provider
Testing the workflow before a larger change can prevent existing problems from being carried into the new setup.
Stop guessing where the lead disappeared
When a business depends on website leads, every handoff matters.
Kismet will map one complete lead workflow, test the systems involved, identify where the evidence stops, and document what should happen next.
Request a Lead Workflow Assessment ($500)
Please fill out the form below. We will review your request and confirm whether the issue fits the $500 assessment scope before any work begins.
We received your Lead Workflow Assessment request.
Kismet will review the information you provided and confirm whether the issue fits the $500 assessment scope. We may contact you with questions before confirming the timeline and access requirements.
If the workflow is larger than the standard scope, we will explain the additional work and pricing before anything begins.
Submitting the form does not authorize work or create a support agreement.
What Happens Next:
- Kismet reviews your request.
- We ask any necessary follow-up questions.
- You receive confirmation of the timeline and access requirements.
- Investigation begins after approval, payment, and access.