The journey as measured, and as designed
GA4 records a short commercial journey: 18,435 active users, 930 consultation-CTA users, 313 form starters and 28 form submitters. Approximately 91.1% of users who started the tracked form did not reach the primary submission event. Tracking defects may explain part of the gap; the six-field required form and the mobile quality gap are credible friction mechanisms. Headline key events (13,250) cannot be treated as leads: the careers landing page recorded a 97.5% session key-event rate. Designed leakage remains: Market Validation 404s, booking language on a form, case studies without permalinks, and two live homepages.
User counts at successive intent signals
Linear scale. The finding is the cliff, not a softened log view. Phone-click users (25) and email-click events (9) are separate paths and may overlap with the 28 submitters; they are not added onto this chart.
View series as a table
| name | Users |
|---|---|
| Active users | 18,435 |
| Consultation CTA users | 930 |
| Form-start users | 313 |
| Form-submission users | 28 |
01
Active users
18,435 active users in the transcribed window. Overwhelmingly new-user acquisition.
18,435
02
Consultation CTA users
930 users (5.05%). The event fired 2,378 times: a click, not a booked consultation.
930
03
Form-start users
313 users (1.70% of active users; 33.66% of CTA users). Meaningful commercial exploration.
313
04
Form-submission users
28 users (0.15% of active users; 8.95% of starters). Best available lead proxy. Phone-click users (25) and email-click events (9) are separate paths and may overlap.
28
User to submit
0.15%
Start to submit
8.9%
Key events (not leads)
13,250
Careers landing 97.5% key-event session rate.
Qualified-lead, MQL, SQL, opportunity and revenue stages are not in this dataset. GA4 revenue is £0 because it is unjoined, not because revenue was proven to be zero.
Leakage
Form start → submit
313 starters versus 28 submitters. Largest observable funnel leak.
Key events ≠ leads
13,250 key events coexist with 28 form-submission users. Careers sessions show a 97.5% key-event rate.
CTA click ≠ booking
Book Your Free Consultation fired 2,378 times for 930 users. Optimizing media to this event rewards clicking, not lead creation.
Market Validation 404
Homepage and packages invite a pre-sale that does not have a page.
Book ≠ calendar
Discovery/validation “booking” language lands on a form. No Calendly embed was found.
Proof without permalinks
Case studies cannot be forwarded as unique URLs. 230 views on a high-intent page.
Homepage concentration
The homepage starts 16,260 sessions (74.3% of all sessions) while Pricing, Sales Squad and Case Studies together have fewer than 600 views.