A click, a delivered form and a qualified opportunity are different events. Define them before judging landing-page performance.
Define each stage
Record CTA clicks as engagement, accepted submissions as enquiries and reviewed opportunities as qualified leads. A messaging-link click does not prove a conversation started. Document which stage each dashboard reports so totals are not compared as equivalent measures.
Prevent repeated event firing
Trigger success tracking from a confirmed submission outcome, not both the click and success screen. Use an appropriate submission identifier where supported. Check page reloads, browser back navigation and retries so one enquiry does not produce several conversion records.
Reconcile with operational records
Periodically compare tracking totals with received enquiries and explain expected gaps from consent or blocked scripts. Do not send unnecessary personal details into analytics. Investigate mismatches before increasing advertising spend based on apparently improved conversion rates.