Meridian Digital

Sales complained about duplicate records after events and webinars; marketing saw different numbers than CRM dashboards.

Consent and region rules added complexity: not every field should go to every automation.

Stay within the CRM’s public APIs—no shadow databases.

Preserve user-facing copy tone; legal reviewed disclaimers that couldn’t move casually.

We traced a sample of leads end-to-end and found timing issues—webhooks arriving out of order—and mapping gaps where UTM fields didn’t align to CRM picklists.

We reviewed error logs for silent failures (the worst kind).

Server-side validation with structured error responses; client mirrors for UX but server wins.

Idempotent webhook handling and dead-letter visibility so ops can retry without guessing.

Thank-you pages are real routes with consistent event hooks; assisted conversions become measurable without hacks.

Documentation includes field dictionaries for CRM admins—boring, essential.

Duplicate lead noise dropped after idempotency keys and smarter dedupe rules.

Reporting between ads and CRM converged enough for weekly standups to trust the trend lines.