Funnels configured as routes and records, not as a black box.

What this involves

• Landing routes with a single job

  One route per offer and audience you name, each carrying exactly one action. Variants live at their own addresses, so what differed between them is a diff in the repository rather than somebody remembering what was changed.

• Form paths that hold their state

  Multi-step forms that survive a reload, validation that says what is missing and where, and a confirmation the visitor can keep. The state sits on the server, so a closed tab does not cost the entry.

• A submission that arrives once, even when the network disagrees

  A double click, a retry after a timeout and a request sent again must not produce three records. Submissions carry a key, so a repeat lands on the record that already exists instead of beside it.

• Follow-up is triggered, not remembered

  Notification, hand-off to the system that owns the record, a scheduled reminder: each one a step of the path on a queue, with retries and a failure somebody can see — rather than a person who was supposed to check.

• The measurement points you define, and no others

  Which step counts as progress is your decision, not a default. We configure events for those steps only: what nobody named is not collected, and nothing goes to a third party you have not named.