Digitally trackable marketing leads routed into the central Google Leads Sheet, including forms, WhatsApp, email and central DMs.
SL Aesthetic Group · Version 2
Capture the origin once. Use it everywhere.
Accurate source group, source and medium data lets SL Aesthetic Group attribute leads back to marketing efforts, measure return on investment (ROI) and inform budget allocation.
Calls, outlet walk-ins, direct messages to outlet staff and other routes that cannot be reliably tracked through the digital workflow.
Marketing systems and integrations should supply the acquisition fields. Telemarketers and outlet staff should not need to classify or maintain technical marketing data.
TL;DR · High-level flow
Capture once. Preserve it. Use it.
Technical acquisition data should travel with the lead—not be recreated by telemarketers or outlet staff.
Digitally trackable routes
Forms preserve supplied data. WhatsApp tracking uses current rules and will improve with source URLs.
HubSpot formsMeta formsWhatsApp
Google Leads Sheet
The lead carries three separate acquisition fields.
Why · Source GroupWhere · SourceHow · Medium
Telemarketing → LUMA
Telemarketers follow the recorded values and create the appointment. They do not reclassify technical details.
Outlet staff
Serve the customer. No acquisition knowledge or updating is required.
Four Source GroupsOrganic SearchOrganic SocialPaidPartners / News
Accurate attributionMeasure ROIInform budget allocation
Calls, walk-ins and direct outlet enquiries remain outside this digitally tracked flow.
Target acquisition model
Why → Where → How
Every marketing-owned digital lead needs three separate answers. Together they explain what generated the lead, where the lead came from and how the lead submitted an enquiry.
Source group
The type of marketing effort that generated discovery or interest.
Organic SearchOrganic SocialPaidPartners / News
Why did this lead discover us?
Source
The actual platform, partner or publication where the lead found us.
GoogleFacebookInstagram
Where did the lead come from?
Medium
The lead-submission method used to enter the central queue.
Website formSocial instant formWhatsApp
How did the lead submit the enquiry?
Why · Source groupPaid
Where · SourceGoogle
How · MediumWebsite form
Campaign remains a separate detail. It identifies the specific promotion, advertisement or enquiry theme. It should not replace source group, source or medium.
Current lead workflows
One working feed, with different levels of tracking.
The centralised Google Leads Sheet is the daily operating feed for telemarketers. Digitally trackable leads from different sources and mediums flow into this sheet for simple reference and updating.
Centralised Google Leads Sheet
Telemarketers work from one consolidated view instead of checking multiple platforms. The sheet brings together digitally trackable leads and carries their recorded source group, source and medium into the appointment workflow.
- Single reference point for the telemarketing team
- Receives leads from multiple forms, platforms and campaigns
- Does not include routes that cannot be reliably tracked digitally
Form leads
Source and medium are recorded automatically. Preserve the original acquisition data received from:
HubSpot website formsLanding-page formsMeta instant forms
Action: keep the incoming values intact as the lead moves into the Google Leads Sheet and LUMA.
WhatsApp leads
The lead's first message currently helps identify whether the route is associated with Meta or Google. It does not reliably distinguish organic search/social from paid search/social.
Pending Envoy by Voltade product updates to send source URLs into the Google Leads Sheet. This should reveal the last digital touch before the customer messaged an SL Aesthetic Group WhatsApp Business number.
Calls
Calls are not included in this digital acquisition workflow because the required source information cannot be captured reliably through the current tracking setup.
Marketing-owned digital leads
Four streamlined source-group buckets
Use only Organic Search, Organic Social, Paid, and Partners / News as the Source Group values. The Source then identifies the actual platform, partner or publication.
Organic Search
GoogleYahooBing
Leads from normal, unpaid search results. This is generally the result of SEO and useful website content.
The Source is the search platform the customer used.
Organic Social
FacebookInstagramTikTokXHSRedditYouTube
Leads from normal posts, profiles, reels, videos or community discussions that were not promoted as advertisements.
Keep the actual social platform as the Source.
Paid
All paid advertising sits in one Source Group bucket, whether the advertisement appears in search, social or video.
Search adsGoogle · Bing
Social adsFacebook · Instagram · TikTok · XHS
Video adsYouTube · TikTok
The recorded Source Group stays as Paid; the Source records the actual platform.
Partners / News
WahsoshiokStraits TimesZaobaoNamed partner
Trackable digital links or centrally routed leads from partners, publications and editorial coverage.
Keep the named partner or publication as the Source.
Reference examples
How combined labels should be separated
These examples illustrate the mapping principle; they are not a summary of current performance. When information is missing, preserve the original value and flag the record for Marketing review.
| Combined example | What is known | What is missing | Target structured record | Suggested action |
|---|---|---|---|---|
| FB/IG | Likely social platform family | Facebook vs Instagram; paid vs organic; medium | Source Group + Source + Medium | Use platform/campaign information. If unavailable, flag for Marketing review—do not guess. |
| Google/Website | Source = Google; likely Medium = Website form | Paid vs Organic Search | Paid / Organic Search · Google · Website form | Use campaign/referrer information to identify paid versus organic. |
| WhatsApp Google | Source = Google; Medium = WhatsApp | Paid vs Organic Search | Paid / Organic Search · Google · WhatsApp | Use source URL information when available; otherwise retain what is known without guessing. |
| WhatsApp Meta | Medium = WhatsApp | Facebook vs Instagram; Paid vs Organic Social | Paid / Organic Social · Facebook/Instagram · WhatsApp | Use the source URL or campaign information to identify the actual platform and group. |
Ownership
Who is responsible for what?
- Own the taxonomy and campaign tagging
- Improve integrations and tracking rules
- Review unknown or unmapped acquisition values
- Provide separate acquisition fields
- Carry values from the Google Leads Sheet
- Preserve the recorded marketing origin
- Use the Google Leads Sheet as the reference
- Understand the lead's campaign context
- Create the appointment in LUMA using the recorded values
- Receive the booked appointment
- Manage the in-person customer journey
- Do not classify or update acquisition data
LUMA product suggestions
Make accurate recording the easy path.
The platform can reduce combined labels and make the three-part model simple to follow.
Separate structured fields
Source Group, Source and Medium should each have their own field.
Simple dependent lists
Choosing one of the four Source Groups should show only the relevant Source options—for example, Paid can show Google, Facebook, Instagram, TikTok, XHS, YouTube and Bing.
Follow the current workflow: telemarketers will create appointments in LUMA and follow the Source Group, Source and Medium already recorded in the Google Leads Sheet. They are not expected to reclassify the technical marketing details.
Worked scenarios
What a clean record looks like
Search by source group, platform or medium.
| Situation | Source group · why | Source · where | Medium · how |
|---|---|---|---|
| Google ad → website form | Paid | Website form | |
| Normal Google result → website form | Organic Search | Website form | |
| Facebook ad → Facebook instant form | Paid | Social instant form | |
| Instagram ad → central WhatsApp | Paid | ||
| Organic Instagram post → central DM | Organic Social | Central DM | |
| YouTube video ad → website form | Paid | YouTube | Website form |
| Wahsoshiok digital link → website form | Partners / News | Wahsoshiok | Website form |
| Straits Times article link → email enquiry | Partners / News | Straits Times |
Practice the target entry
Choose why, where and how.
Build one clean acquisition record using three separate selections.
Record this
Launch checklist
What changes now
Implement
- Preserve source and medium values already supplied by forms.
- Use only four Source Group buckets.
- Keep every paid advertising route under Paid.
- Keep Facebook and Instagram as distinct Sources.
- Carry Google Leads Sheet values into LUMA appointments.
- Let Marketing review unknown or unmapped values.
Avoid
- Do not keep one combined acquisition field.
- Do not ask telemarketers to infer technical marketing details.
- Do not ask outlet staff to classify or update acquisition data.
- Do not infer paid versus organic from the platform alone.
- Do not combine Source and Medium in one label.
- Do not overwrite original form or platform values.