# Funnel, tracking and CRM connected for an online academy

> Forms, tracking, CRM and sales booking connected into one system, with every lead’s source in sight. All three funnel stages improved.

Source: https://fcgsystems.es/en/case-studies/sales-funnel-system-online-academy/ · FCG Systems

- Client: Online education academy
- Year: 2024–2025
- Services: [Data, tracking and analytics](https://fcgsystems.es/en/services/data-tracking-analytics/), [Academy and automation](https://fcgsystems.es/en/services/process-automation/), [Systems architecture](https://fcgsystems.es/en/services/systems-architecture/)

## Published metrics

- Opt-in: 70.81% → 77.61%
- Registration: 36.85% → 44.72%
- Sales calls: 9.89% → 16.22%

## Context

An online education academy that attracts students through free content, sign-up forms and calls with a sales team.

The funnel worked, but every piece lived in a different tool: forms in one place, booking in another, follow-up in spreadsheets and conversations on WhatsApp.

## Problem

There was no reliable view of which sources brought sign-ups that turned into calls. Each tool reported different numbers and reporting was assembled by hand.

Leads reached the sales team late or without context, and people dropped off between sign-up, registration and call without anyone being able to say where.

## Constraints

- The funnel couldn’t stop: campaigns stayed live throughout the project.
- The system had to be built on the tools the team already used.
- Improvements were measured with the funnel live, so they aren’t attributed to any single component.

## System built

- **Source tracking:** GA4 and Google Tag Manager with defined events for every step, and each sign-up’s origin carried through to the CRM.
- **Connected forms:** Tally forms sending every sign-up, with its source, into a shared Airtable base.
- **Sales CRM:** A pipeline built on the real sales stages: sign-up, registration, booked call and outcome.
- **Booking and assignment:** Calendly bookings linked to the lead, with every call assigned to the right rep.
- **WhatsApp in the flow:** WhatsApp contact is part of the follow-up instead of living in scattered chats.
- **Dashboards:** Conversion by stage and by source, refreshed without manual exports.

## Result

All three measured funnel stages improved during the project. The exact rates, measured before and after, are above.

The sales team started working from assigned leads with their source visible, and leadership stopped relying on hand-built reports.

## Learnings

- Without reliable tracking there’s no optimisation: measure every step first, then argue about what to change.
- The biggest jump came at the last stage. Getting the lead to a rep on time and with context matters as much as capturing it.
- A shared database is worth more than any dashboard. Dashboards only help when they read from a source everyone trusts.

Stack: GA4, Google Tag Manager, Tally, Airtable, Calendly, WhatsApp