The lead count in the platform and the lead count your sales team believes are two different numbers. The gap is duplicates, invalid phones, and people who filled a form by accident. Here is how to see it and what it changes.
Look at the shape of the month
Ninety-seven leads, one duplicate, no invalid numbers, and a heavy Instagram skew. Three quick reads: the forms are clean, the phone field is working, and the platform split is not an accident you should ignore.
Duplicates are a signal, not just noise
The same number twice usually means one of three things: the person submitted twice because nothing happened after the first time, two ad sets are reaching the same audience, or someone is testing your form. The first is a follow-up problem, the second is an overlap problem, and only the third is harmless.
Invalid numbers point at the form
A wave of malformed phones almost always follows a form change, or a placement change that put your form in front of a fast-scrolling audience. If the invalid rate jumps in a week when you did not touch the form, look at where the ads are being shown.
Quality is flagged per lead, on the row, so the count you report to a client is the count that survived contact with reality.
Platform split changes what you do next
A 78 to 22 split toward Instagram does not automatically mean Instagram is better; it often means the algorithm found cheaper impressions there. The question to ask is whether the leads convert at the same rate. If they do not, split the ad sets by placement and price them separately.
Close the loop with the people who call
The only real measure of lead quality is what happens after the call. Export the month, hand it to whoever dials, and get back a simple mark per lead: reached, junk, booked. Two months of that will tell you more about your creatives than any in-platform metric.
Then feed it back into the account: pause what produces junk, duplicate what produces bookings, and keep the protective rule underneath so nothing runs away while you are learning.