Define the evidence

Decide what unit the report counts: form submissions, unique enquiries, organisations or opportunities. Each can be useful, but they answer different questions. A person may submit twice because they did not receive confirmation, or several colleagues may contact the business about the same project. Keep the raw activity record while creating a consistent rule for reporting distinct enquiries. Do not silently delete information needed to understand the conversation.

Make it operational

Use the minimum identifiers necessary to recognise likely duplicates through an approved process. Ask a human reviewer to resolve ambiguous cases rather than merging solely on a similar name. Record the relationship between submissions and the underlying enquiry. Make the reporting period and deduplication rule visible in the dashboard notes. If the rule changes, avoid comparing the new total directly with an old total calculated differently without explaining the difference.

Imagine this

Hypothetical example

A prospect submits a form, then emails the same request the next day. The team keeps both messages but links them to one enquiry record. It reports two contact activities and one qualified enquiry, preserving the operational history without inflating the publication’s acquisition result.

Make it practical.

Use this checklist as you read. Checks are not stored.

References & further reading

Further reading: ICO data minimisation ↗

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