Why

You're getting 15–20 inquiries a month from Instagram and referrals — that's one lead every two days, solo. That volume doesn't create a tracking problem; it creates a discipline problem. The data you want (which source converts, at what rate) lives in a Google Sheet you haven't built yet, not in a $50/month tool.

What you actually need

1. Google Sheets, free — build one row per inquiry: date, source (Instagram vs. referral), stage (replied / consulted / booked / ghosted), and wedding budget. That's your conversion report, built in 20 minutes.
2. Calendly, free tier — paste your booking link in every Instagram DM reply so consultations get booked without a back-and-forth that kills momentum.
3. A habit — same-day reply — every inquiry, whether from Instagram DMs or referral texts, gets a response before you sleep; speed-to-reply is the single biggest conversion lever for wedding photographers.

Do this today

Open Google Sheets right now, create five columns (Date / Name / Source / Stage / Budget), and log every inquiry you can remember from the past 30 days. You'll immediately see whether Instagram or referrals are actually closing — which is the exact thing you said you want to know.

What to ignore

You do not need HubSpot, Pipedrive, or Dubsado at this stage. Dubsado in particular is heavily marketed to photographers in Toronto — it's a full studio management suite with a CRM bolted on. At 15–20 inquiries a month, you'll spend more time learning the software than shooting weddings. Wait on all of it.

What doing nothing costs you

At 18 inquiries a month (midpoint of your range), a conservative 10% slippage from slow or missed replies is roughly 2 lost leads a month. Assuming a $3,000 average wedding photography package in the Toronto market, that's around $72,000 a year in lost bookings walking past you.

When to revisit this

When you cross 40 inquiries a month or bring on a second shooter who needs to see your pipeline — that's when a real tool earns its keep.