Lead Analytics
Lead volume over time
Go to Analytics → Leads.
The lead volume chart shows how many leads were created per day, week, or month. Use this to:
- Identify traffic spikes from campaigns
- Spot slow periods where lead generation dropped
- Correlate volume with ad spend changes
Lead source performance
The Lead Sources table breaks down lead volume by attribution source:
| Column | Description |
|---|---|
| Source | UTM source value (e.g., google, meta, organic) |
| Medium | UTM medium value (e.g., cpc, email, social) |
| Campaign | UTM campaign name |
| Leads | Total leads from this source in the period |
| Closed Won | Leads from this source that were won |
| Conversion rate | Closed Won ÷ Total from this source |
This table is the key to understanding which ad campaigns are driving revenue (not just clicks or form fills).
Google Ads vs. Meta Ads breakdown
A dedicated filter lets you view:
- Leads with a
gclid(came from a Google Ads click) - Leads with an
fbclid(came from a Meta Ads click) - Leads with neither (organic, direct, other)
This helps you compare the revenue contribution of each ad platform directly.
Top referral channels
The Channels chart shows your top sources by lead volume. It is a simplified view (source + medium combined) useful for a quick read on channel mix.
Campaign attribution
Filter by utm_campaign to see how individual campaigns perform from lead creation all the way to Closed Won. This gives you CPA (cost per acquisition) context when combined with your ad platform spend data.
Leads without attribution
Some leads will have no gclid, fbclid, or UTM values — these are “dark” leads where the traffic source is unknown. Common causes:
- The lead was created manually
- The lead was imported
- The visitor had a browser that stripped tracking parameters
- The link shared did not include UTM parameters
A high percentage of dark leads may indicate that your attribution setup needs review (see Form Embedding for tips on verifying attribution capture).