Skip to main content

Leads.

Leads represent the number of users who completed a lead action on your website, such as submitting a form, requesting a demo, or triggering an event marked as a lead.

Written by Luis Schiffmann

This metric helps you understand how much top-of-funnel demand your website and marketing channels are generating.

How Leads are measured

GrowthOptix records a Lead when a user completes an action that has been defined as a lead event.

A Lead is counted when:

  1. A user visits your website.

  2. The GrowthOptix Tracking Script detects the activity.

  3. The user completes a lead action.

  4. The event is marked with the type lead.

  5. GrowthOptix records the event and attributes it to the appropriate source, campaign, or channel.

In simple terms: Leads = Count of events with type = “lead”

Where to find Leads

You can find Leads in the Marketing Attribution dashboard, including table views and other reporting views where traffic, source, campaign, and conversion performance are analyzed.

What’s included in Leads

Leads may include:

  • Contact form submissions.

  • Demo requests.

  • Newsletter or waitlist submissions, if marked as lead events.

  • Custom events configured as lead actions.

  • Lead events successfully captured by the GrowthOptix Tracking Script.

What’s not included in Leads

Leads do not include:

  • Page views.

  • Sessions.

  • Visitors.

  • Paid or organic clicks.

  • Sales or purchases, unless specifically configured as lead events.

  • Events that are not marked with the type lead.

  • Form submissions or actions that occur on pages where the GrowthOptix Tracking Script is not installed or does not load.

Example

Let’s say your website receives the following actions during a selected period:

  • 25 demo requests.

  • 40 contact form submissions.

  • 15 newsletter signups marked as lead events.

GrowthOptix will record:

Leads = 80

If another form exists on your site but has not been configured as a lead event, submissions from that form will not be included in the Leads metric.

Why Leads matter

Leads help you measure top-of-funnel demand and understand which sources or campaigns are generating potential customers.

This metric is useful for analyzing:

  • Lead generation performance.

  • Campaign quality.

  • Landing page effectiveness.

  • Source and channel contribution.

  • How traffic turns into pipeline opportunities.

Leads are especially useful when compared with Paid Clicks, Organic Clicks, Sessions, Visitors, Sales, Revenue, and Conversion Rate.

Best practices

To keep Leads accurate:

  • Make sure the GrowthOptix Tracking Script is installed on all lead capture pages.

  • Confirm that key lead actions are configured as lead events.

  • Test forms and demo request flows after setup.

  • Use clear event naming so lead actions are easy to identify.

  • Review Leads by source, campaign, landing page, or device.

Limitations and important notes

Leads depend on your event setup.

Differences may happen because of:

  • Lead events not being configured correctly.

  • Forms not firing events after submission.

  • The GrowthOptix Tracking Script missing from some pages.

  • Users leaving before the event is captured.

  • Third-party form tools blocking or delaying tracking.

  • Duplicate or inconsistent event setup.

Because of this, Leads in GrowthOptix may not always match counts from form tools, CRMs, or other analytics platforms.

Need help?

If Leads show zero or lower-than-expected values, check that your lead events are configured correctly and that the GrowthOptix Tracking Script is installed on all relevant pages.

If you still need help, contact us through the in-app chat, and we’ll be happy to review your setup.

Did this answer your question?