Know which leads made money

The tracking script is one line in the site's head, or a Custom HTML tag in Tag Manager. It remembers how each visitor first arrived (for 90 days) and the last paid or organic touch, and when they submit a form it fills hidden fields, captures the lead with its source, and merges repeat submissions within 30 minutes into the first one.

It works with the forms clients already have: any form with an email or phone field is captured, GoHighLevel and LeadConnector forms are tagged inside their iframes, and custom code can send a lead with one function call. Password forms and anything marked to ignore are skipped.

Each lead is assigned one of eleven channels from its click IDs, UTMs and referrer: Google Ads, Microsoft Ads, Meta Ads, other paid, Business Profile, organic search, social, email, referral, direct or unknown. The lead keeps both its first touch and its last, so "found us on Google, came back through a Facebook ad" is on the record instead of argued about.

Record a sale on any lead — quoted, sold or paid — and later repeat work or refunds. Customers are matched automatically by phone number and email, so a customer who calls twice and books three jobs is one customer with a lifetime value, and each sale counts in the month it happened.

Revenue is credited to the customer's most recent lead in the 90 days before the sale. That's what feeds ROAS, ROAS on new customers, revenue by source and the Progress Report.

Switch on sending for a client and every sale recorded after that goes back to the ad platform that produced it: to Google Ads as an offline conversion with the click ID and hashed contact details, and to Meta as a Purchase event through the Conversions API. The queue sends straight away and retries automatically, so Smart Bidding and Advantage+ optimise for revenue instead of form fills.