Documentation Leads and reports
How Leadwon recognises where a lead came from
Channels, sources, campaigns, click IDs and the first and the latest visit.
On every visit, Leadwon’s script looks at the address the visitor arrived with and the page they came from. It keeps the first visit and the latest visit that brought something new, such as a campaign or another website. When the visitor sends a form, both are saved with the lead.
What is recorded
- UTM parameters:
utm_source,utm_medium,utm_campaign,utm_term,utm_content. - Click IDs of Google (
gclid,gbraid,wbraid), Microsoft (msclkid), Meta (fbclid), TikTok, LinkedIn, X, Pinterest, Snapchat, Reddit, Quora and Yandex. - The referring website and the landing page.
- The number of visits, the days since the first one and the last pages viewed before the enquiry.
Channels
Every visit is sorted into a channel, so reports stay readable however your links are tagged:
| Channel | When |
|---|---|
| Paid search | A click ID of a search ad, or a paid medium such as cpc, ppc or paid |
| Paid social | A paid medium together with a social network as the source, or a click ID of a social network |
| Display | Media display, banner, cpm or cpv |
| Organic search | Arrived from a search engine: Google, Bing, Baidu, Naver, Yahoo Japan, Seznam, Yandex, DuckDuckGo and others |
| Organic social | Arrived from a social network, including LINE, Kakao, WeChat, Weibo and VK |
| AI assistants | Arrived from ChatGPT, Perplexity, Gemini, Claude, Copilot, DeepSeek and similar |
Media email or newsletter |
|
| Affiliate | Medium affiliate |
| Referral | A link on another website |
| Other campaigns | UTM parameters that fit none of the above |
| Direct | Typed in, a bookmark, or no information |
Leads you add by hand get Phone call, Walk-in or Word of mouth.
First or latest visit
The reports can credit a lead to the way the visitor first found you or to the visit right before the enquiry. Switch between them at the top of the report. The first visit shows which channels bring new people; the latest shows what makes them get in touch.
Click IDs are taken from the most recent visit that had one, because ad platforms expect the click that led to the conversion.
Tagging your own links
Google Ads and Microsoft Advertising add their click IDs by themselves when auto-tagging is on. For newsletters, social posts and printed QR codes, add UTM parameters, for example:
https://example.com/offer/?utm_source=newsletter&utm_medium=email&utm_campaign=autumn