Lead tracking helps businesses understand what’s working and what’s not in their marketing efforts. It shows where potential customers are coming from and which campaigns are grabbing their attention.
Lead tracking isn’t just about counting website visitors or improving your rankings, it’s about understanding which of those visitors actually turn into leads. It gives you a clearer picture of which campaigns are attacking visitors who are interested in what you’re offering.
Instead of just knowing how many people visit your site, lead tracking helps you see who’s taking action and becoming potential customers. This deeper insight lets you fine-tune your approach and make decisions that truly move your business forward.
About WhatConverts - Our chosen lead-tracking tool
WhatConverts is a tool that uses call-tracking numbers and forms to track leads on your website. For example, if a user came from an organic search vs. an ad, which page they landed on first, and if they contact you via a form or a call. If you live in a state that allows call recording, you can also listen to the call in the application.
Why we use WhatConverts
We use WhatConverts because it provides in-depth data on lead sources and customer behavior. It allows us to understand not just how users find your website, but who is actually converting into leads, helping us refine the marketing efforts for better results.
What we track with WhatConverts
Call Tracking: WhatConverts monitors all incoming calls to see which marketing channels are driving phone inquiries. This allows us to capture lead details, listen to recorded calls (where permitted), and assess the quality of each lead.
Form Tracking: WhatConverts tracks every form submission on our website, identifying which source—whether organic search, paid ads, or referrals—led users to fill out a form. This helps us understand how different channels convert into leads.
WhatConverts vs website analysis dashboards
While website analysis dashboards focus on tracking overall traffic, page views, and user behavior, WhatConverts tracks which visitors actually become leads. Instead of just showing how many people visit your site, WhatConverts identifies where those leads came from and whether they called or filled out a form. It’s all about understanding who’s taking action and helping you focus on the leads that matter most.
How To Use WhatConverts
With its user-friendly dashboard, WhatConverts makes it easy to track and manage leads. You can quickly see where a lead came from, whether they called or filled out a form, and listen to call recordings.
The Lead Manager dashboard
The "Lead Manager" is the main dashboard to get a quick view of your leads. In the below example,
We can see that this lead came from a paid ads campaign (Medium)
The user first entered the website on the IT Support landing page (Landing Page)
Completed a form (form icon)
They did this on the IT Support landing page (Lead Page)
The lead was a qualified lead that was able to be quoted (Quotable)
Listening back to a call
To listen to a call, click on the person icon next to the telephone icon. This will open a sidebar with a player that plays back the call recording.
In most states, only one party needs to give consent for recording a phone call. If both parties are required by law, then this feature would be disabled.
Reading form submissions
Similarly, you can view the message details submitted on a form by clicking the person icon next to a lead that shows the green form icon. The sidebar will open and let you know who this lead was from and what their message was.
Adding additional columns to the lead dashboard
To add additional columns and get a clearer picture of your leads, you can click the "Choose Columns" button.
We recommend selecting the below columns:
General
Type - shows if the lead came from a form or call
Quotable - for marking leads as quotable or not
Spam - for marketing leads as spam
User
Status - shows if the user is unique or returning
Marketing Data
Source - shows the source (ie, from Google)
Medium - shows the medium (ie, organic or paid ads)
Landing page - shows what page the user entered the website from
Marking leads as quotable (or not)
Whenever you get a new lead, it's important to mark them as quotable (or not) on the dashboard. This really helps the team because if we know which keywords or campaigns are generating quotable leads, we can adjust the campaign to increase these type of leads.
With each new lead, you'll also receive an email from WhatConcerts titled something like "New Phone Call Received | WhatConverts". At the bottom of these emails, there are some links to mark this lead directly as quotable or not or pending future information.
Lead email example: