4.98 Google rating

Lead tracking and attribution

Lead tracking software that closes the loop with your ads

Know where every lead came from. Forms capture UTM and Google Analytics data, Facebook and Instagram Lead Ads arrive in seconds, and tracking numbers attribute calls. When a lead becomes a customer, send the conversion back to Meta and Google Ads.

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See pricing · Every feature is on every plan.

At a glance

  • UTM and Google Analytics data on every form lead
  • Facebook and Instagram Lead Ads in seconds
  • Call tracking numbers per source
  • Meta Conversions API events
  • Google Ads offline conversions

The problem

Ad platforms optimize for form fills unless you tell them what sold

Google and Meta only see the click and the form. They never hear which leads became paying customers, so they keep finding more of the leads that are easiest to get.

  • Leads with no source

    Form leads arrive without the campaign, ad or keyword that produced them.

  • Slow Facebook leads

    Lead Ads leads sit in a download until someone remembers to export them, and the lead goes cold.

  • Phone leads go uncounted

    Calls never get credited to the ad that made the phone ring.

  • No feedback to the ad platforms

    Bidding learns from form fills, not from the customers who actually paid.

How it works

How lead tracking works

  1. Capture the source

    BaseCloud forms (hosted or embedded), webhooks and the BaseCloud WordPress plugin record UTM values and Google Analytics data with each lead.

  2. Bring in every channel

    Facebook and Instagram Lead Ads arrive through their own trigger, calls through tracking numbers, and anything else through webhooks.

  3. Follow up fast

    Each new lead starts a workflow. Match or create the client, assign an owner, and ring a rep straight away with Call Connect.

  4. Send the result back

    When the lead buys, send a Conversions API event to Meta or upload an offline conversion to Google Ads.

What it does

Attribution from the first click to the sale

Lead capture, attribution and conversion feedback in one product, without a separate attribution tool to connect.

  • Website forms

    Hosted or embeddable forms that create leads and start workflows.

  • UTM and Google Analytics capture

    Source, medium, campaign and the other UTM values are saved with each lead, along with Google Analytics data.

  • Webhooks from any tool

    Catch leads from any form builder, landing page tool or app with the Webhook In trigger.

  • Facebook and Instagram Lead Ads

    Leads from Lead Ads arrive in seconds and start a workflow.

  • Call tracking numbers

    A number per ad or source, in 15 countries, so phone leads are attributed too.

  • Call Connect for speed to lead

    Rings your rep the moment a web form arrives and connects them to the lead.

  • Meta Conversions API

    Send conversion events to Meta from a workflow when a lead moves forward or buys.

  • Google Ads offline conversions

    Upload offline conversions, so Google Ads learns which clicks turned into customers.

  • Lead source reporting

    Report dashboards can chart leads by origin, with funnel and cost cards beside them.

Every lead, with where it came from

The client list shows each lead with the fields you choose, such as the service they asked about, who owns them, their status and their value. Lead origin is saved on every record, so you can filter and report by it.

  • Filter by source, status or owner
  • Bulk actions on any filtered list
  • Export to CSV whenever you need it
The Clients list in BaseCloud CRM, with demo clients showing the services they're interested in, their manager, location, value and status

One platform

Lead tracking connects marketing to sales

Attribution is only useful if the follow-up happens. These features take a tracked lead the rest of the way.

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Learn more

Step-by-step docs

See every BaseCloud CRM feature

FAQ

Questions buyers ask

What does lead tracking software do?
It records where each lead came from (the channel, campaign, ad or keyword) and keeps that with the lead as it moves toward a sale. In BaseCloud that happens in the CRM itself, so the follow-up and the attribution sit on the same record.
Does BaseCloud capture UTM parameters?
Yes. BaseCloud forms and the BaseCloud WordPress plugin save the UTM values and Google Analytics data with each lead.
Can I connect Facebook and Instagram Lead Ads?
Yes. The Facebook Lead Ads trigger brings leads in seconds after the form is submitted and starts a workflow for them.
What is the Meta Conversions API, and why send events to it?
It's Meta's way of receiving conversion events directly from your systems rather than from the browser. Sending an event when a lead buys tells Meta which people became customers, so its ad delivery can look for more like them. BaseCloud sends these events from a workflow.
Can I import offline conversions into Google Ads?
Yes. The Google Ads action uploads offline conversions from a workflow, for example when a client's status changes to won or an invoice is paid.
Can I track phone leads as well as forms?
Yes. Give each source its own call tracking number, available in 15 countries, and each call is credited to that source.

Know where your customers come from

Book a demo to follow a lead from the ad click to the client record to the conversion upload.

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