Track leads & customers from AI in Elementor Forms
Find out how many leads and customers AI tools like ChatGPT, Claude & Gemini are really generating for your business.
Attributer adds AI referral data (like the fact a lead came from ChatGPT) to every Elementor form submission. You can send it to your CRM and other tools with Elementor's Actions After Submit functionality, then run reports showing how many leads and customers AI is actually generating for you.
Are AI tools like ChatGPT, Claude and Gemini actually sending you leads? And if so, how many?
Everyone seems to be talking about winning 'mentions' and 'citations' in AI answers right now. But mentions don't pay the bills. What you really need to know is how many leads AI sends you, how many of them turn into customers, and how much revenue they're generating. Without that, it's impossible to make sensible decisions about your AEO/GEO efforts.
The good news is it's not hard to find out.
Below, we'll show you how to use a tool called Attributer to capture AI referral data with every Elementor Forms submission, and how to send it to your CRM and other tools. Then we'll go through a few reports you can run to see exactly how many leads and customers AI is bringing in.
4 steps to track leads & customers from AI in Elementor Forms
Using Attributer with Elementor Forms gives you a clear view of how many leads AI tools are generating (and whether they are any good or not). Here's how it works:
1. Install Attributer and add hidden fields to your forms
Start your 14-day free trial of Attributer and you'll be given a small snippet of code to add to your website. The instructions for installing it are here.
Next, add a set of hidden fields to your Elementor forms. You'll need these 6:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
To add these hidden fields, open the page your form sits on, click the form to open it in the Elementor editor, and use the 'Add Item' button to add 6 new fields. Then set each one's Type to Hidden, give it a Label, and add a Default Value in the Advanced tab. The exact labels and values to use are in the setup guide, which you can find here.
2. Attributer works out where each visitor came from
When someone lands on your website, Attributer looks at a range of signals to work out how they found you.
Using those signals, it categorises the visitor into a channel such as AI Referral, Organic Search, Paid Search or Paid Social, and stores that in their browser.
Then, when the visitor fills in one of your Elementor forms (like your 'Book a Consultation' or 'Contact Us' form, for example), Attributer writes the source data into the hidden fields.
3. AI data is captured with the submission
When the form is submitted, the AI referral data that Attributer wrote into the hidden fields is captured with the form submission, right next to the lead's name, email and anything else they entered.
If you've set 'Collect Submissions' as one of the form's Actions After Submit, you'll see it against each entry on the Submissions page in your WordPress dashboard. You can also add it to the notification emails the form sends, and pass it to your CRM or email tool using Elementor's built-in actions (or a tool like Zapier or Make).
4. Report on AI leads
With the data in your CRM (or wherever you store your leads), you can build reports showing how many leads and customers came from AI, which AI tools referred them, which content drew them in, and how much revenue they brought with them.
Most CRMs have reporting features that can handle this easily, but if you prefer, you can connect a dedicated reporting tool like Tableau, Google Data Studio, or Microsoft Power BI and build the reports there.
Or you can skip the report building entirely and simply connect Claude or ChatGPT to your CRM and just ask "How many leads did we get from AI referral this month?"
What data gets captured
Attributer passes through two kinds of information with each lead. The first is how they reached your website (the channel) and the second is which piece of content brought them there (the landing page).
To illustrate, let's say you look after marketing for an engineering consultancy, and a property developer asks ChatGPT to recommend a structural engineer. They follow the link to your site and fill in your Elementor form to request a proposal. Here's what would be captured with the submission:
- Channel = AI Referral
- Channel Drilldown 1 = ChatGPT (or whichever AI tool sent them)
- Channel Drilldown 2 = chatgpt.com (the domain they came from)
- Channel Drilldown 3 = None (there's no deeper level of detail for an AI referral, so this shows as None)
You'd also see the first page they landed on. Continuing the same example, that might be:
- Landing Page = harlowengineering.com/services/structural-engineering
- Landing Page Group = /services
That landing page data shows you which of your pages AI tools are actually reading and recommending, so you know what kind of content to create more of.
4 example reports you can run when you capture AI data in Elementor Forms
In 15 years of marketing, I've built a huge number of reports to try to work out which channels were delivering and which weren't. These 4 are the ones I keep coming back to, and they're all simple to run once Attributer is set up with Elementor Forms:
1. Leads by Channel
This report breaks down the number of leads you generate each month by the channel they came from (AI Referral, Organic Search, Paid Search, Paid Social and so on).
You can see precisely how many leads AI is delivering, and compare that against your other channels, to get a good understanding of how much AI really matters to your business.
2. Customers by AI tool
This report counts the number of new customers you win each month from AI referral, broken down by the AI tool that referred them.
It lets you compare ChatGPT against Claude, Gemini and the rest to see which ones are worth your effort. If ChatGPT is sending you the bulk of your leads, for instance, then it's probably the one your target market is using most, and likely where your work will have the biggest payoff.
3. Close rate by channel
This report shows the share of leads that become customers, split out by channel.
The results can be eye-opening. You might discover that around 35% of your AI Referral leads go on to become customers, while only 10% of Organic Search leads and 7% of Paid Search leads do (people who arrive from AI tools have often done their research already and know what they want, so they tend to convert at a higher rate).
If your figures look anything like that, an AI lead could be worth several times more than a paid search lead, and that should influence where you put your time and budget.
4. Revenue from AI by landing page
This report shows how many customers, and how much revenue, each page on your website has generated from AI referrals.
At a glance, you'll see which pages (such as specific blog posts or service pages) AI tools are citing and sending leads to.
Use it as a guide for what to write next. If a small number of pages are bringing in most of your AI revenue, producing more content along the same lines is probably a smart move.
Wrap Up
If you want to see how many leads and customers AI tools are really sending your way, using Attributer with Elementor Forms is a great way to do it.
Even better, Attributer is free to get started with and setup typically takes less than 10 minutes. So start your 14-day free trial today!
Get Started For Free
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About the Author
Aaron Beashel is the founder of Attributer and has over 15 years of experience in marketing & analytics. He is a recognized expert in the subject and has written articles for leading websites such as Hubspot, Zapier, Search Engine Journal, Buffer, Unbounce & more. Learn more about Aaron here.