Track leads & customers from AI in Gravity Forms
Learn how to track how many leads & customers AI tools like ChatGPT are generating through your Gravity Forms
Use Attributer to capture AI referral data (like the fact a lead arrived from ChatGPT) in hidden fields on your Gravity Forms. You can then send it to your CRM and run reports showing how many leads and customers AI is actually generating.
How many of the leads completing your Gravity Forms actually found you through an AI tool like ChatGPT?
For most businesses, the honest answer is "no idea". AI visibility tools can count how often you get mentioned or cited, and your analytics can show a visitor arrived from ChatGPT or Gemini. But neither one tells you how many of those visitors completed a form and became a lead, how many became paying customers, or how much revenue they generated.
That's where Attributer comes in.
In this article, we'll show you how to use a tool called Attributer to capture AI referral data with every Gravity Forms submission. We'll also walk through a set of reports you can run to see exactly what AI is doing for your business.
4 steps to track leads & customers from AI in Gravity Forms
Using Attributer with Gravity Forms makes it really easy to see how many leads you are getting from AI tools. Here's how it works:
1. Install Attributer and add hidden fields
When you sign up for a 14-day free trial of Attributer, you'll get a small snippet of code to add to your website. Instructions for installing it can be found here.
Once the code is on your site, you need to add a handful of hidden fields to your lead capture forms. Those fields are:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Gravity Forms makes this part easy. You drag the 'Hidden' field type into your form, give each one a label and a default value, and tick the box that allows it to be populated dynamically. Step-by-step instructions can be seen here.
2. Attributer writes AI data into the hidden fields
When a visitor arrives on your site, Attributer checks a range of signals to figure out where they came from (the same signals tools like Google Analytics rely on).
It then categorises that visitor into a channel, like AI Referral, Organic Search, Paid Search or Paid Social, and stores the data in the visitor's browser.
Later, when the visitor fills in one of the forms on your site (such as a 'Contact Us' or 'Request a Quote' form), Attributer writes the details of where they came from into the hidden fields, including the fact they came from an AI tool and which tool it was.
3. AI data is captured with each entry
When the form is submitted, Gravity Forms saves the AI referral data that Attributer wrote into the hidden fields as part of the entry, right next to the lead's name, email and everything else they typed in.
You can then see it on the Entries page in the Gravity Forms section of your WordPress dashboard, add it to the new lead notification emails Gravity Forms sends, send it to your CRM, send it to a spreadsheet, and more.
4. Run reports to see how many leads come from AI tools
If you send the data to your CRM or a spreadsheet, you can then run reports that show you how many leads you are getting from AI tools, which tools are sending them (ChatGPT, Claude, Gemini, etc), what content they are reading, and more.
You can run these reports using your CRM's own reporting tool, or you can connect an analytics tool like Tableau, Looker Studio or Microsoft Power BI. And if you already use AI at work, you can connect Claude or ChatGPT to your CRM and simply ask it "How many leads did I get from AI this month?"
What data gets captured
Attributer captures two kinds of information about every lead. There's how they reached your site (the channel) and which content brought them there (the landing page).
Say you work in marketing at an architecture firm. If someone asks ChatGPT to recommend an architect for a heritage home renovation, clicks through to your site and fills in your enquiry form, here's what you'd get:
- Channel = AI Referral
- Channel Drilldown 1 = ChatGPT (or whichever AI tool sent them)
- Channel Drilldown 2 = chatgpt.com (the domain they arrived from)
- Channel Drilldown 3 = None (an AI referral has no deeper level of detail to capture, so this comes through as None)
You'd also see the page they first landed on. So sticking with the same example, it might look like this.
- Landing Page = northbankarchitects.com/projects/heritage-renovations
- Landing Page Group = /projects
The landing page data shows you which of your content AI tools are recommending, and it can help you understand what to create more of to improve your AEO/GEO.
4 example reports you can run when you capture AI data in Gravity Forms
I've spent 15 years in marketing building reports to figure out which channels were generating leads and customers, so I have a lot of experience. Once your Gravity Forms are capturing AI referral data (and it's flowing into your CRM), these are the 4 reports I'd run first.
1. Leads by Channel
This report shows how many leads you get each month, split by the channel they came from (AI Referral, Organic Search, Paid Search, Paid Social and so on).
It helps you understand how big of a role AI tools play in your overall marketing, and makes it easy to compare it to other channels like Organic Search and Paid Search.
2. Customers by AI tool
This report shows how many new customers you win each month, split by the AI tool that referred them. So you can see how ChatGPT stacks up against Claude and Gemini, for example.
That matters because the tools behave differently. One may surface your content far more than the others, or send visitors who are much more likely to become customers.
Knowing which tools produce paying customers (rather than just website visits) shows you where to focus. If most of your customers come through ChatGPT, then it probably means that's the one your target customer is using the most (and therefore that's where it pays to stay visible and well cited).
3. Close rate by channel
This report shows the rate at which leads become customers, split by the channel they came from.
It's often the most eye-opening report of the lot, and you may well find that leads from AI referral go on to become customers at a much higher rate than leads from Organic Search or Paid Search (usually because they've already had a conversation with an AI tool about whether your product/service is the best fit for them, so they arrived pre-qualified and ready to buy).
If your data looks like that, a lead from an AI tool is worth several times a lead from paid search, and that should shape where your next dollar goes.
4. Revenue from AI by landing page
This report shows how many customers, and how much revenue, each page on your site has generated from AI referrals.
It makes it easy to see which pieces of content (like particular blog posts or project pages) AI tools are citing and sending real buyers to.
That gives you a practical guide for what to write next. If a few pages account for most of your AI-driven revenue, creating more content like them is a sensible bet.
Wrap Up
If you've been trying to work out how many leads and customers AI tools are really sending your way, using Attributer with Gravity Forms is a great way to find out.
Best of all, it's free to get started with Attributer and setup usually takes less than 10 minutes. So start your 14-day free trial today!
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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.