Track leads & customers from AI in Insightly
Learn how to track how many leads & customers AI tools like ChatGPT are generating in Insightly
Use Attributer to capture AI referral data (like the fact a lead arrived from ChatGPT) with every form submission, pass it into Insightly, and then run reports showing how many leads and customers AI chatbots are actually generating for your business.
When a new contact shows up in Insightly, can you actually tell where they came from? Did they arrive through a paid campaign, or did ChatGPT send them your way?
More buyers are starting their research inside AI tools these days, and that trend isn't slowing down. The catch is that most AI tracking tools only tell you how often you get mentioned in AI conversations. They don't actually tell you how many leads you got, how many became paying customers, or how much revenue those customers generated.
Fortunately, there's a simple way to close that gap.
This guide shows you how to use Attributer to capture AI referral data on every new lead that comes into Insightly, plus a few reports you can build to see exactly how much the different AI tools ( ChatGPT, Claude, Gemini, etc) are contributing to your pipeline.
4 steps to track leads & customers from AI in Insightly
Using Attributer with Insightly lets you see which leads came from an AI referral. Here's the process:
1. Install Attributer and add hidden fields
Start a 14-day free trial of Attributer and you'll be given a snippet of code to add to your site. Instructions for installing it are here.
Once the code is live, add four hidden fields to any form on your site that captures new leads:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
Most form tools support this pretty easily. You'll either get a dedicated 'Hidden' field type to drop in, or you'll add a normal text field and mark it hidden in the settings. Step-by-step guides covering popular form builders like Gravity Forms, Wix Forms, Webflow Forms and more are here.
2. Attributer writes AI data into the hidden fields
When someone lands on your site, Attributer looks at a bunch of technical signals (the same ones other analytics tools like Google Analytics look at) to figure out where that visitor came from.
It then assigns them a channel, whether that's AI Referral, Organic Search, Paid Search or Paid Social, and stores it in their browser.
When that visitor later submits a form on your site, whether it's a 'Book a Demo' or 'Contact Sales' form, Attributer writes the data on where they came from into the hidden fields you added to your form.
3. AI data is captured with each lead
Once the form is submitted, the data Attributer wrote into those hidden fields is captured alongside the lead's usual contact details, like their name, email, phone, and so on.
Attributer works with more than 50 form builders, scheduling tools, and chat products, including Gravity Forms, Contact Form 7, Wix Forms, Webflow Forms, Typeform, Jotform, Calendly, and more.
4. AI data is sent to Insightly
From there, the data can be sent from your form tool into Insightly CRM.
If you're capturing leads through Insightly's own web forms, this happens on its own. Every submission creates a new contact or lead record in Insightly automatically, and the data that Attributer wrote into the hidden fields will be there on the record.
If you're using a third-party form builder instead (Gravity Forms, Typeform, or similar), you'll need to set up a connection to push the data into Insightly. Several form builders offer a native Insightly integration, and where one isn't available, Zapier can bridge the two.
Once it's in Insightly, the data sits on the lead or contact record along with their name, email, phone number and other details, ready for use in any reports you want to build.
What data gets captured
Attributer passes through two pieces of information for each contact. There's how they got to your site (the channel) and what page brought them there (the landing page).
Say you handle marketing for an engineering consultancy. If someone asked ChatGPT which firm could handle a structural assessment, clicked through, and filled out an enquiry form, here's what Attributer would capture:
- Channel = AI Referral
- Channel Drilldown 1 = ChatGPT (whichever AI tool sent them)
- Channel Drilldown 2 = chatgpt.com (the domain they arrived from)
- Channel Drilldown 3 = None (there's no further level of detail to capture for an AI referral, so this comes through as None)
You'd also capture the page they landed on first. In this example, that could be:
- Landing Page = meridianeng.com/services/structural-assessment
- Landing Page Group = /services
The landing page shows you which pages AI tools are actively sending people to, which points you toward the topics worth writing more about.
4 example reports you can run when you capture AI data in Insightly
I've spent over 15 years in marketing, and in that time I've built plenty of reports trying to work out which channels are actually moving the needle. These 4 keep coming up as the most useful:
1. Leads by Channel
This report shows how many leads you're generating each month, broken down by channel. This makes it easy to see how many leads you got from AI Referral comapred to other channels like Organic Search, Paid Search, Paid Social, etc.
It's a fast way to see how AI Referral stacks up against everything else you're doing to generate leads.
2. Customers by AI tool
This report breaks down how many new customers came from AI tools, broken down by which one referred them. So for example, it'll show you whether ChatGPT is outperforming Claude and Gemini when it comes to producing real, paying customers.
3. Close rate by channel
This report shows your lead-to-customer conversion rate broken down by channel.
It's worth watching because where a lead came from can swing that conversion rate quite a bit. You might find that 35% of your AI Referral leads become customers, compared to 10% from Organic Search and 7% from Paid Search.
That would mean an AI lead is worth several times more than one from paid search (someone coming from an AI tool has already had their basic questions answered before they ever land on your site, so they show up more qualified), and that's the kind of thing that can shift where you put your next dollar of budget
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's the clearest way to see which pages AI tools are actually sending buyers to. If most of your revenue comes back to a handful of pages, that's a pretty clear brief for what to write next.
Wrap Up
If you've been wondering how many of your leads and customers are actually coming from AI tools, using Attributer with Insightly is a straightforward way to find out.
Best of all, Attributer is free to get started with and setup usually takes less than 10 minutes. 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.