Track leads & customers from AI in Keap
Learn how to track how many leads & customers AI tools like ChatGPT are generating in Keap CRM
Use Attributer to capture AI referral data (like the fact a lead arrived from ChatGPT) with every form submission, pass it into Keap, and run reports showing how many leads and customers AI is actually generating.
Do you know how many of the new leads coming into Keap each month started with a question typed into ChatGPT?
More people are turning to AI tools to find businesses like yours, and that number is only going to climb. The trouble is that a tool like Google Analytics will tell you how many visitors arrived at your site from AI tools like ChatGPT, but it stops there. It can't tell you how many of them became leads, how many became paying customers, or how much revenue they were worth.
Fortunately, there's a way to close that gap.
In this article, we'll show you how to use a tool called Attributer to capture AI referral data on every new lead in Keap, then walk through the reports you can build to see exactly how many leads and customers you are getting from AI tools like Claude, Gemini and ChatGPT.
4 steps to track leads & customers from AI in Keap
Using Attributer alongside Keap makes it straightforward to see how many leads are arriving from AI tools. Here's how it works:
1. Install Attributer and add hidden fields
When you start your 14-day free trial of Attributer, you'll get a little snippet of code to add to your website. You'll find instructions for installing it here.
Once the code is live, the next step is to add four hidden fields to the lead capture forms on your site:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
Most form builders make this quick and easy to do. Depending on the platform, you can drag in a dedicated 'Hidden' field type, or add a regular text field and hide it in the settings. You'll find instructions for tools like Gravity Forms, Wix Forms, Webflow Forms and others here.
2. Attributer writes AI data into the hidden fields
When someone lands on your site, Attributer looks at a bunch of technical data to figure out where they came from (the same things tools like Google Analytics look at).
It then categorises that visitor into a channel, such as AI Referral, Organic Search, Paid Search or Paid Social, and stores the result in the visitor's browser.
Later, when that visitor fills out a form on your site (say, a 'Get a Quote' or 'Contact Us' form), Attributer writes the details of where they came from into the hidden fields (including the fact that they came to your site from an AI tool as well as which one it was).
3. AI data is captured with each lead
Once the visitor submits the form, the AI referral data Attributer wrote into the hidden fields gets captured by your form tool alongside the name, email and everything else they typed in.
Attributer works with more than 50 form builders, scheduling tools and chat products, including Keap Forms, Gravity Forms, Contact Form 7, Wix Forms, Webflow Forms, Typeform, Jotform and Calendly.
4. AI data is sent to Keap
From there, you can use your form builder's native Keap integration, or a third-party tool like Zapier, to push the data into Keap as a new Contact.
Once it lands on the Contact record in Keap, you can start building reports that show how many leads and customers are coming from AI, which AI tools are sending them, what content is drawing them in, and how much revenue is being generated from these customers.
You can put those together in Keap's own reporting, or connect an analytics tool like Looker Studio, Databox or Microsoft Power BI and run them there instead.
What data gets captured
Attributer passes through two kinds of information about each lead. There's how they arrived at your site (the channel) and what content brought them there (the landing page).
So imagine you were on the marketing team at an engineering consultancy. If somebody asked ChatGPT to recommend a structural engineer, then clicked through to your site and became a lead, you would get the following.
- 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 is no deeper level of detail to capture for an AI referral, so this comes through as None)
You'd also get details on the page they landed on. Continuing that example, it might look like this.
- Landing Page = summitengineering.com/services/structural-assessments
- Landing Page Group = /services
This landing page data is useful for seeing what content on your site AI tools are actually citing, and therefore what's worth producing more of.
4 example reports you can run when you capture AI data in Keap
I've been in marketing for over 15 years, and in that time I've built more reports than I can count trying to work out which channels are generating leads and which ones aren't (and what to do about it). Here are 4 reports I've found most useful over the years:
1. Leads by Channel
This report shows how many leads you get each month, broken down by the channel they came from (AI Referral, Organic Search, Paid Search, Paid Social, and so on).
It's the clearest way to see how much AI is contributing to your lead numbers compared with everything else. If AI referrals are still a thin slice today, that tells you there's room to grow.
2. Customers by AI tool
This report shows how many new customers you got from AI tools, broken down by which one sent them. It lets you see, for example, how ChatGPT compares to Claude and Gemini in terms of actually producing new customers for your business.
Knowing which tools generate paying customers, rather than just mentions or a bump in traffic, helps you understand where to focus. If most of your customers are arriving through ChatGPT, that's the one worth measuring and optimising for.
3. Close rate by channel
This report shows the lead-to-customer conversion rate, broken down by the channel they came from.
It's often the most revealing report of the four, because lead volume by itself can be misleading. For instance, you might find that 35% of your leads from AI Referral go on to become customers, versus 10% from Organic Search and 7% from Paid Search.
If that's the shape of your data, a lead from an AI tool is worth several times one from paid search, and that should change how you prioritise the next dollar you spend (it tends to play out this way because someone arriving from an AI tool has already had their questions answered and shows up better qualified).
4. Revenue from AI by landing page
This report shows how many customers, and how much revenue, each piece of content on your site has generated from AI referrals.
It makes it easy to spot which blog posts and pages on your site the AI tools are citing and sending real buyers to, which can guide what you write next. If a handful of posts account for most of your AI-driven revenue, producing more like them is probably a sensible bet.
Wrap Up
If you've been trying to figure out how many leads and customers AI tools are generating for your business, using Attributer with Keap is a great way to start.
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!
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.