Track leads & customers from AI in Pipedrive
Learn how to track how many leads & customers AI tools like ChatGPT are generating in Pipedrive CRM
Use Attributer to capture AI referral data (like the fact a lead arrived from ChatGPT) with every form submission, pass it into Pipedrive, and run reports showing how many leads and customers AI is actually generating.
Can you tell how many of the leads you're getting in Pipedrive each month are actually coming from AI tools like ChatGPT?
As these tools get more popular, the number of leads you get from them is only going to grow. But there's a problem: tools like Google Analytics can tell you how many visitors you got to your site from tools like ChatGPT or Perplexity, but they can't tell you how many of those visitors turned into leads, how many became paying customers, and how much revenue they brought in.
Fortunately, there is a solution.
In this article, we'll walk through how to use a tool called Attributer to capture AI referral data with each new lead in Pipedrive, plus we'll show you set of reports you can run to see exactly what these AI tools are delivering for your business.
4 steps to track leads & customers from AI in Pipedrive
Using Attributer with Pipedrive makes it super easy to see how many leads are coming 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 be given a small snippet of code to install on your website. Instructions for adding it can be found here.
With the code in place, the next thing to do is add a handful of hidden fields to the lead capture forms on your site. Those fields are:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
Most form builders make this simple. Depending on the tool, you can either drag a 'Hidden' field type into the form, or simply add a normal text field and hide it through the settings. Instructions for doing it in tools like Gravity Forms, Wix Forms, Webflow Forms and others can be seen here.
2. Attributer writes AI data into the hidden fields
When somebody lands on your site, Attributer looks at a range of signals to work out where they came from (the same signals a tool like Google Analytics uses).
It then sorts that visitor into a channel, such as AI Referral, Organic Search, Paid Search or Paid Social, and stores the result in their browser.
Then, when that visitor eventually fills out a form on your site (like your 'Contact Us' or 'Request a Quote' form, for instance), Attributer writes the details of where they came from into the hidden fields (like the fact that they arrived from an AI tool and which one it was).
3. AI data is captured with each lead
When the visitor eventually submits the form on your site, the AI referral data that Attributer wrote into the hidden fields is captured by your form tool (alongside the lead's name, email and everything else they entered).
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 and Zoho Forms.
4. AI data is sent to Pipedrive
From there, you can use your form builder's native Pipedrive integration, or a third-party tool like Zapier, to send the data through as a new Person or Deal in Pipedrive.
And once it lands on the Person/Deal record in Pipedrive, you can start using it to building reports that show how many leads and customers came from AI, which AI tools they came from, what content brought them in, and how much revenue followed.
You can build those in Pipedrive's own Insights reporting, or connect an analytics tool like Looker Studio, Databox or Microsoft Power BI and run them there.
What data gets captured
Attributer passes through two types of information about each lead. There's how they got to your site (the channel) and what content brought them there (the landing page).
So if you were on the marketing team at an accounting firm and somebody asked ChatGPT to recommend a tax advisor and clicked through to your site, 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 would also get information on the page they landed on. Continuing that example, it might look like this.
- Landing Page = smithandco.com/blog/tax-planning-tips
- Landing Page Group = /blog
This landing page data is useful for understanding what content on your site AI tools are actually reading and citing, and therefore what is worth creating more of.
4 example reports you can run when you capture AI data in Pipedrive
I've been in marketing for over 15 years, and in that time I have built more reports than I can count trying to work out which channels are generating leads and which ones aren't (and what we should do to grow). Here are 4 reports that 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 best way to see how much AI is really contributing to your lead numbers and how that compares to other channels. If AI referrals are still a thin slice, that tells you there is room to grow.
2. Customers by AI tool
This report shows you how many new customers you got from AI tools, broken down by which AI tool sent them. It allows you to see how ChatGPT compares with Claude and Gemini when it comes to generating new customers for your business.
Knowing which tools actually produce paying customers, rather than just mentions and website visits, tells you where to concentrate. If the bulk of your customers arrive via ChatGPT, that is where it is worth putting the effort to stay visible and well cited.
3. Close rate by channel
This report shows the rate at which leads turn into customers, broken down by the channel they came from.
It is often the most revealing report of the set, because lead volume on its own can mislead you. For instance, you might find that 35% of your leads from AI Referral go on to become customers, versus 10% of leads from Organic Search and 7% from Paid Search.
If that is the pattern in your data, a lead from an AI tool is worth several times one from paid search, which should change how you think about where the next dollar goes (it often works out this way because people arriving from an AI tool have already had their questions answered and come in 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 see which blog posts and pages AI tools are citing and sending actual buyers to, and can be a practical guide for what to write next. If a handful of posts are responsible for most of your AI-driven revenue, then producing more content like that is a sensible bet.
Wrap Up
If you have been trying to work out how many leads and customers AI tools are generating for your business, then using Attributer with Pipedrive is a great way to do it.
Best of all, it is 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.