See how many leads and customers you get from AI tools like ChatGPT, Claude & Gemini
Attributer now tells you when a lead came from an AI tool like ChatGPT, Claude or Gemini, which makes it easy to track how many leads and customers AI is generating for your business.
Attributer detects when a lead comes from an AI tool and passes that data through to your CRM and other tools. You can then use it to run reports that show how many leads you got from AI referral, how many became customers, how much revenue they generated, and more.
Are you struggling to work out how many leads and customers you are actually getting from AI tools like ChatGPT?
It's a common problem. AI tracking tools will show you how many mentions and citations you get, and analytics tools will tell you how many website visitors you get, but there's nothing that tells you how many leads and customers you get from AI tools.
Enter Attributer.
We've added a new AI referral channel which detects when a lead comes from an AI tool like ChatGPT, Claude, Gemini, etc and passes that data through to your CRM and other tools, so you can ultimately report on how many leads and customers AI is generating for your business.
What Attributer captures
When a visitor lands on your site, Attributer looks at how they got there and categorises them into a series of channels (Paid Search, Organic Search, Paid Social, etc.)
If a visitor comes from an AI tool like ChatGPT or Gemini, it categorises them into a channel called 'AI Referral'. It also captures the name of the tool they came from (e.g. ChatGPT, Claude, Gemini, etc) and the domain (e.g. chatgpt.com).
To illustrate, let's say you run an accounting firm. Someone asks ChatGPT to recommend an accountant for a small business, clicks through to your website and fills in your enquiry form.
Alongside their name, email address and phone number, you can capture the following details:
- Channel = AI referral
- Channel Drilldown 1 = ChatGPT
- Channel Drilldown 2 = chatgpt.com
- Channel Drilldown 3 = None
You would also get information on what page they originally landed on your site:
- Landing Page = murraysaccounting.com/services/small-business-accounting
- Landing Page Group = /services
That information can then be sent to your CRM and other tools with each new lead, so you can use it to run reports that show how many leads you got from AI tools, how many became customers, how much revenue they generated you, etc.
The 13 assistants currently recognised are ChatGPT, Perplexity, Gemini, Copilot, Claude, Meta AI, Grok, DeepSeek, Mistral, Poe, You.com, Duck.ai and Phind. You can see the domains and link tags we recognise in the full list of recognised AI assistants.
How to set it up in 4 steps
Attributer makes it easy to see how many leads and customers you are getting from AI chat assistants. Here's how it works:
1. Install Attributer and add hidden fields
When you create or log in to your Attributer account, you'll get 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 take an existing 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 technical signals to work out where they came from (much 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 completes a form on your site (like your 'Contact Us' or 'Request a Quote' form), Attributer writes the details of where they came from into the hidden fields.
3. AI data is captured with each lead
When the lead submits a 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, Calendly, Contact Form 7, Wix Forms, Webflow Forms, Typeform, Jotform and Zoho Forms, so it's highly likely it will work for you.
4. AI data is sent to your CRM and other tools
Once the data is captured with the form submission, you can easily send it to your CRM and other tools.
If your form builder and CRM are the same product (i.e. you use HubSpot forms and HubSpot CRM), then the data will automatically appear on the contact record each time a new lead is created.
If you use a third-party form builder (like Gravity Forms, WPForms, Typeform, etc) then you can use the built-in integrations with CRMs and spreadsheet tools, or you can use a tool like Zapier to send the data across.
And if you already have an integration set up (i.e. new form submissions already create new leads in your CRM), then you'd just need to update the integration to send the new data across with each lead.
4 reports you can run
Once the information is in your CRM or a spreadsheet (or whatever other tools you use), you can use it to run reports that show how many leads and customers you are getting from AI search. Here are four reports to get started with:
1. Leads by channel
This report shows the number of leads you get each month, broken down by channel. AI referral is one of those channels, alongside Organic search, Paid search, Paid social and whatever other channels might be generating leads for your business.
It helps you see how AI compares with your other lead channels, and whether it's becoming a bigger part of your marketing results over time.
2. Customers by AI tool
This report shows how many new customers you get each month from AI tools, broken down by the AI tool that sent them. It allows you to see how ChatGPT compares with Claude and Gemini for instance.
Knowing which tools actually produce paying customers (rather than mentions or website visitors) helps you understand where to focus. If the bulk of your customers arrive via ChatGPT then it's a good signal that's what your target market is using, so that is where you should be putting most of your effort.
3. Close rate by channel
This report shows the rate at which leads turn into customers, broken down by the channel they came from.
Leads from AI referral are often more educated and qualified than those from other channels, so you may find that, for example, 35% of your leads from AI Referral go on to become customers versus 10% of those 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 the ROI of different channels and where you should be spending your time and effort.
4. Revenue from AI referral 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.
You'll see which pages AI assistants are sending buyers to. If a particular service page or article is bringing in customers, that can help you decide which content to improve or what to write about next.
Start tracking leads & customers from AI tools today
If you've used Attributer before, this is a good reason to take another look. You can see how many leads AI tools are sending, which ones become customers and how much revenue they generate, in the CRM you already use.
Sign back in to your existing account and pick a plan, or start a trial.
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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.