Track leads & customers from AI in Webflow
Use Attributer to track how many leads AI tools like ChatGPT, Claude & Gemini are really generating for your business.
Attributer adds AI referral data (like the fact a lead came from ChatGPT) to every Webflow form submission. From there you can send it on to your CRM and other tools, then run reports showing how many leads and customers AI is actually bringing you.
Ever wondered how many of your leads are actually coming from AI tools like ChatGPT, Claude and Gemini?
Everyone seems to be talking about getting 'mentions' and 'citations' in AI answers right now. But the numbers that really matter are how many leads AI sends you, how many of those leads become customers, and how much revenue they're worth. Without that, it's hard to make sensible decisions about your AEO/GEO efforts.
So how do you get that information?
In this article, we'll show you how to use a tool called Attributer to capture AI referral data with every Webflow form submission. We'll also walk through a few reports you can run to see exactly how many leads and customers AI is bringing in.
4 steps to track leads & customers from AI in Webflow
Attributer makes it simple to see how many leads are coming from AI tools. Here's how it works:
1. Install Attributer and add hidden fields to your forms
Start your 14-day free trial of Attributer and you'll be given a small snippet of code to add to your website. The instructions for installing it are here.
Next, you'll need to add a set of hidden fields to your Webflow forms. They are:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Webflow's form builder doesn't have a hidden field option, so you add them via an Embed block. In the Designer, drop an Embed element into your form (just above the Submit button works best), then paste in the code for the 6 hidden fields. You can copy that code straight from our setup docs, which are available here. Then publish your site.
2. Attributer works out where each visitor came from
Each time someone lands on your website, Attributer looks at a range of signals to work out how they found you (much like the signals tools like Google Analytics look at).
It then places the visitor into a channel such as AI Referral, Organic Search, Paid Search or Paid Social, and stores that information in their browser.
When that visitor later fills in one of your Webflow forms (for example, your 'Contact Us' or 'Request a Proposal' form), Attributer writes the details on where they came from into the hidden fields.
3. AI data is captured with the submission
As soon as the form is submitted, Webflow saves the AI referral data from the hidden fields with the form submission (along with the lead's name, email and anything else they entered).
You'll find it next to each submission in the Forms section of your Webflow site settings (where you can also download submissions as a CSV), and it's automatically included in the 'New form submission' emails Webflow sends you. From there, you can pass it on to your CRM and other tools using an integration tool like Zapier or Make.
4. Report on AI leads
With the data in your CRM (or wherever you store your leads), you can run reports showing how many leads and customers came from AI, which AI tools sent them, which content drew them in, and how much revenue they brought you.
The reporting built into most CRMs is enough to create these reports, but if you want more flexibility, you can also connect a dedicated reporting tool like Tableau, Google Data Studio or Microsoft Power BI and build them there.
Prefer to skip the report building altogether? Connect Claude or ChatGPT to your CRM and simply ask something like "How many leads came from AI referral this month?"
What data gets captured
Attributer passes through two types of information with every lead. The first is how they reached your site (the channel), and the second is which piece of content brought them there (the landing page).
Imagine you run marketing for an environmental consulting firm. A property developer asks ChatGPT to recommend a consultant who can carry out a contaminated land assessment before they buy a property. They click through to your website and fill in your Webflow form to request a quote. Here's what would come through with the submission:
- Channel = AI Referral
- Channel Drilldown 1 = ChatGPT (or whichever AI tool sent them)
- Channel Drilldown 2 = chatgpt.com (the domain they came from)
- Channel Drilldown 3 = None (AI referrals don't have a further level of detail, so this shows as None)
You'd also see the first page they landed on. In the same example, that could look like this:
- Landing Page = harlowenviro.com/services/contaminated-land-assessment
- Landing Page Group = /services
The landing page data shows you which of your pages AI tools are actually reading and recommending, so you know what kind of content is worth creating more of.
4 example reports you can run when you capture AI data in Webflow
In my 15 years in marketing, I've built countless reports trying to work out which channels were paying off and which ones weren't. These are the 4 I keep coming back to (and they're all easy to run once Attributer is set up with your Webflow forms):
1. Leads by Channel
This report breaks down the number of leads you get each month by the channel they came from (AI Referral, Organic Search, Paid Search, Paid Social and so on).
It tells you exactly how many leads AI is sending you, and lets you compare that against your other channels, so you can judge how much it really matters for your business.
2. Customers by AI tool
This report shows the number of new customers you win each month from AI referral, split by the AI tool that referred them.
That makes it easy to compare ChatGPT with tools like Claude and Gemini and see which ones deserve your focus. If most of your leads are coming from ChatGPT, for example, that's probably the tool your target market relies on, and it's likely where your efforts will have the biggest payoff.
3. Close rate by channel
This report shows how often leads become customers, broken down by the channel they came from.
I have foudn this report to be particularly interesting in the past. For instance, you might discover that around 35% of your AI Referral leads turn into customers, compared with 10% of Organic Search leads and 7% of Paid Search leads. This is because people who arrive from AI tools have usually done a lot of research already and know what they're after, so they tend to convert better.
If your own numbers look similar, a lead from an AI tool could be worth several times more than one from paid search, and that should influence where you put your time and budget.
4. Revenue from AI by landing page
This report shows how many customers, and how much revenue, each page on your website has generated from AI referrals.
It quickly highlights the pages (such as specific blog posts or service pages) that AI tools are citing and sending leads to.
Use it as a guide for what to create next. If a handful of pages are responsible for most of your AI revenue, producing more content like them is likely a smart bet.
Wrap Up
If you want to know how many leads and customers AI tools are really sending you, using Attributer with your Webflow forms is a great way to find out.
Even better, Attributer is free to get started with and setup usually takes less than 10 minutes. So start your 14-day free trial today!
Get Started For Free
Start your 14-day free trial of Attributer today!
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.