Five UTM tags
Source, medium, campaign, term and content, captured automatically.
By line of business
Feature · Lead attribution
Know which campaign, post or referring site produced each lead, and what that lead's coverage need looked like. Attribution is captured automatically and sent with the lead to your contacts list and webhook.
Every calculator lead records its campaign source: the five UTM tags, gclid, fbclid and msclkid click IDs when present, the referrer, the landing page, the submission page and the first-touch source. First touch is remembered for up to 90 days, so a visitor who returns later is still credited to the campaign that first brought them.
How it works, step by step
Add UTM tags to ads, emails and social posts that point at calculator pages; ad platforms add click IDs automatically.
The landing page, referrer and first-touch source are stored for up to 90 days.
When the visitor submits, attribution is saved with the contact and calculation.
The webhook includes utm_* fields, click IDs, landing_page, referrer and first_touch_source as top-level fields.
Report which sources bring leads with real coverage gaps, not merely the most form fills.
What you get
Source, medium, campaign, term and content, captured automatically.
gclid, fbclid and msclkid stored when the visitor arrived from a paid click.
Returning visitors stay credited to the campaign that found them.
No JSON parsing needed to map attribution into your CRM.
Each lead includes utm_source, utm_medium, utm_campaign, utm_term and utm_content when the link carried them, plus gclid, fbclid and msclkid for paid clicks. It also stores the referrer, the landing page, the URL where the form was submitted and the first-touch source, both as an attribution object and as flat webhook fields.
On a quote form, attribution tells you which campaign produced a phone number. On a calculator lead it tells you which campaign produced a household with a measurable need. You can compare sources by the coverage gaps, funding shortfalls or premium budgets their leads reported, which is a far better guide to where to spend than cost per form fill.
An open-enrollment campaign that delivers fewer leads, each with a clear HSA or health-cost question, may be worth more than a broad campaign that fills the list with curiosity clicks. The numbers are in the lead, so you can make that case with data rather than instinct.
Map the flat utm_* and click ID fields to contact custom fields in your inbound webhook workflow. From there you can tag leads by campaign, route paid-search leads to the fastest responder, build smart lists per source, and feed conversions back to your ad accounts through the tools you already use for that.
Set up the route once, as described on HighLevel & CRM sync, and every calculator inherits it. Keep your website's privacy and cookie notices current, since attribution relies on remembering the first visit.
All features
Every lead arrives with the inputs and results the visitor entered, so the first call starts at question five.
Each lead is posted as JSON to a webhook you paste in: HighLevel, Zapier, Make or any HTTPS endpoint.
One div and one script puts a calculator on any agency website or HighLevel funnel, isolated from your site's styles.
Bundle several calculators into one embed: a floating launcher, tabs, popup buttons or a card grid.
FAQ
Answers first, details after.
No. The calculator embed captures attribution itself. You only need to tag your own links with UTM parameters; ad platforms add their click IDs on their own.
Up to 90 days. If a visitor first arrives from a campaign and comes back later through a bookmark, the lead still shows the original first-touch source.
The lead still records the referrer, landing page and submission page, which usually tells you whether they came from search, a referral site or directly. Tagging your own links fills the gaps.
Yes. It is included in the webhook payload as an attribution object and as flat fields such as utm_source, gclid and first_touch_source, ready to map to custom fields.
Yes. Each lead stores the URL where the form was submitted and the landing page of the visit, so you can compare a blog post against a service page or funnel step.
Yes. Popup, bubble and inline embeds sit on your page, so the lead records the page the visitor was on when they opened it.
You should describe how your site uses cookies and campaign data, as you would for any analytics. Our own cookie notice explains what the calculator stores; your notice should cover your site as a whole. This is not legal advice.
Attribution is captured on every lead. Sending it to a CRM by webhook requires a plan with webhooks, and the insurance calculators themselves are part of the Enterprise plan; see pricing.
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