See which campaigns bring leads that close.
The deal closes weeks after the click, in another tool. Kissmetrics follows each lead from the first ad click to the closed deal.
Free plan, no card. The click, the lead and the deal on one person.
Illustrative numbers, fully clickable. Nothing here queries your data.
18 years of it9.6out of 10
TrustRadius
Every platform claims the lead. None knows who closed.
Google, Meta and LinkedIn each count the leads they can link to their own ads. Your CRM shows the deal without the click. Your form tool shows the submission without the person.
- 1,973leads the three ad platforms claim, by their own counts
- 1,493people filled the form with one of those ads as their last click
- 480leads claimed on top, and not one of them tied to a deal
Kissmetrics puts the click, the lead and the sale on the same person.
Which campaigns bring leads, and which bring revenue.
Leads and the deals they closed, campaign by campaign. First touch shows who found the lead, last touch who closed it, side by side on the same people, with no blended model to take on trust.
Which campaigns bring leads that turn into deals?
LinkedIn finds the leads that close. Meta finds the most leads. Your emails close the deals.
- $304,800
- in deals from 31 customers whose first click was linkedin_sponsored_ceo, from 214 leads
- 1.7%
- of meta_lookalike_audit's 702 leads closed, the most leads of any campaign
- 28 vs 4
- deals email_nurture_weekly gets on last touch against first: it closes, it does not find
One level down: which ads bring the deals.
Funnels break down by any property, so the same question works ad by ad: take the landing page funnel and break it down by utm_content.
Which ads bring leads that close?
The ad with the most leads is not the one that closes.
- 341
- leads from founder_video, the most of any ad, and 4 deals
- 13.9%
- of customer_video's 122 leads closed, against 1.2% for founder_video
- $176,000
- in deals from customer_video alone
Ad by ad needs utm_content on each ad's link, one value per ad. Without it, the report stops at the campaign.
See your own campaigns, leads and deals.
Free plan, no card. Install with AI in about 5 minutes.
How leads use the page, before they ever talk to you.
Page views are recorded automatically. Form starts, form submissions and booked calls are events you track: the AI installer and the ready-made schema examples set them up.
Where do people drop off on /free-audit?
Between starting the form and sending it, and mostly on phones.
- 15.5%
- of 12,480 people who viewed the page started the form
- 45.8%
- of those who started it on a phone sent it, against 74.5% on desktop
- 37.3%
- of the leads went on to book a call
Kissmetrics sends no email. It tells you who to write to.
Keep your email tool. Kissmetrics shows which emails bring leads that close, and hands you the groups worth writing to. Exporting a group as a CSV is on Growth.
See which emails bring leads that close
Tag the links in your emails with utm_campaign and utm_content. Each email then shows up in the Performance report next to your ads: in the sample, email_nurture_weekly gets the last click before 28 deals.
Performance report, Growth planFollow up with leads who never booked
Group the people who sent the form but never booked a call (1,242 in the sample), export the group as a CSV and load it into your email tool for a follow-up sequence.
Populations, Growth planWrite to what they read
Open a lead and see every page they viewed and every tagged email they came back from before the call, so the next email picks up where they left off.
People search, Growth planCheck that the follow-up works
Build a funnel from Submitted form to Booked call and break it down by utm_content. Each follow-up email gets its own row, so you see which one gets the call booked.
Funnels, freeRather have our team build it with yours? See the CRO Program
Groups built from what people did.
A population is a group defined by behaviour, and it stays current: people join when they do the thing and leave when they no longer match. Use it as a filter on every report, or export it.
Groups worth acting on this week, all from the same 2,040 leads.
- 1,242
- sent the form and never booked a call
- 684
- booked a call and have no deal yet
- 87
- viewed pricing twice this week, still open
What lead generation teams ask before they start.
Straight answers. If yours is not here, write to us.
Will the numbers match my CRM and my ad platforms?
Not line for line. Each ad platform counts the leads it can link to its own ads, and your CRM counts deals, not the people behind them. Kissmetrics counts people, and credits each lead and each deal once. Check three leads you know against your own records.
How does the revenue get in?
When a deal closes, send a Closed deal event with its value for that person through the API, from your CRM or whatever records the deal. If your clients pay online, connect Stripe and each payment lands on the person. The deal then sits next to the campaign and the ad that brought them. The API
Do I need a developer?
Not for your website: installing with AI takes about 5 minutes, and page views are recorded from then on. Form starts, form submissions and booked calls are events: the AI installer and the ready-made schema examples set them up, or a developer can add them. Sending the closed deal through the API is a job for whoever looks after your CRM. How installing with AI works
What is free?
Tracking, the Funnels and Activity reports, the chat, dashboards and live view, with 100k events a month, 3 seats and no card. The Performance report, Populations and visitors from AI assistants are on Growth, from $99 a month. See pricing
Who owns the data?
You do. Export any report and its data on Growth, pull it through the API on any plan, and delete a person on request. Privacy policy
Selling software or products online? See Kissmetrics for SaaS and for online stores.
Run campaigns for clients? Refer them and earn 30% of their subscription. See the affiliate program
Find your industry.
The same reports, with the questions your kind of business asks.
- SaaSWhich trials activate and pay, by campaign.
- E-commerceWhich campaigns bring buyers who come back.
- Lead generation (this page)Which campaigns and ads bring leads that close.
- FintechFrom application to KYC to a funded account.
- EdTechWhich learners finish a course and renew.
- MarketplacesBuyers and sellers, and which listings sell.
- Sales-led B2BWhich campaigns create pipeline, not just MQLs.
- HealthcareWhich campaigns bring bookings that show up.
Know which campaign sends the leads that close.
Kissmetrics records where each lead came from, starting the day you add it.
Free plan, no card. The click, the lead and the deal on one person.