Know where every lead came from.

TraceLead is a small script for your website. When someone sends an enquiry, it adds where they came from, a Google ad, a LinkedIn post, a newsletter, a referral, so the lead reaches your CRM or inbox with its source.

For small businesses and agencies that run campaigns and get their enquiries through forms.

Start 14-day free trial See how it works

No card needed. One tag and a few hidden fields: most installs take ten minutes.

Acme Studio · Dashboard · Last 30 days Sample data

Sessions

4,812

+18% vs previous 30 days

Leads

163

+27% vs previous 30 days

Conversion rate

3.4%

+0.3 pt

Top channel

Paid search

61 leads

Sessions and leads per day

SessionsLeads

10 Sep24 Sep9 Oct

Leads by channel

Paid search61
Organic search47
Email22
Paid social18
Referral9
Direct6

Recent leads

Attribution only. No names, ever.

Time	Channel	Source / medium	Campaign	Landing page	Form
9 Oct, 09:14	Paid search	google / cpc	brand-uk	/pricing	enquiry
9 Oct, 14:02	Paid social	linkedin / paid_social	agency-q4	/agencies	enquiry
9 Oct, 08:31	Email	newsletter / email	october-issue	/pricing	enquiry
9 Oct, 11:47	Organic search	google / organic	—	/docs/wordpress	contact
9 Oct, 16:20	Referral	chatgpt.com / referral	—	/	enquiry

Added to your CRM Sample data

Added by TraceLead's hidden fields. The name and email stay in your form.

Channel: Paid search
Source / medium: google / cpc
Campaign: brand-uk
Click ID: gclid

Every source, by name

Google Ads, Microsoft Ads, Meta, LinkedIn, TikTok, organic search, social, email newsletters, referrals, and visits from ChatGPT, Perplexity, Gemini or Claude. Ad click IDs, UTM tags and referrers are recognised out of the box; any other site shows up as a referral with its hostname.

How each one is recognised

Google Ads
Google
Microsoft Ads
Meta
Instagram
LinkedIn
TikTok
X
YouTube
Reddit
ChatGPT
Perplexity
Gemini
Claude
Mailchimp

Three steps, nothing to integrate

One line of code on your site and a hidden field on the forms you care about. Your form tool keeps doing the rest; there is no CRM project.

How it decides: UTMs first, then click IDs, then the referrer, then direct. The rules are public and a Facebook click without UTMs is organic social, never paid.

Try the rules on five example visits

Add one line of code

Paste the script tag on your site and add a hidden field to the forms you care about. Nothing else changes: your form tool keeps sending enquiries wherever it does today.
We remember how each visitor found you

The visit that first brought them, a Google ad, a LinkedIn post, a search, a newsletter, is kept in their own browser once your cookie banner allows it, for up to 90 days. A later direct visit never overwrites it.
Every enquiry arrives with its source

When the form is sent, the source travels with it wherever your form already sends enquiries: HubSpot, your inbox or a spreadsheet, and your dashboard counts the lead by channel. Only the fields you map are touched; if TraceLead is unreachable the form still submits.

Attribution without personal data. No names, emails, form values, IP addresses or user agents. Ever.

No privacy workarounds. Nothing before consent, no fingerprinting, no ad-blocker bypass, no cross-site identity.

Made in the UK. GBP pricing, UK consent rules in mind, and a person who answers email.

Attribution, never the person

Contact details stay in the tools you already trust with them. TraceLead keeps a pseudonymous record of the visit and the enquiry with its channel, source, campaign, landing path and referrer host, for a retention period you set per site.

See exactly what is sent to TraceLead

Never stored

Anything before consent
Names, emails, phone numbers
Any form field value
Full URLs or query strings with personal data
IP addresses or user agents
A profile of anyone across sites

Hosting region and data processing agreement: published before launch.

Any HTML form, any CRM your form already posts to

If your form lives on your own page and can hold hidden inputs, TraceLead fills it, including forms mounted later by JavaScript. The attribution goes wherever the form already goes: your CRM, your inbox, a spreadsheet. These are tested on every release; we list a form builder only once it passes the same tests.

Plain HTML forms
Forms mounted by JavaScript
WordPress plugin
Contact Form 7
WPForms
Gravity Forms
Typeform
Jotform
Google Forms
HubSpot forms
Elementor Pro forms
Webflow
Unbounce
Leadpages
Google Tag Manager

Current integration status Using a form builder we have not listed? Tell us which one and we will say honestly whether it works today.

What you get

Beyond the first touch in your CRM: reports to send a client, the data out to wherever you work with it, and an install that fits the tools you already run. All of it is in every plan, from one site up. The only extra on the Agency sizes is removing the "Reporting by TraceLead" line from client reports.

For agencies and their clients

Client report links. A read-only page per site to send a client: leads and sessions by channel, campaign and landing page for any date range, under your name and logo. Revoke it at any time.
Scheduled reports. The same numbers by email, weekly or monthly, to your team and up to five client addresses that each confirm once. Owners also get a weekly digest.
Client logins. Invite a client as a member who sees only their own sites, leads and exports.

Your data, where you need it

Lead webhooks. Each new lead's attribution sent to Zapier, Make or your own endpoint, signed so you can check it came from TraceLead.
Reporting API. Read-only JSON for your sites, their numbers and lead attribution, with examples for Looker Studio and Google Sheets.
CSV export. The lead log and every breakdown table, attribution columns only.

Reports that answer the next question

Every breakdown. Channel, source, campaign, keyword, ad content, landing page, referrer and form, each with a comparison to the previous period.
Visits and days to lead. Optionally, how many visits and how many days each lead took, with the median by channel. Counted in the visitor's browser: two numbers, not a journey log.
Last touch beside the first. Optionally keep the most recent campaign as well, in its own hidden fields. The first touch is never replaced.

An install that fits your stack

Tag Manager or WordPress. Import a ready-made Google Tag Manager container, install the WordPress plugin, or paste one script tag.
Consent-manager presets. Cookiebot, OneTrust, CookieYes, Complianz, iubenda, Usercentrics or Google Consent Mode, picked from a list instead of written as code.
Install health. A hosted test form and checker while you set up, then a status for each site showing whether the snippet is being seen.
Google Analytics id. Pass the visitor's GA4 client id into a hidden field so your CRM can match leads with Analytics. It goes to your form, never to TraceLead.

Simple pricing

Every feature in every plan, priced only by the number of websites: from one site to fifty, then by quote. Each size includes its team members, from 2 people to 50. No lead caps, no usage fees, no per-seat charges, and two months free when you pay yearly. Start free for 14 days and pick a size when the first leads show up.

Starter

One website, every lead attributed.

£15 / month

or £150 / year, 2 months free · Launch pricing

Up to 1 website
Up to 2 team members, with owner, admin and member roles
Unlimited leads and sessions: no caps, no overage
Dashboard, lead log and CSV export
Consent-aware snippet, no personal data stored

Start 14-day free trial

No card needed to start

Business

A few brands or landing domains under one login.

£35 / month

or £350 / year, 2 months free · Launch pricing

Up to 3 websites
Up to 5 team members, with owner, admin and member roles
Unlimited leads and sessions: no caps, no overage
Dashboard, lead log and CSV export
Consent-aware snippet, no personal data stored

Start 14-day free trial

No card needed to start

Agency

Up to ten client sites, each with its own install and report.

More than ten sites?

The same plan at agency sizes: every feature, every site, no per-lead or per-seat charges. Above 50 sites we quote by email.

Agency 25 · up to 25 websites and 25 team members: £149 / monthor £1,490 / year
Agency 50 · up to 50 websites and 50 team members: £249 / monthor £2,490 / year
More than 50 websites · the same features, priced for your size: Email us for a quote

Questions, answered

Anything else? Email us and a person replies.

Privacy

Does TraceLead store my leads' names or emails?

No. The snippet writes the attribution into hidden fields on your own form, so your form tool or CRM receives it alongside the lead. TraceLead only keeps a pseudonymous record of the session and the submission with its attribution: channel, source, campaign, landing page and the like. Never names, emails, phone numbers or any form values.

What happens before a visitor gives consent?

Nothing is stored and nothing is sent. The snippet parses the landing URL in memory and waits for your consent manager to call tracelead('consent', true). Withdrawing consent deletes the stored touch and the visitor id.

Which signals are captured?

utm_source, utm_medium, utm_campaign, utm_term, utm_content and utm_id; Google (gclid, gbraid, wbraid), Microsoft (msclkid), TikTok (ttclid), LinkedIn (li_fat_id), X (twclid) and Meta (fbclid) click identifiers; the referrer hostname, so visits from search engines, social networks, ChatGPT, Perplexity or any other site are named; the landing path with sensitive parameters removed; the time of the first visit; and a normalised source, medium and channel.

How long is collected data kept?

You choose per site, between 30 days and two years (395 days by default), and you can switch session or lead collection off entirely. Data past the retention period is deleted automatically.

Product and billing

Which forms work?

Any form on your own page that can hold hidden inputs, including forms mounted later by JavaScript. Tested on every release: plain HTML forms, WordPress plugin, Contact Form 7, WPForms, Gravity Forms, Typeform, Jotform, Google Forms, HubSpot forms, Elementor Pro forms, Webflow, Unbounce, Leadpages and Google Tag Manager. Documented as a guide but not yet automatically tested: Wix and Squarespace. The attribution goes to whatever CRM the form posts to; the docs show the fields to create in HubSpot CRM, Salesforce Web-to-Lead, Pipedrive, Zoho CRM web forms and Microsoft Dynamics 365 marketing forms. We call a form builder supported only once it passes the same browser tests; the integrations page in the docs lists each one with its status.

What if the same person comes back directly next week?

The first touch wins. A return visit from a bookmark or a typed URL never overwrites the recorded campaign. The first touch is kept for a lifetime you choose per site, 90 days by default.

Does it slow my site down?

The snippet is a single file under 25 KB (about 9 KB compressed), loads asynchronously, fetches one small cached configuration and never blocks a form from submitting, even if our servers are unreachable.

How does billing work?

Start a 14-day free trial without a card. Pick a size when you are ready, from one website to fifty, billed monthly or yearly through Stripe with two months free on yearly. Every size has every feature and no lead caps; when you reach your site limit you move up a size in the billing portal, and you can change or cancel at any time. Need more than fifty sites? Email us for a quote.

Install this afternoon. See the first attributed lead this week.

One script tag and the hidden fields you want to receive. That is the whole install.

Start 14-day free trial Read the install guide

No card needed. Cancel any time.

The whole install v1.4.0

<script async src="https://app.tracelead.io/snippet/v1/tracelead.js"
        data-site="tl_YOUR_SITE_ID"></script>

<form id="enquiry">
  …your fields…
  <input type="hidden" name="tl_utm_source">
  <input type="hidden" name="tl_utm_campaign">
  <input type="hidden" name="tl_channel">
</form>