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Lead ID

First name

Last name

Email

Phone

Comments

Source Form

Which form submitted this lead — set automatically by each form (e.g. 'contact-simple', 'onboarding').

Submitted From Page

Full URL of the page the form was submitted from. The contact section sits on almost every page, so this is what tells you which one converted. Set automatically by a hidden field in the form.

Landing Page

First page of the visitor's session, captured on their first page view. Answers 'how did they enter the site', which is not the same as where they submitted.

Referrer

External referrer at the START of the session (Google, LinkedIn, a directory). Empty means direct traffic or a referrer the browser withheld.

UTM Source

Campaign parameters, captured at session start like the referrer. Empty for organic traffic.

UTM Medium

UTM Campaign

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