Typeform integration
Typeform attribution, every submission matched, from ad click to completed form
A completed typeform is a lead. Each submission arrives with its true source, so your reports show cost per lead by campaign.
- Live in 21 minutes
- 95%+ accuracy, first-party
- No developer required
Rated by the teams who connected their stack
How the data moves
TypeformWhere the lead fills in the form- Submissions
- Answers
- Hidden fields
AI Attribution Engine
LeadJourneyServer-side tracking, multi-touch models, every channel in one place- Server-side tracking of every visit
- Multi-touch attribution per lead
- Won deals sent back to the ad platforms
Every submission is matched to the click that produced it. The typeform lands as a lead with its campaign, channel and keyword attached, and once that lead closes, the revenue goes back to the ad account.
Trusted by 100+ lead generation businesses, agencies and freelancers
The gap
Typeform knows the form was completed. It does not know which ad started it.
Typeform's Insights show views, starts, completion rate and where respondents drop off. What they cannot show is the click three weeks earlier that brought the respondent to your page, or the deal that respondent later became.
Typeform attribution on its own
Accurate about the form, blind to the journey around it
- Insights report views, starts, completions and drop-off per question, so you learn how the form performs, not what fed it.
- Hidden fields store the UTM parameters on the URL the form was opened from, and only those, so a respondent who clicked an ad last week and arrived from Google today is credited to Google.
- Opened from a bookmark, a shared link or an email without parameters, the hidden fields stay empty and the source is gone.
- The Google Analytics, Meta Pixel and Tag Manager integrations fire in the browser, so ad blockers, Safari and declined cookie banners silently remove submissions from those tools.
- Typeform records responses, not leads. Whether a submission qualified, booked a call or became revenue is decided in your CRM, out of Typeform's view.
- No ad spend enters Typeform, so cost per lead by campaign is a spreadsheet someone rebuilds every month.
- Nothing goes back to Meta, Google or LinkedIn, so the algorithms keep optimising on the cheapest submission rather than the one that turns into a deal.
Typeform with LeadJourney
One journey per respondent, from the first click to the closed deal
- Every visit to the pages your typeforms live on is tracked server-side, with click ID, UTM parameters, referrer and landing page, at 95%+ accuracy.
- Each completed typeform lands as a lead and is stitched to the whole journey, not only the URL it was opened from.
- The lead keeps its source whether the form was opened from an ad, a bookmark or an email, because the source was recorded before the form was.
- Server-side, so nothing is lost to ad blockers, Safari or a declined cookie banner.
- The lead is followed through your CRM, stage by stage, to closed won, and the revenue lands on the campaign that produced the submission.
- Spend is pulled from your ad accounts automatically, so cost per lead by campaign, channel and keyword is live.
- Won deals go back to the ad platforms as conversions with their value, so bidding learns which submissions become revenue.
How it works
Typeform attribution in, attributed revenue back out
Both chains run on their own once connected: the completed typeform becomes a lead with a full journey behind it, and the revenue goes back to the platform that paid for the click.
1 Every Typeform submission arrives with its source
The journey is recording long before the form is opened.
Every ad click arrives with its click ID and UTM parameters, and organic, referral and AI search visits arrive with their referrer.
On your site, every visit is tracked server-side with its landing page, pages viewed and device, past ad blockers and iOS.
The moment a typeform is completed, LeadJourney receives the submission with its answers and hidden fields.
The submission is stitched to the journey that led to it, so the lead carries its first click, its last click and every touch between.
2 Follow the lead to revenue and send it back
So the ad platforms learn which submissions were worth paying for.
The lead is followed through your CRM as it changes stage: qualified, proposal sent, closed won, with the deal value.
Cost per lead, cost per qualified lead and revenue per campaign, channel and keyword sit in one report, next to every other channel.
Won deals go back to Meta, Google, LinkedIn and Microsoft Ads as conversions with their value, so the bidding learns which submissions turn into revenue.
The return path
The submission goes back as a conversion. The won deal follows.
A completed typeform is the first thing the ad platform hears about. Once your CRM marks the lead qualified or won, that outcome travels back too, so campaigns optimise on the submissions that become revenue.
- MetaConversions API
Submission, qualified lead and deal won, with value and currency
- Google AdsOffline conversion import
Conversions matched on gclid, with the deal value for value based bidding
- LinkedIn AdsConversions API
Submission and won revenue matched on li_fat_id
Microsoft AdsOffline conversionsConversions matched on msclkid, with deal value
You choose what counts as a conversion
Map the completed typeform, a qualified CRM stage or closed won to a platform event, or all three.
Lead quality becomes the optimisation target
When the platform learns which submissions qualify and which stall, it buys more of the first kind, so the price per qualified lead falls.
Sent server to server
No pixel to fire, nothing for an ad blocker or a declined cookie banner to remove.
Reporting
The questions Typeform's Insights cannot answer
Every one of these is a report in LeadJourney rather than an export. Typeform stays where you build forms and collect answers, and LeadJourney shows where each submission came from and what it was worth.
Which campaign produced the typeform submissions that became customers last quarter?
What does a completed typeform cost us on Meta, Google and LinkedIn, and what does a qualified one cost?
Which keywords bring respondents who finish the form and then never answer the phone?
Which channel starts our biggest deals, even when a different one is on the URL the form was opened from?
How many leads came from ChatGPT and Perplexity last month, and did any of them close?
Which landing page turns visitors into submissions, and which one turns submissions into pipeline?
LeadJourney and Typeform's own analytics
Where Typeform's Insights end and LeadJourney starts
Typeform's Insights and hidden fields show how a form performs and store the parameters it was opened with. Both stop at the submission.
| Capability | Typeform Insights and hidden fields | With LeadJourney |
|---|---|---|
| Typeform attribution | Typeform Insights and hidden fieldsHidden fields store the UTM parameters present on the URL when the form was opened. No parameters, no source. | With LeadJourneyEvery submission is matched to the full journey recorded server-side, first click to last, whether or not the URL carried parameters. |
| The click before the form | Typeform Insights and hidden fieldsNot recorded. Insights start when the form is viewed. | With LeadJourneyCaptured with its click ID, landing page and referrer, then stitched to the submission. |
| Form performance | Typeform Insights and hidden fieldsViews, starts, completion rate, drop-off per question and time to complete. This is what Insights are for. | With LeadJourneyLeft to Typeform. LeadJourney reports on what the completed forms became. |
| Browser tracking | Typeform Insights and hidden fieldsThe Google Analytics, Meta Pixel and Tag Manager integrations fire in the browser, so blockers, Safari and declined banners remove submissions. | With LeadJourneyServer-side and first-party, so the visit and the submission are recorded at 95%+ accuracy. |
| Ad spend and cost per lead | Typeform Insights and hidden fieldsNo spend enters Typeform. Cost per submission is calculated somewhere else. | With LeadJourneySpend pulled from Meta, Google, LinkedIn and Microsoft Ads automatically, so cost per lead and per qualified lead are live per campaign and keyword. |
| Revenue | Typeform Insights and hidden fieldsTypeform records the response. What the respondent became is decided in your CRM, out of view. | With LeadJourneyWon CRM revenue attributed to the campaign, channel and keyword that produced the submission. |
| Conversions back to the ad platforms | Typeform Insights and hidden fieldsThe Meta Pixel integration can fire a browser event on completion. Nothing about qualification or revenue goes back. | With LeadJourneySubmission, qualified lead and won deal sent server to server with value, so the bidding learns which submissions pay. |
| Other channels | Typeform Insights and hidden fieldsWhatever the hidden fields were given. Organic, referral and AI search appear only when someone tagged the link. | With LeadJourneyOne model across paid, organic, referral and AI search, so every lead is counted once. |
Keep Typeform. Give every submission a history.
Typeform stays where you design forms and collect answers. LeadJourney records what happened before the form and what happened after, and hands the result to the platforms where the budget is spent.
MCP server
Chat with your Typeform attribution data
The same submissions, journeys, spend and won revenue are also served over MCP. Ask in Claude or ChatGPT which typeform produced the most customers last quarter, and the answer comes from your own numbers.
LeadJourney MCP connected, try any tab
Which campaigns produced our closed revenue last month?
Based on your LeadJourney data, 3 campaigns produced 148,200 EUR of closed revenue last month:
- Google Ads, Brand
- 38 leads, 9 closed deals, 61,400 EUR. Shortest path to signature.
- LinkedIn, Retargeting
- 21 leads, 6 closed deals, 48,900 EUR. Seven touchpoints on average.
- Meta, Lookalike DACH
- 54 leads, 5 closed deals, 37,900 EUR. Cheapest qualified lead.
Want this as a weekly summary in Slack?
Ask anything about your lead journeys
Where did our three biggest deals this quarter come from?
Your 3 largest deals this quarter all started somewhere the last click never showed you:
- 42,000 EUR
- First touch LinkedIn Ads, closed 63 days later after a webinar signup.
- 28,500 EUR
- First touch Google organic, paid click on day 11, demo on day 19.
- 21,800 EUR
- First touch a Meta video view, form filled from email six weeks on.
Want the full touchpoint list for any of them?
Ask anything about your closed deals
Which landing pages turn LinkedIn traffic into qualified leads?
3 pages take your LinkedIn traffic, and the qualified rate between them runs from 4% to 18%:
- /demo/attribution
- 18% qualified from 214 visits. Highest intent page on the site.
- /guide/server-side
- 9% qualified from 612 visits. Most journeys stall after the download.
- /pricing
- 4% qualified from 488 visits. Second most traffic, lowest intent.
Want the same breakdown for Google Ads traffic?
Ask anything about your landing pages
What did each channel cost per qualified lead last week?
3 channels spent budget last week. Cost per qualified lead ran from 41 EUR to 187 EUR:
- LinkedIn Ads
- 41 EUR per qualified lead. 2,300 EUR spent, 56 qualified.
- Google Ads
- 88 EUR per qualified lead. 4,400 EUR spent, 50 qualified.
- Meta Ads
- 187 EUR per qualified lead. 3,740 EUR spent, 20 qualified.
Want an alert the moment a channel passes 120 EUR?
Ask anything about your cost per lead
What do the journeys that close have in common?
3 signals show up in most of your closed deals and in almost none of the lost ones:
- Pricing page, 2+ visits
- In 71% of closed deals. In 12% of the ones that never closed.
- Demo within 14 days
- In 64% of closed deals. Median 9 days from the first click.
- Second contact
- In 58% of closed deals. A colleague of the lead arrives on site.
Want these three scored onto every lead in your CRM?
Ask anything about your lead journeys
Setup
Connected to Typeform in about 21 minutes
No developer, no hidden field gymnastics and no data warehouse.
- 1About 5 minutes
Add a single line of code
Paste the LeadJourney script into your site or your GTM container. It starts recording visits, click IDs and UTM parameters immediately, on every page your typeforms live on.
- 2About 10 minutes
Connect Typeform and your CRM
Sign in to Typeform and pick the forms in scope, then connect the CRM where the leads end up. From then on every completed typeform arrives as a lead with its journey attached.
- 3Same day
Map submissions and stages to conversions
Choose which typeforms count as a lead and which CRM stages count as qualified and as revenue. Each one then goes back to the ad platform that produced the click, with the deal value attached.
Original reviews
What our customers wrote, word for word
4.9 out of 5 across 11 public reviews. Quoted as they were left, shortened only by dropping whole sentences.
- 5 out of 5 starsGoogle
“Before LeadJourney, we had no reliable tracking concept for our five-figure ad spend. We were manually building spreadsheet and CRM reports, inaccurate and time-consuming. Within two days, everything was set up. For the first time, I know exactly what I pay per lead and which campaigns actually bring in the best-qualified prospects.”
Florian BuckCEO, Klickkraft GmbH “With LeadJourney we are able to track all our leads and connect them with sales and attribution data to make better decisions. In the first month of using it we scaled from 0 to 100k revenue from paid ads only.”
GetreachBacklinks Marketplace (SaaS)- 5 out of 5 starsG2
“LeadJourney finally fixed my Marketing Analytics. It goes way beyond basic Ad Tracking Software. The Customer Journey Report saves hours of digging, and capturing everything from Offline Conversions to AI Search Tracking makes it the Best B2B Attribution Platform available.”
Sascha LenzMarketing Manager
- 5 out of 5 starsTrustpilot
“Connected LeadJourney for 2 clients, setup took literally 20 minutes each. The data became more accurate, the reports actually make sense. Now clients look at the dashboard and the 'why don't the numbers match?' questions are gone.”
Alexander SamarPerformance Marketing Agency - 5 out of 5 starsGoogle
“With LeadJourney, we have finally found a tool that provides us with the data we need to scale our performance marketing campaigns. The most important KPI is no longer lead price but cost per qualified lead.”
Steffen SiesingCEO, Bilanzmanufaktur GmbH
- 5 out of 5 starsG2
“The ability to track both online and offline conversions in one unified dashboard has given us insights we never had before. Our ROI has improved dramatically since we started integrating LeadJourney with our CRM. We're finally able to see the full customer journey, and it's been a game changer for our strategy.”
Andre WitzelFounder, Trading.de - 5 out of 5 starsTrustpilot
“The ability to seamlessly integrate data from multiple channels and see real-time insights has significantly improved our campaign results. We now focus on metrics that truly matter, like ROI and qualified leads.”
Nikita YatsunCEO, RLV Media GmbH
Read the reviews where they were left
FAQ
What Typeform users ask before connecting
If yours is not here, our team answers in the chat within a few minutes.
How is Typeform attribution with LeadJourney different from hidden fields?
Hidden fields store whatever parameters are on the URL at the moment the form is opened. That works for the last click and fails for everything else: the ad clicked a week earlier, the organic visit in between, the bookmark the respondent came back through. LeadJourney records the whole journey server-side on your site and matches the submission to it, so the lead carries its first click, its last click and every touch between. Keep your hidden fields if you use them; they come through with the submission as well.
Does it work with embedded typeforms and with typeform links I share directly?
Embedded typeforms are matched to the visit on the page they sit on, which is the cleanest case. For a typeform.com link you share in an ad or an email, keep the UTM parameters on the link: they arrive through the hidden fields, and the submission is still credited to the campaign that carried them.
Which Typeform events does LeadJourney capture?
Completed submissions, with the answers and hidden fields the form collected. Each one lands as a lead with its full journey attached, and once the lead is in your CRM the stage changes are read from there, so the same record grows from submission to qualified to won.
Can I see cost per lead for a typeform?
Yes. Spend is pulled from your ad accounts and joined to the submissions, so cost per lead is live per campaign, channel and keyword, and you can break it down by form. Once the CRM is connected, cost per qualified lead and revenue per lead sit next to it.
Does Typeform conversion tracking still work with ad blockers and iOS?
Yes, that is the point of tracking server-side. The visit and the click ID are recorded on the server before an ad blocker, Safari or a declined banner can remove them, at 95%+ accuracy, and the submission itself comes from Typeform rather than from a browser pixel.
Can I send submissions back to Meta and Google Ads?
Yes. A completed typeform can go back as a lead event, and the qualified and won stages from your CRM follow with the deal value attached: to Meta through the Conversions API, to Google Ads as an offline conversion import matched on gclid, to LinkedIn through the Conversions API and to Microsoft Ads matched on msclkid.
A deal closes six weeks after the form was submitted. Is it still attributed?
Yes. The journey has no window, so the deal is credited to the campaign and keyword that produced the submission however long the cycle takes. The ad platforms apply their own windows to the events they receive, so late deals mainly improve optimisation there; the report that matches revenue to the ad lives in LeadJourney.
Do I need a developer?
No. The script is one line in your site or your GTM container, connecting Typeform is a sign in and picking the forms in scope, and mapping stages to events is a settings screen. Most accounts are live in about 21 minutes, and our team will do the setup with you on a call if you prefer.
Is it GDPR compliant?
Yes. Data is processed and stored in the EU, we sign a data processing agreement, and tracking runs first-party and server-side so consent decisions are respected rather than worked around. You choose which forms and which fields are in scope, so answers that should stay in Typeform stay there.
What does it cost?
The Typeform integration is part of the platform rather than a paid add on. Plans are priced on tracked events instead of seats, so your whole team and your agency can share one workspace, and every plan starts with a 14 day free trial without a credit card.
95%+ accuracy, from ad click to completed typeform
See which campaigns produce customers, not just submissions, with LeadJourney
Connect Typeform, your ad accounts and your CRM, and watch every completed form line up against the click that produced it and the deal it became.
