Lead Generation Implementation Guide

To track lead generation with Sealmetrics on a service, agency or B2B site, add the tracking script, then instrument three event types: pageviews (automatic, for service pages and case studies), microconversions via sealmetrics.micro() (form starts, scroll depth, CTA clicks, downloads) and conversions via sealmetrics.conv() (form submissions, demo requests, quote requests, bookings). This guide includes examples for Contact Form 7, Gravity Forms, HubSpot, Typeform, Calendly and Cal.com.

What will you track?

Event Type	Example	Purpose
Pageviews	Service pages, case studies	Traffic analysis
Microconversions	Form interactions, content downloads	Engagement analysis
Conversions	Form submissions, demo requests	Lead attribution

Step 1: Basic Installation

<script src="https://t.sealmetrics.com/t.js?id=YOUR_ACCOUNT_ID" defer></script>

Content Grouping

<!-- Homepage -->
<script src="https://t.sealmetrics.com/t.js?id=YOUR_ID&group=home" defer></script>

<!-- Service pages -->
<script src="https://t.sealmetrics.com/t.js?id=YOUR_ID&group=services" defer></script>

<!-- Case studies / Portfolio -->
<script src="https://t.sealmetrics.com/t.js?id=YOUR_ID&group=portfolio" defer></script>

<!-- Blog -->
<script src="https://t.sealmetrics.com/t.js?id=YOUR_ID&group=blog" defer></script>

<!-- Landing pages -->
<script src="https://t.sealmetrics.com/t.js?id=YOUR_ID&group=landing" defer></script>

<!-- Contact / Quote request -->
<script src="https://t.sealmetrics.com/t.js?id=YOUR_ID&group=contact" defer></script>

Step 2: Track Form Interactions

Contact Form

// Form field focus (intent signal)
document.querySelectorAll('#contact-form input, #contact-form textarea').forEach(function(field) {
  field.addEventListener('focus', function() {
    if (!this.dataset.tracked) {
      sealmetrics.micro('form_start', {
        form_name: 'contact',
        first_field: this.name
      });
      this.dataset.tracked = 'true';
    }
  }, { once: true });
});

// Form submission (CONVERSION)
document.querySelector('#contact-form').addEventListener('submit', function(e) {
  sealmetrics.conv('lead', 0, {
    form_name: 'contact',
    service_interest: document.querySelector('[name="service"]')?.value || 'general',
    source: document.querySelector('[name="how_did_you_hear"]')?.value || 'not_specified'
  });
});

Quote Request Form

document.querySelector('#quote-form').addEventListener('submit', function() {
  var budget = document.querySelector('[name="budget"]').value;
  var estimatedValue = getBudgetValue(budget);  // Map budget range to number

  sealmetrics.conv('quote_request', estimatedValue, {
    service: document.querySelector('[name="service"]').value,
    budget_range: budget,
    timeline: document.querySelector('[name="timeline"]').value,
    company_size: document.querySelector('[name="company_size"]').value
  });
});

function getBudgetValue(budget) {
  var values = {
    'under_5k': 2500,
    '5k_10k': 7500,
    '10k_25k': 17500,
    '25k_50k': 37500,
    'over_50k': 75000
  };
  return values[budget] || 0;
}

Demo Request

document.querySelector('#demo-form').addEventListener('submit', function() {
  sealmetrics.conv('demo_request', 0, {
    product: document.querySelector('[name="product"]')?.value,
    company_size: document.querySelector('[name="employees"]')?.value,
    role: document.querySelector('[name="job_title"]')?.value
  });
});

Step 3: Track Content Downloads

Lead Magnets (Ebooks, Whitepapers, Guides)

// Gated content - form submission
document.querySelector('#download-form').addEventListener('submit', function() {
  var resourceName = document.querySelector('[name="resource"]').value;

  sealmetrics.conv('content_download', 0, {
    resource_name: resourceName,
    resource_type: 'ebook',  // 'whitepaper', 'guide', 'template'
    topic: document.querySelector('[name="topic"]')?.value
  });
});

// Direct download links (if not gated)
document.querySelectorAll('a[download]').forEach(function(link) {
  link.addEventListener('click', function() {
    sealmetrics.micro('file_download', {
      file_name: this.getAttribute('download') || this.href.split('/').pop(),
      file_type: this.href.split('.').pop()
    });
  });
});

Case Study Views

// Track case study engagement
document.querySelectorAll('.case-study-card').forEach(function(card) {
  card.addEventListener('click', function() {
    sealmetrics.micro('view_case_study', {
      case_study: this.dataset.title,
      industry: this.dataset.industry,
      service: this.dataset.service
    });
  });
});

Step 4: Track Engagement Signals

Scroll Depth on Key Pages

// Only on service/landing pages
if (document.body.classList.contains('service-page') ||
    document.body.classList.contains('landing-page')) {

  var scrollMilestones = {};

  window.addEventListener('scroll', function() {
    var scrollPercent = Math.round(
      (window.scrollY / (document.documentElement.scrollHeight - window.innerHeight)) * 100
    );

    [25, 50, 75, 100].forEach(function(milestone) {
      if (scrollPercent >= milestone && !scrollMilestones[milestone]) {
        scrollMilestones[milestone] = true;
        sealmetrics.micro('scroll_' + milestone, {
          page_type: document.body.dataset.pageType
        });
      }
    });
  });
}

Time on Page

// Track engaged visitors (30+ seconds on page)
setTimeout(function() {
  sealmetrics.micro('engaged_visit', {
    page: window.location.pathname,
    page_type: document.body.dataset.pageType
  });
}, 30000);

Video Testimonials

document.querySelectorAll('.testimonial-video').forEach(function(video) {
  video.addEventListener('play', function() {
    sealmetrics.micro('testimonial_play', {
      client: this.dataset.client,
      industry: this.dataset.industry
    });
  });

  video.addEventListener('ended', function() {
    sealmetrics.micro('testimonial_complete', {
      client: this.dataset.client
    });
  });
});

Step 5: Track CTA Interactions

Primary CTAs

// "Get a Quote" buttons
document.querySelectorAll('.cta-quote').forEach(function(button) {
  button.addEventListener('click', function() {
    sealmetrics.micro('cta_click', {
      cta_type: 'quote',
      location: this.dataset.location,  // 'header', 'hero', 'footer', 'sidebar'
      page: window.location.pathname
    });
  });
});

// "Contact Us" buttons
document.querySelectorAll('.cta-contact').forEach(function(button) {
  button.addEventListener('click', function() {
    sealmetrics.micro('cta_click', {
      cta_type: 'contact',
      location: this.dataset.location
    });
  });
});

// "Schedule a Call" buttons
document.querySelectorAll('.cta-schedule').forEach(function(button) {
  button.addEventListener('click', function() {
    sealmetrics.micro('cta_click', {
      cta_type: 'schedule_call',
      location: this.dataset.location
    });
  });
});

Phone Number Clicks

document.querySelectorAll('a[href^="tel:"]').forEach(function(link) {
  link.addEventListener('click', function() {
    sealmetrics.conv('phone_call', 0, {
      phone_number: this.href.replace('tel:', ''),
      page: window.location.pathname,
      location: this.dataset.location || 'unknown'
    });
  });
});

Live Chat

// If using Intercom, Drift, or similar
document.querySelector('.chat-launcher').addEventListener('click', function() {
  sealmetrics.micro('chat_opened', {
    page: window.location.pathname
  });
});

// Track chat completion (if your chat tool supports callbacks)
window.Intercom('onConversationStarted', function() {
  sealmetrics.conv('chat_lead', 0, {
    page: window.location.pathname
  });
});

Step 6: Track Calendar Bookings

Calendly / Cal.com / HubSpot Meetings

// Calendly
window.addEventListener('message', function(e) {
  if (e.data.event === 'calendly.event_scheduled') {
    sealmetrics.conv('meeting_booked', 0, {
      meeting_type: e.data.payload.event_type.name,
      invitee_email: e.data.payload.invitee.email
    });
  }
});

// Cal.com
if (typeof Cal !== 'undefined') {
  Cal('on', 'bookingSuccessful', function(e) {
    sealmetrics.conv('meeting_booked', 0, {
      meeting_type: e.data.eventType,
      duration: e.data.duration
    });
  });
}

Step 7: Multi-Step Forms

Wizard-style Quote Forms

var currentStep = 1;

function trackFormStep(stepNumber, stepName, data) {
  sealmetrics.micro('form_step_' + stepNumber, {
    step_name: stepName,
    form_name: 'quote_wizard',
    ...data
  });
}

// Step 1: Service selection
document.querySelector('#step1-next').addEventListener('click', function() {
  trackFormStep(1, 'service_selected', {
    service: document.querySelector('[name="service"]:checked').value
  });
  currentStep = 2;
});

// Step 2: Project details
document.querySelector('#step2-next').addEventListener('click', function() {
  trackFormStep(2, 'details_provided', {
    budget: document.querySelector('[name="budget"]').value,
    timeline: document.querySelector('[name="timeline"]').value
  });
  currentStep = 3;
});

// Step 3: Contact info (final submission)
document.querySelector('#quote-wizard').addEventListener('submit', function() {
  var budget = document.querySelector('[name="budget"]').value;

  sealmetrics.conv('quote_request', getBudgetValue(budget), {
    service: document.querySelector('[name="service"]:checked').value,
    budget_range: budget,
    timeline: document.querySelector('[name="timeline"]').value,
    steps_completed: '3'
  });
});

// Track abandonment
window.addEventListener('beforeunload', function() {
  if (currentStep > 1 && currentStep < 3) {
    sealmetrics.micro('form_abandoned', {
      form_name: 'quote_wizard',
      last_step: currentStep.toString()
    });
  }
});

Platform-Specific Implementations

WordPress (Contact Form 7)

// In functions.php
add_action('wp_footer', function() {
  ?>
  <script>
    document.addEventListener('wpcf7mailsent', function(event) {
      var formId = event.detail.contactFormId;
      var formName = event.detail.containerElement.dataset.formName || 'contact';

      sealmetrics.conv('lead', 0, {
        form_name: formName,
        form_id: formId.toString()
      });
    });
  </script>
  <?php
});

WordPress (Gravity Forms)

add_action('gform_after_submission', function($entry, $form) {
  ?>
  <script>
    sealmetrics.conv('lead', 0, {
      form_name: '<?php echo esc_js($form['title']); ?>',
      form_id: '<?php echo $form['id']; ?>'
    });
  </script>
  <?php
}, 10, 2);

HubSpot Forms

window.addEventListener('message', function(e) {
  if (e.data.type === 'hsFormCallback' && e.data.eventName === 'onFormSubmit') {
    sealmetrics.conv('lead', 0, {
      form_name: e.data.formId,
      source: 'hubspot'
    });
  }
});

Typeform

// Typeform embed callbacks
window.tf.createWidget('<typeform-id>', {
  container: document.querySelector('#typeform'),
  onSubmit: function(payload) {
    sealmetrics.conv('lead', 0, {
      form_name: 'typeform_intake',
      response_id: payload.responseId
    });
  }
});

Complete Lead Gen Funnel

┌─────────────────────────────────────────────────────────────────┐
│                   LEAD GENERATION FUNNEL                         │
├─────────────────────────────────────────────────────────────────┤
│                                                                  │
│   AWARENESS                                                      │
│   ─────────                                                      │
│   Blog Post ──► Service Page ──► Case Study                    │
│   (pageview)    (pageview)       (micro: view_case_study)       │
│                                                                  │
│   INTEREST                                                       │
│   ────────                                                       │
│   Scroll 50% ──► Video Watch ──► Resource Download              │
│   (micro)        (micro)         (CONV: content_download)       │
│                                                                  │
│   CONSIDERATION                                                  │
│   ─────────────                                                  │
│   CTA Click ──► Form Start ──► Form Steps                       │
│   (micro)       (micro)        (micro x N)                      │
│                                                                  │
│   CONVERSION                                                     │
│   ──────────                                                     │
│   Form Submit ──► Demo/Call Booked                              │
│   (CONV: lead)    (CONV: meeting_booked)                        │
│                                                                  │
└─────────────────────────────────────────────────────────────────┘

Lead Scoring with Properties

Use properties to enable lead scoring in your CRM:

sealmetrics.conv('lead', 0, {
  // Lead source
  source: getUtmSource(),
  medium: getUtmMedium(),
  campaign: getUtmCampaign(),

  // Qualification signals
  company_size: formData.employees,      // 'small', 'medium', 'enterprise'
  budget_range: formData.budget,         // 'under_5k', '5k_10k', etc.
  timeline: formData.timeline,           // 'immediate', '1_month', '3_months'
  decision_maker: formData.role,         // 'ceo', 'director', 'manager'

  // Engagement signals
  pages_viewed: sessionStorage.getItem('pages_viewed'),
  time_on_site: Math.round((Date.now() - sessionStart) / 1000).toString(),
  content_downloaded: sessionStorage.getItem('downloads') || '0'
});

Which lead generation metrics should you track?

Metric	Formula	Events
Visitor → Lead	leads / visitors	pageview, lead
Form Start Rate	form_start / page visitors	pageview, form_start
Form Completion	lead / form_start	form_start, lead
Content Download Rate	downloads / visitors	pageview, content_download
Lead by Source	leads by utm_source	lead (with properties)
Lead Quality	weighted by budget/company size	lead (with properties)

Dashboard Analysis

After implementing:

Traffic Analysis

Which channels bring the most leads
Best performing landing pages
Content that drives conversions

Funnel Optimization

Form abandonment points
CTA click-through rates
Time from first visit to lead

Lead Quality

Leads by company size
Budget distribution
Timeline urgency

Content Performance

Case studies that influence leads
Blog posts in conversion paths
Download-to-lead correlation

In short

Lead conversions (lead, quote_request, demo_request, content_download, meeting_booked, phone_call) are fired with sealmetrics.conv(); intent signals such as form_start, scroll milestones and CTA clicks are microconversions.
Attach qualification properties (company_size, budget_range, timeline, role) to the lead event so leads can be analyzed by source and quality.
Key ratios: Visitor → Lead, Form Start Rate, Form Completion (lead / form_start) and Content Download Rate.

Understanding Event Properties in Sealmetrics — attach lead-scoring signals like budget and company size to your conversions
Installation — add the tracking script to your service site
Conversions Report — see leads and demo bookings attributed by source
Funnel Report — pinpoint where multi-step forms lose prospects
SaaS Application — a sibling guide for trial-signup and subscription funnels

Written and maintained by the Sealmetrics Team

Was this page helpful?

What will you track?​

Step 1: Basic Installation​

Content Grouping​

Step 2: Track Form Interactions​

Contact Form​

Quote Request Form​

Demo Request​

Step 3: Track Content Downloads​

Lead Magnets (Ebooks, Whitepapers, Guides)​

Case Study Views​

Step 4: Track Engagement Signals​

Scroll Depth on Key Pages​

Time on Page​

Video Testimonials​

Step 5: Track CTA Interactions​

Primary CTAs​

Phone Number Clicks​

Live Chat​

Step 6: Track Calendar Bookings​

Calendly / Cal.com / HubSpot Meetings​

Step 7: Multi-Step Forms​

Wizard-style Quote Forms​

Platform-Specific Implementations​

WordPress (Contact Form 7)​

WordPress (Gravity Forms)​

HubSpot Forms​

Typeform​

Complete Lead Gen Funnel​

Lead Scoring with Properties​

Which lead generation metrics should you track?​

Dashboard Analysis​

Traffic Analysis​

Funnel Optimization​

Lead Quality​

Content Performance​

Related documentation​