---
title: "Lead Generation"
description: "How to track lead generation with Sealmetrics on service, agency and B2B sites: form submissions, demo requests, content downloads and calendar bookings by source."
canonical_url: "https://docs.sealmetrics.com/use-cases/lead-generation"
lang: "en"
date_generated: "2026-09-04T00:07:24.876Z"
source_hash: "39df7c5d9a66df6336e200591cc69c5498c752bab3f4cf6afa38ad3295682744"
content_type: "documentation"
owner: "docs"
llm_priority: "useful"
source_file: "use-cases/lead-generation.mdx"
publisher: "Sealmetrics"
---

# Lead Generation

Canonical page: https://docs.sealmetrics.com/use-cases/lead-generation

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

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

### Content Grouping

```html
<!-- 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

```javascript
// 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

```javascript
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

```javascript
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)

```javascript
// 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

```javascript
// 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

```javascript
// 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

```javascript
// 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

```javascript
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

```javascript
// "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

```javascript
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

```javascript
// 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

```javascript
// 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

```javascript
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)

```php
// 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)

```php
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

```javascript
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

```javascript
// 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:

```javascript
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? {#key-metrics-to-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

**Note:**
- 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.

## Related documentation

- [Understanding Event Properties in Sealmetrics](/implementation/custom-properties/event-properties) — attach lead-scoring signals like budget and company size to your conversions
- [Installation](/implementation/tracker/installation) — add the tracking script to your service site
- [Conversions Report](/reports/conversions) — see leads and demo bookings attributed by source
- [Funnel Report](/reports/funnel) — pinpoint where multi-step forms lose prospects
- [SaaS Application](/use-cases/saas) — a sibling guide for trial-signup and subscription funnels