How lead attribution and conversion rates work

Perch’s core promise is the closed loop: a page you publish captures a lead, and that lead lands in your CRM already attributed to the page — and the campaign — that produced it. This guide explains exactly what gets recorded and how the numbers on your Reports screens are computed.

What’s recorded when a lead comes in

When a visitor submits the form on a published page, Perch creates a lead with:

• The capturing page and time — every lead knows which page produced it and when.
• Campaign parameters — utm_source, utm_medium, utm_campaign, utm_term, and utm_content from the visitor’s URL, plus the referring site.
• Form answers — the standard fields (name, email, phone, company) map onto the lead directly; anything custom (like a message field) is kept alongside it.
• The company — inherited from the page, so client rollups and the portal stay accurate.

One lead per email

Perch keeps a single contact per email address in your workspace. If the same person submits again — on the same page or a different one — the existing lead is updated: missing details like a phone number are filled in, but nothing is duplicated. Attribution is first-touch: the lead stays credited to the page that first captured it.

How page views are counted

Each visit to a live page records a view with its own UTM and referrer data. Perch deliberately counts conservatively:

• Known bots and crawlers are ignored.
• Reloading or navigating back in the same browser tab doesn’t re-count.
• Repeat hits from the same visitor within a few seconds are deduplicated.
• Your own page previews inside Perch are never counted.

This is why Perch’s view counts can be lower than a raw hit counter — and why the conversion rate you see is honest.

Conversion rate

A lead is the conversion event — there’s no separate goal to configure. For any page and date range:

Where to read your numbers

• Reports → Page performance — views and leads over time, a per-page table with conversion rates, and top traffic sources.
• Reports → Leads — leads over time, by company, by page, and by status. Both tabs filter by date range (30 days to all time) and by company.
• Each page’s Analytics tab — that page’s views, leads, conversion rate, traffic sources, and an hourly heatmap.
• The company page — a rollup across all of a client’s pages: totals, top page, and lead status breakdown.
• The client portal — your client sees their own pages, leads, and analytics, scoped to their company.

Traffic sources are resolved in order: the utm_source tag if present, otherwise the referring domain, otherwise “Direct.”

Lead statuses

Leads start as New and move through Contacted → Qualified → Won/Lost as you work them. Status changes are always manual — Perch never moves a lead for you. You can rename, recolor, or hide stages in Settings → Pipelines to match how you talk to clients.