Leads tab

The Leads tab shows lead data tracked by WhatConverts, giving you a detailed view of who is contacting your business and how.

When you’d use this

Open this tab when you want to review incoming leads, understand which marketing channels are generating them, or filter leads by type or source.

Getting there

Go to /client/reports and select the Leads tab.

Choosing a date range

Use the date range selector at the top of the page to set the reporting period. The lead list and summary metrics update to reflect the selected range.

Filtering by location

Use the location selector to view leads for a specific location or all locations.

Lead types

WhatConverts tracks three types of leads:

Type	What it captures
Calls	Phone calls to your tracked numbers. Includes call duration and caller information when available.
Forms	Form submissions on your website, such as contact forms, quote requests, or appointment bookings.
Chats	Chat conversations initiated through your website’s chat widget.

Filtering leads

You can filter the lead list to narrow down what you see. Use filters to:

View only a specific lead type (calls, forms, or chats)
Filter by UTM attribution to see which campaigns, sources, or mediums are driving leads

Filtering is useful when you want to evaluate a specific campaign’s performance or focus on a particular type of customer interaction.

UTM attribution

Each lead can carry UTM parameters that identify where it came from. This includes:

UTM Source — the platform (for example, google, facebook)
UTM Medium — the channel type (for example, cpc, organic, email)
UTM Campaign — the specific campaign name

Attribution data connects your leads back to the marketing activity that generated them, making it easier to see which efforts are producing results.