GuidesLead Generation

Lead Generation Setup

PartialLeads captures partial form submissions on any website — the moment a visitor types their email or phone into a form, we have it. You don’t need to wait for them to hit submit. Captured leads flow to Meta CAPI as Lead events, to GoHighLevel or any CRM via webhook, and into the AI Lead Intelligence engine for persona matching.

What you’ll set up

  • Pixel install on every page that has a form (opt-ins, downloads, webinar registrations, applications)
  • Outbound destinations — Meta CAPI for ad optimization, GoHighLevel for CRM, custom webhooks for everything else
  • AI Lead Intelligence (optional) — research + persona scoring on every captured lead
  • Cross-session matching for funnels where the thank-you page lives on a different domain

Most lead-gen funnels are live in 15 minutes.

Before you start

  • Admin access to your website (or your funnel builder)
  • Your storefront / funnel domain handy
  • (Optional) Your Meta pixel ID and access token, GHL workflow access

Step 1 — Authorize your domain

Open Dashboard → Authorized Domains and add the domain where your forms live. The pixel + capture endpoints both check this list before accepting events.

Verification happens automatically on the first pixel fire.

Running your funnel across multiple subdomains (e.g., signup.yoursite.com + app.yoursite.com)? Add the apex (yoursite.com) — subdomains are covered automatically.

Step 2 — Install the pixel

The PartialLeads pixel is a single <script> tag that loads on every page with a form. It’s the same script across every platform — only where you paste it differs.

Open Dashboard → Install to get your tracking code. It looks like this:

<script>window.PartialLeadsConfig={apiKey:"pl_xxxxxxxx"};</script>
<script src="https://api.partialleads.com/px-universal.js" async></script>

Paste it just before the closing </head> tag on every page. Below are platform-specific instructions for the most common setups.

WordPress

Open the theme editor

In WordPress admin: Appearance → Theme File Editor. Open header.php.

If your theme blocks direct edits, install the “Insert Headers and Footers” plugin (free) and paste the code there instead.

Paste before </head>

Drop the two <script> tags in just before the closing </head> tag.

Update File

Click Update File to save. The pixel loads on the next page request.

Webflow

Open project settings

Webflow Designer: Project Settings → Custom Code.

Paste in “Head Code”

Find the Head Code section. Paste the two <script> tags there.

Save & publish

Click Save Changes, then publish your site. The pixel goes live with the next publish.

Google Tag Manager

New Custom HTML tag

In GTM: Tags → New → Tag Configuration → Custom HTML. Paste the two <script> tags into the HTML field.

All Pages trigger

Set the trigger to All Pages so the pixel loads on every page view.

Save & publish

Click Save, then publish your GTM container. The pixel fires across every page in your container’s scope.

GTM is the cleanest option for Typeform. Install GTM on your parent site, then in Typeform open the form’s Connect tab → Google Tag Manager. The pixel will fire inside the embedded form automatically.

GoHighLevel

GHL needs the pixel in two places — once on the funnel pages, once inside the form. Both are required if you want to capture partial form interaction.

A. Funnel pages

Open your funnel → Settings → Header tracking code. Paste the tracking code there and save. This covers every page in the funnel.

B. Forms inside the funnel

Open the form editor for any form you want to track. Add a Code/HTML Block to the form. Paste the same tracking code into the block and save.

This is needed because GHL renders forms inside an iframe whose window.location is the GHL domain, not your funnel’s. The pixel inside the form picks up UTMs from document.referrer and falls back to postMessage from the parent.

⚠️

Skipping step B means the pixel can’t detect field-level interaction inside the form — you’ll only see completed_lead events on submit, not partial_lead events from email/phone field interaction.

Plain HTML / custom site

Open your HTML files, paste the code anywhere between <head> and </head>, save, re-upload to your server. If you have a build step (Vite, Next.js, etc.), put it in the document-level head template.

What the pixel does

Once loaded, the pixel runs silently and:

  • Detects field-level keystrokes (email, phone, name) before the user hits submit
  • Captures attribution context — UTMs, referrer, click IDs (fbclid, gclid, msclkid, etc.)
  • Survives cross-session journeys via a first-party pl_vid visitor cookie + server-side identity graph
  • Fires a partial_lead event when the first PII is captured
  • Fires a completed_lead event when the form is submitted

No configuration needed — it just works.

Step 3 — Send captured leads to your destinations

Once leads are flowing in, the next step is sending them outbound — to Meta for ad optimization, to your CRM, or to wherever your team does follow-up.

Meta Conversion API

Open Dashboard → Conversions → Meta Conversion API and click Add config.

For lead-gen specifically, configure:

  • Domain — pick from your authorized domains
  • Pixel ID — from your Meta Events Manager
  • Access token — system user token from Meta Business Settings, marked “Never expires”
  • Event name — Lead (the default; switch to a custom event code if your Meta campaign uses one)
  • Send mode — Automatic for hands-off dispatch on every completed lead, or Manual if you want to review each lead before it fires

You can also create multiple configs with trigger rules — for example, only fire CAPI for leads whose UTM source is facebook, or whose landing URL contains /webinar. Useful when you want Meta to optimize against specific lead segments without noise from organic traffic.

GoHighLevel

GHL has two integration surfaces with PartialLeads:

  1. Lead capture — the pixel detects form fills inside GHL forms (covered in Step 2 above). Captured leads appear in your PartialLeads dashboard.
  2. Payment attribution — if your GHL funnel takes payments, you can send the Payment Received webhook back to PartialLeads so we can attribute revenue to the ad click.

For the payment-attribution path, open Dashboard → Integrations → GoHighLevel and click Connect. PartialLeads gives you a webhook URL + signing token to paste into a GHL workflow.

Create a GHL workflow

In GHL: Automation → Workflows → + New Workflow. Trigger: Payment Received (or Order Placed, depending on your GHL version).

Add a “Custom Webhook” action

Action type: Custom Webhook. URL: the webhook URL from PartialLeads. Add a custom header:

  • Name: X-PartialLeads-Token
  • Value: the signing token from PartialLeads

Paste the JSON body template

PartialLeads provides a JSON body template that maps GHL’s variable placeholders ({{payment.transaction_id}}, {{contact.email}}, etc.) to our normalized purchase fields. Copy it from the Integrations page.

Save & test

Save the workflow, then trigger a test payment in GHL. The connection status will flip from “Pending first event” to “Active” within a few seconds.

GHL variable schema sometimes changes between versions. If a field comes through as empty, use GHL’s variable picker (curly-brace icon) to find the current variable name. Our payload normalizer accepts generous aliases on each field, so minor schema drift is tolerated.

Outbound Webhook (Zapier, Make, custom CRM)

For everything that isn’t Meta or GHL — Klaviyo, ActiveCampaign, HubSpot, Mailchimp, your own backend — use the outbound webhook.

Open Dashboard → Webhooks and click Add webhook. Configure:

  • Webhook type — Generic JSON, Zapier, or Make.com (pre-shaped payloads for each)
  • Destination URL — your CRM’s inbound webhook URL
  • Trigger event — pick one or more:
    • partial_lead — fires the moment we capture email/phone, before form submit (great for cart-abandonment-style recovery sequences)
    • completed_lead — fires when the form is submitted (is_submitted flips 0 → 1)
    • lead_enriched — fires when AI enrichment finishes with a verdict
  • Domain filter (optional) — only fire for events from a specific authorized domain
  • Filter rules (optional) — UTM-based or score-based filtering before the dispatch fires

The same webhook can fire on multiple triggers. Many customers wire completed_lead to their main CRM and partial_lead to a recovery-email tool — that way an abandoned form becomes a follow-up email automatically.

After saving, click Test webhook to dispatch a synthetic event. The response code + body show up in the Webhooks page activity log.

Step 4 — Cross-session conversion matching

This one’s automatic — no setup — but worth understanding.

When a visitor fills out a form on page A and lands on a thank-you page B (often on a different domain), PartialLeads can still link the two sessions:

  • Same-session match — A and B share a pl_sid cookie. Trivial.
  • Cross-session match via visitor cookie — a first-party pl_vid cookie persists across sessions on the same device. We link A and B if both fire from devices sharing the visitor ID.
  • Cross-session match via identity graph — A captures email = alice@example.com; B captures email = alice@example.com on a different domain with no shared cookie. The server-side identity graph links them via email/phone hashing.

This means a typical webinar funnel — landing page on yoursite.com, registration form on webinarjam.com thank-you page, follow-up confirmation on gmail.com — all stays attributed back to the original ad click.

If your thank-you page is on a different domain that you control, add both domains to Authorized Domains. The pixel needs to fire on both for the match to work reliably.

Step 5 — AI Lead Intelligence (optional)

Open Dashboard → AI Intelligence to set up persona-scoring on every captured lead.

Write your persona description

Describe your ideal customer in plain English. Examples:

Solo coaches and consultants charging $5K+ for high-ticket programs, primarily in the US/UK/AU, who run their own ad spend.

SaaS founders pre-product-market-fit looking for B2B sales intelligence — typically Series A, 10-50 employees.

The more specific, the more useful the match scores.

Save the persona

Click Save. The persona text is hashed (persona_hash) so we can detect when you change it later.

Watch the enrichment flow

When a completed_lead fires, the enrichment worker:

  1. Research (gpt-4o-mini-search-preview) — does real web search on the email domain + person name + location. Pulls LinkedIn, company pages, professional directories. Roughly 60 seconds per lead.
  2. Persona match (gpt-4o-mini) — reads the research output + your persona text, emits a match_score (0–100), match_verdict (strong/moderate/weak), and match_reasons (specific evidence).

Results appear on Leads with a chip badge per lead, and full detail on each lead’s intelligence page.

⚠️

Each enrichment costs 1 credit (decremented from enrichment_credit_log). New signups get 0 credits — buy a credit pack from AI Intelligence or Billing to enable enrichment.

Enrichment is cached for 30 days per (client_id, email). Re-enriching the same email within that window costs 0 credits. Changing your persona text triggers a partial cache hit — only step 2 re-runs (no web search, no credit charge for the search half).

What you’ll see in PartialLeads

  • Leads — every captured lead, partial + completed, with source attribution, journey timeline, and AI persona match chips
  • Lead Intelligence (per-lead page) — full enrichment payload: research output, LinkedIn search result, persona match verdict, evidence
  • Conversions — Meta CAPI dispatch log, dedup state, HTTP response per send
  • Webhooks — outbound dispatch history per webhook, including retries and failure reasons
  • Attribution — wedge chart of which channels drove your completed leads

Troubleshooting

”No events appearing”

  • Check Authorized Domains — your funnel domain must be listed and verified
  • Open your funnel in an incognito window; check the browser network tab for POST /capture/init calls to api.partialleads.com
  • For GHL: confirm the pixel is installed in both locations (funnel header AND inside the form)

“Pixel fires on the page but no field events”

  • Make sure the form itself isn’t inside an iframe whose src is a third-party domain — if it is, install the pixel inside that iframe too (the GHL pattern)
  • Check that your form uses standard <input type="email" /> and <input type="tel" /> — custom-built form widgets that don’t use real input elements won’t be detected

”Meta CAPI events missing”

  • Open Conversions → Meta Conversion API and check the activity log for your config
  • Most failures are wrong access token — Meta tokens silently expire if not marked “Never expires” in Business Settings
  • Trial accounts have CAPI gated — check Billing for plan status

”GHL purchases not matching”

  • Check the GHL connection status on the integrations page. If it says “Pending first event”, no payment webhook has arrived yet
  • Verify the workflow’s webhook URL + X-PartialLeads-Token header match what PartialLeads shows
  • Inna-pattern bug-history: GHL’s payment variables changed payment.created_at → payment.created_on at some point. Use the variable picker in GHL to confirm current names

”AI enrichment not running”

  • Check enrichment credit balance on AI Intelligence — zero credits means worker skips enqueue
  • Persona text empty → no match score (research still runs, just no verdict)

Not yet shipped

  • Per-field-shape detection in non-standard form builders — only standard <input> elements are detected. Custom React components that don’t render real inputs (some Webflow form widgets, some no-code builders) aren’t picked up
  • Phone number normalization for international numbers — works cleanly for US/UK/AU; some edge cases for less common country codes need manual review
  • Built-in email drip sequences — PartialLeads captures the lead, but doesn’t send the recovery emails itself. Wire partial_lead to your ESP via outbound webhook
  • Multi-tenant persona — one persona per account today. If you sell into multiple ICPs from one account, you’ll see compound match verdicts

Need the pixel installed first? See Install. Already running PartialLeads? Open your Dashboard. Stuck? Email support@partialleads.com.

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