Step 1: Automatic Lead Source Capture

When a visitor arrives on your site from a Google Ad, their URL contains a Google Click ID (gclid) — a unique identifier that ties them back to the specific campaign, ad group, keyword, and ad they clicked. If they come from Facebook, LinkedIn, or another platform, the URL contains equivalent click IDs or UTM parameters you have set up.

TrueConversion captures all of this data the instant the visitor lands. It stores the traffic source in a cookie so that even if the visitor browses multiple pages before filling in a form, the original source is preserved. When they finally submit a form, TrueConversion appends the lead source data to the submission automatically.

No code changes are required. TrueConversion hooks directly into 9 popular WordPress form plugins: Contact Form 7, WPForms, Gravity Forms, Ninja Forms, Formidable Forms, Fluent Forms, Elementor Pro Forms, Forminator, and Jetpack Forms. There is also a shortcode for custom-built forms.

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Step 2: AI Identifies Real Enquiries (Pro)

Every form submission that comes through your site is not a genuine lead. Some are spam. Some are people selling you SEO services, web design, or marketing packages. Some are job seekers who found your contact form instead of a careers page. Google Ads cannot tell the difference — it counts every form fill as a conversion.

TrueConversion Pro uses AI to analyse each submission and classify it. The AI evaluates the message content, the type of enquiry, and contextual signals to determine whether this is a genuine commercial enquiry from someone who could become a paying customer. Spam, sales pitches, recruitment messages, and other non-commercial submissions are flagged automatically.

The classification appears instantly in your dashboard. You see every lead with a clear label: genuine enquiry, spam, sales pitch, job application, or other. You always have the final say — you can override any classification with a single click.

AI classification is available on the Pro plan ($79/month with a free 14-day trial). Lead source tracking in Step 1 is included free.

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Step 3: Mark What Matters (Pro)

Once a submission is marked as a genuine conversion — either automatically by AI or manually by you — TrueConversion makes it available for upload to Google Ads via the offline conversion API. This tells Google exactly which clicks turned into real business opportunities.

Conversion marking is available on the Pro plan.

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Step 4: Send Back to Google Ads (Pro)

This is the critical piece that most businesses miss. Without offline conversion data, Google Ads optimises for form fills — the more, the better, regardless of quality. With TrueConversion sending back verified conversions, Google’s Smart Bidding learns what a real lead looks like. It starts optimising for quality, not just quantity.

Over time, your cost per qualified lead drops because Google is finding more people who match the profile of your actual customers. Your ad budget goes further, and your sales team spends less time on dead-end enquiries.

Google Ads integration is available on the Pro plan.

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Before vs After TrueConversion