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Rules for Contact Creation

When a user fills out a Conversion form, the following logic applies in order:
  1. First match on email address. If there is a match, update the most recently updated contact in Conversion with that email address. “Most recently updated” refers to the contact’s updated_at timestamp in Conversion, not in your CRM.
  2. Then, if the trackingId (read more below) is linked to a contact, the form submission is attached to that contact and its fields are updated (including email address).
  3. Otherwise, a new contact is created with the submitted email address and fields. The contact is then conditionally synced to your CRM based on your form and CRM sync settings.

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Lead Gen Forms (LinkedIn and Meta)

Lead gen form submissions also match on email address first: if the submitted email matches an existing contact, that contact is updated. For LinkedIn lead gen forms, when the submitted email is new, Conversion checks whether the same LinkedIn account already submitted the form. LinkedIn identifies the account behind every submission, so if the same person re-submits the form with a different email address, Conversion updates their existing contact — including overwriting the email address — instead of creating a duplicate. This behavior is controlled by the form’s Create new contacts for new email addresses setting, which is off by default for LinkedIn lead gen forms; enabling it makes every new email address create a new contact. For Meta lead gen forms, this option is not available because Meta’s API does not identify the account behind a submission. A new email address always creates a new contact.

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Original Traffic Sources

When a contact is created from a form submission, Conversion populates the following original traffic data on the contact’s fields:

Original Traffic Channel

The channel the contact originally came from. See Traffic Channels for a full list of possible values.
The value of the utm_campaign query parameter from the first page the contact visited on your website.
The value of the utm_content query parameter from the first page the contact visited on your website.
The value of the utm_medium query parameter from the first page the contact visited on your website.
The value of the utm_source query parameter from the first page the contact visited on your website.
The value of the utm_term query parameter from the first page the contact visited on your website.
The value of the Referer HTTP header from the first page the contact visited on your website.
The time zone derived from the contact’s IP address at the time of form submission. Formatted using the IANA time zone standard (e.g. America/Los_Angeles).
All UTM values are derived from the first page the contact visited. If no page visits were captured in the session (for example, a visitor who declined cookies or a form on a page without the tracking script), the UTM values fall back to the UTM parameters parsed from the URL of the page the form was submitted on, the referrer falls back to the one captured with the submission, and the traffic channel is derived from those fallback values.