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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 with that email address.
  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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Conversion trackingId

Conversion uses first-party cookies to store a trackingId per website visitor in browser storage. When a visitor identifies themselves through a form submission, the trackingId is tied to their contact record.

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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:
The channel the contact originally came from. Possible values are:
  • Email Marketing: The utm_medium indicates email marketing.
  • Paid Search: The referring domain or utm_source is a search engine, and the utm_medium indicates paid traffic.
  • Organic Search: The referring domain or utm_source is a search engine, and the utm_medium does not indicate paid traffic.
  • Paid Social: The referring domain or utm_source is a social media site, and the utm_medium indicates paid traffic.
  • Organic Social: The referring domain or utm_source is a social media site, and the utm_medium does not indicate paid traffic.
  • Referral: There was a referring domain that did not match any classification above.
  • Other Campaign: There was a utm_source that did not match any classification above.
  • Direct Traffic: No other classification was met.
All UTM values are derived from the first page the contact visited.
The value of the utm_campaign 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).