Short answer
Fire the standard lead event on a confirmed form submission through the Pixel and Conversions API, store oppref and UTMs in hidden form fields so they reach your CRM, and judge the channel on qualified pipeline in the CRM rather than on raw lead counts.
Setup
- Lead event on submit, not on page view
- Hidden fields for utm_source, utm_campaign, utm_content and oppref
- Same event ID in browser and server events
- CRM report: leads, qualified leads and meetings by utm_campaign
- Optional: send qualified-lead events back via a partner such as Hightouch or LiveRamp
Why form fills aren't enough
In one published B2B pilot, $1,470 of spend produced 259 clicks at $5.68 and no tracked conversions in the first month. Track what happens after the click, such as company visits, return visits and meetings, before judging the channel.
Questions
Can we see which company clicked?
Not from Ads Manager: advertisers get aggregated data only. Company-level identification on your own site is a separate, consent-based tool.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
