Contacts, Leads and Producers
Contacts, Leads and Producers
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Leads Report

This document describes the fields present in Guru's lead report, which includes information for lead identification, lead entry into your funnel, origin analysis, and interactions over time.

This data facilitates the reading and interpretation of exported data, allowing you to more accurately assess the behavior and evolution of your leads.

On this page:

  • Lead Identification

  • Capture Data

  • First Lead Records

  • last Lead Records

Before you start, you need to…

Lead Identification

In this section, you have access to the contact's basic data to facilitate customer identification and their relationship with your business, by checking whether they made a purchase or not.

Available data includes:

  1. Email: displays the email provided by the lead at the time of capture;

  2. Buyer: displays whether the lead has already made a purchase (yes/no).

This information facilitates the search and analysis of leads who have already become buyers.

Capture Data

In this section, you access information related to the moment and context in which the lead was captured.

Available data includes:

  1. Capture Date: displays the date the lead first entered your database.

This data is important for understanding the rate of new lead entry and the period related to active campaigns or integrations.

First Lead Records

In this section, the data from the first time the lead reached you is displayed, allowing you to identify where they came from and by which campaign they were initially captured.

Important: utm parameter information is not automatically generated; you need to add them manually or through tools to each URL you use in your marketing campaigns.

Available data includes:

Field

Description

Importance for your business

First Origin

Displays the contact's first entry point into the sales funnel (e.g., ad, organic search, email) - usually captured through R.P.P.C.s.

Measure the effectiveness of channels in attracting leads and define the initial acquisition cost.

First utm_campaign*

Displays the name of the marketing campaign that brought the contact (e.g., product_x_launch).

Track the success of specific campaigns, allowing you to compare the performance of different marketing initiatives.

First utm_medium*

Displays the marketing channel used by the customer (e.g., email, social, cost per click, organic).

Evaluate the performance of each traffic channel, helping to direct the budget to the one with the highest return.

First utm_term*

Displays the search term or keyword that led to the conversion (usually used in paid searches).

Understand which keywords (in search ads) are most profitable.

First utm_content*

Displays the specific content that was clicked or that the customer searched for (e.g., banner name, ad variation, or specific link).

Differentiate and test the effectiveness of different creatives, call-to-action buttons (CTAs), or versions of the same ad.

First Type

Displays the type of the first capture (e.g., lead, checkout lead, API lead).

Know how the lead entered the funnel and which mechanism captured the record.

First Advertiser

Displays the advertiser linked to the lead's first entry.

Assist in comparing performance between advertisers, producers, and partners.

This information helps to understand which channels, campaigns, or ads were responsible for lead capture.

*To learn more about each of the UTM parameters, access Checkout Tracking Parameters (UTMs).

To create tracking parameters and monitor your checkout's performance, access and check how.

You can also consult the tracking and capture information in the Contacts Report.

Last Lead Records

In this section, you will find the most recent data associated with the lead – last identified origin, the most current UTM parameters, and the fields that indicate how the lead re-entered your funnel.

Available data includes:

Field

Description

Importance for your business

Last Origin

Displays the lead's most recent entry channel (e.g., capture page, ad integration, API, checkout, external events).

Helps identify which channel is generating lead returns and measure the effectiveness of actions that rekindle public interest.

Last utm_campaign*

Displays the campaign name associated with the last recorded interaction.

Allows evaluating which campaigns continue to influence the lead's journey and generate re-entry into the funnel.

Last utm_medium*

Displays the traffic medium used in the last interaction (e.g., cpc, email, social, display).

Facilitates understanding which media perform best in engaging or re-engaging known leads.

Last utm_term*

Keyword or segmentation term associated with the last access, generally used in paid campaigns.

Helps identify which interests, searches, or segmentations are bringing the lead back.

Last utm_content*

Displays the search term or keyword that led to the last click (e.g., creative, button, banner, specific video).

Essential for optimizing creatives and identifying which versions of ads or pages generate more return.

Last Type

Displays the type of the last recorded capture (e.g., lead, checkout lead, API lead).

Allows understanding how the lead returned and which mechanism generated the new record (organic capture, manual action, integration, etc.).

Last Advertiser

Displays the advertiser linked to the lead's last interaction.

Assist in performance analysis among multiple advertisers, producers, or partners.

Last Capture

Displays the date the lead was last identified in the system.

Helps understand the frequency of return and the lead's activity level.
*To learn more about each of the UTM parameters, access Checkout Tracking Parameters (UTMs).

It is possible to filter the list of leads by advertisers to view a specific subset for this result. You can also filter by origin, period, email, name, and contact, in addition to managing the applied filters.

These records help understand recent lead movement, the performance of active campaigns, and which channels continue to generate qualified traffic. This information is essential for re-engagement analysis, the impact of ongoing campaigns, and the lead's evolution within the journey.

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