Auckland digital agency Forge Creative has released two
WordPress plugins, LeadSource and TrueConversion, aimed at
helping businesses understand where their online leads come
from and stop wasting advertising spend on enquiries that
were never going to become customers.
The plugins
address a common but largely invisible problem for
businesses that generate leads through website forms. Google
Ads and other platforms count every form submission as a
conversion, but they cannot read the content of the form. A
submission from a genuine buyer and a submission from a
salesperson, job seeker or routine admin enquiry are counted
as identical results. Over time, advertising platforms
optimise toward whichever submissions are most common, which
often means spending more to attract the wrong
people.
Forge Creative recommends a simple two-step
approach.
Step one — diagnose with LeadSource
(free). LeadSource
is a completely free plugin available on the official
WordPress plugin directory. It captures the source of every
lead, including the channel, campaign and Google Click ID,
and ties each enquiry back to where it came from. It is
useful for anyone running paid advertising or organic
activity across multiple channels who wants to know which
leads came from which channel. It also lets a business see
how many of its form submissions are genuine enquiries
before deciding whether further action is needed.
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Step
two — fix it with TrueConversion (paid). If LeadSource
reveals that a significant share of form submissions are not
real enquiries, TrueConversion
addresses the problem directly. It uses AI to read each form
submission and classify it as a genuine commercial enquiry
or junk such as sales pitches and job applications. Only
genuine enquiries are marked as conversions and sent back to
Google Ads as offline conversions through Google’s offline
conversion API. This gives Google’s own optimisation
accurate information about what a real lead looks like, so
campaigns can be tuned toward actual buyer behaviour rather
than whoever happened to fill in the
form.
TrueConversion works with nine common WordPress
form plugins, including Contact Form 7, WPForms, Gravity
Forms, Elementor Pro and Jetpack. It offers a free tier for
lead tracking and a paid tier at NZ$79 per month for the AI
classification and Google Ads integration.
“I noticed
a lot of our clients had the same issue. Their Google Ads
campaigns were set to optimise for conversions, and the
conversion was a form fill, but in many cases those form
fills weren’t people wanting to buy. They were people trying
to sell their own product, or looking for a job, and over
time it tended to get worse, not better,” said Roger
McSaveney of Forge Creative. “Google was calling every form
fill a conversion without being able to read the message,
then going to find more people like that. LeadSource lets
you see the problem for free, and TrueConversion fixes it by
giving Google the information it was
missing.”
LeadSource is available now for free from
the WordPress plugin directory at https://wordpress.org/plugins/leadsource/.
TrueConversion
is available at https://trueconversion.net.
About
Forge Creative
Forge Creative is an
Auckland-based digital agency offering web design, branding,
copywriting, SEO and digital marketing. The agency builds
and manages websites and advertising campaigns for New
Zealand
businesses.