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Leads vs. Submissions Analytics

Published July 25, 2026

Submissions and leads appear together in analytics, but they describe different stages of a quiz response. They share one monthly response allowance; there is no separate public lead quota.

Core definitions

  • Response usage: A published quiz uses one response when it first accepts a valid consented lead or a final completion. Usage is shared across the account's quizzes and resets at the UTC month boundary.
  • Submissions this month: Completed quiz records shown for reporting and review.
  • Leads this month: Accepted contacts stored through a Lead Capture form, including a visitor who leaves before final completion.
  • Completion CTA leads: A completion CTA can also collect a lead when its configured action opens a Lead Capture form.

Where the numbers appear

  • Dashboard cards: Response, submission, and lead totals help you compare overall usage, completed quizzes, and captured contacts.
  • Leads & submissions chart: Available on Basic+ plans, this area chart stacks both metrics for the last 7 / 30 / 90 days; spikes show whether a completion also yielded a lead or if a funnel drop-off needs investigation.
  • Per-flow drill downs: Dashboard > Flows > Submissions lists every completed response, while Dashboard > Flows > Leads only lists submissions that captured lead details.
  • Goal-based CTA analysis: Tracked completion link clicks can be grouped by standard or custom goalType keys while still preserving Conditional Outcome attribution.
  • Analytics docs: See /doc/analytics/usage-and-limits for how the dashboard defines usage, and /doc/usage for plan-level enforcement.

Limits and enforcement

  • One allowance: Leads do not have a separate quota. A valid consented lead and its later completion use one response together.
  • Abandoned leads: If a visitor submits a valid lead and then leaves, the lead and response remain available in reporting.
  • At capacity: New response-producing actions are paused. QuizFlow Labs does not accept a response while silently discarding its lead details.
  • Interpretation tip: A gap between submissions and leads commonly means a Lead Capture step was optional, skipped, or routed around. It can also mean a visitor submitted a lead and abandoned the quiz before completion.

Investigating differences

  • Compare Submissions this month to Leads this month after campaigns to estimate your lead capture conversion on a given quiz.
  • If you use completion CTAs, compare goal-type totals in quiz insights to understand whether leads come from lead capture forms, completion CTAs, or both.
  • Use /api/leads exports (see /doc/analytics/exporting-data) to verify whether a lead email was recorded for every submission you expect.
  • Check the response-capacity status when a campaign stops recording both new leads and completions.

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