CLS Operations Manual · Lead attribution
Every call, form fill, and chat that comes through the Central Lending Solutions website is captured by WhatConverts and pushed into GoHighLevel as a new contact with 10 attribution fields attached. This page tells you what each field means, what to do with it, and how to read a lead in 10 seconds before you pick up the phone.
01 / What you’ll see on a contact
Every new lead lands with these fields populated automatically. You open the contact, scan the box below, and you already know who they are, where they came from, and what to say when you call.
The 10-second read on James: he searched for a Keystart broker in Perth, landed on our Keystart page, and called from his mobile. You walk into the call knowing he’s a first-home-buyer prospect on a low deposit, not a refinance or investor enquiry. You don’t need to ask him "how did you hear about us" or "what kind of loan are you after". You already know.
02 / The 10 fields, explained
Plain-English breakdown. Tap the field name on the actual contact in GHL and you’ll see a shorter version of the same text as a tooltip. The longer version is here.
The website or channel the lead originally found Central Lending Solutions through. This is the high-level source category, before we get into "was it search, was it an ad, was it a referral" (that’s the next field).
What to do with itIf it says "Google" or "Bing", the lead came in cold via search. They don’t know us yet. Open with credentials and a soft question, not a hard sell. If it says "Direct", they typed the URL or had us bookmarked, which usually means a referral or returning visitor. Ask warmly who recommended us.
The channel they used, layered on top of "Came from". Tells you whether they clicked an ad, came in organically, came from an email, or visited directly.
What to do with it"Paid ad" means we paid for this lead, so handle them with extra care. "Organic search" is the gold standard. "Email" means they were already in a nurture sequence.
If they came from a paid ad, this is the name of the specific campaign that sent them. Empty for organic leads.
What to do with itThis tells you which campaign theme worked, so you can pre-frame the call around that angle.
The literal phrase they typed into Google or Bing before clicking through to the site. Only present for organic and paid search leads where the search engine returned the query (Google hides most of these, so when you get one, it’s gold).
What to do with itThis is the single highest-value field on the contact. It tells you exactly what they were looking for in their own words. Open the call by leading with what they need, not by asking. "Hi James, you reached out about Keystart, let me walk you through whether you’re likely to qualify."
A code Google generates every time someone clicks a Google ad. It lets us upload conversion data back to Google so the algorithm knows which ad clicks turned into customers. You don’t need to read it. It runs in the background.
What to do with itNothing manual. Its purpose is server-to-server. If this field is populated, the lead came from a Google ad and we’ll automatically credit Google with the conversion when they close.
Was it a phone call, a form submission, a live chat, or a text? Determines how you respond and how quickly.
What to do with itPhone call = they’ve already spoken to whoever picked up, check the recording. Form submission = call them within 5 minutes if possible, conversion rate drops sharply after the first hour. Chat = pick up where the bot or operator left off.
Calls land on a GoHighLevel-provisioned phone number, so GHL records every call natively as part of your existing plan. You don’t pay extra for WhatConverts to record (which would cost about USD $0.05 per minute on top).
What to do with itListen before you call them back. Two minutes saved here is worth ten minutes in the conversation. You’ll already know their tone, their situation, what they asked, what was promised, and where the conversation should pick up.
The exact page on the website they were viewing when they called or submitted the form. This is huge for intent. Someone on the Keystart page is a first-home-buyer prospect. Someone on the construction loans page is building. Someone on Dave’s broker bio specifically wants Dave.
What to do with itMatch your opener to the page. If it’s a broker bio, the lead has already chosen who they want. If it’s a calculator, they’ve already done the maths and want to talk numbers. If it’s a suburb page, they’re geographically committed.
The very first source that ever brought this person to the website, even if it was months ago. Useful for long sales cycles where someone researches us for weeks before reaching out.
What to do with itIf first-touch was a long time ago, this lead has been doing their homework. They’re educated, they have questions, they’re close to a decision. Don’t over-explain. They want the maths and the next step.
The most recent visit before they actually converted. The channel that "closed the visit". Tells you what triggered them to finally pick up the phone.
What to do with itCompare it to the first-touch field. If they go "Google → Google → Direct", it’s a classic warming cycle. If they go "Facebook ad → Direct", the ad seeded the brand and they came back later. Both signal a decisive lead.
03 / Decision tree
When you scan a contact, look for these patterns. Each one tells you what kind of conversation to have.
04 / The 10-second playbook
Run this sequence every time a new WhatConverts lead lands. Should take under a minute. Walks you into every call already up to speed.
Open the contact in GHL. Scan the WhatConverts attribution block (the 10 fields above).
Read "Page they were on" first. This is the biggest single intent signal. Match your opener to it.
Then "What they searched for". If populated, you have their exact words. Lead the call with them.
If "Type of inquiry = Phone call", listen to the recording. Open the Conversations tab on the contact — GHL records every call natively. Two minutes here saves ten on the call back.
Check "How they found us". If "Paid ad", treat as priority (cost per lead is real). If "Organic", you have more breathing room.
Compare "First time visited" vs "Last visit". Long gap = ready to commit. Same day = fresh enquiry, may need education.
Pick up the phone or hit reply. You’re walking in already knowing who they are, what they want, and which broker they should talk to.
