Inbound

    Complete Guide

    Track your own website, embed forms, and see which channel actually produced pipeline.

    By Sebastian StreiffertPublished Jan 10, 2026Updated May 4, 20266 min read

    What you can do here

    Inbound connects your own website to the CRM. Visits are recorded, embedded forms turn submissions into contacts, and attribution shows which channel actually produced pipeline.

    • Answer "where did this lead come from?" without guessing.
    • See what a prospect read on your site before they got in touch.
    • Put a working contact form on your site without a developer.
    • Settle the argument about whether the newsletter is worth writing.
    Inbound
    Inbound
    OverviewVisitorsFormsAttribution

    1,284

    Visitors

    96

    Identified

    31

    Conversions

    ChannelContactsWon
    Organic search4812,400
    LinkedIn278,900
    Newsletter213,200
    • 1
      Headline numbers: Visits, and how many you can put a name to
    • 2
      By channel: Contacts and revenue, not just clicks
    Inbound is about your existing website. Landing pages you build inside Lumenbase are a separate thing: see Pages.

    The pages

    PageWhat it shows
    OverviewVisitors, how many you identified, active forms, and conversions.
    VisitorsWho has been on the site, when, and where they came from.
    FormsForms you can embed on your own site, and what they collected.
    AttributionWhich channel produced contacts, deals, and revenue.
    SetupThe tracking snippet for your site.

    Get tracking working

    Nothing on the other pages works until this is done. It is a five-minute job.

    1

    Copy your snippet

    Inbound → Setup has it. It is unique to your workspace.
    2

    Paste it into your site

    Put it in the site template so it loads on every page, the same place your web analytics tag goes. Whoever maintains your site will know where that is.
    3

    Confirm it is reporting

    Overview tells you plainly when tracking is not live yet, rather than showing zeroes you might read as a quiet week.

    Understand your visitors

    Most visitors start out anonymous. Someone becomes a named contact when they fill in a form, or when they open your site from a link in an email you sent them, which also works if they read the email on a phone and browsed on a laptop.

    Once you can put a name to someone, their earlier visits appear on their contact timeline, grouped by session. That is what lets you see what a prospect read before they got in touch, not only afterwards.

    There is an optional add-on that suggests which company an anonymous visit came from. It is priced separately because it costs per lookup. Without it, anonymous visitors stay anonymous until they identify themselves.

    Put a form on your site

    1

    Build it

    Inbound → Forms → New form. Keep it short. Every extra field costs you submissions.
    2

    Publish and copy the embed

    Paste the embed where you want the form to appear.
    3

    Watch what it collects

    Submissions become contacts with the source recorded, so they arrive ready to work rather than as a nameless list.
    StatusWhat it means
    DraftStill being built. The embed is not live.
    PublishedLive and collecting.
    ArchivedThe embed stops working, but what it collected stays in your reporting.
    Archive rather than delete a form you are retiring. Deleting takes its submissions out of your reporting, so last quarter's numbers change under you.

    Read attribution

    Attribution follows people from the website through to money: contacts, deals, and won revenue per channel.

    • First touch credits the channel that brought someone in the first time. Use it to decide where to spend on awareness.
    • Last touch credits the channel just before they converted. Use it to see what closes.

    Reading the revenue column

    Amounts stay in the currency each was recorded in rather than being merged into one number that hides the mix. If you sell in two currencies, you will see two totals.

    Deal and revenue figures only show for people who can see deals. If you are missing the money column, that is why, and the page says so rather than quietly showing a short total.

    When something looks wrong

    What you seeWhat to do
    Attribution is emptyAlmost always the snippet is not live yet. Check Overview, which says so directly.
    Visitors but no contactsNobody has identified themselves yet. Add a form, or send a campaign that links back to the site.
    A form stopped collectingCheck it is still Published. Archived forms stop the embed on purpose.
    No revenue columnYou need access to deals. Ask an admin.

    Quick reference

    Open it: Sidebar → Inbound
    Start here: Inbound → Setup
    Pages: Overview · Visitors · Forms · Attribution · Setup
    Form statuses: Draft · Published · Archived
    Attribution: First touch and last touch

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