Tracking & Analytics

How to track leads with Meta Pixel, Google Tag Manager and UTM parameters in fluss.ai.

Last updated: 2026-02-04

fluss.ai supports various tracking methods to measure the success of your lead generation.

Flow Analytics (Drop-off Rate)

In the Flow Editor, you'll find detailed performance statistics under Analytics:

Drop-off rate per step: See at which point users abandon the form
Conversion rate: How many visitors become leads?
Step-by-step analysis: Identify bottlenecks in the lead funnel

Not all steps are visited by every user - depending on the route (e.g. house vs. apartment), different paths are taken. The drop-off rate per step accounts for this.

How to find Analytics:

Open Flows
Click Analytics on the right in the flow list
Analyze drop-off rate and conversion data

Meta Pixel (Facebook)

The Meta Pixel enables conversion tracking for Facebook and Instagram Ads. Integration works via Custom Events – just like GTM.

Setup

Add Pixel to your website: Include the Meta Pixel in your website's <head> (or via GTM)
Register event listener: Use fluss.ai's Custom Events to track conversions

document.querySelector('fluss-x')?.addEventListener('flow:submit', (e) => {
  // Fire Meta Pixel Lead event
  if (typeof fbq !== 'undefined') {
    fbq('track', 'Lead', {
      content_name: e.detail.flowGroupHashId,
      lead_id: e.detail.leadHashId
    });
  }
});

The Meta Pixel is only loaded after cookie consent. Make sure your cookie banner is correctly configured.

Test the pixel with the Meta Pixel Helper browser extension to ensure events are sent correctly.

Custom Events (for GTM & custom scripts)

fluss.ai fires Custom Events on the fluss-x element that you can use for GTM or custom scripts.

Available Events

// Register event listener on the Flow element
const flowElement = document.querySelector('fluss-x');

// On step change (next)
flowElement.addEventListener('flow:next', (e) => {
  console.log('Next step:', e.detail);
  // { currentStep, nextStep, fieldValues }
});

// On lead submission
flowElement.addEventListener('flow:submit', (e) => {
  console.log('Lead created:', e.detail);
  // { leadHashId, flowGroupHashId, steps, history }
});

// On step back
flowElement.addEventListener('flow:previous', (e) => {
  console.log('Back:', e.detail);
  // { currentStep, previousStep }
});

Using with Google Tag Manager

To use these events in GTM, add this code to your page:

document.querySelector('fluss-x')?.addEventListener('flow:submit', (e) => {
  window.dataLayer = window.dataLayer || [];
  window.dataLayer.push({
    event: 'fluss_lead_submit',
    leadHashId: e.detail.leadHashId
  });
});

Then in GTM:

Create new trigger: Custom Event → fluss_lead_submit
Link Google Ads Conversion Tag with this trigger

UTM Parameters

UTM parameters are automatically captured and stored with the lead.

Supported Parameters

Parameter	Description	Example
`utm_source`	Traffic source	facebook, google
`utm_medium`	Marketing medium	cpc, email, social
`utm_campaign`	Campaign name	summer_campaign_2026
`utm_content`	Ad variant	banner_v2
`utm_term`	Keyword (for search)	property_valuation

Example URL

https://fluss.ai/l/your-landingpage/abc123?utm_source=facebook&utm_medium=cpc&utm_campaign=leadgen_q1

View Lead Source

You can find UTM parameters:

In the lead overview (column "Source")
In lead detail under "Tracking"
In webhook payloads for CRM integration

Lead Source without UTM

Even without UTM parameters, the origin is captured:

Referrer: The referring website
Landing Page URL: The page where the Flow is embedded
Direct: When no source can be determined

For embedded Flows on your website, your page's URL is stored as the source, not fluss.ai.

Tracking in Automations

You can use tracking data in automations:

Conditional emails: Different emails based on traffic source
Webhook payload: Send UTM parameters to your CRM
Lead scoring: Prioritize leads from certain sources

Privacy Notes

Tracking requires cookie consent (except for UTM parameters)
All tracking data is processed in GDPR compliance
IP addresses are not stored
Users can decline tracking