Lead Attribution

It's incredibly easy to track a visitor's journey from anonymous viewers to engaged leads on Storylane.

• How Lead Attribution Works
• Installing the Script
• Lead Attribution Tracking
• Best practices

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👉 How Lead Attribution Works

1. First Visit: Unknown Lead A visitor lands on your site but hasn’t shared their email: they’re still anonymous.
2. Demo Time: Staying Anonymous The visitor explores a Storylane demo — we identify account-level data but without the visitor submitting a form, they're still unknown at a user-level.
3. Form Filled: They’re In The visitor eventually fills out a form on the website (with Storylane JS embeded). Now, Storylane can link their email to past demo interactions.
4. Lead Linking Magic Boom! Storylane matches the email with previous demo actions, giving us a full picture of their journey and interest level (+ all future interactions)!

For automatic lead attribution to work, Storylane JS must be installed on every page of the website. Without this, we can’t detect those form submissions or link demo activity back to leads.

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👉 How to Install the Storylane JavaScript Code

Add this code snippet to the <head> section on every page to power up lead tracking:

<script>
  (function() {
    "use strict";
    function e(t) {
      var r = t.head;
      if (!r) return;
      var i = t.querySelector('script[src="https://js.storylane.io/js/v2/storylane.js"]'),
          n = t.querySelector('script[src="https://js.storylane.io/js/v1/storylane.js"]');
      if (i || n) return;
      var s = t.createElement("script");
      s.type = "text/javascript", s.async = !0, s.src = "https://js.storylane.io/js/v2/storylane.js",
      r.appendChild(s);
    }
    e(window.document);
  })();
</script>

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👉 Lead Attribution Tracking

How to Set Up Using Google Tag Manager (GTM)

Add Storylane SDK quickly using Google Tag Manager without any engineering effort.

1. Sign in to Google Tag Manager and select “Workspace”.
2. Click on “Add a new tag” and name it "Storylane Tag".
3. Click Edit on Tag Configuration and under custom, select Custom HTML.
4. Copy the tracking script below and paste it into the HTML field. Hit Save.

<script>(function(){"use strict";function e(t){var r=t.head;if(!r)return;var i=t.querySelector('script[src="https://js.storylane.io/js/v2/storylane.js"]'),n=t.querySelector('script[src="https://js.storylane.io/js/v1/storylane.js"]');if(i||n)return;var s=t.createElement("script");s.type="text/javascript",s.async=!0,s.src="https://js.storylane.io/js/v2/storylane.js",r.appendChild(s)}e(window.document)})();</script>

1. In the Triggers popup, click Add Trigger and select All Pages.
2. Once the trigger has been added, click on Publish at the top of your GTM window and that’s it!

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👉 Best Practices

To keep everything smooth:

• Storylane JS Code: Must be on every page, in the <head> tag.
• CRM Integrations: We support Marketo, HubSpot, and Pardot (other CRMs coming soon).

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If you need help or have any questions, feel free to contact us at [e-mail].