How to Use Amplitude for Lead Attribution, Conversion Funnels, and A/B Testing: A Step-by-Step Guide
Key Takeaways
Manual reporting with Google Sheets and Looker Studio is time-consuming, error-prone, and not suitable for conversion funnel analysis.
Connecting Airtable to Amplitude via API enables automated lead attribution and conversion tracking by UTM parameters.
When your lead journey spans multiple platforms (like Kajabi, Circle, and ClickFunnels), you must preserve device ID and session ID across navigation to build accurate funnels.
Amplitude dashboards can visualize the complete funnel from landing page visit to scheduled call, revealing exactly where leads drop off.
A/B testing in Amplitude can compare conversion rates across different platforms, helping you make data-driven decisions about where to invest.
If you've built a lead management system in Airtable (like the one we covered in our previous guide), you've solved the data collection problem. But clean data sitting in a database doesn't answer the questions that actually matter.
Which lead source converts best? Where are leads dropping off? How long does it take someone to go from first visit to booked call? Which sales reps are closing?
This guide will walk you through how to connect your Airtable lead data to Amplitude and build dashboards that answer these questions automatically. No more manual reporting. No more spreadsheet wrangling.
We recently implemented this system for a client, and I'll share the lessons learned — including a critical technical challenge that breaks most multi-platform setups.
Before You Start: Understand What You're Solving For
If you're currently running reports through Google Sheets or Looker Studio, you're probably familiar with these pain points:
Manual data consolidation — Someone has to pull data from multiple sources and stitch it together every week
Error-prone reports — One wrong formula or missed row and your numbers are off
No funnel visibility — Spreadsheets show totals, but they can't show you where leads drop off in the journey
Broken attribution — You have UTM parameters on your campaigns, but no way to connect them to downstream conversions
What we saw with our client: They were spending hours each week building reports in Google Sheets and Looker Studio. The reports were always slightly different depending on who built them. Worse, they couldn't answer basic funnel questions: How many people who landed on the page actually submitted the form? How many of those booked a call? The data existed, but it wasn't connected.
Amplitude solves this by combining your lead/conversion data from Airtable with behavioral data from your website — giving you complete funnel visibility.
Step 1: Plan Your Event Structure
Before you start sending data to Amplitude, decide what events you need to track. Think about the key moments in your lead journey.
A typical structure might include:
Behavioral Events (tracked via Amplitude SDK):
Page Viewed
Form Started
Form Completed
Scheduling Page Viewed
Meeting Scheduled
Conversion Events (sent from Airtable):
Lead Created
Lead Qualified
Meeting Booked
Deal Closed
Write these down and define what triggers each event. This clarity will save you hours of troubleshooting later.
Pro tip: Keep your event names simple and consistent. Use past tense verbs ("Form Completed" not "Complete Form") and avoid abbreviations. Your future self will thank you when building dashboards.
Step 2: Set Up the Amplitude SDK on Your Platforms
To track behavioral data — what users do on your website before they convert — you need to install the Amplitude SDK on every platform in your lead journey.
This typically includes:
Your landing page platform (Kajabi, Circle, ClickFunnels, Webflow, etc.)
Your form tools (Typeform, Paperform, or native forms)
Your scheduling tool (Calendly, SavvyCal, etc.)
For most platforms, installation involves adding a JavaScript snippet to the page header. Amplitude's documentation covers the specifics for each platform.
Once installed, configure the SDK to track the behavioral events you defined in Step 1.
How we handled it: Our client's stack included Kajabi, Circle, ClickFunnels, Typeform, Paperform, and Calendly. We embedded the Amplitude SDK on each platform and configured event tracking for page views, form interactions, and scheduling events. This gave us visibility into the complete user journey across all touchpoints.
Step 3: Connect Airtable to Amplitude
Your behavioral events show what users do on your website. But to see the full picture — including lead status, qualification, and closed deals — you need to send conversion data from Airtable to Amplitude.
Set up Airtable automations that trigger when key events occur:
Trigger: When a record is created in your Leads table Action: Send a webhook to Amplitude's HTTP API with the "Lead Created" event
Trigger: When the Lead Status field changes to "Qualified" Action: Send "Lead Qualified" event to Amplitude
Trigger: When a meeting is scheduled (if tracked in Airtable) Action: Send "Meeting Booked" event to Amplitude
For each event, include relevant properties: lead source, UTM parameters, lead score, and any other data you'll want to filter by in your dashboards.
Pro tip: Use Airtable's native automations for this rather than Zapier. It's more reliable for high-volume events and you avoid extra subscription costs.
Step 4: Solve the Identity Resolution Problem
This is where most multi-platform setups break down. Pay close attention.
When a user's journey spans multiple platforms with different hostnames, their identity gets fragmented. Amplitude sees the same person as multiple different users because each platform has its own tracking context.
Why does this happen?
Imagine a typical journey: a user lands on a ClickFunnels page, navigates to Circle where they fill out a Typeform, then moves to a Kajabi page where they book a call through Calendly. That's four different hostnames in a single session.
Without intervention, the device ID and session ID reset at each transition. Amplitude thinks it's four different people. Your funnels show massive drop-offs that aren't real. The data is technically accurate but practically useless.
How to fix it:
When a user navigates from one platform to another, you need to pass the device ID, session ID, and UTM parameters through the URL.
Here's the high-level approach:
On each platform, capture the Amplitude device ID and session ID using the SDK
When generating links to the next platform, append these values as URL parameters
On the destination platform, read these parameters and initialize Amplitude with the existing device ID
Do the same for UTM parameters so attribution persists through the entire journey
You'll also want to capture these values in hidden fields on your forms, so when the lead data goes to Airtable and then to Amplitude, it can be matched to the behavioral data.
What we learned: This was the most technically complex part of our client's implementation. Their users moved across ClickFunnels → Circle → Typeform → Kajabi → Calendly in a single session. Without identity resolution, their funnels looked completely broken — showing 90%+ drop-off at each step. Once we implemented cross-platform identity persistence, the real funnel emerged: the actual drop-offs were much smaller and in completely different places than they expected.
Pro tip: Test this thoroughly. Create a test user journey and verify in Amplitude that it shows as one user with one session, not multiple fragmented records.
Step 5: Build Your Attribution Dashboard
With data flowing correctly, you can now build dashboards that answer your attribution questions.
Create a dashboard in Amplitude with the following charts:
Lead Volume by Source
Chart type: Bar chart or table
Event: Lead Created
Breakdown: UTM Source (or UTM Campaign, UTM Medium)
This shows you where your leads are coming from
Conversion Rate by Source
Chart type: Funnel
Events: Lead Created → Lead Qualified → Meeting Booked → Deal Closed
Breakdown: UTM Source
This shows you which sources convert best, not just which drive volume
Time to Convert by Source
Chart type: Funnel with time-to-convert enabled
This reveals how long each source takes to move through your funnel
What our client discovered: Once attribution was working, they could finally see which campaigns were actually driving qualified leads — not just clicks. Several high-volume sources turned out to have poor conversion rates, while a smaller source they'd been ignoring was converting 3x better.
Step 6: Build Conversion Funnel Dashboards
Your funnel dashboards show you exactly where leads drop off in the journey. Create a separate funnel for each lead source so you can compare them.
Example funnel structure:
Page Viewed (landing page)
Form Started
Form Completed
Lead Qualified
Scheduling Page Viewed
Meeting Booked
For each step, Amplitude will show you the conversion rate and drop-off. This tells you exactly where to focus your optimization efforts.
Pro tip: Create a funnel for your overall flow first, then duplicate it and filter by lead source. This lets you see if different sources have different drop-off patterns.
What we built for our client: We created separate funnels for each of their three lead sources. This revealed that one source had a massive drop-off at the form completion step — something they never would have seen in aggregate data. They optimized that specific form and saw a significant lift in conversions.
Step 7: Build Sales Rep Performance Dashboards
If you have multiple people handling leads, you'll want visibility into their performance.
Create a dashboard with:
Leads Assigned per Rep
Chart type: Bar chart
Event: Lead Created (or Lead Assigned)
Breakdown: Sales Rep field (passed from Airtable)
Conversion Rate per Rep
Chart type: Funnel
Events: Lead Assigned → Meeting Booked → Deal Closed
Breakdown: Sales Rep
Time to Close per Rep
Chart type: Funnel with time-to-convert
Shows how quickly each rep moves leads through the pipeline
This gives leadership visibility into team performance and helps identify coaching opportunities.
Step 8: Set Up A/B Testing
With funnel tracking in place, you can run meaningful A/B tests between different approaches.
Example: Our client was debating whether to use Kajabi or Circle for their landing pages. Kajabi was simpler but restrictive. Circle offered more customization. Opinions varied, but there was no data.
Here's how to set up a similar test:
Split your traffic between the two variants (different landing pages, different platforms, different offers)
Ensure both variants are tracking events consistently in Amplitude
Create a funnel that starts with the landing page view and goes through to your conversion goal
Use Amplitude's comparison feature to view both variants side by side
Let it run until you have statistical significance
The result for our client: Circle significantly outperformed Kajabi on conversion rate. The decision to consolidate on Circle was backed by data, not opinions. This kind of clarity is only possible when your funnel tracking is accurate.
Common Pitfalls to Avoid
Don't skip identity resolution. If you're tracking users across multiple platforms and don't solve for identity persistence, your funnels will be useless. This is the most common failure point.
Don't track too many events. Start with the core funnel events and add more later. Too many events create noise and make dashboards confusing.
Don't forget to include properties. When sending events to Amplitude, always include UTM parameters, lead source, and any other dimensions you'll want to filter by. You can't add these retroactively.
Don't build dashboards before validating data. Spend time in Amplitude's event explorer confirming that events are firing correctly and user journeys look right before you build dashboards on top of potentially broken data.
Don't expect instant results. You need enough data volume for your funnels and A/B tests to be meaningful. Give it at least a few weeks before drawing conclusions.
The Results: What to Expect
Once this system is running, you'll have:
Automated attribution reporting — No more manual spreadsheet work
Complete funnel visibility — See exactly where leads drop off
Source comparison — Know which channels actually convert, not just which drive traffic
Sales performance tracking — Visibility into rep-level metrics
A/B testing capability — Make decisions based on data, not opinions
What changed for our client: The weekly manual reporting disappeared entirely. They now have real-time dashboards that the whole team trusts. More importantly, they can take action — like the decision to move to Circle after proving it converted better. The system paid for itself within weeks.
Struggling to get accurate conversion data from your multi-platform lead funnel? Schedule a free discovery call and let's talk about how to fix it.
