To get to see our mortgage rates, we drive users through a flow with multiple questions to tailor the results. We also ask them to fill out a contact form, so in the end it’s a lead gen flow.

In cases like these, how do you measure the success of your landing page?

Do you actually measure whether they signed up in the end, or do you estimate the landing page’s job is just to get them started (and so focus on clicks from the LP)?

If you do decide that you’re measuring something down the funnel, do you tend to send back the conversion to Unbounce or do you use GA or another 3rd party tool to look at which pages/variants are driving more conversions?

Sounds like the steps are:

1. LP
2. Quiz / survey to tailor results - multiple questions
3. Contact form to get results

Is this correct?

If yes, I’d try to keep track of metrics for all 3 steps, and count completion of e3] as the primary KPI with clicks from the LP & drop-offs during the quiz as secondary KPIs.

I’m assuming your goal is to get folks to complete the contact form & become leads - but you also need to keep track of the steps before to see which LP variant leads to more completions.