Your quiz has no leads because nobody signed in
Submissions are climbing and the Leads page is empty. That is not a bug: an anonymous submission leaves no contact details, so it creates no lead. Here is the one setting that decides it, the second door through bookings, and how to read the five-stage funnel to tell which gate you are missing.
Submissions are climbing. The Leads page is nearly empty. Nothing is broken — those two pages count different things, and the gap between them usually comes down to one setting nobody opened.
A lead is a person, not a submission
A lead is created when a signed-in respondent submits a quiz. An anonymous submission creates no lead, for the plain reason that there is nothing to follow up with: no name, no email, nobody to write to.
The two words are worth separating, because the dashboard uses both:
| Respondent | Lead | |
|---|---|---|
| What it is | A person's profile — name, email, avatar, any extended fields | That person's place in your pipeline — status, owner, tags, comments |
| Created when | They submit, they sign up, or you add them by hand | They submit while signed in, or you add the lead by hand |
| Can exist on its own | Yes — a respondent can have no lead | No — a lead always belongs to a respondent |
A respondent is the person; a lead is where that person sits in your pipeline. And leads are deduplicated across quizzes — if the same person takes three of your quizzes there is still one lead, carrying a response count of three. So counting "leads per quiz" never quite works: the Leads page is a list of people, not of submissions.
The setting that decides it
More Settings → Submission Access answers "who can take this quiz?" with three options, and that choice is the whole ballgame:
| Option | What respondents experience | Leads |
|---|---|---|
| Open to everyone | Answer and see the result immediately, no sign-in | None* |
| Sign in to view results | Anyone can answer; a sign-in unlocks the report | Yes — the main lead-capture option |
| Sign in to take the quiz | Only signed-in people can answer at all | Yes, but reach is limited |
* Unless the booking section is on — that is a second sign-in trigger, covered below.
If you built a quiz "for lead generation" and left it on Open to everyone, it is working exactly as configured. It is a fine top-of-funnel asset and a hopeless lead magnet.
The third option looks stricter and therefore safer, but it puts the gate in front of the work: strangers are asked to identify themselves before they know whether your quiz is any good. Keep it for invite-only and internal use. For anything you promote publicly, Sign in to view results is the one you want.
Why that gate is cheaper than a form
Bolting a form onto the end of a quiz asks for an email in exchange for a promise. The sign-in gate asks for it in exchange for something the respondent has already earned — they answered every question, the result exists, and it is one click away. Same field, much better moment.
Two details make it cheaper still:
- There is no account to create. Sign-in is an emailed code or Google. No password to invent, nothing to remember, no verification mail to go hunting for.
- The submission is claimed, not re-taken. Signing in attaches the response they already made to their new identity. Their answers survive, the report opens, and the lead is created in the same step — the lead's activity timeline records it as "claimed an anonymous response".
That second point is the one people miss. The gate is not a wall in front of your quiz; everyone still answers it. You are only asking the people who finished — the ones who just spent three minutes on you — to say who they are.
The second door: bookings
Report visibility is not the only sign-in trigger. The booking section on the result page requires a sign-in too, and it produces the same lead by the same claiming mechanic — with the session attached to it.
Turn it on under Share → Booking → Show booking section on result page. One prerequisite catches people out: until availability is configured, the switch does nothing and nothing renders.
This unlocks a combination worth knowing. A quiz left Open to everyone with the booking section on keeps its lowest-friction path — anyone can take it and read their result without identifying themselves — while still capturing the smaller, much warmer group who want to talk. Fewer leads, higher intent. For a quiz whose whole job is filling your calendar, that is often the better trade.
One rule to design around: a person can hold only one active booking with your team at a time, and that limit spans quizzes. Someone who booked from quiz A is told they already have a session when they finish quiz B, rather than being offered a second slot.
Read the funnel to find the missing gate
Insights follows a single visit through five stages, each percentage relative to the stage before it:
Viewed → Started → Submitted → Report viewed → CTA clicked
For this particular problem, one transition does all the diagnostic work:
| What you see | What it means |
|---|---|
| Submitted ≈ Report viewed, but no leads | There is no gate — reports are open to everyone. Check Submission Access |
| Submitted → Report viewed drops hard | The gate is there and people are refusing it: the result is not yet worth an email |
| Healthy to Report viewed, CTA clicked flat | Leads are arriving. The problem is the offer on the result page, not identity |
Check the exact definitions before acting on the numbers. Started counts answering a question, not clicking "start". Report viewed counts the report finishing while the respondent is still on the page. And the funnel only counts sessions since the feature shipped — it does not backfill history, so early on your total submissions can legitimately exceed the funnel's Submitted count.
If the middle row is yours, the fix is copy rather than configuration. The screen asking for the email should say what it buys: "see your full profile across all six dimensions" beats "sign in to continue". The top drop-off questions in the same report will tell you whether people are quitting long before they ever reach the gate.
A ten-minute audit
- Open the quiz you actually promote. More Settings → Submission Access — is it on Open to everyone?
- If the quiz exists to generate leads, switch it to Sign in to view results.
- If it exists to fill your calendar, configure availability and turn on the booking section instead.
- Note today's Submitted → Report viewed rate in Insights, so you have something to compare against next week.
- Confirm the result page carries a CTA at all — one per outcome type in an Outcome quiz, one per score band in a Scored quiz.
None of this changes a single question. It changes who you know afterwards.