# What Counts as a Lead

> For the complete documentation index, see [llms.txt](https://ghost.supermanservices.ca/llms.txt).

A person, their enquiries, and when a second contact is a second lead.

Section: Attribution Explained. Web version: https://ghost.supermanservices.ca/help/what-counts-as-a-lead

A lead is a person deciding whether to use your business. The calls, forms and messages are the evidence of that decision, not the lead itself.

## One person, several contacts
Someone who calls on Monday, submits a form on Tuesday and calls again on Friday is one lead with four pieces of evidence — not four leads. Counting each contact separately would multiply your lead count and divide your cost per lead by the same accident.

## When a second lead starts
A genuinely new enquiry — a new job, months later, a different problem — is a new lead. Ghost decides this from the content and timing of the contact, and falls back on a plain rule when it cannot tell: a closed enquiry, or a long enough gap, starts a new one.

## What is not a lead
Suppliers, recruiters, wrong numbers and spam are contacts, not leads. Where Ghost can tell, they are excluded from lead counts and still visible as activity.

## Platform leads
A lead form on an advertising platform creates a lead that the platform charged you for. A later call from that same person is more evidence for the same lead — not a new lead and not a new cost. See [Duplicate Leads](https://ghost.supermanservices.ca/help/duplicate-leads).