How it works
Turn Every Visitor Into a Qualified Lead
No credit card required. Cancel anytime.
CalcStack works in three steps: choose from hundreds of pre-built calculators, scorecards, quizzes, and benchmarks (or generate one with AI), paste a two-line embed snippet into any website, and automatically capture every visitor who completes the tool as a qualified lead with full input context, results, and UTM attribution in your dashboard.
Last updated: May 2026
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Pre-built tools
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Industries covered
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Site platforms supported
Chatbot delivery
One question at a time, all the way to a captured lead
According to Demand Gen Report, interactive content converts 2x more visitors than static equivalents. Chatbot mode is one of the deliveries behind that gap: the tool greets your visitor conversationally, asks one question at a time, and ends on the same result page (and lead capture flow) that fills the dashboard on a live install.
| Category | Value |
|---|---|
| Static content | 1x |
| Interactive content | 2x |
Source: Demand Gen Report, 2026Relative visitor conversion of interactive versus static content.
The walkthrough
From zero to capturing leads in under 5 minutes
Pick or generate your tool
You get a conversion-ready asset in under 2 minutes, not a blank canvas.
Browse the catalog by industry and tool type, or describe what you need in plain English and the AI generator builds a working tool (inputs, formula, thresholds, FAQ) in under a minute. Either way, you walk away with an interactive tool that is ready to embed and already optimized for lead capture.
Outcome: a tested, responsive tool configured for your industry and use case.
Paste one snippet, go live
Your site gains an interactive lead-capture surface without touching code or waiting on developers.
The Embed tab hands you a two-line snippet: a placeholder div and a script tag. Paste both into any page on WordPress, Webflow, Wix, Shopify, Squarespace, or plain HTML. Save, reload, done. The tool renders in place, fully responsive, in your brand color if you have set one. No build step, no plugin, no developer ticket.
Outcome: a live, branded tool on your site that visitors can use immediately.
Capture leads with full context
Every visitor who completes the tool becomes a qualified lead, not just an email address.
Visitors see a personalized result and unlock the full report by entering their email. The captured lead lands in your dashboard instantly with the inputs they entered, the result they received, UTM source, page URL, and timestamp. CRM routing fires the same payload into HubSpot, Salesforce, ActiveCampaign, Mailchimp, Slack, or any custom endpoint in real time.
Outcome: sales picks up a warm conversation with the prospect's own numbers attached.
Pick the right engine for your buyer
The most-embedded engine types, one buyer question each
Same embed contract for every engine type; the difference is which buyer question each is best at. Polls, surveys, and chatbot delivery share the same install.
Calculator
Number-in, number-out: ROI, payback, cost, margin.
Best when the buyer is modeling a numeric outcome before they will talk to sales.
Try the Profit Margin Calculator →Scorecard
Self-assessment questions return a categorical score with strengths and gaps.
Best when the buyer wants to benchmark themselves against industry norms.
Try the Marketing Health Score →Decision Engine
Compare two paths (build vs buy, hire vs outsource) and surface a recommendation.
Best when the buyer is at a fork and wants a justified pick they can defend internally.
Try the Hire vs Outsource →Benchmark
Side-by-side comparison against an industry baseline with sourced data.
Best when the buyer wants concrete comparative data alongside the recommendation.
Try the SaaS Benchmark →Grader
Rule-based audit of an asset (website, ad, email) with concrete fixes.
Best when the buyer wants a third-party diagnosis they can act on this week.
Try the Landing Page Grader →Quiz
Personality or category quiz returning a tailored outcome.
Best when the buyer is exploring options and a personalized recommendation drives the next step.
Try the What Marketing Channel →AI Generator
Plain-English brief, AI-generated artifact (cold email, tagline, ICP).
Best when the buyer wants a fast first draft they can edit, not a template.
Try the Cold Email Generator →Product Recommender
Quiz-style flow returns specific products (cards, prices, buy links).
Best for ecommerce and service catalogs where the right pick is non-obvious.
Try the Workout Style Recommender →The post-submit walkthrough
What actually happens the moment a visitor submits their email
The hop from "tool completed" to "row in your CRM" is the part that usually breaks on lower-end lead-gen plugins. The path on a CalcStack embed is direct: each step on the right is what the system actually does in sequence.
Start Free →- Step A
Visitor submits the email
The gate validates the email is well-formed, fires an analytics event, and unlocks the full result on the same page. No redirect, no broken back-button.
- Step B
Lead row lands in the dashboard
The full payload (email, tool ID, inputs, computed result, UTM, page URL, timestamp) writes to the database. The dashboard list view updates in real time so the team sees the lead within a second.
- Step C
Webhook fires to your CRM
If your plan includes CRM routing, a webhook hits HubSpot, Salesforce, ActiveCampaign, Mailchimp, Slack, or your custom destination with the entire payload. Failures retry with exponential backoff so a temporary CRM outage does not lose the lead.
- Step D
Optional confirmation email
When the tool is configured to send a PDF report, the visitor gets the report as an email attachment within a minute. This becomes the first touch from your brand the visitor sees in their inbox.
What this looks like in practice
Three businesses, three embeds, three lead flows
Same mechanism, different content. Each story describes the lead-capture pattern; the linked tool is the actual asset that ships in the box.
Dental Practice
Treatment cost decision
Prospective patients price-shop before they call. A treatment cost decision tool delivers a personalized estimate, then the email gate captures the visitor while their intent is highest.
SaaS Founder
ROI calculator
Buyers want to model the value before booking a demo. An embedded ROI calculator turns the pricing page into a conversation; the captured lead arrives with their own numbers attached and is sales-ready.
Travel Agency
Where should you travel quiz
Trip planners want help narrowing the choice. A short recommender quiz returns a personalized destination match, then the email gate captures the visitor as a trip lead with the inputs that drove the match.
Questions
Frequently Asked Questions
Walk me through what the first five minutes actually look like.
You sign up, land in the dashboard, pick a tool from the catalog (or describe a tool in plain English and the AI generator builds one), open the Embed tab, copy the script snippet, paste it into the HTML of any page on your site, and reload. The tool renders in the place you pasted it. From signup to live embed is usually under five minutes for a first-time user.
I use a no-code site builder. Will paste-and-go actually work?
Yes. WordPress takes the snippet inside a Custom HTML block (Gutenberg) or a code module in any builder. Webflow has an Embed element. Wix has the HTML iframe widget. Shopify has custom Liquid sections. Squarespace has the Code block. Framer has the Embed component. HubSpot CMS handles raw HTML modules. Plain static HTML obviously works. The same script tag is what you paste in every case; only the host UI differs.
Will the embed look right on mobile?
The tool is responsive by default and respects the host page's container width. On a typical mobile breakpoint the question UI stacks vertically and tap targets are sized to the WCAG 2.5.5 minimum. The chatbot delivery mode goes full screen on mobile under 640 pixels so the visitor is never fighting for screen real estate while answering.
What does the captured lead actually contain?
Email plus tool ID, tool name, the full input payload the visitor entered, the computed result, any UTM parameters carried in from the source link, the page URL the tool was embedded on, and the timestamp. Everything that ran through the engine to produce the result is preserved with the lead, so sales can pick up the conversation with full context instead of just a name.
Where do the captured leads go after they land in the dashboard?
Three places. First, into the dashboard list view for the tool itself with a per-lead detail panel. Second, optionally into your CRM via the per-tool webhook (native routing for HubSpot, Salesforce, ActiveCampaign, and Mailchimp; generic webhook for any custom destination). Third, optionally into a Slack channel as a routed notification so the team sees new leads in real time without checking the dashboard.
If I customize the look, will updates to the tool break my embed?
No. Per-customer branding lives at the customer level and reapplies on every render automatically. The embed snippet does not pin a version; bugfixes and content updates to the tool propagate to every embed at next load. If you specifically want to freeze a version (rare), the dashboard lets you do that per tool.
Do I need a developer to install it?
No. The whole install is a paste-and-save. The CMS or site builder you already use accepts a script tag; that is the only operation. Developers come into the picture only if you want a custom webhook destination or a heavily customized data flow, both of which are configuration in the dashboard, not code.
Will the tool match my site's design?
By default the tool inherits your site's typography and uses neutral chrome that blends with most designs. Paid plans add a brand color, logo, and the option to drop the Powered by CalcStack footer. Enterprise tiers go full white-label where the tool looks natively built by you.
Does the embed slow down my page?
The embed script is small and lazy-loaded; it does not block first paint of the host page. The tool renders into its placeholder div after the host page finishes loading. The CSS is scoped so it cannot leak into your site's own styles.
Can I A/B test two versions of the same tool?
Yes on paid plans. The embed accepts an A/B test ID; CalcStack routes incoming traffic between variants in the proportions you set and reports lead capture per variant alongside the standard funnel metrics.
Want the case for interactive lead capture? Read Why CalcStack →
Your next visitor could be your next lead.
Pick a tool, paste one snippet, and start capturing qualified leads with full context in under 5 minutes. No credit card required.