Why Would Landing Page Conversion Be Lower than Filled out Form Filter reports?

[Anonymous]

We have two ways we are looking at the numbers for conversion rates.

1) Landing page - shows the # views on the page and the number of conversions = 5256 (date range set to 1/30/2013-6/11/2014)
2) Smart List with the following:
- Filled Out Form is Whitepaper Request, Webpage is the same as above, date of acticity is on ore after 1/30/2013 = 5327

I would have expected the first on (just conversion on the page) to be higher since that should be counting every form fill whereas the filled out form smart list is only adding +1 for each lead, even if they filled it out more than once.

Any ideas why these numbers would be flipped? We are seeing quite a few of these and don't understand why. Any ideas of what to look at/consider is appreciated.

Thanks,
Sheila

[Anonymous]

Hi Sheila,

Maybe one of your campaign is set up as "lead can run through the flow once" and the other "lead can run through the flow every time". This would explain the difference...