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The simplest way to do this is to set up a Lead Was Created trigger with the constraint 'Form Name is Demo Request Form'. You can add any additional Form names to the constraint as well. If you need to identify past leads who were created by a demo form fill out, you can do the same thing with the Lead Was Created filter.
Thanks, Kenny. Since I truly want to see how many first time visitors fill our demo requests, is there a way to filter out visitors who may have browsed our site anonymously in the past?
If that method above is not precise enough, the best way to do this would be to cookie your visitors.
Your first time form conversions should also have a lead source and lead source detail captured and blocked from being overwriten.
Run your lead report and group by lead source, in your smart list section of the report, use the filter filled out form X
You will have first time leads by Form demo.