Why does the number of conversions not match new leads?

The number of conversions and new leads may not match for the following reasons:

• You have active widgets that are not collecting leads' emails. For example an offer to download an e-book where a conversion is counted when the button is clicked and the visitor is taken to another page to download the e-book.
• A visitor who is already a subscriber, submits another widget. As the visitor is already a subscriber they will not show up as a new lead but their conversion will still be counted.
• You have deleted a subscriber. Note that deleting a subscriber does not delete the conversion count.
• A visitor has filled in the same widget more than once. To prevent this, you can use the Display Rule - "Don't Show If Widget was submitted in the last x number of days".