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Need help with duplicate issue with web to lead

I am consulting with a client who is manually entering leads from their website and know I can set him up with a web to lead form. The issue is that when a lead downloads a trial of their product it generates a lead and when the same client makes a purchase and activates the product it generates another lead. I was thinking I could generate two web to lead forms, however, it would still generate duplicates. In addition, there is also a product serial number that gets generated for the trial and one different one for the activation. Please let me know if you have other questions. Thanks!!