You rely on Google Analytics for lead tracking but struggle to attribute individual leads to a specific channels.
When a lead converts to a customer, it’s impossible to trace them back to a specific channel or ad.
Why? Because Google Analytics only shows lead data at an aggregated level (e.g., 50 leads were generated from the Paid Search channel).
However, what we want is to identify the source of each lead on an individual level.
So when this specific lead becomes a paying customer, we can trace it back to the channel that sourced the lead.
Luckily, there’s a simple way to connect each lead to its specific channel and send this data to Salesforce for tracking paid customers.
Let’s break it down step by step!
How to track Google Analytics data in Salesforce
Step 1: Add Leadsources in your website
Leadsources is an easy-to-use tool that tracks the lead source data, just like Google Analytics. After installation on your website, it tracks up to 7 lead source details for every lead you generate:
- Channel
- Source
- Campaign
- Term
- Content
- Landing page
- Landing page subfolder
➡️ Sign up to Leadsources.io for free
➡️ Add the Leadsources tracking code to your site
Step 2: Add the hidden fields in your form
Hidden fields are fields in a form that users cannot see, but they store information that gets submitted with the form.
Leadsources automatically fills hidden fields with lead source data. When a visitor submits the form, these fields are populated with the source of the lead.
Step 3: Send lead source data to Salesforce
The lead source information can be transferred from your form builder to Salesforce.
You can track the source of your leads, sales, and revenue directly in Salesforce.
This helps you connect your marketing activities with your sales performance.
➡️ Send lead source data to Salesforce
How does Leadsources work?
When a visitor lands on your site, Leadsources collects lead source data (similar to Google Analytics) and fills in the hidden fields of your form. After submission, this data, including details like name and email, is sent to Salesforce.
Leadsources monitors the source of each lead:
| Lead source data | Fetched automatically |
| Channel | ✅ |
| Source | ✅ |
| Campaign | ✅ OR use UTM_campaign |
| Content | UTM_content parameter is required |
| Term | UTM_term parameter is required |
| Landing page | ✅ |
| Landing page subfolder | ✅ |
When UTM parameters are unavailable—such as with organic sources like Google search or when your website is referenced in an article—Leadsources still tracks the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Unlike other platforms, Leadsources tracks the source of leads from both organic and paid marketing channels.
Choose a channel to view the lead source data that Leadsources populates in your form.
Performance reports: Lead, sales, and revenue by source
By capturing lead source data in Salesforce, you can produce performance reports such as:
- Leads, sales, and revenue by channel
- Leads, sales, and revenue by source
- Leads, sales, and revenue by campaign
- Leads, sales, and revenue by term (e.g. keyword or adset)
- Leads, sales, and revenue by content (e.g. ad)
- Leads, sales, and revenue by landing page
- Leads, sales, and revenue by landing page subfolder
This enables you to refine your marketing budget based on the channels, sources, campaigns, terms, and content that drive the highest number of leads, sales, and revenue.
Let’s explore some of the reports you can generate.
1. Lead source reports
Create performance reports that display the number of leads generated by:
- Channel
- Source
- Campaign
- Term (e.g. keyword or adset)
- Content (e.g. ad)
- Landing page
- Landing page subfolder
Example #1: Leads by channel
This report allows you to determine the channel that generates the highest number of leads.
Example #2: Leads by campaign
You can now concentrate on a particular lead source (e.g., Google Ads) and track the number of leads generated by each campaign.
Example #3: Leads by keyword and ad
After identifying the campaign that generates the highest number of leads, you can evaluate which specific keyword ad is driving those leads.
2. Sales and revenue source reports
Now that we have identified the channels, sources, campaigns, terms, and content generating leads, it’s time to assess whether these leads are converting into sales and revenue.
To achieve this, forward your leads to Salesforce, enabling you to monitor sales and revenue across various channels, sources, campaigns, keywords, content, landing pages, and subfolders.
With this data, you can optimize your marketing strategy by focusing on the channels and campaigns that generate the highest sales and revenue.
You can also generate comprehensive sales and revenue reports, such as:
- Sales and revenue by channel
- Sales and revenue by source
- Sales and revenue by campaign
- Sales and revenue by term (e.g. Keywords)
- Sales and revenue by content (e.g. Ads)
- Sales and revenue by landing page
- Sales and revenue by landing page subfolder
To illustrate, let’s consider the following scenario:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
After running ads on Google Ads and Facebook Ads Manager, the first “Leads by Channel” report revealed that Facebook (Social Paid) generated more leads than Google (Search Paid).
Upon analyzing sales and revenue data in Salesforce, you found that Search Paid generated more revenue with fewer leads than Social Paid. Based on this insight, you adjusted your budget to focus more on the Search Paid channel.