You are using Google Analytics to monitor lead sources, but it does not enable you to assign each lead to a particular channel.
When a lead becomes a customer, you cannot attribute that customer to a specific channel or ad.
Why? Because Google Analytics only aggregates lead source data, meaning it will show total counts like 50 leads from Paid Search.
Our preference is to monitor lead sources at the level of each individual lead.
This enables us to track the customer back to the original channel that generated the lead once the lead makes a purchase.
Luckily, there is a way to associate leads with their source channels and send this information to HubSpot CRM for tracking the conversion of each paid customer.
Let’s take it one step at a time!
How to track Google Analytics data in HubSpot CRM
Step 1: Add Leadsources in your website
Leadsources is a simple tracking tool that monitors lead source data in a similar manner to Google Analytics. Once installed, it can capture up to 7 pieces of data for each lead:
- 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 form elements that remain unseen by the user, but they contain information that is transmitted with the form.
Leadsources stores lead source information in hidden fields. When the visitor submits the form, these fields are filled with the corresponding lead source.
Step 3: Send lead source data to HubSpot CRM
You can forward the lead source data from your form builder to HubSpot CRM.
The source of your leads, sales, and revenue is easily trackable through HubSpot CRM.
This helps you track the relationship between marketing activities and sales success.
➡️ Send lead source data to HubSpot CRM
How does Leadsources work?
As a visitor arrives on your site, Leadsources gathers lead source data (similar to Google Analytics) and fills the hidden fields in your form. After submission, the data, including the lead’s name and email, is sent to HubSpot CRM.
Leadsources records where each lead is coming from:
| 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 aren’t available—like with organic sources such as Google search or when your site is referenced in an article—Leadsources still captures the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Leadsources is unique in tracking lead sources across both organic and paid marketing channels.
Identify a channel to review the lead source data placed into your form by Leadsources.
Performance reports: Lead, sales, and revenue by source
By tracking lead source data in HubSpot CRM, you have the ability to 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
With this insight, you can reallocate your marketing budget towards the most effective channels, sources, campaigns, terms, and content for maximizing leads, sales, and revenue.
Let’s now take a look at the range of reports you can generate.
1. Lead source reports
Create performance reports revealing 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 provides a clear view of which channel is generating the most leads.
Example #2: Leads by campaign
Now you have the opportunity to focus on a specific lead source (e.g., Google Ads) and monitor lead generation by each individual campaign.
Example #3: Leads by keyword and ad
Once the campaign with the most leads is selected, you can investigate which particular keyword ad is producing those leads.
2. Sales and revenue source reports
Now that we know which channels, sources, campaigns, terms, and content are producing leads, we need to verify whether these leads are translating into sales and revenue.
Send your leads to HubSpot CRM to gain insights into sales and revenue across different channels, sources, campaigns, keywords, content, landing pages, and subfolders.
This data enables you to realign your marketing strategy, by focusing on the channels and campaigns that deliver the best sales and revenue outcomes.
With this, you can generate detailed reports on sales and revenue, 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 explain further, let’s look at the following example:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
After initiating ads on Google Ads and Facebook Ads Manager, the first “Leads by Channel” report showed a higher number of leads from Facebook (Social Paid) than from Google (Search Paid).
By analyzing the sales and revenue data in HubSpot CRM, you found that Search Paid achieved higher revenue with fewer leads compared to Social Paid. Consequently, you shifted your marketing budget to favor Search Paid.