Google Analytics tracks where your leads are coming from, but it does not link them to specific marketing channels.
When a lead becomes a customer, it is not possible to track back to the channel or ad that directly influenced the conversion.
Why? Because Google Analytics provides aggregated data that summarizes lead sources, like showing 50 leads from the Paid Search channel.
We aim to capture the source of every lead at the individual level.
This process allows us to track the lead back to the originating channel once it becomes a paying customer.
Fortunately, there’s an effective method to track the channel responsible for each lead and send this data to Zendesk Sell for monitoring paid customer conversions.
Let’s look at it step by step!
How to track Google Analytics data in Zendesk Sell
Step 1: Add Leadsources in your website
Leadsources is an easy-to-implement tool that tracks the source of your leads, just like Google Analytics. Once installed, it tracks up to 7 unique sources for each lead you capture:
- 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 parts of a form that are not visible to the user but store data that is included in the form submission.
Leadsources places lead source data into hidden fields. Upon form submission, these fields are filled with the source of the lead.
Step 3: Send lead source data to Zendesk Sell
Lead source data can be passed from your form builder to Zendesk Sell for tracking.
You can directly track your leads, sales, and revenue sources using Zendesk Sell.
This ensures that you can directly relate marketing actions to sales outcomes.
➡️ Send lead source data to Zendesk Sell
How does Leadsources work?
Upon visiting your site, Leadsources gathers lead source data (similar to Google Analytics) and populates the hidden fields of your form. After submission, this data, along with lead details like name and email, is sent to Zenesk Sell.
Leadsources monitors the origin of all incoming leads:
| 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 | ✅ |
Even if UTM parameters are missing—such as with organic sources like Google search or mentions of your site in articles—Leadsources still collects the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Leadsources stands out from other tools because it tracks lead sources across all channels, both organic and paid.
Choose a channel to view the details of the lead source data that Leadsources places into your form.
Performance reports: Lead, sales, and revenue by source
By recording lead source information in Zendesk Sell, you can create 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 provides the ability to adjust your marketing spend based on the channels, sources, campaigns, terms, and content that drive the highest levels of leads, sales, and revenue.
Now, let’s explore the types of reports you can generate.
1. Lead source reports
Generate reports detailing the number of leads sourced from:
- 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 makes it easy to identify which channel is delivering the most leads.
Example #2: Leads by campaign
Now, you can focus on a targeted lead source (e.g., Google Ads) and assess how each campaign performs in terms of lead generation.
Example #3: Leads by keyword and ad
Once you identify the campaign that is producing the highest number of leads, you can determine which keyword ad is driving these results.
2. Sales and revenue source reports
Now that we’ve identified the channels, sources, campaigns, terms, and content that are driving leads, we need to check whether these leads are leading to sales and revenue.
To track your sales and revenue across all channels, sources, campaigns, keywords, content, landing pages, and subfolders, send your leads to Zendesk Sell.
Using this insight, you can refine your marketing approach to target the most successful channels and campaigns in terms of sales and revenue.
You can also develop 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 better demonstrate, let’s walk through 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 through Google Ads and Facebook Ads Manager, the “Leads by Channel” report showed that Facebook (Social Paid) was more effective than Google (Search Paid) in bringing in leads.
Upon analyzing the sales and revenue data in Zendesk Sell, you found that Search Paid generated more revenue with fewer leads compared to Social Paid. This insight led you to shift your budget toward Search Paid.