While Google Analytics tracks lead origins, it doesn’t allow for exact identification of the channel for each lead.
After a lead converts to a customer, there is no method to attribute that customer back to a specific ad or channel.
Why? Because Google Analytics provides aggregated reports on lead sources, such as indicating 50 leads from Paid Search.
We seek to track the source of every lead on a detailed, lead-level basis.
This ensures that when a lead transforms into a customer, we can track its origin to the exact channel that generated it.
Fortunately, there’s a quick way to track which channel generated each lead and send this data to SAP for efficient customer conversion tracking.
Let’s go through this together!
How to track Google Analytics data in SAP
Step 1: Add Leadsources in your website
Leadsources is a simple tool for tracking the source of your leads, similar to Google Analytics. Once set up, it tracks up to 7 different lead source data points 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 inputs that are hidden from the user but store information included in the form submission.
Leadsources places the lead source data in hidden fields. When the visitor submits the form, these fields are automatically filled with the lead source.
Step 3: Send lead source data to SAP
The lead source can be transmitted from your form builder to SAP without any issue.
With SAP, you can monitor where your leads, sales, and revenue come from.
This connects your marketing strategies directly to sales results.
➡️ Send lead source data to SAP
How does Leadsources work?
Leadsources tracks lead source data when someone visits your site, just like Google Analytics, and fills it into the hidden fields of your form. After submission, this data, along with the lead’s name and email, is sent to SAP.
Leadsources observes where each lead is generated 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 can’t be used—such as in organic sources like Google search or when your site is mentioned in an article—Leadsources captures the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Unlike other platforms, Leadsources follows lead sources across organic and paid marketing channels.
Pick a channel to check the lead source data that Leadsources adds to your form.
Performance reports: Lead, sales, and revenue by source
By recording lead source data in SAP, you can create insightful 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 allows you to reallocate your marketing spend in favor of the channels, sources, campaigns, terms, and content that contribute the most to lead generation, sales, and revenue growth.
Let’s take a moment to review the reports that can be created.
1. Lead source reports
Generate detailed reports showing lead generation metrics 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 provides visibility into the channel that is yielding the most leads.
Example #2: Leads by campaign
You can now focus on a specific lead source (e.g., Google Ads) and track the lead generation output of each campaign.
Example #3: Leads by keyword and ad
After identifying the campaign with the most leads, you can determine the specific keyword ad driving the lead generation.
2. Sales and revenue source reports
Once we identify the channels, sources, campaigns, terms, and content producing leads, we need to evaluate whether those leads are turning into sales and revenue.
Transfer your leads to SAP to track sales and revenue across various channels, sources, campaigns, keywords, content, landing pages, and subfolders.
This information gives you the ability to realign your marketing strategy to focus on the most effective channels and campaigns for generating sales and revenue.
You can create sales and revenue reports that provide deep insights, 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 give you a clearer idea, let’s examine this scenario:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
The “Leads by Channel” report, following ad campaigns on Google Ads and Facebook Ads Manager, showed that Facebook (Social Paid) generated more leads than Google (Search Paid).
By analyzing the sales and revenue data in SAP, you realized that Search Paid generated higher revenue with fewer leads than Social Paid. As a result, you adjusted your budget to emphasize Search Paid.