Do you run Google Ads to generate leads but lack insight into the campaign sources?
This is a known problem. Google Ads shows the lead count from campaigns, ads, or keywords without individual lead insights.
Therefore, you are unable to ascertain which campaign, ad, or keyword generated the leads that became customers.
LeadSources rectifies this problem.
LeadSources enables detailed tracking of Google Ads data (campaign, ad, keyword, etc.) by individual lead.
When leads are saved in SAP, you can see the related Google Ads details (like campaign, ad, keyword, etc.) for the ones that turned into clients.
You can then generate reports like: Keywords that brought the highest client numbers… and choose which keywords to push or remove.
Let’s jump in!
Capture Google Ads lead data in SAP in 4 steps
Step 1: Add Leadsources in the head tag of your website
Sign up to Leadsources.io, and benefit from our 14-day free trial.
Add the LeadSources script in the head section of your website. No coding expertise is necessary.
Simply follow this easy step-by-step guide.
Step 2: Add the UTM parameters to your Google Ads campaigns
Place the UTM parameters you want to track into each Google Ads ad.
Here are examples of UTM parameters to use in your ad:
- UTM_source
- UTM_campaign
- UTM_term
- UTM_content
Besides UTM parameters, LeadSources gathers data like channel, landing page, and landing page subfolder, ensuring a complete view at the lead level.
Step 3: Add the hidden fields to your form
When your form is completed by visitors (name, email, etc.), LeadSources automatically adds Google Ads data (campaign, ad, keyword, landing page, etc.) to the hidden fields.
Just include hidden fields in your form to store the UTM parameters. We provide detailed guides for all leading form builders, with no coding skills necessary.
Step 4: Track the Google Ads data in SAP
When a visitor clicks your Google Ads ad and lands on your site, LeadSources gathers the Google Ads data (campaign, ad, keyword, landing page, etc.).
Google Ads data is automatically placed into the hidden fields of your form by LeadSources.
After the form is submitted, both the Google Ads data and responses can be transmitted to SAP. Connecting the form to SAP is required.
How does Leadsources work?
Placing the LeadSources code in the head section of your website allows it to record Google Ads data (UTM parameters and referrer) with every site visit.
The Google Ads data is subsequently saved in the hidden fields of your form.
If there are no UTM parameters in the URL, LeadSources will collect information about visitors via the referrer:
- Channel
- Source
- Campaign
- Landing page
- Landing page subfolder
With this method, you can gather significant lead source data even if UTM parameters are absent, including:
- On Google Search
- On your Instagram bio link
- On your social media posts
- Etc.
Most lead tracking tools depend on UTM parameters, but LeadSources can track data for channels where UTM parameters are not used:
- Organic Search
- Paid Search
- Organic Social
- Paid Social
- Referral
- Affiliate
- Display Advertising
- Direct Traffic
This makes it possible to aggregate precise lead source data into a central place.
How to run performance reports
With your Google Ads data captured in SAP, you can now produce performance reports, such as:
- Leads per channel
- Revenue per channel
- Revenue per keyword
- Etc.
This supports well informed decision making regarding your marketing outlays.
Let’s review the various kinds of reports you can prepare.
Lead performance reports
You can create reports that demonstrate the amount of leads generated by:
- Channel
- Source
- Campaign
- Landing page
- Landing page subfolder
Example #1
You can generate a report named “Leads by Channel” by exporting data from campaigns across various channels (SEO, PPC, email, etc.).
Example #2
After determining which channel produces the highest volume of leads (e.g., Google Ads), you can further analyze by selecting that channel to view the lead counts for each individual ad campaign.
Example #3
Once you’ve determined the top lead generating campaign, you can investigate the specific keywords that are producing these leads.
Sales performance report
Knowing the ads and keywords that drive the most leads is valuable, but does it also lead to increased revenue?
By submitting your form data to SAP, you can develop thorough reports on sales performance.
Example:
| Channels | Search Paid | Social Paid |
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Average order value | $150 | $100 |
| Revenue | $750 | $600 |
After assessing your ad performance on Google and Facebook, you found that Social Paid ads achieved higher lead numbers than Search Paid ads.
Following several weeks of analysis, the Search Paid channel was found to generate more revenue with fewer leads compared to the Social Paid channel. This result supports increasing the budget for Search Paid campaigns.