Tracking the overall lead sources is possible with Google Analytics, but individual channel attribution is lacking.
Once a lead becomes a customer, tracing them back to the channel or ad that drove the conversion becomes impossible.
Why? Because Google Analytics summarizes the lead generation results, showing aggregate counts (e.g., “50 leads came from Paid Search”)without providing specific details of each lead.
❌ This makes it impossible to track which channels are delivering leads and customers. And your spending decisions might lack alignment with data.
✅ The goal should be to monitor lead sources individually. So when a lead transforms into a customer, we know its source.
Fortunately, connecting leads and customers to their respective channels is simple.
Let’s go through it step by step!
How to track Google Analytics data in 123FormBuilder
Step 1: Add Leadsources in your website
Once installed, Leadsources tracks up to 7 lead source data points for each lead, much like Google Analytics. It captures 7 data points 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 123FormBuilder
While hidden, these fields store critical data associated with the form submission.
Leadsources automatically fills the hidden fields with relevant lead source data upon submission, which is then stored within your 123FormBuilder entry.
Step 3: Capture lead source data in 123FormBuilder
Leadsources gathers key lead source information, including channel and source, when users visit your site.
This data is filled into the hidden fields within 123FormBuilder for storage.
After submission, the lead source data and lead details will be displayed directly in 123FormBuilder.
How does Leadsources work?
As visitors arrive on your site, Leadsources captures the lead source data and fills it into the hidden fields of your form. Once the form is submitted, this information, along with lead details like name and email, is sent to 123FormBuilder.
Leadsources identifies and tracks the source data for 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 not present, such as with organic search from Google or mentions in articles, Leadsources still tracks the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Leadsources uniquely tracks lead sources across all marketing channels, including both organic and paid.
Choose a channel to discover the lead source information that Leadsources fills in your form.
Performance reports: Lead, sales, and revenue by source
By tracking lead source data within 123FormBuilder, you can generate reports focused on performance like:
- 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 adapt your marketing budget according to the channels, sources, campaigns, and content that bring in the highest leads, sales, and revenue.
Let’s explore the reports you can set up and create.
1. Lead source reports
Generate performance reports that measure 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 breakdown of the channels driving the most leads.
Example #2: Leads by campaign
You can now track a specific channel (e.g., Paid Search) and measure the number of leads produced by each campaign.
Example #3: Leads by keyword and ad
Once you recognize the Paid Search campaign generating the most leads, you can break down which keyword or ad is fueling those results.
2. Sales and revenue source reports
With the lead-generating channels, sources, campaigns, terms, and content identified, it’s time to determine if these leads are translating into sales and revenue.
By connecting 123FormBuilder with a CRM, you gain the ability to track sales and revenue from various channels, sources, campaigns, terms, content, and landing pages, along with their subfolders.
With these insights, you can enhance your marketing activities by focusing on the channels, sources, campaigns, terms, and content that produce the most sales and revenue.
You can compile customized reports for 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 illustrate this point, let’s use the following scenario:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
After the Google Ads and Facebook Ads Manager campaigns were launched, the “Leads by Channel” report demonstrated that Facebook (Social Paid) achieved high lead generation compared to Google (Search Paid).
Upon analyzing your CRM’s sales and revenue data, you discovered that Search Paid produced higher revenue despite fewer leads than Social Paid, leading you to adjust your budget and invest more in the Search Paid channel.
