Using Google Analytics, you can see where your leads come from, but you can’t trace each lead to its originating channel.
Once a lead becomes a customer, you are unable to trace that customer to the exact marketing channel or ad.
Why? Because Google Analytics only shows lead source data in aggregate form, such as stating that 50 leads came from Paid Search.
What we want is the capability to track the specific source of every lead.
Thus, once the lead becomes a customer, we can trace it back to the channel that played a role in generating it.
Fortunately, there is a simple way to link every lead to its specific channel and upload this data into ActiveCampaign CRM for conversion tracking.
Let’s go over each step carefully!
How to track Google Analytics data in ActiveCampaign CRM
Step 1: Add Leadsources in your website
Leadsources is a user-friendly tool that captures lead source data in a similar way to Google Analytics. Once installed, it tracks up to 7 key data points 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 elements within a form that are not visible to the user, but they store data for submission.
Leadsources automatically fills hidden fields with the lead source. Once the form is submitted, these fields reflect the lead source automatically.
Step 3: Send lead source data to ActiveCampaign CRM
Your form builder can forward lead source data to ActiveCampaign CRM.
The source of your leads, sales, and revenue is clear and trackable in ActiveCampaign CRM.
This ensures your marketing and sales activities are closely aligned.
➡️ Send lead source data to ActiveCampaign CRM
How does Leadsources work?
As a user visits your site, Leadsources collects lead source data (in the same way Google Analytics does) and fills in the hidden fields of your form. After submission, this data, along with name and email, is sent to ActiveCampaign CRM.
Leadsources tracks the referral source for every 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 | ✅ |
Even without UTM parameters—like with organic sources such as Google search or mentions of your website in articles—Leadsources captures the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Unlike other solutions, Leadsources captures lead source data from both organic and paid marketing channels.
Select a channel to inspect the lead source details inserted by Leadsources in your form.
Performance reports: Lead, sales, and revenue by source
With ActiveCampaign CRM tracking lead source data, you can 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
This gives you the opportunity to optimize your marketing budget allocation by focusing on the channels, sources, campaigns, terms, and content driving the best performance in leads, sales, and revenue.
Let’s explore the different types of reports you can generate.
1. Lead source reports
Produce reports outlining the number of leads generated 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 clear which channel is producing the most leads.
Example #2: Leads by campaign
Now you have the ability to monitor a specific lead source (e.g., Google Ads) and track how many leads each campaign generates.
Example #3: Leads by keyword and ad
Once the most productive campaign is identified, you can examine the specific keyword ad generating the leads.
2. Sales and revenue source reports
After recognizing the key channels, sources, campaigns, terms, and content driving leads, it’s time to evaluate whether these leads are resulting in sales and revenue.
Send your leads to ActiveCampaign CRM, enabling you to track sales and revenue across channels, sources, campaigns, keywords, content, landing pages, and subfolders with ease.
This data enables you to shift your marketing strategy, placing emphasis on the channels and campaigns that generate the most sales and revenue.
You can also compile insightful 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
Let’s walk through the following scenario to make it clearer:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
The first “Leads by Channel” report, after running ads on Google Ads and Facebook Ads Manager, demonstrated that Facebook (Social Paid) brought in more leads than Google (Search Paid).
Upon examining the sales and revenue data in ActiveCampaign CRM, you found that Search Paid generated greater revenue with fewer leads than Social Paid. This led to a shift in your budget allocation to prioritize Search Paid.