Google Analytics provides data on lead sources, but it cannot connect each lead to a specific marketing channel.
Once a lead transitions to a customer, there is no way to connect that customer to a particular marketing channel or ad.
Why? Because Google Analytics offers aggregated insights into lead sources, such as 50 leads coming from Paid Search.
What we need is to track lead sources on an individual lead level.
By doing so, when the lead converts, we can trace it back to the exact channel that generated the original interest.
Fortunately, there’s a simple way to track which channel generated each lead and transfer this information to Close CRM for tracking customer acquisition.
Let’s guide you through the process, step by step!
How to track Google Analytics data in Close CRM
Step 1: Add Leadsources in your website
Leadsources is a simple tool for tracking lead source data, just like Google Analytics. Once set up, it records up to 7 key data points for every 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 invisible fields in a form, but they store data that is submitted when the form is processed.
Leadsources automatically populates hidden fields with the lead source. Upon form submission, these fields are filled with the source of the lead.
Step 3: Send lead source data to Close CRM
The form builder can send the lead source data to Close CRM effectively.
Close CRM allows you to trace the source of your leads, sales, and revenue.
This allows for better alignment between your marketing activities and sales results.
➡️ Send lead source data to Close CRM
How does Leadsources work?
Leadsources collects the lead source data as a visitor arrives on your website, just like Google Analytics, and populates the hidden fields on your form. After submission, this data, along with the lead’s name and email, is sent to Close CRM.
Leadsources captures the source details 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 | ✅ |
If UTM parameters can’t be used—such as with organic sources like Google search or when your site is mentioned in articles—Leadsources still records the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Leadsources is different from other tools because it tracks leads across both organic and paid channels.
Select a channel to monitor the lead source data that Leadsources integrates into your form.
Performance reports: Lead, sales, and revenue by source
By tracking lead source information in Close CRM, you can generate reports on performance 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 enables more efficient marketing budget allocation based on which channels, sources, campaigns, terms, and content generate the greatest returns in leads, sales, and revenue.
Let’s take a look at the reports you can generate based on this data.
1. Lead source reports
Produce reports that display the number of leads acquired through:
- 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 gives insight into the channel that produces the highest volume of leads.
Example #2: Leads by campaign
You can now focus on a particular lead source (e.g., Google Ads) and evaluate how each campaign contributes to lead generation.
Example #3: Leads by keyword and ad
After identifying the top campaign, you can analyze the specific keyword ad that is responsible for the lead generation.
2. Sales and revenue source reports
Now that we have insights into which channels, sources, campaigns, terms, and content are driving leads, the next step is to assess whether these leads are generating sales and revenue.
Transfer your leads to Close CRM to monitor and assess sales and revenue across various channels, sources, campaigns, keywords, content, landing pages, and subfolders.
With this data, you can optimize your marketing strategy to prioritize the channels and campaigns with the highest sales and revenue impact.
It’s also possible to produce thorough 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
For a clearer understanding, we will consider the following scenario:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
After advertising through Google Ads and Facebook Ads Manager, the “Leads by Channel” report showed that Facebook (Social Paid) brought in more leads compared to Google (Search Paid).
In examining the sales and revenue data in Close CRM, you realized that Search Paid produced higher revenue with fewer leads compared to Social Paid. This insight caused you to adjust your budget to favor Search Paid.