When using Google Analytics, you can see traffic sources but can’t assign individual leads to the exact marketing channels.
Once a lead becomes a customer, you can no longer attribute their journey to a specific channel or ad.
Why? Because Google Analytics gives you lead source data in an aggregate format (e.g., “50 leads came from Paid Search”), showing how many leads were generated, but not analyzing the individual lead.
❌ Consequently, you’re unable to determine which channels are productive. And you continue to invest without knowing their contribution to success.
✅ Ideally, we would track leads on an individual basis. So when one converts to a customer, we can identify its source channel.
Luckily, connecting leads and customers to their generating channels is an easy task.
Let’s take a step-by-step approach!
How to track Google Analytics data in FormAssembly
Step 1: Add Leadsources in your website
Just like Google Analytics, Leadsources tracks up to 7 lead source data points for every lead. After installation, it monitors 7 lead source details 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 FormAssembly
Hidden fields capture and store form data, however they are not visible to the user.
Upon submission, Leadsources automatically inputs lead source data into the hidden fields of your FormAssembly, which is saved in the final submission.
Step 3: Capture lead source data in FormAssembly
When visitors come to your site, Leadsources tracks their lead source data, including channel and source information.
The lead source details are then added to FormAssembly’s hidden fields.
Upon submission, you can access both the lead source data and lead details directly in FormAssembly.
How does Leadsources work?
As users visit your website, Leadsources records the lead source data and fills it into the hidden fields of your form. Once the form is submitted, the data, including lead details like name and email, is sent to FormAssembly.
Leadsources gathers the lead 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 | ✅ |
When UTM parameters aren’t present, like with organic search results from Google or mentions in articles, Leadsources still collects the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Leadsources stands out by tracking lead sources across all channels, including organic and paid.
Pick a channel to view the lead source details that Leadsources places in your form.
Performance reports: Lead, sales, and revenue by source
Tracking lead source data in FormAssembly lets you generate reports on performance metrics 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 reallocate your marketing resources toward the channels, sources, campaigns, and terms that produce the most leads, sales, and revenue.
Let’s go through some of the reports you can easily create.
1. Lead source reports
Produce reports that analyze 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 reveals the channel with the highest lead volume.
Example #2: Leads by campaign
Now, you can track a specific channel (e.g., Paid Search) and evaluate the number of leads each campaign generates.
Example #3: Leads by keyword and ad
After spotting the Paid Search campaign that generates the highest number of leads, you can determine which keyword or ad is driving the lead flow.
2. Sales and revenue source reports
Once we’ve identified the channel, source, campaign, term, and content responsible for generating leads, the next step is to assess whether they are converting into sales and revenue.
By integrating FormAssembly with a CRM, you can track sales and revenue data from multiple channels, sources, campaigns, terms, content, landing pages, and subfolders.
This information helps you improve your marketing strategy by concentrating on the channels, sources, campaigns, terms, and content that produce the highest sales and revenue.
You can easily generate different reports that track 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
For illustrative purposes, let’s consider the following scenario:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
After placing ads on Google Ads and Facebook Ads Manager, the initial “Leads by Channel” report showed that Facebook (Social Paid) resulted in a higher number of leads than Google (Search Paid).
After analyzing the sales and revenue figures in your CRM, you found that Search Paid produced higher revenue with fewer leads than Social Paid. You then decided to allocate more of your budget on the Search Paid channel.
