While Google Analytics reveals lead origins, it doesn’t provide details on the specific channels responsible for individual leads.
Similarly, there’s no possibility to link a customer back to the exact channel or ad that converted them.
Why? Because Google Analytics shows lead sources at an aggregate level (e.g., “50 leads came from Paid Search”), making it impossible to analyze individual leads separately.
❌ As a result, the effectiveness of your channels remains unknown. And your marketing strategy might not prioritize the most impactful ones.
✅ The objective is to track each lead’s origin in detail. So when it turns into a paying customer, we can link it back to its channel.
Luckily, there’s an efficient method to attribute each lead and customer to its original channel.
Let’s take a look at each step individually!
How to track Google Analytics data in Formidable Forms
Step 1: Add Leadsources in your website
With Leadsources, you can track up to 7 different lead source data points per lead, in the same way Google Analytics does. Once installed, it tracks 7 key 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 Formidable Forms
Hidden fields, although invisible, they store submitted form data for further processing.
When someone submits your Formidable Forms, Leadsources ensures the hidden fields are populated with the lead source data, which is saved in the form.
Step 3: Capture lead source data in Formidable Forms
Leadsources captures the lead source data, including channel and source, whenever users visit your site.
This data is populated into the hidden fields of Formidable Forms for later use.
Once submitted, the lead source data will appear with the lead details in Formidable Forms.
How does Leadsources work?
Leadsources collects the lead source data when someone visits your site and automatically fills it into the hidden fields of your form. After submission, this information, including lead details like name and email, is sent to Formidable Forms.
Leadsources captures and tracks the lead source 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 unavailable, such as with organic Google search or mentions in articles, Leadsources still gathers the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Unlike other solutions, Leadsources tracks lead sources across a variety of marketing channels, both organic and paid.
Choose a channel to view the lead source data that Leadsources automatically fills in your form.
Performance reports: Lead, sales, and revenue by source
By tracking lead source data in Formidable Forms, you can generate performance reports on metrics 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 helps you strategically adjust your marketing budget according to which channels, sources, campaigns, and content deliver the most leads, sales, and revenue.
Now, let’s discuss the reports you can generate.
1. Lead source reports
Generate performance data showing the volume 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 illustrates the channel that generates the most leads.
Example #2: Leads by campaign
You can now pay attention to a specific channel (e.g., Paid Search) and track the lead generation from each campaign.
Example #3: Leads by keyword and ad
Once you identify the Paid Search campaign that performs best in lead generation, you can focus on the exact keyword or ad that is responsible for it.
2. Sales and revenue source reports
Now that we understand which channels, sources, campaigns, terms, and content generate leads, we need to evaluate whether those leads are becoming sales and revenue.
To monitor sales and revenue effectively, connect Formidable Forms with a CRM, enabling tracking from different channels, sources, campaigns, terms, content, landing pages, and subfolders.
With this data, you can focus your marketing activities on the channels, sources, campaigns, terms, and content that lead to the most sales and revenue.
Additionally, you can create multiple sales and revenue reports, including:
- 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 consider the following example to show how this works:
Channels | Search Paid | Social Paid |
---|---|---|
Leads | 50 | 75 |
Sales | 5 | 6 |
Avg. Order Value | $150 | $100 |
Revenue | $750 | $600 |
Following ad campaigns on both Google Ads and Facebook Ads Manager, the “Leads by Channel” report showed Facebook (Social Paid) outperforming Google (Search Paid) in lead generation.
Upon reviewing the sales and revenue data in your CRM, you realized that Search Paid generated higher revenue with fewer leads compared to Social Paid, leading in a shift of your budget to support the Search Paid channel.