Google Analytics provides insights into traffic sources but does not associate individual leads with their specific origins.
Similarly, determining the channel or advertisement that converted a lead into a customer is not possible.
Why? Because Google Analytics aggregates data (e.g., “50 leads came from Paid Search”) by lead source, so while you can see totals, the specifics of each lead are missing.
❌ As a result, you lack insights into channel performance. And your investments across channels may not deliver optimal returns.
✅ What we seek is a way to track each lead’s source. So when it becomes a customer, we can identify the channel responsible.
Luckily, there’s a quick way to associate every lead and customer with the channel that brought them in.
Let’s go through every step!
How to track Google Analytics data in FormSite
Step 1: Add Leadsources in your website
Like Google Analytics, Leadsources tracks 7 distinct lead source data points for each lead. After installation, it captures up to 7 lead source details 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 FormSite
Hidden fields are not visible but play a key role in storing form submission data.
As soon as your FormSite is submitted, Leadsources auto-populates the hidden fields with lead source data that is then saved in the form submission.
Step 3: Capture lead source data in FormSite
When users visit your site, Leadsources collects vital lead source details, like channel and source.
The lead source data is input into FormSite’s hidden fields after capture.
Once the form is submitted, both lead source data and lead details are visible in FormSite.
How does Leadsources work?
Leadsources tracks the lead source data when a user visits your website and fills it into the hidden fields of your form. After the form is submitted, this data, including lead details such as name and email, is sent to FormSite.
Leadsources records the origin of lead 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 | ✅ |
Even without UTM parameters, such as for organic Google search or mentions in articles, Leadsources records the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Unlike other platforms, Leadsources tracks lead sources across both organic and paid campaigns.
Pick a channel to explore the lead source data that Leadsources inserts into your form.
Performance reports: Lead, sales, and revenue by source
By integrating lead source data in FormSite, you can generate 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 allows you to adjust your marketing budget based on the performance of channels, sources, campaigns, and terms that result in the most leads, sales, and revenue.
Now, let’s highlight the reports you can create.
1. Lead source reports
Develop reports that showcase 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 ranks the channels by the number of leads generated.
Example #2: Leads by campaign
Now, you can concentrate on a specific channel (e.g., Paid Search) and review the lead volume generated by each campaign.
Example #3: Leads by keyword and ad
After determining the Paid Search campaign that produces the most leads, you can investigate the keyword or ad that is driving that success.
2. Sales and revenue source reports
Now that we know which channel, source, campaign, term, and content bring in leads, we must evaluate if these leads are being converted into sales and revenue.
To track sales and revenue from various sources, connect FormSite to a CRM, providing insights across channels, sources, campaigns, terms, content, landing pages, and subfolders.
Using this data, you can refine your marketing strategy to focus on the channels, sources, campaigns, terms, and content that generate the most sales and revenue.
You also have the option to produce a variety of reports on sales and revenue, 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
For demonstration, let’s examine the following scenario:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
After running Google Ads and Facebook Ads Manager campaigns, the “Leads by Channel” report showed that Facebook (Social Paid) generated a larger volume of leads than Google (Search Paid).
When you looked at the sales and revenue data in your CRM, you saw that Search Paid generated more revenue with fewer leads than Social Paid. As a result, you chose to reallocate your budget to favor Search Paid.
