While Google Analytics helps monitor lead sources, it lacks the capability to link each lead to a particular channel.
Once a lead turns into a customer, there is no way to associate that customer with the exact channel or ad that led to their conversion.
Why? Because Google Analytics offers lead source data in an aggregated format, such as indicating that 50 leads originated from the Paid Search channel.
What we aim for is the ability to monitor the source of leads on a per-lead basis.
As a result, once the lead converts into a customer, we can attribute it to the specific channel that generated the lead.
Luckily, there is an efficient way to link each lead to its respective channel and transfer this data into Freshworks CRM to monitor the channel that led to each paying customer.
Let’s go over the details step by step!
How to track Google Analytics data in Freshworks CRM
Step 1: Add Leadsources in your website
Leadsources is an easy tool to use that tracks the source of each lead, similar to how Google Analytics works. After installation, it tracks 7 key pieces of data 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 your form
Hidden fields are form elements that do not show up to the user but hold data submitted with the form.
Leadsources inserts lead source information into hidden fields. When the form is submitted, these fields are automatically populated with the lead source.
Step 3: Send lead source data to Freshworks CRM
Your form builder can send lead source data straight to Freshworks CRM.
The source of your leads, sales, and revenue is traceable directly on Freshworks CRM.
This helps you correlate your marketing activities with actual sales results.
➡️ Send lead source data to Freshworks CRM
How does Leadsources work?
When someone arrives at your site, Leadsources collects lead source data and inputs it into the hidden fields of your form (similar to how Google Analytics works). After the form is submitted, this data, alongside the lead’s name and email, is sent to Freshworks CRM.
Leadsources tracks the source information for each specific 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 can’t be used—such as in organic sources like Google search or when your site is cited in an article—Leadsources still records the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Leadsources differentiates itself by tracking leads from both organic and paid marketing channels.
Pick a channel to inspect the lead source data that Leadsources embeds in your form.
Performance reports: Lead, sales, and revenue by source
By tracking lead source data in Freshworks CRM, you can generate performance insights in reports 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
With this approach, you can shift your marketing budget towards the channels, sources, campaigns, terms, and content that bring in the most leads, sales, and revenue.
Let’s dive into the reports you can generate.
1. Lead source reports
Produce reports detailing 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
By using this report, you can discover which channel drives the largest volume of leads.
Example #2: Leads by campaign
This provides you with the capability to focus on a specific lead source (e.g., Google Ads) and monitor how each campaign performs in generating leads.
Example #3: Leads by keyword and ad
Once you identify the campaign that brings in the most leads, you can investigate the specific keyword ad that is driving those results.
2. Sales and revenue source reports
Now that we’ve determined the channels, sources, campaigns, terms, and content driving leads, it’s essential to determine if these leads are translating into sales and revenue.
Direct your leads to Freshworks CRM to effectively track sales and revenue across channels, sources, campaigns, keywords, content, landing pages, and subfolders.
This information helps you optimize your marketing strategy by focusing on the channels and campaigns that generate the most sales and revenue.
You can create in-depth sales and revenue reports that include:
- 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 take a look at the following scenario to demonstrate:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
After conducting ad campaigns on Google Ads and Facebook Ads Manager, the first “Leads by Channel” report showed that Facebook (Social Paid) yielded more leads than Google (Search Paid).
When reviewing the sales and revenue data in Freshworks CRM, you found that Search Paid generated higher revenue with fewer leads compared to Social Paid. You then adjusted your budget to focus on the Search Paid channel.