Google Analytics tracks sources of traffic, but it doesn’t associate individual leads with their respective channels.
When a lead turns into a customer, the ability to trace them back to their original channel or ad is lost.
Why? Because Google Analytics reports shows on overall lead numbers by source in an aggregated format (e.g., “50 leads came from Paid Search”) but lacks the capability to track individual lead details.
❌ This limitation hides which channels are driving results. And you allocate resources without identifying the highest-performing channel.
✅ We want to have a lead-level source tracking in place. So when a lead converts, we can attribute it to its originating channel.
Fortunately, we can easily link each lead and customer back to the source channel that generated them.
We’ll work through it step by step!
How to track Google Analytics data in HubSpot Forms
Step 1: Add Leadsources in your website
Leadsources tracks up to 7 key lead source data points for each lead, just like Google Analytics. After integration, it monitors 7 valuable data points per lead generated:
- 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 HubSpot Forms
These fields are hidden from sight but store crucial data submitted through the form.
Leadsources fills the hidden fields with lead source information upon submission of your HubSpot Forms, saving the data with the form entry.
Step 3: Capture lead source data in HubSpot Forms
As users enter your website, Leadsources records the lead source data, such as channel and source.
After collection, this information is stored in the hidden fields of HubSpot Forms.
After the form submission, you can view the lead source data alongside the lead details within HubSpot Forms.
How does Leadsources work?
When a user visits your site, Leadsources captures the lead source data and inserts it into the hidden fields of your form. Once submitted, the data, along with lead details like name and email, is forwarded to HubSpot Forms.
Leadsources tracks the data source 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 are absent, for example, with organic search traffic from Google or mentions in content, Leadsources tracks the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Leadsources excels in tracking lead sources across all marketing channels, from organic to paid.
Select a channel to review the lead source information that Leadsources includes in your form.
Performance reports: Lead, sales, and revenue by source
With lead source data in HubSpot Forms, you can create insightful performance 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, you can optimize your marketing budget to focus on the sources, campaigns, and content that generate the most leads, sales, and revenue.
Let’s examine some of the reports you have the option to create.
1. Lead source reports
Create reports that track the lead generation volume from:
- 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 compares the performance of each channel in lead generation.
Example #2: Leads by campaign
This allows you to focus on a particular channel (e.g., Paid Search) and assess the lead volume driven by each campaign.
Example #3: Leads by keyword and ad
Once you determine which Paid Search campaign brings in the most leads, you can explore the specific keyword or ad that is attracting those leads.
2. Sales and revenue source reports
After identifying the lead sources and campaigns, we need to assess whether these leads are converting into sales and revenue.
Connecting HubSpot Forms to a CRM allows you to capture sales and revenue from diverse channels, sources, campaigns, terms, content, landing pages, and subfolders.
This information allows you to adjust your marketing approach to the channels, sources, campaigns, terms, and content that bring in the highest sales and revenue.
You can create a variety of reports that focus on 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
To better explain, let’s take the following scenario as an example:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
After executing ads on Google Ads and Facebook Ads Manager, the “Leads by Channel” report indicated that Facebook (Social Paid) generated more leads than Google (Search Paid).
After reviewing the sales and revenue data in your CRM, you found that Search Paid yielded higher revenue with fewer leads than Social Paid, leading you to adjust your budget to give more focus to Search Paid.
