Your Google Analytics setup tracks visits, but connecting individual leads to specific marketing channels is unclear.
Tracking a customer back to their original channel or ad is not achievable when they convert.
Why? Because Google Analytics provides aggregated insights, such as 50 leads from the Paid Search channel.
However, we want to understand the origin of every lead on an individual level.
So when the lead converts into a paying customer, we can track it to the originating channel.
Fortunately, it’s easy to associate each lead with the channel that generated it and send this information to Keap, allowing you to track the channel that resulted in each paid customer.
Let’s take it step by step!
How to track Google Analytics data in Keap
Step 1: Add Leadsources in your website
Leadsources is a simple tool for tracking lead source data, operating in a similar manner to Google Analytics. Once installed on your website, it tracks up to 7 different lead source metrics 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 your form
Hidden fields are invisible form elements that hold data, which is submitted together with the form.
Leadsources automatically inserts lead source information into hidden fields. When the form is submitted, these fields are filled with the lead source.
Step 3: Send lead source data to Keap
The lead source details can be forwarded from your form builder to Keap.
You can easily track the source of your leads, sales, and revenue using Keap.
This ensures a direct connection between your marketing strategies and sales success.
➡️ Send lead source data to Keap
How does Leadsources work?
As a visitor comes to your site, Leadsources collects lead source data (similar to Google Analytics) and populates the hidden fields on your form. After the form is submitted, this data, along with lead information like name and email, is forwarded to Keap.
Leadsources tracks where each lead is coming from:
| 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 | ✅ |
In situations where UTM parameters aren’t available—such as with organic sources like Google search or references to your site in articles—Leadsources captures the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Leadsources distinguishes itself by tracking lead source data across every marketing channel, including organic and paid.
Choose a channel to check the lead source data that Leadsources applies to your form.
Performance reports: Lead, sales, and revenue by source
Using Keap to track lead source data allows you to generate reports on performance 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 for the adjustment of your marketing budget in line with the channels, sources, campaigns, terms, and content that contribute most to leads, sales, and revenue.
Now, let’s go over the reports that you can generate.
1. Lead source reports
Generate reports that highlight the number of leads originating 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 enables you to assess which channel yields the highest lead generation.
Example #2: Leads by campaign
Now you have the ability to focus on a specific lead source (e.g., Google Ads) and monitor the leads produced by each campaign.
Example #3: Leads by keyword and ad
Once you’ve identified the campaign with the most leads, you can investigate which specific keyword ad is contributing to those results.
2. Sales and revenue source reports
Having identified the channels, sources, campaigns, terms, and content that generate leads, we now need to assess whether these leads are converting into actual sales and revenue.
To facilitate this, transfer your leads to Keap, helping you track sales and revenue across diverse channels, sources, campaigns, keywords, content, landing pages, and subfolders.
This data allows you to refine your marketing approach by directing activities toward the channels and campaigns that produce the highest sales and revenue.
You can also compile thorough sales and revenue reports, 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 clarify, we will use the following scenario:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
The first “Leads by Channel” report, after running ads on Google Ads and Facebook Ads Manager, showed Facebook (Social Paid) leading in lead generation over Google (Search Paid).
By reviewing the sales and revenue data in Keap, you found that Search Paid brought in higher revenue with fewer leads compared to Social Paid. Consequently, you shifted your budget to focus more on Search Paid.