Google Analytics offers insights into traffic sources but falls short in associating leads with their specific channels.
Similarly, after a lead becomes a customer, you’re unable to identify the exact channel or ad that drove the conversion.
Why? Because Google Analytics compiles lead source information in an aggregated level, meaning you only see a total number of leads, not the specifics of each one.
❌ Consequently, you can’t determine which channels are responsible for leads and conversions. And your investments in various channels lack informed decision-making.
✅ Ideally, we want to track the source of every lead on a specific level. So when it turns into a paying customer, we know exactly which channel drove the result.
Luckily, it’s easy to associate each lead and customer with the channel that generated them.
Let’s go through it step by step!
How to track Google Analytics data in Keap Forms
Step 1: Add Leadsources in your website
Leadsources is a simple tool that monitors lead source data, similar to Google Analytics. Upon installation, it tracks 7 different lead source data points 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 Keap Forms
Hidden fields are fields that are not visible on the form but store essential information submitted by the user.
Upon submission of your Keap Forms, Leadsources automatically fills the hidden fields with lead source information, which is saved in your Keap Forms.
Step 3: Capture lead source data in Keap Forms
Leadsources captures lead source information (channel, source, and more) when users access your site.
The data is then stored in the hidden fields of Keap Forms.
Once the form is submitted, the lead source information will be visible along with the lead details in Keap Forms.
How does Leadsources work?
Upon visiting your site, Leadsources captures the lead source data and inserts it into the hidden fields of your form. Once the form is submitted, this information, including lead details like name and email, is transmitted to Keap Forms.
Leadsources records the lead source data for each individual 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 | ✅ |
In the absence of UTM parameters, like with organic Google search traffic or article mentions, Leadsources still tracks the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Leadsources stands apart from other tools by tracking lead sources across all marketing channels, including organic and paid.
Pick a channel to see which lead source data Leadsources inputs into your form.
Performance reports: Lead, sales, and revenue by source
Tracking lead source data in Keap Forms allows you to generate performance reports including:
- 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 adjust your marketing spend based on the channels, sources, campaigns, terms, and content that generate the highest leads, sales, and revenue.
Now, let’s dive into the reports you can create.
1. Lead source reports
Produce performance reports that highlight 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 highlights the channel responsible for the most leads.
Example #2: Leads by campaign
Now, you can target a specific channel (e.g., Paid Search) and track how many leads each campaign generates.
Example #3: Leads by keyword and ad
After identifying the Paid Search campaign that generates the highest number of leads, you can dive into the specific keyword or ad driving those results.
2. Sales and revenue source reports
Once we know which channel, source, campaign, term, and content are bringing in leads, we need to analyze whether these leads are turning into sales and revenue.
Connect Keap Forms with a CRM to enable the tracking of sales and revenue generated from different channels, sources, campaigns, terms, content, landing pages, and landing page subfolders.
This information allows you to refine your marketing approach, focusing on the channels, sources, campaigns, terms, and content that yield the greatest sales and revenue.
Additionally, you have the ability to create various reports for 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
As an example, let’s look at the following scenario:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
Following ads on Google Ads and Facebook Ads Manager, the first “Leads by Channel” report revealed that Facebook (Social Paid) outperformed Google (Search Paid) in lead generation.
After reviewing the sales and revenue figures in your CRM, it became clear that Search Paid delivered higher revenue with fewer leads than Social Paid, leading you to shift your budget to Search Paid.