You use Google Analytics to analyze leads, but connecting them to their original channels is problematic.
Also, there’s no method to link a customer back to the channel or ad that led to their conversion.
Why? Because the data in Google Analytics is aggregated, showing only totals like 50 leads from the Paid Search channel.
However, what we’re looking for is detailed tracking of lead sources on a per-lead basis.
So when this particular lead turns into a customer, we can identify the channel that created the lead.
Fortunately, there’s an efficient way to assign each lead to the specific channel that generated it and transfer this information to Microsoft Dynamics CRM, enabling you to track which channel was responsible for each paid customer.
Let’s go through the process step by step!
How to track Google Analytics data in Microsoft Dynamics CRM
Step 1: Add Leadsources in your website
Leadsources is a simple platform that monitors the lead source data, similar to Google Analytics. Once integrated into your website, it tracks up to 7 sources for each 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 parts of a form that are not shown to the user, but they can contain information that is submitted with the form.
Leadsources fills the hidden fields with lead source data. These fields are populated with the lead source once the visitor submits the form.
Step 3: Send lead source data to Microsoft Dynamics CRM
You can send lead source information from your form builder to Microsoft Dynamics CRM.
With Microsoft Dynamics CRM, you can monitor the source of your leads, sales, and revenue.
This allows you to connect together your marketing strategies and sales performance.
➡️ Send lead source data to Microsoft Dynamics CRM
How does Leadsources work?
When someone visits your page, Leadsources gathers lead source information (just like Google Analytics) and fills the hidden fields of your form. Upon form submission, this data, along with name and email, is sent to Microsoft Dynamics CRM.
Leadsources identifies the source for every 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 | ✅ |
When UTM parameters aren’t used—like with organic sources such as Google search or when your site appears in an article—Leadsources still gathers the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Unlike other solutions, Leadsources captures lead source data from both organic and paid marketing channels.
Identify a channel to see the lead source data that Leadsources inserts into your form.
Performance reports: Lead, sales, and revenue by source
By recording lead source data in Microsoft Dynamics CRM, you can create detailed 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 allocate your marketing budget effectively, focusing on the channels, sources, campaigns, terms, and content that produce the most leads, sales, and revenue.
Let’s take a closer look at the types of reports you can create.
1. Lead source reports
Create detailed reports showing the lead generation 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 highlights the channel that produces the most leads.
Example #2: Leads by campaign
This enables you to focus on a selected lead source (e.g., Google Ads) and track lead generation across individual campaigns.
Example #3: Leads by keyword and ad
Once the leading campaign is identified, you can examine which specific keyword ad is driving the most leads.
2. Sales and revenue source reports
Now that we know which channels, sources, campaigns, terms, and content are responsible for lead generation, it’s important to examine whether these leads are converting into sales and revenue.
For this purpose, send your leads to Microsoft Dynamics CRM to effectively track sales and revenue across different channels, sources, campaigns, keywords, content, landing pages, and subfolders.
With these insights, you optimize your marketing strategy to target the channels and campaigns that deliver the most sales and revenue.
Additionally, you can produce detailed 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
As an illustration, let’s walk through the following scenario:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
After advertising on both Google Ads and Facebook Ads Manager, the preliminary “Leads by Channel” report indicated that Facebook (Social Paid) attracted more leads than Google (Search Paid).
In analyzing the sales and revenue results in Microsoft Dynamics CRM, you noticed that Search Paid outperformed Social Paid in terms of revenue, even with fewer leads. This led you to adjust your marketing budget to favor Search Paid.