Tracking lead traffic in Google Analytics is possible, but it doesn’t attribute specific leads to their channels.
When a lead converts to a customer, identifying the exact channel or ad that influenced the conversion isn’t possible.
Why? Because Google Analytics tracks lead sources at an aggregate level, showing figures like “50 leads from Paid Search” rather than giving individual lead insights.
❌ As a result, there’s no way to know which channels are effective. And you invest blindly without optimizing for performance.
✅ We aim to track leads at the individual level. So when a lead transitions into a customer, its originating channel is clear.
Luckily, there’s a simple way to associate each lead and customer with the channel that produced them.
Let’s break it down into steps!
How to track Google Analytics data in Ninja Forms
Step 1: Add Leadsources in your website
Leadsources is a simple tool that tracks up to 7 lead source data for each lead you generate, just like Google Analytics. Once installed, it captures 7 essential lead source data points:
- 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 Ninja Forms
Hidden fields are used to store form data that is not visible to the user.
When the Ninja Forms is submitted, Leadsources ensures the hidden fields are populated with lead source data, which is saved in your Ninja Forms record.
Step 3: Capture lead source data in Ninja Forms
As users browse your site, Leadsources captures key lead source data, such as channel and source.
This data is placed into the hidden fields of Ninja Forms for easy tracking.
Once the form is submitted, you’ll find the lead source information along with the lead details directly in Ninja Forms.
How does Leadsources work?
Upon a visit to your site, Leadsources gathers the lead source data and inserts them into the hidden fields of your form. After submission, this data, including lead details like name and email, is sent to Ninja Forms.
Leadsources tracks the source of every lead’s data:
| 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 when traffic comes from organic Google search or article mentions, Leadsources captures the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Leadsources tracks lead sources across the full range of marketing channels, both organic and paid, unlike other tools.
Choose a channel to see the lead source data that Leadsources fills in your form.
Performance reports: Lead, sales, and revenue by source
By capturing lead source data through Ninja Forms, you can create 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 enables you to shift your marketing budget to the channels, sources, campaigns, terms, and content that yield the best results in leads, sales, and revenue.
Let’s walk through some reports you can generate.
1. Lead source reports
Generate reports that quantify the 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 presents the channel that yields the highest number of leads.
Example #2: Leads by campaign
Now, you can focus on a specific channel (e.g., Paid Search) and track the leads each campaign brings in.
Example #3: Leads by keyword and ad
After recognizing the Paid Search campaign that brings in the most leads, you can analyze which keyword or ad is contributing to that success.
2. Sales and revenue source reports
After determining the channel, source, campaign, term, and content that generate leads, we must now assess if those leads are converting into sales and revenue.
Integrating Ninja Forms with a CRM allows you to track sales and revenue from a variety of channels, sources, campaigns, terms, content, landing pages, and their respective subfolders.
This data allows you to sharpen your marketing strategy by concentrating on the channels, sources, campaigns, terms, and content that drive the most sales and revenue.
In addition, you can compile a range of sales and revenue performance 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
Let’s look at the following example to demonstrate:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
Upon running advertisements through Google Ads and Facebook Ads Manager, the “Leads by Channel” report highlighted that Facebook (Social Paid) led in lead generation compared to Google (Search Paid).
When you examined your CRM’s sales and revenue data, you found that Search Paid generated higher revenue despite fewer leads than Social Paid, leading to an adjustment in your budget allocation to prioritize Search Paid.
