The current setup of Google Analytics tracks lead sources but does not provide a way to associate individual leads with specific marketing channels.
After a lead becomes a customer, it is not possible to trace that customer back to the exact marketing channel or advertisement.
Why? Because Google Analytics reports offer an aggregated format of lead source information on a high-level basis, like showing that 50 leads were generated through Paid Search.
Our objective is to track the source of each lead at an individual level.
This allows us to track the lead back to its originating channel when it transitions into a paying customer.
Fortunately, a simple solution exists to track the specific channel that generated each lead and send this data to Nutshell CRM for customer conversion tracking.
Let’s go through it step by step!
How to track Google Analytics data in Nutshell CRM
Step 1: Add Leadsources in your website
Leadsources is a simple yet effective tool for monitoring lead source data, functioning similarly to Google Analytics. Once installed, it can track up to 7 different sources 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 form components that are not visible, but they store important information that is sent with the form submission.
Leadsources places the lead source in hidden fields. Upon form submission, these fields are automatically filled with the lead source information.
Step 3: Send lead source data to Nutshell CRM
The lead source data can be relayed from your form builder to Nutshell CRM.
Using Nutshell CRM, you can keep track of the source of your leads, sales, and revenue.
This creates a clear link between your marketing actions and sales outcomes.
➡️ Send lead source data to Nutshell CRM
How does Leadsources work?
Upon a site visit, Leadsources pulls lead source data (in the same way as Google Analytics) and fills the hidden fields in your form. After the form is submitted, this data, along with name and email, is forwarded to Nutshell CRM.
Leadsources tracks the lead source data for every lead that comes in:
| 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—such as with organic sources like Google search or mentions of your site in an article—Leadsources still collects the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Unlike other services, Leadsources tracks lead sources across all marketing activities, both organic and paid.
Select a channel to check the lead source data that Leadsources populates within your form.
Performance reports: Lead, sales, and revenue by source
Capturing lead source data in Nutshell CRM provides the ability to generate 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 facilitates the allocation of your marketing budget to focus on the channels, sources, campaigns, terms, and content driving the highest leads, sales, and revenue.
Now, let’s look at the reports you can create and analyze.
1. Lead source reports
Create reports that show the lead generation breakdown 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 gives you the clarity to see which channel is most effective in generating leads.
Example #2: Leads by campaign
Now you are able to concentrate on a specific lead source (e.g., Google Ads) and monitor the leads generated from each campaign.
Example #3: Leads by keyword and ad
After identifying the top-performing campaign, you can determine which keyword ad is generating the most leads.
2. Sales and revenue source reports
Having established which channels, sources, campaigns, terms, and content are generating leads, we should now focus on verifying whether these leads are driving sales and revenue.
Send your leads to Nutshell CRM to enable the tracking of sales and revenue across multiple channels, sources, campaigns, keywords, content, landing pages, and subfolders.
By using this data, you can adjust your marketing strategy to focus on the channels and campaigns that produce the highest returns in terms of sales and revenue.
You also have the option to generate comprehensive 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 better understand this, let’s consider the following example:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
The “Leads by Channel” report, following the Google Ads and Facebook Ads Manager campaigns, showed that Facebook (Social Paid) had a higher lead count than Google (Search Paid).
After evaluating the sales and revenue data in Nutshell CRM, you observed that Search Paid generated more revenue with fewer leads than Social Paid. This caused you to shift your budget in favor of Search Paid.