Google Analytics tracks overall lead origins but it doesn’t specify which channels generated individual leads.
When a lead transitions into a customer, the connection to their original channel or ad is lost.
Why? Because Google Analytics aggregates lead data (e.g., “50 leads came from Paid Search”), without detailing individual leads or behaviors.
❌ As a result, it’s unclear which channels are driving results. And your marketing budget might not target the best-performing sources.
✅ What we need is lead-level tracking of sources, so that when a lead converts into a customer, we can trace it back to the original channel that generated it.
Fortunately, it’s simple to link each lead and customer to the channel responsible for their acquisition.
Let’s go through the details!
How to track Google Analytics data in Paperform
Step 1: Add Leadsources in your website
Like Google Analytics, Leadsources tracks up to 7 lead source data points per lead. After installation, it automatically captures 7 unique data points for each generated 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 Paperform
Hidden fields are fields that store data invisibly, without appearing on the form itself.
Leadsources automatically populates the hidden fields with lead source data when a submission is made through your Paperform, saving it upon submission.
Step 3: Capture lead source data in Paperform
When users arrive on your site, Leadsources collects the lead source data (channel, source, etc.) automatically.
The data is then added into the hidden fields within Paperform.
After submission, the lead source data will appear along with the lead details in Paperform.
How does Leadsources work?
When someone visits your site, Leadsources gathers the lead source data and populates the hidden fields of your form. After submission, this information, along with lead details like name and email, is sent to Paperform.
Leadsources identifies 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 | ✅ |
When UTM parameters are not provided, for example, with organic Google search or article mentions, Leadsources continues to capture the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Leadsources is different from other tools by tracking lead sources across both paid and organic marketing channels.
Select a channel to examine the lead source information that Leadsources inputs into your form.
Performance reports: Lead, sales, and revenue by source
By capturing lead source information in Paperform, you can generate reports on key performance indicators 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 lets you modify your marketing budget according to which channels, sources, campaigns, and terms generate the highest leads, sales, and revenue.
Let’s take a closer look at the reports you can generate.
1. Lead source reports
Create reports that outline the lead generation volume 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 top-performing channel in lead generation.
Example #2: Leads by campaign
Now, you can focus on a particular channel (e.g., Paid Search) and monitor the lead volume produced by each campaign.
Example #3: Leads by keyword and ad
Once you find the Paid Search campaign that delivers the highest number of leads, you can dive deeper into the specific keyword or ad that is driving the performance.
2. Sales and revenue source reports
With the lead-generating factors identified, we must now assess whether these leads are converting into sales and revenue.
With a CRM connection to Paperform, you can track sales and revenue from diverse channels, sources, campaigns, terms, content, landing pages, and their subfolders.
This data enables you to enhance your marketing strategy by focusing on the channels, sources, campaigns, terms, and content that yield the greatest sales and revenue.
You can generate various types of reports to analyze 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 a demonstration, let’s use the following scenario:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
Following the ad campaigns on Google Ads and Facebook Ads Manager, the initial “Leads by Channel” report showed Facebook (Social Paid) generating a higher volume of leads than Google (Search Paid).
Upon reviewing sales and revenue data in your CRM, it became evident that Search Paid produced higher revenue with fewer leads than Social Paid. As a result, you shifted more of your budget to the Search Paid channel.
