Easily track Google Analytics data in QuestionScout in 3 steps

Google Analytics identifies where leads are coming from but doesn’t associate them with specific acquisition channels.

Similarly, you’re unable to identify which specific channel or ad was responsible for converting a lead into a customer.

Why? Because Google Analytics aggregates leads (e.g., “50 leads came from Paid Search”) by their source, which doesn’t allow for detailed tracking of individual leads.

❌ Consequently, you don’t know which channels work best. And your marketing strategy may be wasting resources on ineffective channels.

✅ What we’re looking for is tracking sources at the individual lead level. So when it converts, the generating channel is evident.

Luckily, we have an easy way to trace each lead and customer to the channel that drove their acquisition.

We’ll go over the process, step by step!

How to track Google Analytics data in QuestionScout

Step 1: Add Leadsources in your website

Leadsources, similar to Google Analytics, captures up to 7 lead source data points for each lead. Once implemented, it tracks 7 essential data points for every lead generated:

• 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 QuestionScout

Hidden fields are used to hold data from form submissions that users do not see.

When a user submits your QuestionScout, Leadsources automatically populates the hidden fields with lead source information, which is stored in the form.

➡️ How to add hidden fields in QuestionScout

Step 3: Capture lead source data in QuestionScout

Upon visiting your site, users lead source data, including channel and source, is captured by Leadsources.

The captured lead source information is stored in the hidden fields of QuestionScout.

Once the form has been submitted, you can see both the lead source data and the lead details in QuestionScout.

How does Leadsources work?

When users visit your website, Leadsources collects the lead source data and enters it into the hidden fields of your form. After submission, this data, along with lead details like name and email, is transmitted to QuestionScout.

Leadsources captures and tracks the source information for each lead:

If UTM parameters aren’t available, for example, with organic Google search or article references, Leadsources continues to collect the following lead source data:

✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder

Unlike other tools, Leadsources tracks lead sources across all marketing channels, both organic and paid.

Select a channel to check what lead source data Leadsources adds to your form.

SEO

SEM

Social

Meta

Referral

Emailing

Direct

SEO

SEM

Social

Meta

Referral

Emailing

Direct

Performance reports: Lead, sales, and revenue by source

With lead source data in QuestionScout, you can analyze and produce performance reports 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 shift your marketing budget in favor of the channels, sources, campaigns, and terms that produce the most leads, sales, and revenue.

Now, let’s explore the range of reports you can generate.

1. Lead source reports

Produce reports that highlight lead generation performance 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 most effective channel for generating leads.

Example #2: Leads by campaign

Now, you can focus on a specific channel (e.g., Paid Search) and analyze the number of leads generated by each campaign.

Example #3: Leads by keyword and ad

After identifying the Paid Search campaign that delivers the greatest lead volume, you can focus on the specific keyword or ad that is behind it.

2. Sales and revenue source reports

Now that we have identified the sources, channels, campaigns, terms, and content driving leads, we need to assess if these leads are converting into revenue and sales.

Integrating QuestionScout with a CRM allows you to track sales and revenue from diverse channels, sources, campaigns, terms, content, landing pages, and subfolders.

With this data, you can shift your marketing strategy to emphasize the channels, sources, campaigns, terms, and content that bring the highest sales and revenue.

You can also develop a series of performance reports focused on 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

To demonstrate, let’s consider the following example:

Following the implementation of ads through Google Ads and Facebook Ads Manager, the “Leads by Channel” report revealed that Facebook (Social Paid) generated more leads than Google (Search Paid).

After reviewing your CRM’s sales and revenue data, you found that Search Paid was responsible for higher revenue with fewer leads than Social Paid, leading you to shift more of your budget to Search Paid.