The use of Google Analytics for tracking lead sources is limited in that it does not connect individual leads to specific channels.
There is no way to link a customer back to the exact channel or advertisement after they have made a purchase.
Why? Because Google Analytics shows lead source information in an aggregated form, for example, 50 leads were sourced from Paid Search.
Our goal is to monitor the source of each lead independently.
As a result, we can identify the channel that generated the lead once it is converted into a paying customer.
Luckily, it’s easy to associate each lead with the channel that generated it and send the data to Sage CRM to track the source of each customer.
Let’s walk through each step together!
How to track Google Analytics data in Sage CRM
Step 1: Add Leadsources in your website
Leadsources is a simple, effective tool that tracks lead source data, in a similar way to Google Analytics. After installation, it tracks up to 7 pieces of lead source data 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 elements that are not shown on the screen but carry information that will be submitted along with the form.
Leadsources fills hidden fields with the lead source data. When a visitor submits the form, these fields automatically reflect the lead source.
Step 3: Send lead source data to Sage CRM
The lead source information can be communicated from your form builder to Sage CRM.
The source of your leads, sales, and revenue can be tracked easily in Sage CRM.
This makes it easier to align your marketing strategies with your sales performance.
➡️ Send lead source data to Sage CRM
How does Leadsources work?
When a user visits your page, Leadsources fetches the lead source data (just like Google Analytics) and populates it into the hidden fields of your form. After submission, this data, along with name and email, is sent to Sage CRM.
Leadsources tracks the source of every new 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 present—like with organic sources such as Google search or when your site is referenced in an article—Leadsources tracks the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Unlike other solutions, Leadsources follows lead sources through both organic and paid marketing channels.
Pick a channel to see the lead source information that Leadsources inserts in your form.
Performance reports: Lead, sales, and revenue by source
Using Sage CRM to track lead source data allows for the generation of performance reports, including:
- 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 adjust your marketing budget in real-time based on the channels, sources, campaigns, terms, and content that contribute most to your lead, sales, and revenue goals.
Let’s review some of the key reports you can create.
1. Lead source reports
Create reports showing the quantity of 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 helps you to identify the channel with the highest lead generation potential.
Example #2: Leads by campaign
This enables you to focus on a specific lead source (e.g., Google Ads) and analyze the lead generation impact of each campaign.
Example #3: Leads by keyword and ad
Once you determine which campaign produces the most leads, you can analyze the keyword ad that is generating those leads.
2. Sales and revenue source reports
Once we understand the channels, sources, campaigns, terms, and content driving leads, we must now verify if these leads are converting into sales and revenue.
To achieve comprehensive tracking of sales and revenue, send your leads to Sage CRM, where you can analyze these metrics across channels, sources, campaigns, keywords, content, landing pages, and subfolders.
This information allows you to adjust your marketing strategy by emphasizing the channels and campaigns that yield the most sales and revenue.
You can generate detailed, actionable 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 help illustrate, 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 |
Upon running ads on both Google Ads and Facebook Ads Manager, the first “Leads by Channel” report indicated that Facebook (Social Paid) generated more leads than Google (Search Paid).
After reviewing the sales and revenue results in Sage CRM, you saw that Search Paid had a higher revenue with fewer leads than Social Paid. As a result, you chose to adjust your budget to prioritize the Search Paid channel.