Google Analytics offers insights into lead sources, but it does not provide a clear link between each lead and a particular marketing channel.
Once a lead becomes a customer, you cannot link them to the exact advertisement or channel that influenced their decision.
Why? Because Google Analytics aggregates lead source data and provides high-level information, such as 50 leads sourced from Paid Search.
Our objective is to determine the exact source of each lead on an individual level.
When the lead becomes a customer, this process allows us to trace its path back to the specific channel responsible for generating it.
Luckily, there’s an effective method to link each lead to the channel that created it and send the data to Thryv CRM to monitor the channel’s role in generating paid customers.
Let’s review it step by step!
How to track Google Analytics data in Thryv CRM
Step 1: Add Leadsources in your website
Leadsources is a simple tool that tracks the lead source data in the same way Google Analytics does. Once integrated into your website, it captures up to 7 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 invisible to the user but hold information that is submitted with the form.
Leadsources automatically populates hidden fields with lead source information. When the form is submitted, these fields reflect the lead source automatically.
Step 3: Send lead source data to Thryv CRM
Your form builder can send lead source information directly to Thryv CRM for tracking purposes.
You can track the origin of your leads, sales, and revenue easily in Thryv CRM.
This helps you evaluate how your marketing actions affect your sales performance.
➡️ Send lead source data to Thryv CRM
How does Leadsources work?
When a visitor comes to your website, Leadsources fetches the lead source data (like Google Analytics) and populates the hidden fields of your form. After the form is submitted, this data, along with lead details such as name and email, is sent to Thryv CRM.
Leadsources traces the source data of each 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 | ✅ |
In situations where UTM parameters aren’t used—like with organic sources such as Google search or when your site is mentioned in articles—Leadsources still records the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Leadsources excels at tracking lead sources from both organic and paid marketing channels, unlike other tools.
Pick a channel to evaluate the lead source data that Leadsources fills in your form.
Performance reports: Lead, sales, and revenue by source
With lead source data in Thryv CRM, you can easily generate reports that detail performance, 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 lets you focus your marketing budget on the most effective channels, sources, campaigns, terms, and content for driving leads, sales, and revenue.
Let’s go through some of the key reports that can be generated.
1. Lead source reports
Produce reports highlighting the number of leads produced 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 allows you to measure which channel contributes the most leads.
Example #2: Leads by campaign
This enables you to focus on a particular lead source (e.g., Google Ads) and monitor lead generation across all associated campaigns.
Example #3: Leads by keyword and ad
Once you determine which campaign generates the highest number of leads, you can investigate the keyword ad responsible for those results.
2. Sales and revenue source reports
After determining the channels, sources, campaigns, terms, and content that drive leads, we must now check if these leads are transforming into sales and revenue.
To track sales and revenue across a variety of sources, send your leads to Thryv CRM, where you can monitor channels, campaigns, keywords, content, landing pages, and subfolders.
Using this data, you can sharpen your marketing strategy to target the channels and campaigns that drive the most sales and revenue.
You have the ability to generate thorough and detailed 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 visualize this, we will consider the following example:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
After executing ads on Google Ads and Facebook Ads Manager, the initial “Leads by Channel” report revealed that Facebook (Social Paid) outperformed Google (Search Paid) in terms of lead generation.
After reviewing the sales and revenue figures in Thryv CRM, you discovered that Search Paid achieved higher revenue with fewer leads than Social Paid. Based on this, you shifted your budget to prioritize Search Paid.