You’re using Google Analytics to track where your leads come from, but you can’t connect each lead to a specific channel.
Similarly, when a lead becomes a customer, you can’t trace that customer back to an exact channel or ad.
Why? Because Google Analytics only provides lead source data on an aggregate level (e.g., “50 leads came from Paid Search”) – and not an a lead level.
❌ As a result, you can’t determine which channels are driving leads and customers. And you invest on multiple channels without knowing which ones are truly effective.
✅ What we want instead is to track the source of our leads on a lead level. So when this particular lead transforms as a paid customer, we can track it back to the channel that generated it.
Luckily, there’s an easy way to link each lead and customer back to the channel that generated it.
Let’s go through it step by step!
How to track Google Analytics data in Typeform
Step 1: Add Leadsources in your website
Leadsources is a simple tool that tracks the lead source data – the same way Google Analytics does. Once installed to your website, Leadsources tracks up to 7 lead source data for each lead you generate:
- 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 Typeform
Hidden fields are invisible form fields that store information submitted with the form.
When someone submits your Typeform, Leadsources automatically fills the hidden fields with the lead source data, which is then saved in your Typeform upon submission.
Step 3: Capture lead source data in Typeform
When users visit your site, Leadsources captures the lead source data (channel, source, etc.).
This data is then added to the hidden fields of Typeform.
Once the form is submitted, you can see the lead source data along with the lead details directly in Typeform.
How does Leadsources work?
When someone visits your site, Leadsources captures the lead source data and fills it into the hidden fields of your form. Once the form is submitted, this data, along with lead details like name and email, is sent to Typeform.
Leadsources tracks the lead source data for 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 | ✅ |
When UTM parameters aren’t available, like with organic sources from Google search or when your website is mentioned in an article, Leadsources still collects the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Unlike other tools, Leadsources tracks lead source across all marketing channels, both organic and paid.
Select a channel to see what lead source data Leadsources inserts in your form.
Performance reports: Lead, sales, and revenue by source
By tracking the lead source data in Typeform, you can generate 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 allows you to adjust your marketing budget based on the channels, sources, campaigns, terms, content, and more that generate the most leads, sales, and revenue.
Now, let’s explore some of the reports you can create.
1. Lead source reports
Generate performance reports that show the volume 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 shows you which channel generates the most leads.
Example #2: Leads by campaign
Now, you can focus on a specific channel (E.G. Paid Search) and track the volume of leads generated by each campaign.
Example #3: Leads by keyword and ad
Once you identify the Paid Search campaign that generates the most leads, you can analyze which specific keyword or ad is driving those leads.
2. Sales and revenue source reports
Now that we know which channel, source, campaign, term, and content are generating leads, we need to evaluate whether these leads are converting into sales and revenue.
To do this, connect Typeform with a CRM. This lets you track sales and revenue from different channels, sources, campaigns, terms, content, landing pages, and landing page subfolders.
With this information, you can fine-tune your marketing strategy to focus on the channels, sources, campaigns, terms, and content that generate the most sales and revenue.
You can also create various 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 demonstrate, we will consider the following scenario:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
After running ads on Google Ads and Facebook Ads Manager, the initial “Leads by Channel” report showed that Facebook (Social Paid) generated more leads than Google (Search Paid).
However, when reviewing sales and revenue data in your CRM, you found that Search Paid produced higher revenue with fewer leads compared to Social Paid. Based on this insight, you adjusted your budget to focus more on the Search Paid channel.