Google Analytics provides traffic insights but it doesn’t connect individual leads to their source platforms.
When a lead becomes a customer, you lose visibility into which channel or ad contributed to the conversion.
Why? Because Google Analytics only offers lead source data in aggregate (e.g., “50 leads came from Paid Search”) rather than detailed information at the individual lead level.
❌ This limitation prevents you from knowing which channels contribute to leads and customers. And your budget is spread thin across potentially ineffective sources.
✅ We want to track leads on a per-lead basis. So when a lead transforms into a customer, we can link it back to its original channel.
Fortunately, connecting each lead and customer to its respective channel is quick and simple.
We’ll walk through each step together!
How to track Google Analytics data in WPForms
Step 1: Add Leadsources in your website
Similar to Google Analytics, Leadsources is a simple tool that tracks up to 7 lead source data for each lead. After installation, it captures 7 important lead source data points:
- 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 WPForms
Although not visible, hidden fields are used to retain data submitted with the form.
When someone submits the form, Leadsources automatically fills the hidden fields with the lead source data, which is stored in your WPForms submission.
Step 3: Capture lead source data in WPForms
As visitors come to your site, Leadsources collects lead source information, including channel and source data.
This information is transferred directly to the hidden fields of WPForms.
When the form is submitted, both the lead source data and lead details are visible in WPForms.
How does Leadsources work?
Leadsources captures the lead source information when someone visits your site and fills it into the hidden fields of your form. After submission, this data, along with lead details like name and email, is sent to WPForms.
Leadsources tracks the source of each lead’s data:
| 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 traffic from Google or references in articles, Leadsources still tracks the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Leadsources distinguishes itself by providing comprehensive tracking of lead sources across both organic and paid marketing channels.
Choose a channel to see the specific lead source information that Leadsources adds to your form.
Performance reports: Lead, sales, and revenue by source
By collecting lead source data in WPForms, you can generate performance insights 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 helps you realign your marketing budget with the most effective channels, sources, campaigns, and content that drive the highest levels of leads, sales, and revenue.
Let’s walk through some of the reports you can create.
1. Lead source reports
Generate performance insights that indicate the number 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 provides insights into which channel generates the most leads.
Example #2: Leads by campaign
Now, you can focus on a specific channel (e.g., Paid Search) and evaluate the leads generated by each campaign.
Example #3: Leads by keyword and ad
Once you spot the Paid Search campaign with the greatest number of leads, you can analyze the keyword or ad that is fueling this performance.
2. Sales and revenue source reports
Once we’ve identified the channel, source, campaign, term, and content driving leads, the next step is to assess whether these leads are converting into sales and revenue.
Connecting WPForms to a CRM lets you track sales and revenue from various channels, sources, campaigns, terms, content, landing pages, and their subfolders.
Using this information, you can optimize your marketing strategy to focus on the channels, sources, campaigns, terms, and content that drive the highest sales and revenue.
You have the option to create several reports that focus 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
For demonstration purposes, let’s consider the following scenario:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
After deploying ads on Google Ads and Facebook Ads Manager, the “Leads by Channel” report reflected that Facebook (Social Paid) exceeded Google (Search Paid) in lead generation.
Analyzing the sales and revenue data in your CRM showed that Search Paid delivered higher revenue with fewer leads than Social Paid. As a result, you reallocated more of your budget to the Search Paid channel.