Although Google Analytics monitors lead sources, it doesn’t connect individual leads to their exact channels.
Once a lead turns into a customer, you can’t attribute the conversion to a specific channel or advertisement.
Why? Because Google Analytics focuses on aggregated data, which means it can’t give insights into individual leads, just a broad count by source.
❌ This makes it impossible to identify the channels that drive leads and customers. And your investments might not be aligned with the most productive sources.
✅ Instead, we want a system that tracks leads on a detailed level. So when a lead converts, we know which channel is responsible.
Luckily, we have a simple solution to trace each lead and customer back to its generating channel.
Let’s go over it, step by step!
How to track Google Analytics data in Wufoo
Step 1: Add Leadsources in your website
Just like Google Analytics, Leadsources helps you track up to 7 lead source data points per lead. Once installed on your website, it tracks 7 pieces of valuable lead source data for every generated 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 Wufoo
These hidden fields remain unseen but capture information submitted by the user with the form.
Leadsources captures lead source data and automatically populates the hidden fields in your Wufoo when someone submits the form.
➡️ How to add hidden fields in Wufoo
Step 3: Capture lead source data in Wufoo
When users access your site, Leadsources tracks the lead source data, such as channel and source.
This lead source data is added to the hidden fields of Wufoo for storage.
Once the form is completed, the lead source data will appear with the lead details directly in Wufoo.
How does Leadsources work?
As users visit your site, Leadsources records the lead source data and fills it into the hidden fields of your form. Upon submission, this information, including lead details like name and email, is sent to Wufoo.
Leadsources tracks the lead source data for 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 | ✅ |
In cases where UTM parameters aren’t available, like with organic Google traffic or when your site is featured in an article, Leadsources tracks the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Unlike other solutions, Leadsources tracks lead sources across all types of marketing channels, such as organic and paid.
Select a channel to check the lead source data that Leadsources fills into your form.
Performance reports: Lead, sales, and revenue by source
By capturing lead source data in Wufoo, you can create detailed 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 optimize your marketing budget by focusing on the channels, sources, campaigns, terms, and content that generate the best results in terms of leads, sales, and revenue.
Let’s go over the different reports you can create.
1. Lead source reports
Develop performance reports showing 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 indicates the channel with the highest lead generation volume.
Example #2: Leads by campaign
You can now focus on a specific channel (e.g., Paid Search) and assess the lead volume generated by each campaign.
Example #3: Leads by keyword and ad
Once you recognize the Paid Search campaign that brings in the most leads, you can assess the specific keyword or ad that contributes to the lead generation.
2. Sales and revenue source reports
After identifying the channel, source, campaign, term, and content that generate leads, we need to determine whether these leads are resulting in sales and revenue.
Connect Wufoo to a CRM to track sales and revenue by channel, source, campaign, term, content, landing pages, and landing page subfolders.
This information helps you optimize your marketing activities by focusing on the channels, sources, campaigns, terms, and content that result in the highest sales and revenue.
You can also develop a variety of 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
Let’s consider the following scenario to demonstrate:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
Following ad placements on Google Ads and Facebook Ads Manager, the initial “Leads by Channel” report showed Facebook (Social Paid) surpassing Google (Search Paid) in lead generation.
Upon analyzing the sales and revenue data in your CRM, you identified that Search Paid generated more revenue with fewer leads compared to Social Paid, leading you to adjust your budget allocation toward Search Paid.