Google Analytics helps you monitor traffic, yet identifying the origin of each lead remains challenging.
Also, you can’t connect a customer to the exact channel or ad that originally generated their lead.
Why? Because lead source information in Google Analytics is only available on an aggregated level (e.g., 50 leads from the Paid Search channel).
However, our goal is to track where each lead comes from at the lead level.
So when a lead converts into a paying customer, we can identify the channel that brought in the lead.
Fortunately, there is a simple method to associate each lead with the particular channel that generated it. This enables the smooth transmission of data into Zoho CRM, allowing you to track which channel was responsible for each paid customer.
Let’s walk through it, one step at a time!
How to track Google Analytics data in Zoho CRM
Step 1: Add Leadsources in your website
Leadsources is a simple tool that captures lead source data in the same way Google Analytics does. Once installed, it tracks up to 7 pieces of lead source data for each lead you acquire.
- 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 remain invisible to users, yet they can store data that is included when the form is submitted.
Leadsources uses hidden fields to store lead source information. Upon form submission, it automatically fills these fields with the lead source.
Step 3: Send lead source data to Zoho CRM
Your form builder can send the lead source data directly to Zoho CRM.
Zoho CRM allows you to track the source of your leads, sales, and revenue.
This enables you to link your marketing activities to your sales outcomes.
How does Leadsources work?
Leadsources retrieves lead source information when someone visits your site, just like Google Analytics, and populates the hidden fields to your form. Once the form is submitted, this data, along with the lead’s name and email, is sent to Zoho CRM.
Leadsources captures the lead source information for every 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 can’t be used—like with organic sources such as Google search or mentions of your website in articles—Leadsources still collects the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Unlike other tools, Leadsources monitors lead sources across all types of marketing channels, both organic and paid.
Pick a channel to examine the lead source data that Leadsources inputs into your form.
Performance reports: Lead, sales, and revenue by source
With lead source data tracked in Zoho CRM, you are able to generate reports on performance, 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 most leads, sales, and revenue.
Now, we’ll review the various reports you can create.
1. Lead source reports
Generate reports to track the number of leads generated from:
- 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 is driving the most leads.
Example #2: Leads by campaign
This allows you to focus on a specific lead source (e.g., Google Ads) and monitor lead generation by each campaign.
Example #3: Leads by keyword and ad
Once the campaign that produces the most leads is identified, you can analyze the specific keyword ad responsible for those leads.
2. Sales and revenue source reports
With a clear understanding of the channels, sources, campaigns, terms, and content driving leads, we should now evaluate whether these leads are resulting in sales and revenue.
By sending your leads to Zoho CRM, you can track sales and revenue across multiple channels, sources, campaigns, keywords, content, landing pages, and subfolders.
This information enables you to adjust your marketing strategy to prioritize the channels and campaigns that drive the most sales and revenue.
Detailed sales and revenue reports can also be created, 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 example, let’s look at the following scenario:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
Following the ad campaigns on Google Ads and Facebook Ads Manager, the “Leads by Channel” report initially showed that Facebook (Social Paid) outperformed Google (Search Paid) in lead generation.
After reviewing the sales and revenue figures in Zoho CRM, you discovered that Search Paid yielded higher revenue despite having fewer leads than Social Paid. This caused you to reallocate your budget to prioritize Search Paid.