Google Analytics provides an overview of lead sources but doesn’t trace individual leads back to specific channels.
Once a lead becomes a customer, you can’t determine which channel or ad was responsible for the conversion.
Why? Because Google Analytics only offers aggregated lead data, summarizing sources like “50 leads from Paid Search” without detailing each individual lead.
❌ This gap leaves you unable to identify which channels generate leads and customers, making it challenging to concentrate your marketing activities on the most effective sources.
✅ The ideal scenario is to track the source of each lead individually. So when it converts into a customer, we can identify the channel it came from.
Fortunately, we can efficiently connect each lead and customer to the channel that generated them.
Let’s explore it step by step!
How to track Google Analytics data in Zoho Forms
Step 1: Add Leadsources in your website
Leadsources tracks lead source data in a simple way, just like Google Analytics, by capturing up to 7 data points for each lead. After installation, it monitors 7 lead source data for every 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 Zoho Forms
Hidden fields are fields that are hidden but store relevant data from the form submission.
Upon submission of your Zoho Forms, Leadsources fills the hidden fields with lead source data, which is then saved within your Zoho Forms.
Step 3: Capture lead source data in Zoho Forms
Upon users visiting your site, Leadsources captures essential lead source data, such as channel and source.
After that, this data is inserted into the hidden fields of Zoho Forms.
After the form is submitted, the lead source data will be included with the lead details in Zoho Forms.
How does Leadsources work?
When visitors land on your site, Leadsources captures the lead source data and fills it into the hidden fields of your form. Upon form submission, this data, along with lead details like name and email, is sent to Zoho Forms.
Leadsources tracks where each lead is sourced from:
| 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, such as the organic search from Google or when your website is mentioned in articles, Leadsources still gathers the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Leadsources offers unique tracking capabilities, covering both organic and paid marketing channels.
Pick a channel to view the lead source details that Leadsources incorporates into your form.
Performance reports: Lead, sales, and revenue by source
With lead source data tracked in Zoho Forms, you can create reports that show 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 allows you to redirect your marketing funds toward the channels, sources, campaigns, and terms that produce the most leads, sales, and revenue.
Let’s review some of the reports you can generate.
1. Lead source reports
Generate detailed reports that reflect the lead count 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 details which channel brings in the most leads.
Example #2: Leads by campaign
Now, you can examine a specific channel (e.g., Paid Search) and see the number of leads generated by each campaign.
Example #3: Leads by keyword and ad
After identifying the top-performing Paid Search campaign in terms of leads, you can break down which specific keyword or ad is responsible for driving those leads.
2. Sales and revenue source reports
Having identified the channel, source, campaign, term, and content that generate leads, it’s essential to evaluate if these leads are converting into sales and revenue.
By connecting Zoho Forms with a CRM, you can track sales and revenue from different channels, sources, campaigns, terms, content, and landing pages, along with their subfolders.
This data allows you to adjust your marketing approach, concentrating on the channels, sources, campaigns, terms, and content that produce the most sales and revenue.
You can also produce customized 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 this, let’s walk through the following scenario:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
After advertising on Google Ads and Facebook Ads Manager, the “Leads by Channel” report revealed Facebook (Social Paid) producing more leads than Google (Search Paid).
Upon reviewing the sales and revenue figures in your CRM, you noticed that Search Paid generated greater revenue with fewer leads than Social Paid. You decided to allocate a larger portion of your budget to Search Paid based on this finding.
