Using Formcrafts, you gather leads from Instagram, although connecting each to an individual ad isn't possible. Similarly, when a lead becomes a customer, there’s no way to trace it back to a specific ad.
Without tracking in place, measuring Instagram ad effectiveness is challenging, making it unclear which ads are generating leads and customers. This leads to spending across ads without a clear understanding of their success.
There’s an accessible way to link each lead back to the exact Instagram campaign, ad set, and specific ad responsible for its generation.
We’ll go through the details, one step at a time!
How to track Instagram ads in Formcrafts
Step 1: Add Leadsources in the head tag of your website
Leadsources offers an efficient way to trace lead origins. Once installed on your site, it tracks up to 7 pieces of source data for each lead you acquire.
➡️ Sign up to Leadsources.io for free
➡️ Add the Leadsources tracking code to your site
Step 2: Add the UTM parameters to your Instagram ads
Add UTM parameters to your ad URL to monitor Instagram ad details, including the campaign, ad set, and ad. Here’s a setup example for reference:
UTM_medium=paidsocialUTM_source=instagramUTM_campaign=campaign-nameUTM_term=ad-set-nameUTM_content=ad-name
The final structure of the URL should look like this:
https://www.yourdomain.com?UTM_medium=paidsocial&UTM_source=instagram&UTM_campaign=campaign-name&UTM_term=ad-set-name&UTM_content=ad-nameKeep in mind: Leadsources ensures all leads are tracked comprehensively by capturing source data even if UTM parameters are missing.
Step 3: Add the hidden fields in Formcrafts
Hidden fields are invisible form inputs that contain data, which is sent along with other form responses.
When a user submits your Formcrafts, Leadsources instantly populates the hidden fields with data from Instagram ads. Leadsources then saves this Instagram ad information directly in your Formcrafts.
Step 4: Capture the Instagram ads data in Formcrafts
When users click your ads and end up on your site, Leadsources fetches the Instagram campaign, ad set, and ad-related data.
Leadsources populates Formcrafts hidden fields with the relevant Instagram ads data.
Hence, once the form is submitted, you can view the Instagram ad data and the corresponding lead details in Formcrafts.
How does Leadsources work?
When users click through to your site, Leadsources fetches Instagram ad data and populates it in the hidden fields of your form. Once the form is submitted, this data, including lead details like name and email, is sent to Formcrafts.
Leadsources documents all of this 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 | ✅ |
As illustrated in the table above, when UTM parameters are not feasible—like with organic sources such as Google search or referral sources—Leadsources still retains some lead source data:
- Channel
- Source
- Campaign
- Landing page
- Landing page subfolder
In comparison with other tools, Leadsources monitors lead sources across all marketing channels, whether they are organic or paid.
Select a channel to view the lead source data that Leadsources integrates into your form.
Performance reports: Lead, sales, and revenue by source
By processing Instagram ad data in Formcrafts, you can generate performance reports that indicate:
- Leads, sales, and revenue by channel
- Leads, sales, and revenue by source
- Leads, sales, and revenue by campaign (aka. Instagram campaign)
- Leads, sales, and revenue by term (aka. Instagram ad set)
- Leads, sales, and revenue by content (aka. Instagram ad)
This permits you to adapt your Instagram budget according to the campaigns, ad sets, and ads that attract the most leads, sales, and revenue.
Let’s have a look at the reports you can generate:
1. Lead source reports
Compile performance reports that analyze the number of leads developed by:
- Channel
- Source
- Campaign (aka. Instagram campaign)
- Term (aka. Instagram ad set)
- Content (aka. Instagram ad)
- Landing page
- Landing page subfolder
Example #1: Leads by channel
This report clarifies the lead-generating capabilities of each channel.
Example #2: Leads by Instagram campaign
You can now focus on a specific lead source (e.g., Instagram) and keep track of the leads generated by each of your Instagram campaigns.
Example #3: Leads by Instagram ad
After determining the Instagram campaign that yields the most leads, you can investigate which ad set or individual ad is accountable for attracting those leads.
2. Sales and revenue source reports
With the understanding of which Instagram campaign, ad set, and ad are generating leads, we must assess if these leads are turning into sales and revenue.
To accomplish this task, integrate your leads with a CRM such as GoHighLevel. This facilitates the monitoring of sales and revenue across multiple channels, sources, Instagram campaigns, ad sets, ads, landing pages, and landing page subfolders.
Utilizing this information, you can improve your Instagram ad strategy to target the channels, sources, campaigns, ad sets, and ads that drive substantial sales and revenue.
You can create a selection of sales and revenue reports, including:
- Sales and revenue by channel
- Sales and revenue by source
- Sales and revenue by campaign
- Sales and revenue by term (e.g., Instagram ad set)
- Sales and revenue by content (e.g., Instagram ad)
- Sales and revenue by landing page
- Sales and revenue by landing page subfolder
Example Scenario:
| Channel | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Average Order Value | $150 | $100 |
| Revenue | $750 | $600 |
Once the campaigns on Google and Instagram were launched, the first "Leads by Channel" report indicated that Social Paid ads (Instagram) generated more leads than Search Paid ads.
However, upon examining the sales and revenue data in your CRM, you realized that the Search Paid channel had a higher revenue yield with fewer leads compared to the Social Paid channel. Based on this analysis, you decided to adjust your budget to allocate more towards the Search Paid channel.
