You capture Instagram leads with forms.app, yet there’s no way to associate each lead with a specific ad. Similarly, if that lead becomes a customer, you can’t connect them to the exact Instagram ad.
Absence of tracking, evaluating Instagram ad success becomes challenging, and you can’t see which ads generate leads and customers. Thus, funds are allocated to ads without insight into conversion.
A simple approach enables connecting each lead back to the Instagram campaign, ad set, and exact ad where it was created.
Let’s proceed one step at a time!
How to track Instagram ads in forms.app
Step 1: Add Leadsources in the head tag of your website
Leadsources provides a simple method to identify lead sources. When on your site, it captures up to 7 data points per lead.
➡️ 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
Use UTM parameters in your URL to capture Instagram campaign, ad set, and ad information. Here’s a sample format to guide you:
UTM_medium=paidsocialUTM_source=instagramUTM_campaign=campaign-nameUTM_term=ad-set-nameUTM_content=ad-name
The final URL should appear as follows:
https://www.yourdomain.com?UTM_medium=paidsocial&UTM_source=instagram&UTM_campaign=campaign-name&UTM_term=ad-set-name&UTM_content=ad-nameNote: Leadsources tracks each lead source comprehensively, covering all data even in the absence of UTM parameters.
Step 3: Add the hidden fields in forms.app
Hidden fields are hidden form inputs that retain information included in the form submission.
When someone completes your forms.app, Leadsources automatically fills the hidden fields with the Instagram ads data. This information is saved directly in your forms.app.
Step 4: Capture the Instagram ads data in forms.app
When users interact with your ads and go to your site, Leadsources fetches the Instagram campaign, ad set, and other ad-related information.
Leadsources populates the hidden fields of forms.app with valuable Instagram ads data.
Thus, when you submit the form, the Instagram ad data and lead details become visible in forms.app.
How does Leadsources work?
When someone arrives at your site, Leadsources fetches Instagram ad data and populates it in the hidden fields of your form. After the form is submitted, this data, along with lead details such as name and email, is sent to forms.app.
Leadsources records all of this source data associated with 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 noted in the table above, when UTM parameters are ineffective—such as with organic sources like Google search or referral traffic—Leadsources still gathers certain lead source data:
- Channel
- Source
- Campaign
- Landing page
- Landing page subfolder
Unlike other services, Leadsources tracks lead sources throughout all marketing channels, whether organic or paid.
Choose a channel to catch the lead source information that Leadsources attaches to your form.
Performance reports: Lead, sales, and revenue by source
By extracting Instagram ad data from forms.app, you can generate performance reports including:
- 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 allows you to customize your Instagram budget according to the campaigns, ad sets, and ads that deliver the highest leads, sales, and revenue.
Let’s look at a few reports that you can create:
1. Lead source reports
Prepare performance reports that represent the number of leads drawn from:
- 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 aids in determining the effectiveness of each channel in lead generation.
Example #2: Leads by Instagram campaign
You can now shift your attention toward a particular lead source (e.g., Instagram) and monitor the lead generation from individual Instagram campaigns.
Example #3: Leads by Instagram ad
Once you discover the Instagram campaign that attracts the most leads, you can analyze which ad set or specific ad is behind that performance.
2. Sales and revenue source reports
Now that we know which Instagram campaign, ad set, and ad are responsible for our leads, we should investigate whether these leads convert into sales and revenue.
To succeed in this, integrate your leads with a CRM like GoHighLevel. This allows for the tracking of sales and revenue generated by multiple channels, sources, Instagram campaigns, ad sets, ads, landing pages, and landing page subfolders.
With these insights, you can adjust your Instagram ad strategy to concentrate on the channels, sources, campaigns, ad sets, and ads that achieve the highest sales and revenue.
It’s feasible to compile a range 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 |
After initiating ads on Google and Instagram, the first “Leads by Channel” report demonstrated that Social Paid ads (Instagram) outperformed Search Paid ads in lead generation.
Yet, after evaluating the sales and revenue information in your CRM, you found that the Search Paid channel yielded a higher revenue with fewer leads compared to the Social Paid channel. Based on this, you modified your budget to focus on the Search Paid channel.