You generate leads on Instagram and export them to Freshworks CRM, but there’s no way to assign each lead to its ad. When these leads eventually convert to customers, tracing them back to the specific Instagram ad is unfeasible.
Without tracking, evaluating the impact of your Instagram ads is nearly impossible, making it hard to tell which ads bring in leads and customers. Consequently, you might continue investing in ads without knowing their effectiveness.
Fortunately, a simple method allows you to connect each lead with the specific Instagram campaign, ad set, and ad that created it.
Let’s take it slow and go step by step!
How to Track Instagram Ads in Freshworks CRM
Step 1: Add Leadsources in the head tag of your website
Step 2: Add the UTM parameters to your Instagram ads
Capture Instagram ad insights by adding UTM parameters in your ad URL for campaign, ad set, and ad. Here’s a sample format:
UTM_medium=paidsocialUTM_source=instagramUTM_campaign=campaign-nameUTM_term=ad-set-nameUTM_content=ad-name
The final URL should be displayed like this:
https://www.yourdomain.com/?UTM_medium=paidsocial&UTM_source=instagram&UTM_campaign=campaign-name&UTM_term=ad-set-name&UTM_content=ad-nameIt’s worth noting that Leadsources collects all lead source data, even without the use of UTM parameters, to ensure complete tracking for every lead.
Step 3: Add the hidden fields in your form
Hidden fields represent form inputs that users do not interact with, but they can still capture and retain information submitted with the form.
Hidden fields in your form are used by Leadsources to store lead source data. Thus, when a lead submits the form, Leadsources automatically populates these fields with information from Instagram ads.
Leadsources integrates effectively with all widely-used form builders. For a complete guide on adding hidden fields in your form, consult this resource.
Step 4: Capture the Instagram ads data in Freshworks CRM
When users engage with your advertisements and visit your site, Leadsources collects the Instagram campaign, ad set, and ad data, among other things.
Leadsources populates Instagram ads data into the hidden fields of your form.
When you submit the form, you’ll be able to view the Instagram ad data and lead details in Freshworks CRM (This requires that your form is connected to Freshworks CRM).
How does Leadsources work?
Whenever someone arrives on your site, Leadsources fetches Instagram ad data and populates it into the hidden fields of your form. Once the form is submitted, this information goes to Freshworks CRM, along with the lead information you captured (such as name and email).
Leadsources captures all the lead source information for each lead generated:
| 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, in cases where UTM parameters are unapplicable—like organic sources such as Google search or Instagram bio links—Leadsources still retrieves some lead source data:
- Channel
- Source
- Campaign
- Landing page
- Landing page subfolder
Unlike other software solutions, Leadsources is designed to track lead sources through all marketing channels, both organic and paid.
Pick a channel to learn about the lead source data that Leadsources inserts into your form.
Performance reports: Lead, sales, and revenue by source
By analyzing Instagram ads data within Freshworks CRM, you can construct 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 optimize your Instagram budget depending on the campaigns, ad sets, and ads that generate the most leads, sales, and revenue.
Let’s outline the selection of reports you can generate:
1. Lead source reports
Design performance reports that show the leads attracted 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 allows you to track down the channel that generates the highest leads.
Example #2: Leads by Instagram campaign
Now you can concentrate on a specific lead source (e.g., Instagram) and evaluate the number of leads resulting from each of your Instagram campaigns.
Example #3: Leads by Instagram ad
After determining the most effective Instagram campaign in terms of leads, you can examine which specific ad group or ad produces those leads.
2. Sales and revenue source reports
Having determined which Instagram campaign, ad set, and ad generate our leads, we need to examine if these leads are being converted into sales and revenue.
To achieve your objective, associate your leads with a CRM like Freshworks CRM. This integration helps you keep track of sales and revenue generated from various channels, sources, Instagram campaigns, ad sets, ads, landing pages, and their respective subfolders.
With this data, you can optimize your Instagram ad strategy to emphasize on the channels, sources, campaigns, ad sets, and ads that resulted in the most sales and revenue.
You can produce a range 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., 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 launching ads on Google and Instagram, the preliminary “Leads by Channel” report revealed that Social Paid ads (Instagram) secured more leads compared to Search Paid ads.
Upon analyzing sales and revenue data in Freshworks CRM, you discovered that the Search Paid channel produced more revenue with fewer leads compared to the Social Paid channel. Based on this information, you adjusted your budget to allocate more resources to the Search Paid channel.