As you gather leads via Instagram and forward them to HubSpot CRM, connecting each lead to a specific ad is unachievable. Once they become customers, you won't be able to connect them to an Instagram ad.
The lack of tracking leaves you unable to evaluate your Instagram ads performance, making it hard to know which ads produce leads and customers. You might end up spending on ads without understanding their true value.
Luckily, there’s now an easy way to attribute each lead to the specific Instagram campaign, ad set, and ad that created it.
Let’s walk through the steps in order!
How to Track Instagram Ads in HubSpot CRM
Step 1: Add Leadsources in the head tag of your website
Step 2: Add the UTM parameters to your Instagram ads
Insert UTM parameters in the ad URL to gather Instagram insights on campaign, ad set, and ad. Here’s a guide:
UTM_medium=paidsocialUTM_source=instagramUTM_campaign=campaign-nameUTM_term=ad-set-nameUTM_content=ad-name
The final version of the URL should resemble this:
https://www.yourdomain.com/?UTM_medium=paidsocial&UTM_source=instagram&UTM_campaign=campaign-name&UTM_term=ad-set-name&UTM_content=ad-nameRemember that Leadsources collects all lead source data, regardless of UTM parameters being used, ensuring complete tracking for all leads.
Step 3: Add the hidden fields in your form
These are hidden fields within a form that remain unseen by users while still capturing data that is submitted with the form.
The hidden fields of your form are where Leadsources retains lead source data. Therefore, when a lead submits the form, these fields are automatically filled with Instagram ad data.
Leadsources is compatible with all widely recognized form builders. For specific steps on how to add hidden fields to your form, check this guide.
Step 4: Capture the Instagram ads data in HubSpot CRM
When users click on your ads and land on your site, Leadsources pulls the Instagram campaign, ad set, ad data, and more.
Hidden fields in your form get populated with Instagram ads data through Leadsources.
Consequently, upon submission of the form, you can view the Instagram ad data and lead details in HubSpot CRM (This requires connecting your form to HubSpot CRM).
How does Leadsources work?
Each time someone lands on your website, Leadsources fetches Instagram ad data and populates it into the hidden fields of your form. After the form is submitted, this information goes to HubSpot CRM, alongside the lead data you've collected (such as name and email).
Leadsources systematically tracks all lead source data for each lead you obtain:
| 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 | ✅ |
According to the table above, in situations where UTM parameters can't be used—such as organic sources like Google search or Instagram bio links—Leadsources manages to collect some lead source data:
- Channel
- Source
- Campaign
- Landing page
- Landing page subfolder
Differing from other services, Leadsources effectively tracks lead sources in every marketing channel, both organic and paid.
Select a channel to identify the lead source data that Leadsources populates within your form.
Performance reports: Lead, sales, and revenue by source
By tracking Instagram ad data through HubSpot CRM, you can assemble 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 facilitates the adjustment of your Instagram budget according to which campaigns, ad sets, and ads are generating the most leads, sales, and revenue.
Let's break down the reports you can create:
1. Lead source reports
Build performance reports that show the leads generated via:
- 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 shows you which channel is the most productive in lead generation.
Example #2: Leads by Instagram campaign
Now you have the ability to focus on a specific lead source (e.g., Instagram) and measure the number of leads produced by each Instagram campaign.
Example #3: Leads by Instagram ad
Once you've identified the Instagram campaign that generates the most leads, you can analyze which specific ad group or ad contributes to that success.
2. Sales and revenue source reports
Since we’ve established which Instagram campaign, ad set, and ad yield leads, it’s important to assess whether these leads are converting into sales and revenue.
To achieve this objective, associate your leads with a CRM like HubSpot CRM. This connection provides insights into sales and revenue across different channels, sources, Instagram campaigns, ad sets, ads, landing pages, and the subfolders of those landing pages.
This data allows you to reshape your Instagram ad strategy to focus on the channels, sources, campaigns, ad sets, and ads that drive the most significant sales and revenue.
You can compile 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 |
Upon launching ad campaigns on Google and Instagram, the preliminary "Leads by Channel" report showed that Social Paid ads (Instagram) brought in more leads compared to Search Paid ads.
Following an analysis of sales and revenue data in HubSpot CRM, you identified that the Search Paid channel brought in more revenue with a fewer number of leads than the Social Paid channel. As a result, you revised your budget to allocate more resources to the Search Paid channel.
