When you collect leads from Instagram and transfer them to NetSuite CRM, there's no way to link each lead to a specific ad. Additionally, as leads become customers, it’s impossible to track them back to a particular Instagram campaign.
Lacking tracking makes it challenging to assess the success of your Instagram ads, preventing you from determining which ads generate leads and customers. This could lead to spending on ads without insight into their impact.
Fortunately, there’s a reliable method to link each lead back to the exact Instagram campaign, ad set, and ad that generated it.
Let’s walk through the process one step at a time!
How to Track Instagram Ads in NetSuite CRM
Step 1: Add Leadsources in the head tag of your website
Leadsources is a simple tool for identifying where your leads originate. Once it’s installed on your website, it captures up to 7 different types of source data for each lead.
Step 2: Add the UTM parameters to your Instagram ads
To collect Instagram ad data, add UTM parameters to your ad URL that include details about the campaign, ad set, and ad. Use this format:
UTM_medium=paidsocialUTM_source=instagramUTM_campaign=campaign-nameUTM_term=ad-set-nameUTM_content=ad-name
The final 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-nameNote: Leadsources collects all lead source information, regardless of whether UTM parameters are used, ensuring that every lead is completely tracked.
Step 3: Add the hidden fields in your form
Hidden fields in forms are not seen by users, yet they still collect and store the submitted information.
Leadsources stores lead source information in the hidden fields of your form. When a lead fills out the form, these fields are automatically filled with data from Instagram ads.
Leadsources is compatible with all major form builders. For detailed instructions on adding hidden fields to your form, please consult this guide.
Step 4: Capture the Instagram ads data in NetSuite CRM
When users click on your ads and land on your site, Leadsources extracts data from the Instagram campaign, ad set, and ad, along with other details.
The hidden fields in your form capture Instagram ads data from Leadsources.
As a result, once you submit the form, you can check the Instagram ad data and lead details in NetSuite CRM (this requires connecting your form with NetSuite CRM).
How does Leadsources work?
Each time a visitor arrives at your site, Leadsources collects Instagram ad data and inserts it into the hidden fields of your form. After submission, this information is forwarded to NetSuite CRM, along with the lead data you've gathered (like name and email).
Leadsources records all the lead source information 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 | ✅ |
The table above shows that when UTM parameters cannot be used—such as with organic sources like Google search or Instagram bio links—Leadsources effectively retrieves specific lead source data:
- Channel
- Source
- Campaign
- Landing page
- Landing page subfolder
Unlike other platforms, Leadsources can monitor lead sources across all marketing channels, whether organic or paid.
Choose a channel to view the lead source data that Leadsources integrates into your form.
Performance reports: Lead, sales, and revenue by source
Tracking Instagram ads data via NetSuite CRM allows you to generate performance reports, such as:
- 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 adjust your Instagram budget based on the campaigns, ad sets, and ads that generate the highest number of leads, sales, and revenue.
Let’s explore the different reports that you can create:
1. Lead source reports
Generate performance reports that show the number of leads obtained 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 offers insights into which channel produces the highest number of leads.
Example #2: Leads by Instagram campaign
Now you can focus on a specific lead source (e.g., Instagram) and assess how many leads each Instagram campaign generates.
Example #3: Leads by Instagram ad
Once you identify the Instagram campaign that produces the highest number of leads, you can analyze which specific ad group or ad is driving those leads.
2. Sales and revenue source reports
Once we identify the Instagram campaign, ad set, and ad responsible for generating our leads, we must explore whether these leads are converting into sales and revenue.
To facilitate this process, connect your leads to a CRM such as NetSuite CRM. This integration allows for tracking sales and revenue across various channels, sources, Instagram campaigns, ad sets, ads, landing pages, and their related subfolders.
This information enables you to refine your Instagram ad strategy, focusing on the channels, sources, campaigns, ad sets, and ads that have generated the highest sales and revenue.
You can create various 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 launching ads on Google and Instagram, the initial "Leads by Channel" report showed that Social Paid ads (Instagram) were more effective in generating leads than Search Paid ads.
However, after analyzing sales and revenue data in NetSuite CRM, you discovered that the Search Paid channel generated higher revenue with fewer leads compared to the Social Paid channel. As a result, you adjusted your budget to direct more resources to the Search Paid channel.
