Moving leads from Instagram into Thryv CRM doesn’t allow you to associate each lead with a unique ad. Additionally, as these leads turn into customers, associating them back to an Instagram campaign is not achievable.
Without the ability to track, it’s difficult to assess the performance of your Instagram ads, so you don’t know which ads convert leads and customers. This may lead to continued ad spend with no sense of effectiveness.
Fortunately, there’s a simple way to associate every lead with the specific Instagram campaign, ad set, and ad that sourced it.
We’ll move through the process, step by step!
How to Track Instagram Ads in Thryv CRM
Step 1: Add Leadsources in the head tag of your website
Step 2: Add the UTM parameters to your Instagram ads
To monitor Instagram ad performance, attach UTM parameters to your ad URL that highlight the campaign, ad set, and ad details. Use this format:
UTM_medium=paidsocialUTM_source=instagramUTM_campaign=campaign-nameUTM_term=ad-set-nameUTM_content=ad-name
The final URL should be formatted as follows:
https://www.yourdomain.com/?UTM_medium=paidsocial&UTM_source=instagram&UTM_campaign=campaign-name&UTM_term=ad-set-name&UTM_content=ad-namePlease note that Leadsources gathers all information about lead sources, independent of UTM parameter usage, ensuring thorough tracking for each lead.
Step 3: Add the hidden fields in your form
Hidden fields within forms are not displayed to users, yet they still capture and retain submitted information.
Leadsources keeps lead source information in the hidden fields of your form. When a lead submits the form, these fields are automatically filled with data from the Instagram ads.
Leadsources is developed to integrate with all major form builders. For detailed steps on adding hidden fields to your form, please see this guide.
Step 4: Capture the Instagram ads data in Thryv CRM
When users click on your ads and visit your site, Leadsources pulls in information from the Instagram campaign, ad set, ad, and other relevant data.
The hidden fields in your form obtain Instagram ads data provided by Leadsources.
Thus, following form submission, you can assess the Instagram ad data and lead details in Thryv CRM (this involves setting up a connection between your form and Thryv CRM).
How does Leadsources work?
When a visitor lands on your site, Leadsources collects Instagram ad data and populates the hidden fields of your form. After the form is submitted, this information is dispatched to Thryv CRM, which includes the lead data you’ve gathered (such as name and email).
Leadsources gathers all the lead source information applicable to 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 points out that when UTM parameters are not feasible—such as with organic sources like Google search or Instagram bio links—Leadsources successfully obtains certain lead source data:
- Channel
- Source
- Campaign
- Landing page
- Landing page subfolder
In distinction from other platforms, Leadsources is designed to track lead sources throughout every marketing channel, both organic and paid.
Select a channel to review the lead source data that Leadsources places in your form.
Performance reports: Lead, sales, and revenue by source
Examining Instagram ads data through Thryv CRM allows you to 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 adjust your Instagram budget in response to the campaigns, ad sets, and ads that contribute the most leads, sales, and revenue.
Let’s uncover the different reports that you are able to create:
1. Lead source reports
Create performance reports that reveal the number of leads acquired 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 shows which channel is most effective at generating leads.
Example #2: Leads by Instagram campaign
You can now direct your focus toward a specific lead source (e.g., Instagram) and assess how many leads each Instagram campaign brings in.
Example #3: Leads by Instagram ad
After discovering the Instagram campaign that has the highest lead volume, you can examine which specific ad group or ad is responsible for generating those leads.
2. Sales and revenue source reports
After finding the Instagram campaign, ad set, and ad that generate our leads, we need to investigate if these leads result in sales and revenue.
To make this process easier, connect your leads to a CRM such as Thryv CRM. This connection enables tracking of sales and revenue through various channels, sources, Instagram campaigns, ad sets, ads, landing pages, and their related subfolders.
This information allows you to enhance your Instagram ad strategy, targeting the channels, sources, campaigns, ad sets, and ads that are most effective in generating sales and revenue.
There are multiple sales and revenue reports that can be created, 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 |
Upon initiating ads on Google and Instagram, the initial “Leads by Channel” report confirmed that Social Paid ads (Instagram) outperformed Search Paid ads in terms of lead acquisition.
However, upon reviewing the sales and revenue insights in Thryv CRM, you discovered that the Search Paid channel was responsible for higher revenue with a lower lead count compared to the Social Paid channel. Thus, you revised your budget to allocate more resources into the Search Paid channel.