Gathering leads from Instagram and moving them to Trello doesn’t allow for connecting each lead to an individual ad. Furthermore, when those leads convert into customers, you lose the ability to trace them to the original Instagram campaign.
Without tracking, it’s hard to assess how well your Instagram ads perform, so you can’t tell which ads attract leads and customers. This may result in ad spend with no clear view of effectiveness.
Luckily, it’s possible to trace every lead to the specific Instagram campaign, ad set, and ad that brought it in.
We’ll go through each step in the process together!
How to Track Instagram Ads in Trello
Step 1: Add Leadsources in the head tag of your website
Step 2: Add the UTM parameters to your Instagram ads
To gather data from your Instagram ads, include UTM parameters in your ad URL that specify the campaign, ad set, and ad information. Follow this structure:
UTM_medium=paidsocialUTM_source=instagramUTM_campaign=campaign-nameUTM_term=ad-set-nameUTM_content=ad-name
The final URL should be structured 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 captures all lead source data, even if UTM parameters are not utilized, ensuring that each lead is thoroughly tracked.
Step 3: Add the hidden fields in your form
While hidden fields in forms are invisible to users, they continue to gather and retain submitted data.
The hidden fields in your form are used by Leadsources to keep track of lead source information. When a lead submits the form, these fields receive data automatically from Instagram ads.
Leadsources is created to function with all popular form builders. For complete steps on how to add hidden fields to your form, refer to this guide.
Step 4: Capture the Instagram ads data in Trello
When users choose your ads and reach your website, Leadsources retrieves information from the Instagram campaign, ad set, and ad, as well as other relevant data.
Instagram ads data from Leadsources is stored in the hidden fields of your form.
Therefore, after you submit the form, you can examine the Instagram ad data and lead information in Trello (this requires connecting your form to Trello).
How does Leadsources work?
Whenever a visitor comes to your site, Leadsources retrieves Instagram ad data and adds it in the hidden fields of your form. Upon submission, this data is transmitted to Trello, including the lead details you've captured (such as name and email).
Leadsources captures every piece of lead source information related to individual leads:
| 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 illustrates that in situations where UTM parameters are not applicable—like organic sources such as Google search or Instagram bio links—Leadsources successfully captures certain lead source data:
- Channel
- Source
- Campaign
- Landing page
- Landing page subfolder
In contrast to other platforms, Leadsources is able to track lead sources across every marketing channel, including both organic and paid options.
Select a channel to access the lead source data that Leadsources includes in your form.
Performance reports: Lead, sales, and revenue by source
By monitoring Instagram ads data through Trello, you can produce 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 enables you to redistribute your Instagram budget according to the campaigns, ad sets, and ads that yield the most leads, sales, and revenue.
Let’s examine the various reports available for you to generate:
1. Lead source reports
Produce performance reports that highlight the number of leads gathered 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 delivers information about which channel yields the greatest volume of leads.
Example #2: Leads by Instagram campaign
You can now concentrate on a particular lead source (e.g., Instagram) and evaluate the number of leads produced by each Instagram campaign.
Example #3: Leads by Instagram ad
After identifying the Instagram campaign with the most significant lead volume, you can assess which particular ad group or ad is responsible for generating those leads.
2. Sales and revenue source reports
After determining the Instagram campaign, ad set, and ad that bring in our leads, we need to assess if these leads are resulting in sales and revenue.
To simplify this process, link your leads to a CRM like Trello. This connection makes it possible to track sales and revenue across different channels, sources, Instagram campaigns, ad sets, ads, landing pages, and their respective subfolders.
This data allows you to adjust your Instagram ad strategy, focusing on the channels, sources, campaigns, ad sets, and ads that have produced the most substantial sales and revenue.
It’s feasible to 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 |
Upon starting ads on Google and Instagram, the first "Leads by Channel" report indicated that Social Paid ads (Instagram) generated more leads than Search Paid ads.
Nevertheless, upon reviewing the sales and revenue data in Trello, you found that the Search Paid channel accounted for greater revenue despite having a lower lead count compared to the Social Paid channel. Consequently, you revised your budget to allocate additional resources to the Search Paid channel.
