How to capture lead source in FormAssembly

How to capture lead source in FormAssembly

Are you struggling to track the source of your leads in FormAssembly?

This manual is designed to assist you in tracking the origin of your leads within FormAssembly.

How to track the source of lead in FormAssembly

1. How LeadSources collects the lead source data

As visitors visit your website, their browser logs information about their journey—such as their referral source, the initial page they arrived on, and the search terms they used. This information is contained within a cookie. captures this data, subsequently incorporating it into your FormAssembly form as hidden fields.

When visitors fill out your FormAssembly form, they input their personal information (name, email, etc.) into the form’s visible sections. At the same time, LeadSources injects the lead source data (channel, source, etc.) into the hidden fields.

Upon submission, this detailed lead source data is merged with the lead’s responses and sent directly into FormAssembly’s submission logs. This enables you to access the lead’s source, alongside their name, email, and additional provided information, all compiled within a singular FormAssembly record.

2. How LeadSources passes the lead source data into FormAssembly

Register at and integrate their provided script into your website.

Then, incorporate the hidden fields into your FormAssembly form. No coding expertise is needed.

Each time an individual submits a form on your site, automatically populates these hidden fields with crucial lead source data:

  • Channel
  • Source
  • Campaign
  • Term
  • Content
  • Landing page
  • Landing page subfolder

Upon form submission, this information regarding the lead’s source is transmitted to FormAssembly. You’ll find this information organized alongside the lead’s name, email, and additional details within FormAssembly’s submission records.

This process affords you the clarity to trace back the source of every lead within FormAssembly.

How to analyze the lead source data

What data is tracked in FormAssembly?

LeadSources captures 7 unique data points for every lead, detailed as follows:

Lead source dataDefinition
ChannelDefines the type of traffic. LeadSources segments your leads into 10 distinct categories, such as Paid Search, Organic Search, Email Marketing, Paid Social, Organic Social, Referrals, Direct Traffic, Affiliates, Display Ads, and various Other UTM-tagged campaigns within FormAssembly.
SourceClarifies the precise source or platform that directed the traffic. For example, for leads originating from “Organic Social,” the platforms could include Facebook, Instagram, etc., within FormAssembly.
CampaignNames the exact marketing campaign. For instance, when managing several Google Ads campaigns, facilitates the identification of the specific campaign that generated your leads in FormAssembly.
TermHighlights the particular keyword a campaign is targeting. For example, in a Google Ads initiative titled “Search campaign for house insurance,” LeadSources categorizes your leads by the targeted keyword, such as “House insurance in New York,” “House insurance in Miami,” etc., within FormAssembly.
ContentIdentifies the specific section of your advertisement that engaged the viewer within FormAssembly.
Landing PageIndicates the URL of the landing page where the lead first made contact, for instance,, within FormAssembly.
Landing Page SubfolderIsolates the exact subfolder of the landing page for enhanced tracking. For instance, if a lead lands on, “services” is the subfolder identified for tracking within FormAssembly.

How to create performance reports?

Leads source reports

Unlock the source of your leads through comprehensive lead analysis with FormAssembly.

Start by organizing your leads by Channel to understand which channels generate most of the leads.

Leads by channel report

Then, focus on a specific channel, like Paid Search (commonly referred to as Google Ads), and analyze your Google Ads leads by campaign to determine which campaign plays a pivotal role in generating your leads.

Lastly, to evaluate a campaign’s success, run reports such as “Total leads by keyword” and “Total leads by advertisement”.

Leads by keyword report

Sales source reports

Through FormAssembly, you’ve identified the ads and keywords that are driving the majority of your leads. Yet, the critical inquiry persists: do these leads impact your revenue stream?

Connecting your FormAssembly responses with a CRM such as GoHighLevel (offering a free trial here), you’re enabled to generate reports that focus precisely on sales results.

Imagine the following example:

ChannelsSearch PaidSocial Paid
Average order value$150$100

You initiated marketing campaigns on Google and Facebook. An early assessment of “Leads by Channel” revealed that Paid Social campaigns were outperforming Paid Search in terms of lead quantity.

Yet, a deeper investigation into which leads evolved into genuine sales disclosed that Paid Search was more effective, yielding higher revenue with fewer leads than Paid Social. This insight indicates the necessity to increase your spending on Paid Search initiatives.