How to capture lead source in Formidable Forms

How to capture lead source in Formidable Forms

Are you accumulating leads through Formidable Forms and you are curious about their source?

This tutorial is made to assist you in tracking the source of your leads via Formidable Forms.

Let’s dive deeper into this topic.

How to track the source of lead in Formidable Forms

1. How LeadSources collects the lead source data

As visitors browse your site, their browser captures essential details in a cookie, including where they came from, the initial page they visited, the search terms they entered, and much more.

LeadSources gathers this information, organizes it, and incorporates it into your Formidable Forms as hidden fields.

When individuals complete a form on Formidable Forms, they enter their information into the form’s visible sections (like name, email, etc.). Simultaneously, merges data about the lead’s origin into Formidable Forms as hidden fields (such as channel, source, etc.).

After submission, this information about the lead’s source accompanies the user’s responses in Formidable Forms submission records. This process allows you to view the lead’s origin, along with their name, email, and other details they have provided, all consolidated within Formidable Forms entry.

2. How LeadSources passes the data into Formidable Forms

Sign up at and implement the script they provide on your website.

Proceed to integrate the hidden fields into your Formidable Forms.

Whenever an individual finalizes a form on your site, LeadSources inputs 7 extensive lead source details into the hidden fields:

  • Channel
  • Source
  • Campaign
  • Term
  • Content
  • Landing Page
  • Landing Page Subfolder

Once the form is submitted, this data, capturing the lead’s origin and embedded within the hidden fields, is forwarded to Formidable Forms. This information is then accessible in the submission logs, alongside the lead’s basic details (such as their name and email).

How to analyze the lead source data

What data is tracked in Formidable Forms?

LeadSources tracks 7 essential data points for every lead as outlined below:

  1. Channel: Clarifies the type of traffic. LeadSources classifies your leads under 10 unique channels, such as Paid Search, Organic Search, Email Marketing, Paid Social, Organic Social, Referrals, Direct Traffic, Affiliates, Display Ads, and various UTM-tagged initiatives.
  2. Source: Determines the exact source or platform that funneled visitors to your website. For instance, in “Organic Social”, sources could include social platforms like Facebook, Instagram, etc.
  3. Campaign: Names the specific marketing ad. When you’re running multiple campaigns through Google Ads, it helps you identify the particular campaign that your lead came from.
  4. Term: Concentrates on the specific keyword targeted by a campaign. For example, if you create a Google Ads campaign titled “Search campaign for corporate lawyers,” LeadSources will sort your leads by the targeted keyword, such as “Corporate lawyer in New York”, “Corporate lawyer in Miami”, etc.
  5. Content: Highlights the keyword of your ad that was engaged with.
  6. Landing Page: Indicates the URL of the landing page where the lead initially made contact, like
  7. Landing Page Subfolder: Describe the specific subfolder of the landing page for accurate analysis. For example, if the lead land on a, “services” is identified as the subfolder being monitored.

How to create performance reports?

Leads source reports

Categorize your leads according to each Channel to discover which ones yield the highest number.

Leads by channel report

Focus specifically on a single channel, such as Paid Search (referred to as Google Ads), and organize your Google Ads leads by campaign to assess which campaign has produced the most leads.

For a detailed assessment of a campaign’s effectiveness, explore deeper into the analysis with reports like “Total leads by keyword”:

Leads by keyword report

Sales source reports

Are your leads effectively boosting your revenue?

Linking your Formidable Forms responses with a CRM system (such as GoHighLevel) grants you the capability to create reports specifically analyzing sales impact.

Check the following example:

ChannelsSearch PaidSocial Paid
Average order value$150$100

Following the launch of your advertising campaign on Google and Facebook, evaluating by “Leads by Channel” showed that Paid Social campaigns were producing more leads compared to Paid Search efforts.

The ability of your CRM to monitor which lead become a sale shows that Paid Search was indeed more profitable, achieving greater revenue even though it attracted fewer leads than Paid Social.