How to capture lead source in FormSite

How to capture lead source in FormSite

Do you know that you can determine exactly where your leads come from when navigating the complicated world of lead sourcing? It’s true, indeed. As the owner of an SEO agency, I frequently hear from clients about the struggle to track lead origins effectively.

In this guide, I will show you how to set up to begin tracking the origin of leads through FormSite.

Let’s get started

How to track the source of lead in FormSite

1. How LeadSources collects the lead source data

Did you know that web browsers collect data about your site’s visitors? They track the visitor’s path using cookies, capturing details such as the channel they came from, the source, the specific campaign they interacted with, and more.

LeadSources aggregates this data, structures it, and embeds it within your form as hidden fields.

When a visitor decides to submit a form on your site, they fill out visible fields with their information. Simultaneously, discreetly gathers data from hidden fields and passes it along to your FormSite form, ensuring you get a comprehensive view of the lead’s source without them seeing it.

This enables you to view both the source of the lead and the lead’s personal information (name, email, etc.) within the same FormSite entry.

2. How LeadSources passes the lead source data into FormSite

  1. Register with . Take a look at our detailed guide.
  2. Install the provided script on your site.
  3. Connect the hidden fields in your form – no technical expertise is needed, as we provide to you with a detailed step-by-step tutorial.
  4. Once this script is active on your website, it automatically injects detailed lead source information into established hidden fields:
  • Channel
  • Source
  • Campaign
  • Term
  • Content
  • Landing Page
  • Landing Page Subfolder

Subsequently, this information, along with personal details like name and email, is transferred to FormSite.

This method thus enables accurate tracking of the origin of each lead.

How to analyze the lead source data

What data is tracked in FormSite?

Throughout this guide, it’s been revealed that with FormSite, you’re not just able to determine where your leads come from, but you can also gather a series of data on whether the lead is attributed to a UTM Parameter or a Referrer.

LeadSources excels in monitoring 7 specific types of data for each lead, detailed as follows:

  • Channel: Clarifies the type of traffic. LeadSources segments your leads into 10 diverse categories: Paid Search, Organic Search, Email Campaigns, Paid Social, Organic Social, Referrals, Direct Traffic, Affiliates, Display Ads, and Various Other UTM-tagged campaigns.
  • Source: Specifies the exact source or platform that brings visitors to your website. For example, in the realm of “Organic Social”, sources could range from Facebook, Instagram, etc.
  • Campaign: Indicates the exact name of the marketing campaign. If you are managing several campaigns via Google Ads, you can use this functionality to identify which particular campaign is bringing your leads.
  • Term: Targets the keyword aimed at by a campaign. For instance, with a Google Ads campaign labeled “Search campaign for corporate lawyers”, LeadSources organizes your leads according to the specific keyword searched, such as “Corporate lawyer in New York”, “Corporate lawyer in Miami”, etc.
  • Content: Highlights the exact aspect of your advertisement that caught the viewer’s attention.
  • Landing Page: Provides the URL of the landing page where the lead initially arrived, for example,
  • Landing Page Subfolder: Locate the subfolder of the landing page URL, adding another layer of detail. For instance, if a lead lands on, “services” is the subfolder that gets tracked.

How to create performance reports?

Leads source reports

Now with the help of, you can categorize your leads by Channel to identify the most productive ones in generating leads, helping you decide where to focus.

Leads by channel report

In this example, we’ll examine how a channel contributes to lead generation.

From the above example, when we broke down our channels into specific campaigns, we discovered that organic search emerged as the most successful in terms of generating leads.

We analyzed the leads based on the keywords searched, to gain a more accurate insight into a campaign’s performance.

Leads by keyword report

Sales source reports

What does this mean for your business revenue? Does it mean the channels that bring you the most leads are increasing your revenue?

Integrating your FormSite submissions into a CRM system like GoHighLevel enables you to generate similar reports that are broken down by sales performance.

Imagine the following example:

ChannelsSearch PaidSocial Paid
Average order value$150$100

After launching your ad campaign on Google and Facebook, an initial look at your “Leads by Channel” statistics showed that your Paid Social efforts were significantly outperforming Paid Search in generating leads.

However, after a few weeks of deeper analysis, you discovered a surprising twist: while Paid Social generated more leads, Paid Search was the true MVP, driving higher revenue.

Start tracking the source of your leads for free

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