How to track lead source in Gravity Forms

Track lead source in Gravity Forms

If you’re accumulating leads through Gravity Forms and are curious about where these leads are coming from, the method described herein will guide you in identifying the origins of your leads in Gravity Forms, be it from Organic Search, Paid Social, Email Campaigns, Referrals, and beyond.

This process empowers you to fine-tune your marketing strategies according to the sources that yield the best results and to compile comprehensive analytics reports that include data segmented by channel, source, campaign, etc.

Dive into the specifics with us.

How to track the source of leads in Gravity Forms

1. How LeadSources collects the lead source data

As individuals land on your website, their browser collects and retains information regarding their online exploration in a cookie. This includes the origin site, the first page they land on, the keyword they used to find your page, among other details.

LeadSources takes this collected data, organizes it, and then embeds it into your form via hidden fields.

When visitors fill out your Gravity Forms, they enter information into the visible fields of the form (like their name, email address, etc.). effortlessly integrates lead source information into your Gravity Forms through hidden fields (such as channel, source, etc.).

Once the form is submitted, the lead source information is sent together with the respondent’s provided details in the Gravity Forms’ submission database. This integration enables you to see the lead source alongside the lead’s name, email address, etc., within the same entry in Gravity Forms.

2. How LeadSources integrates the lead source data into Gravity Forms

Sign up with and effortlessly embed the small script we provide onto your website. For detailed guidance on how to install the script, see our instructional manual.

Then, integrate the invisible fields into your form. To help you with this step, we’ve crafted a tutorial on incorporating invisible fields into Gravity Forms.

Once a visitor completes a form on your website, LeadSources instantly fills these invisible fields with vital lead source information:

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

With the submission of the form, this lead source data stored in the invisible fields is seamlessly transmitted into Gravity Forms. You can find this data in the submission records, alongside the lead’s personal information (such as name and email).

This method facilitates tracking the origin of each lead, enabling precise lead source identification at the individual level.

How to analyze the lead source data

What data is tracked in Gravity Forms?

As touched upon earlier in this manual, it’s not just the origin of your lead that you can monitor but also various particulars associated with that origin. in logging 7 unique points of data for each lead, outlined as follows:

  1. Channel: This categorizes the nature of the traffic. Gravity Forms segregates your leads into 10 distinct channels, including Paid Search, Organic Search, Email Marketing, Paid Social, Organic Social, Referral, Direct Traffic, Affiliates, Display Advertising, and Other UTM-tagged campaigns.
  2. Source: Identifies the exact source or platform that directed the visitors to you. For instance, under “Organic Social”, the source might be Facebook, Instagram, and so on.
  3. Campaign: Denotes the specific marketing initiative. For instance, amidst several Google Ads efforts, you can pinpoint which campaign your leads are coming from.
  4. Term: Refers to the keyword targeted by a particular campaign. For example, a campaign on Google Ads named “Search campaign corporate lawyers” would have leads sorted by the targeted keyword like “Corporate lawyer in New York”, “Corporate lawyer in Miami”, etc.
  5. Content: Highlights the particular component of your advertisement that was interacted with.
  6. Landing Page: The URL of the initial page where the lead made their first visit. For example,
  7. Landing Page Subfolder: This details the subfolder of the landing page visited. For instance, if a visitor lands on, the monitored subfolder would be “services”.

How to create performance reports?

Lead source reports

Gain a clearer understanding of where your leads originate with the lead reports.

Initially, categorize your leads by Channel to see which channels produced the most leads.

Leads by channel report

Next, focus on a specific channel, such as Search Paid (aka Google Ads), and categorize your Google Ads leads by campaigns to discern which campaign yields the most leads.

Then, for an in-depth analysis of a particular campaign’s performance, further segment the leads with the “Volume of leads by keyword” and the “Volume of leads by ad” reports.

Leads by keyword report

Sales source reports

Now that you’re aware of which ads and keywords generate the majority of your leads, it’s crucial to determine whether these are contributing to your revenue.

By exporting your Gravity Forms submissions into a CRM, you can generate analogous reports by sales. If you don’t use a CRM yet, GoHighLevel is a good starting point.

Consider the following scenario:

ChannelsSearch PaidSocial Paid
Average order value$150$100

After running ads on Google and Facebook, the initial “Leads by Channel” report reveals that Social Paid ads brought in more leads than “Search Paid” ads.

Upon analyzing which leads converted into paying customers weeks later, you discover that the Search Paid channel not only generated more revenue with fewer leads compared to the Social Paid channel but also suggests reallocating your budget towards Search Paid for better returns.