How to capture lead source in Jotform

How to track lead source in Jotform

Are you using Jotform to collect leads, but struggling to identify their sources? As the founder of an SEO agency, I’ve heard this question several times already.

In this article, I’m going to share the strategy I have used for my clients to monitor the source of their leads in Jotform.

I will then show you how you can adjust your marketing budget according to the most profitable lead source, and boost your ROI. Let’s take a closer look.

How to track the source of lead in Jotform

1. How LeadSources collects the lead source data

As visitors browse your site, their browser captures details about their visit through cookies: channel, source, campaign, and more.

LeadSources collects this information, organizes it, and integrates it into your form as hidden fields.

When your visitors complete your Jotform, they input information into the visible fields of the form (such as name, email, etc.). Simultaneously, adds lead source data to your Jotform as hidden fields (like the channel, the source, etc.).

Upon form submission, this lead source data accompanies their responses in Jotform’s submission database. You can then locate the lead source, along with the lead’s name, email, etc., in the same Jotform record.

2. How LeadSources passes the lead source data into Jotform

Sign up for to easily integrate the compact script provided into your website.

Next, proceed to incorporate the hidden fields into your form – No technical skills are needed here, we send you a step-by-step guide.

Whenever a visitor submits a form on your website, LeadSources automatically includes the following lead source data in the hidden fields created:

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

Once a form is submitted, the information from these hidden fields is transmitted into Jotform. You can locate this data in the submission records, alongside the lead’s details (such as name, email, etc.).

Therefore, this approach allows you to accurately monitor the source of each lead.

How to analyze the lead source data

What data is tracked in Jotform?

In this article, we’ve seen that it’s not just possible to identify the source of your leads with Jotform but also to gather extensive details related to each source (channel, campaign, etc.).

LeadSources is capable of tracking 7 distinct types of data for every lead, as outlined below:

  1. Channel: This defines the nature of the traffic. LeadSources organize your leads across 10 varied channels: 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 directing visitors to you. For instance, within “Organic Social”, sources might include Facebook, Instagram, etc.
  3. Campaign: Refers to the specific marketing campaign’s name. For instance, if you’re executing multiple campaigns on Google Ads, this feature allows you to pinpoint which specific campaign attracted your leads.
  4. Term: The keyword a campaign is targeting. For example, if you have a Google Ads campaign titled “Search campaign 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: Pinpoints the specific part of your advertisement that was interacted with.
  6. Landing Page: The URL of the landing page on which the lead initially landed, such as
  7. Landing Page Subfolder: Identifies the subfolder of the landing page URL, offering further detail. For example, if a visitor arrives at, the subfolder “services” would be tracked.

How to create performance reports?

Leads source reports

With detailed reporting, you can gain a deeper understanding of the sources of your leads.

Begin by organizing your leads by Channel to identify which ones are the most effective in generating leads. In the example below, the channel “Search Organic” generated the highest volume of leads:

Leads by channel report

You can run another interesting lead performance report by selecting a particular channel, such as Paid Search (also known as Google Ads), and categorize your Google Ads leads by campaign to determine which campaign is yielding the majority of your leads.

For an even more detailed analysis of a campaign’s success, you can break down the leads even further with reports on the “Number of leads by keyword” and the “Number of leads by advertisement.”. In the example below, we broke down the leads by keyword searched:

Leads by keyword report

Sales source reports

Having now identified the main sources of leads for your campaign, you can optimize your ads accordingly. But, does this insight mean they’re contributing positively to your bottom line?

By channeling your Jotform responses into a CRM like GoHighLevel, you can produce similar reports segmented by sales outcomes.

Imagine the following example:

ChannelsSearch PaidSocial Paid
Average order value$150$100

After initiating ad campaigns on Google and Facebook, your initial analysis from the “Leads by Channel” report indicated that Paid Social advertisements brought in more leads than Paid Search advertisements.

Upon further examination a few weeks later to determine which leads progressed into paying customers, you discovered that the Paid Search channel was more efficient, generating greater revenue.