How to capture lead source in Ninja Forms

How to capture lead source in Ninja Forms

Are you collecting leads with Ninja Forms but don’t track their sources?

Below, we outline a strategy to identify the source of your leads in Ninja Forms (including Organic Search, Paid Social, Email Campaigns, Referrals, and more) right next to each lead’s information.

This enables you to fine-tune your marketing efforts based on the most successful sources and create detailed analytics, like segmentation of leads by channel, source, campaign, and so on.

Let’s delve into this process.

How to track the source of lead in Ninja Forms

1. How LeadSources collects the lead source data

As visitors browse your site, their browser gathers details in a cookie, such as the originating site, the landing page they first visited, and the keyword they used, among others.

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

When visitors complete your Ninja Forms, they input data into the form’s visible fields (like name, email, etc.). At the same time, adds information about the lead’s source into your Ninja Forms as hidden fields (including channel, source, etc.).

Upon the form’s submission, this information about the lead’s source accompanies their responses in Ninja Forms’ submission records. You then have access to the lead source data, along with the lead’s name, email, and other details, all within the same Ninja Forms entry.

2. How LeadSources passes the lead source data into Ninja Forms

Begin by registering for an account with We will supply you with a code snippet to embed on your website. Detailed instructions for this setup are provided.

Then, proceed to incorporate hidden fields into your Ninja Forms. We have designed a useful guide to help you with the integration of these fields into Ninja Forms.

As a visitor completes and submits a form on your site, LeadSources automatically inputs those hidden fields with crucial lead source data:

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

Once the form is successfully submitted, the information from these hidden fields is forwarded to Ninja Forms. This data then appears within your submission logs, alongside the lead’s personal details (such as name and email).

This process equips you with detailed insights into the source of each lead.

How to analyze the lead source data

What data is tracked in Ninja Forms?

As this article demonstrates, tracking the source of your leads with Ninja Forms extends beyond just identifying their source; it involves capturing a comprehensive variety of details about that source.

LeadSources is capable of monitoring 7 distinct types of data for each lead, outlined as follows:

  • Channel: Defines the traffic type. LeadSources segments your leads across 10 diverse channels, including Paid Search, Organic Search, Email Campaigns, Paid Social, Organic Social, Referrals, Direct Traffic, Affiliate Programs, Display Ads, and various Other UTM-tagged efforts.
  • Source: Identifies the exact source or platform directing the visitors. For instance, within “Organic Social,” potential sources include Facebook, Instagram, and others.
  • Campaign: Specifies the name of the particular marketing campaign. For example, if you are executing multiple campaigns via Google Ads, it allows you to determine the specific campaign generating your leads.
  • Term: Highlights the keyword focused on by a campaign. For instance, with a Google Ads initiative titled “Search campaign for corporate lawyers,” LeadSources differentiates your leads based on the targeted keyword, such as “Corporate lawyer in New York,” “Corporate lawyer in Miami,” etc.
  • Content: Pinpoints the precise part of your advertisement that was engaged with.
  • Landing Page: Indicates the URL of the landing page where the lead first arrived, such as
  • Landing Page Subfolder: Describes the specific subfolder of the landing page, providing more detailed tracking. For example, when a visitor arrives at, “services” is identified as the tracked subfolder.

How to create performance reports?

Leads source reports

Create detailed reports that will give you a deeper understanding of the sources of your leads.

Initially, categorize your leads according to Channel to determine which channels are the most effective at generating leads.

Leads by channel report

Then, concentrate on a single channel, such as Paid Search (commonly known as Google Ads), and break down your Google Ads leads by campaign to discover which campaign is the primary source of your leads.

Lastly, for a thorough analysis of a specific campaign’s performance, further, divide the leads with reports on the “Volume of leads by keyword” and the “Volume of leads by ad“.

Leads by keyword report

Sales source reports

Based on your analysis, you have identified the advertisements and keywords that generate the most leads for your company. However, does this necessarily translate into an increase in revenue?

By integrating your Ninja Forms responses with a CRM system – like GoHighLevel, you’re able to produce comparable sales-focused reports.

Imagine the following example:

ChannelsSearch PaidSocial Paid
Average order value$150$100

After you placed advertisements on Google and Facebook, your initial “Leads by Channel” analysis revealed that Paid Social ads generated more leads than Paid Search ads.

Several weeks later, upon reviewing which leads converted into paying customers, it became apparent that the Paid Search channel was more effective at generating revenue, despite attracting fewer leads than the Paid Social channel.