How to capture lead source in Paperform

How to capture lead source in Paperform

Are you collecting leads with Paperform but struggling to pinpoint where they’re coming from? As the founder of a digital marketing firm, our clients need to distinguish which leads are generated through our SEO initiatives versus PPC campaigns, and so on.

So, I’ve written this guide so that you can track the sources of your leads in Paperform, including sources like Organic Search, Paid Social, Email Campaigns, Referrals, and beyond, directly alongside your lead data. Eager to access these crucial insights?

Let’s dive in!

How to track the source of lead in Paperform

1. How LeadSources collects the lead source data

As visitors explore your website, their browser tracks key aspects of their journey – like their starting point, which page they landed on first, and the search terms they used. This information gets tucked away within a cookie. steps in to make sense of this data and then seamlessly incorporates it into your Paperform as hidden fields.

Now, when someone fills out your Paperform, they provide their name, email, and other information in the visible fields. Simultaneously, works behind the scenes, adding valuable lead source details (channel, source, etc.) to the hidden fields.

Once the form is submitted, all this lead source data travels along with the lead’s responses directly into Paperform’s submission log. This means you can see where the lead originated from, alongside their name, email, and other provided details – all in one Paperform record.

2. How LeadSources passes the lead source data into Paperform

Register at and implement the script on your website—a straightforward setup.

Then, incorporate the hidden fields into your Paperform. We’ve prepared a tutorial to guide you through the process of embedding these hidden fields into Paperform.

Now, whenever someone fills out a form on your website, populates the hidden fields with valuable lead source details:

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

The moment that form is submitted, all of this rich lead source data travels directly to Paperform. You’ll find it stored alongside the lead’s name, email, and other provided details within Paperform’s submission records.

Through this method, you can precisely track the source of every lead in Paperform.

How to analyze the lead source data

What data is tracked in Paperform?

We’ve already discussed how understanding where your leads come from with Paperform goes beyond just knowing their initial point of entry. It’s about getting a detailed understanding of each lead’s journey.

To support this, carefully tracks 7 unique types of data for each lead:

Lead source dataDefinition
ChannelThis refers to the category of traffic. LeadSources organizes your leads into 10 diverse channels, including Paid Search, Organic Search, Email Marketing, Paid Social, Organic Social, Referral, Direct Traffic, Affiliates, Display Advertising, and various Other UTM-tagged campaigns.
SourceThis represents the particular source or platform directing visitors to you. For instance, within “Organic Social,” sources might encompass Facebook, Instagram, etc.
CampaignIdentifies the specific marketing initiative. For example, if you’re managing multiple campaigns through Google Ads, this allows you to pinpoint the precise campaign generating your leads.
TermThe specific keyword a campaign targets. For instance, in a Google Ads effort titled “Search campaign corporate lawyers,” LeadSources Separates your leads based on the targeted keyword, such as “Corporate lawyer in New York,” “Corporate lawyer in Miami,” etc.
ContentDetails the particular element of your advertisement that was engaged with by the viewer.
Landing PageIndicates the URL of the landing page on which the lead initially arrived. For example:
Landing Page SubfolderDistinguishes the subfolder of the landing page URL, aiding in further segmentation. For example, if a visitor lands on, “services” is the subfolder that is tracked.

How to create performance reports?

Leads source reports

Obtain a deeper understanding of your lead origins through comprehensive lead analysis.

Start by sorting your leads by Channel to single out which channels excel at lead generation.

Leads by channel report

Then, narrow your focus to a specific channel, like Paid Search (also referred to as Google Ads), and dissect your Google Ads leads by campaign to determine which campaign contributes the most to generating your pool of leads.

To conclude, for a detailed evaluation of campaign success, delve further into the analysis with reports such as “Volume of leads by keyword” and “Volume of leads by advertisement.”

Leads by keyword report

Sales source reports

You’ve pinpointed the ads and keywords driving the most leads through Paperform. But now, the crucial question is, do these leads translate into increased revenue?

By connecting your Paperform submissions with a CRM such as GoHighLevel (try it here for free), you’re able to generate similar reports focusing on sales results.

Imagine the following example:

ChannelsSearch PaidSocial Paid
Average order value$150$100

You initiated ad campaigns on Google and Facebook. Early analysis of “Leads by Channel” indicated that Paid Social ads were outperforming Paid Search in lead quantity.

Weeks later, when assessing which leads turned into actual sales, it was revealed that Paid Search was more productive, generating more revenue from fewer leads than Paid Social. This insight indicates that you to increase your investment in Paid Search campaigns.