You generate leads and send them to SAP, but their source channels are not identifiable.
Once a lead becomes a customer, their acquisition details, like the source channel or ad, are unavailable.
The inability to track prevents you from evaluating your marketing success, leaving you uncertain about which sources are driving leads, sales, and revenue. This results in spending on channels without a clear understanding of their profitability.
Luckily, there’s a simple way to link each lead and sale to its original acquisition channel.
We’ll carefully address each step!
How to track the source of leads in SAP
Step 1: Add Leadsources in your website
Leadsources simplifies the process of tracking where your leads come from. Once installed, it captures up to 7 source data points per lead:
- Channel
- Source
- Campaign
- Term
- Content
- Landing page
- Landing page subfolder
➡️ Sign up to Leadsources.io for free
➡️ Add the Leadsources tracking code to your site
Step 2: Add the hidden fields in your form
These concealed fields allow for the inclusion of extra information in a form’s submitted data.
Leadsources populates hidden fields with lead source information, and Leadsources ensures the data is included in every form submission.
Step 3: Send lead source data to SAP
Your form builder integrates with SAP to send lead source data directly.
SAP offers a simple way to track the source of your leads, sales, and revenue.
This connects your marketing strategies with the sales you achieve.
➡️ Send lead source data to SAP
How does Leadsources work?
Leadsources captures lead source information as a visitor lands on your site and populates the hidden fields in your form. After the form is submitted, the lead data, including name and email, is sent to SAP.
Leadsources keeps a record of where every lead originates from:
| Lead source data | Fetched automatically |
| Channel | ✅ |
| Source | ✅ |
| Campaign | ✅ OR use UTM_campaign |
| Content | UTM_content parameter is required |
| Term | UTM_term parameter is required |
| Landing page | ✅ |
| Landing page subfolder | ✅ |
Even when UTM parameters cannot be implemented—like with organic Google search traffic or when your website is mentioned in articles—Leadsources captures the lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Leadsources ensures full coverage by tracking lead sources across all marketing channels, including both organic and paid.
Pick a channel to see the lead source information that Leadsources automatically inserts in your form.
Performance reports: Lead, sales, and revenue by source
Tracking lead source data within SAP helps you create performance reports, like:
- Leads, sales, and revenue by channel
- Leads, sales, and revenue by source
- Leads, sales, and revenue by campaign
- Leads, sales, and revenue by term (e.g. keyword or adset)
- Leads, sales, and revenue by content (e.g. ad)
- Leads, sales, and revenue by landing page
- Leads, sales, and revenue by landing page subfolder
By utilizing this, you can allocate your marketing budget to channels, sources, campaigns, terms, and content that bring in the highest volume of leads, sales, and revenue.
Let’s discuss some of the reports that can be generated.
1. Lead source reports
Generate performance reports to show how many leads were produced by:
- Channel
- Source
- Campaign
- Term (e.g. keyword or adset)
- Content (e.g. ad)
- Landing page
- Landing page subfolder
Example #1: Leads by channel
This report helps you evaluate which channel is the most successful in generating leads.
Example #2: Leads by campaign
You can now focus in a particular lead source (like Google Ads) and monitor the lead results for each campaign.
Example #3: Leads by keyword and ad
Once you’ve identified the campaign generating the most leads, you can emphasize on the specific keyword ad behind those results.
2. Sales and revenue source reports
After identifying the campaigns, channels, and sources that generate leads, we must evaluate if these leads are turning into sales and revenue.
For optimal tracking, send your leads to SAP. This allows you to track sales and revenue from different channels, sources, campaigns, terms, content, and landing page subfolders.
This insight helps you shift your marketing focus toward the channels, sources, campaigns, keywords, and ads that contribute to the most revenue and sales.
You have the ability to create several reports on sales and revenue, such as:
- Sales and revenue by channel
- Sales and revenue by source
- Sales and revenue by campaign
- Sales and revenue by term (e.g. Keywords)
- Sales and revenue by content (e.g. Ads)
- Sales and revenue by landing page
- Sales and revenue by landing page subfolder
To highlight this, let’s walk through the following scenario:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Avg. Order Value | $150 | $100 |
| Revenue | $750 | $600 |
After running ads on both Google Ads and Facebook Ads Manager, the “Leads by Channel” report showed that Facebook’s Social Paid ads outperformed Google’s Search Paid ads in generating leads.
Upon reviewing the sales and revenue data in SAP, it was found that the Search Paid channel had a higher revenue yield with fewer leads compared to the Social Paid channel. This caused you to shift your budget toward the Search Paid channel.