Are you sending your leads to SAP but have no idea where they are coming from?
The method below shows you how to track the lead source in SAP (Organic Search, Social Paid, Email Marketing, Referral, etc.), along with your lead details.
In that way, you can optimize your marketing strategy based on the sources that perform best and generate performance reports such as leads by channel, source, campaign, and more.
Let’s dig into.
How to track the source of leads in SAP
How Leadsources collects lead source data
When visitors enter your website, their browser stores information about them in a cookie: which site they came from, on which landing page they landed, which keyword they clicked, etc.
Leadsources collects this data, organizes it, and passes it into your form as hidden fields.
When your visitors fill out your form, they are entering data in the visible fields of the form (name, email, etc.). Meanwhile, Leadsources.io automatically inserts lead source data into the form as hidden fields (channel, source, etc.).
When a visitor submits the form, the lead source data is sent along with their answers to SAP. You can find the lead source along with the lead name, email, etc. on the same SAP entry.
How Leadsources passes lead source data into SAP
Start by signing up for a Leadsources.io account. We’ll provide you with a small code snippet to add to your website. The installation process is explained with easy-to-follow steps in our detailed guide.
At this point, you should add hidden fields to your form. Leadsources is compatible with any form builder. We’ve created a tutorial to guide you through inserting these fields within your form builder.
When a visitor fills out and submits a form on your website, Leadsources populate those hidden fields with lead source information:
- Channel
- Source
- Campaign
- Term
- Content
- Landing page
- Landing page subfolder
With a successful form submission, the lead source details from the hidden fields are transferred to SAP. You’ll now find this information within your leads dashboard on SAP.
This gives you powerful insights into where each lead comes from!
How to analyze the lead source data
What data is tracked in SAP?
As we saw briefly, you can track not only the source of your lead but also various pieces of information related to that source.
Leadsources can track 7 different data points for each lead. They are defined as follows:
- Channel: The type of traffic. Leadsources categorizes your leads into 10 different channels: Paid Search, Organic Search, Email Marketing, Paid Social, Organic Social, Referral, Direct Traffic, Affiliates, Display Advertising, Other UTM-tagged campaigns.
- Source: The specific source or platform that sends the visitors. For example, in the case of “Organic Social,” the source could be Facebook, Instagram, etc.
- Campaign: The name of the specific marketing campaign. For example, when running several campaigns on Google Ads, you can track which exact campaign your leads came from.
- Term: The keyword targeted by a specific campaign. Example: you run a Google Ads campaign called “Search campaign corporate lawyers.” Leadsources categorizes your leads by keyword targeted: “Corporate lawyer in New York,” “Corporate lawyer in Miami,” etc.
- Content: The exact element of your ad that was clicked.
- Landing Page: The URL of the landing page where the lead landed. Examples: domain.com/services/corporate-lawyer-miami.
- Landing Page Subfolder: This is the subfolder of the landing page. Example: a visitor lands on the page domain.com/services/corporate-lawyer-miami. The subfolder tracked is “services.”
How to create performance reports?
Leads source reports
Understand better where your leads are coming from with the leads reports.
First, segment your leads by Channel to visualize which channels generated the most leads.
Second, pick one specific channel, for example, Search Paid (aka Google Ads), and segment your Google Ads leads into campaigns to get insights on which campaign is driving most of your leads.
Third, when you want to dive deeper into the performance of one specific campaign, you can segment the leads further with the “Volume of Leads by Keyword” and the “Volume of Leads by Ad” reports.
Sales source reports
Now that you understand which ads and keywords are delivering the highest number of leads, do they also contribute to your revenue growth?
Sending your leads to SAP allows you to create the same sales reports.
Imagine the following example:
| Channels | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Average order value | $150 | $100 |
| Revenue | $750 | $600 |
You ran ads on Google and Facebook, and with the “Leads by Channel” report, you found that Social Paid ads generated more leads than Search Paid ads.
After a few weeks, you analyze which leads transformed into paying customers, and discover that the Search Paid channel generated more revenue with fewer leads than the Social Paid channel. You determine that it is time to enhance your Search Paid budget.