Capture lead source in Sugar CRM in 3 easy steps

Leads are sent to Sugar CRM, but there’s no feature to connect them to their acquisition channels.

Once a lead becomes a customer, there’s no functionality to map a customer back to the exact ad or channel that generated them as a lead.

This lack of tracking prevents you from monitoring marketing performance effectively, leaving it uncertain which sources bring in leads, sales, and revenue. This results in spending money on channels without clear evidence of their value.

Luckily, it’s very simple to connect each lead and sale to the specific channel that brought it in.

We’ll approach this, step by step!

How to track the source of leads in Sugar CRM

Step 1: Add Leadsources in your website

Leadsources is designed to track the origins of your leads effortlessly. Integrate it into your website to capture up to 7 source details for each 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 hidden form fields are designed to transmit additional data without being visible to the user.

Hidden fields are where Leadsources records data, and Leadsources ensures accurate population during form submission.

➡️ How to add hidden fields to your form

Step 3: Send lead source data to Sugar CRM

You can easily transfer lead source information from your form builder to Sugar CRM for analysis.

Within Sugar CRM, you can efficiently track where your leads, sales, and revenue are coming from.

This gives you the ability to link marketing activities to actual sales results.

➡️ Send lead source data to Sugar CRM

How does Leadsources work?

When a user visits your site, Leadsources retrieves lead source data and fills the hidden fields in your form. Once the form is submitted, this data, including the lead’s name and email, is forwarded to Sugar CRM.

Leadsources tracks the lead source information for every lead captured:

In scenarios where UTM parameters are not applicable—such as with organic sources like Google search or mentions of your website in articles—Leadsources ensures lead source data is captured:

✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder

Unlike most tools, Leadsources covers lead source tracking for both organic and paid marketing channels.

Choose a channel to see the lead source data that Leadsources inserts into the form fields.

SEO

SEM

Social

Meta

Referral

Emailing

Direct

SEO

SEM

Social

Meta

Referral

Emailing

Direct

Performance reports: Lead, sales, and revenue by source

Monitoring lead source data in Sugar CRM enables the creation of 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

This lets you adjust your marketing budget, focusing on the channels, sources, campaigns, terms, and content that yield the best results in leads, sales, and revenue.

Let’s go over some of the reports you can generate.

1. Lead source reports

Generate reports showing the number of leads brought in 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 determine the channel with the highest lead generation.

Example #2: Leads by campaign

This enables you to focus on a specific lead source (e.g., Google Ads) and track lead generation across various campaigns.

Example #3: Leads by keyword and ad

After finding the top campaign, you can analyze the specific keyword ad that is creating the most leads.

2. Sales and revenue source reports

Now that we know the lead sources, campaigns, and content driving results, we need to check if these leads are turning into sales and revenue.

To track these metrics effectively, send your leads to Sugar CRM. This will enable you to track sales and revenue across multiple channels, sources, campaigns, terms, landing pages, and subfolders.

This information allows you to readjust your marketing strategy toward the channels, sources, campaigns, keywords, and ads that produce the most profitable results.

You can compile a range of sales and revenue reports, for example:

• 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

For clarity, let’s look at the following example:

Following the launch of ads on both Google Ads and Facebook Ads Manager, the “Leads by Channel” report demonstrated that Facebook Social Paid ads outperformed Google Search Paid ads in lead generation.

By reviewing the sales and revenue data in Sugar CRM, you found that the Search Paid channel generated greater revenue with fewer leads compared to the Social Paid channel. As a result, you adjusted your budget to emphasize the Search Paid channel.