How to capture lead source in Typeform

Capture source of leads in Typeform

Are you generating leads in Typeform, but have no clue where they are coming from?

The method below shows you how to track the lead source in Typeform (Organic Search, Social Paid, Email Marketing, Referral, etc.), alongside your lead.

You can then optimize your marketing strategy according to the sources that perform better, and generate performance reports such as leads by channel, source, campaign, etc.

Let’s dive into it.

How to track the source of lead in Typeform

1. How LeadSources collects the 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, structures it, and passes it into your form as hidden fields.

When your visitors fill out your Typeform, they are adding data in the visible fields of the form (name, email, etc.). In parallel, automatically inserts lead source data into your Typeform as hidden fields (channel, source, etc.).

When a visitor submits the form, the lead source data are sent with their answers in Typeform’s submissions table. You can find the lead source, alongside the lead name, email, etc. on the same Typeform entry.

2. How LeadSources passes the lead source data into Typeform

Start by signing up for a account. They’ll provide you with a small code snippet to add to your website. You’ll find easy-to-follow instructions for the installation process in their detailed guide.

Next, it’s time to add hidden fields to your Typeform form. We’ve created a handy tutorial to take you through the process of embedding these fields within Typeform.

When a visitor fills out and submits a form on your website, LeadSources works behind the scenes to fill 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 Typeform. You’ll now find this information within your submission records, right next to the lead’s personal info (like their name and email).

This gives you powerful insights into where each lead comes from!

How to analyze the lead source data

What data is tracked in Typeform?

As we saw quickly in this article, not only can you track the source of your lead, but also a series of information related to that source.

LeadSources can track 7 different data for each lead. They are defined as follows:

  1. 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
  2. Source: The specific source or platform that sends the visitors. Examples: in the case of “Organic Social”, the source could be Facebook, Instagram, etc.
  3. 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.
  4. 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.
  5. Content: The exact element of your ad that was clicked.
  6. Landing page: The URL of the landing page where the lead landed. Examples:
  7. Landing page subfolder: This isolates the subfolder of the landing page. Example: a visitor lands on the page 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 what channels generated the most leads.

Leads by channel report

Second, isolate 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 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.

Leads by keyword report

Sales source reports

Now you know what ads and keywords are driving most of your leads. But does that mean that these ads and keywords are adding up to your revenue line?

By sending your Typeform submissions into a CRM – such as GoHighLevel, you can generate the same reports by sales.

Imagine the following example:

ChannelsSearch PaidSocial Paid
Average order value$150$100

You ran ads on Google and Facebook, and with the initial “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 paid customers, and figure out that the Search Paid channel generated more revenue with fewer leads than the Social Paid channel. You conclude that you should increase your Search Paid budget.