You generate leads on Typeform, but can’t connect each lead to a specific channel?
Similarly, when a lead turns into a customer, there’s no way to connect that customer back to a particular channel or ad?
Without this tracking, it’s hard to measure your marketing performance or identify which sources are driving leads, sales, and revenue. This can lead to spending on marketing channels without knowing their real impact on your bottom line.
Fortunately, there’s a simple way to connect each lead and sale to the exact channel, campaign, keyword, and ad that brought them in.
Let’s break it down step by step!
How to track the source of leads in Typeform
Step 1: Add Leadsources in your website
Leadsources is a simple tool that tracks the source of your leads. Once added to your website, it tracks up to 7 lead source data for each lead you generate:
- 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 Typeform
Hidden fields are form fields that users don’t see, but they store information submitted with the form.
Leadsources uses hidden fields to save lead source data. When a visitor submits your form, Leadsources automatically fills these fields with the lead source details.
Step 3: Send lead source data to your CRM (optional)
The lead source data can be sent from your form builder to your CRM.
You can then track the source of your leads, sales, and revenue directly in your CRM.
This helps you connect your marketing efforts to your sales performance.
How does Leadsources work?
When someone visits your site, Leadsources fetches the lead source data and populates it into the hidden fields of your Typeform. After the form is submitted, this data, along with lead details like name and email, is sent to Typeform.
Leadsources tracks the lead source data for each lead:
| 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 | ✅ |
When UTM parameters can’t be used—such as with organic sources like Google search or when your website is mentioned in an article—Leadsources still captures the following lead source data:
✅Channel
✅Source
✅Campaign
✅Landing page
✅Landing page subfolder
Unlike other tools, Leadsources tracks lead sources across all marketing channels, both organic and paid.
Select a channel to see the lead source data that Leadsources inserts into your form.
Performance reports: Lead, sales, and revenue by source
By tracking the lead source data in your CRM, you can create performance reports such as:
- 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 based on the channels, sources, campaigns, terms, content, etc., that generate the most leads, sales, and revenue.
Now, let’s look at some of the reports you can create.
1. Lead source reports
Generate performance reports that show the number of leads generated 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 shows you which channel generates the most leads.
Example #2: Leads by campaign
Now, you can focus on a specific lead source (e.g., Facebook ads) and monitor the number of leads generated by each campaign by using the campaign UTM parameter.
Example #3: Leads by keyword and ad
After identifying the campaign that drives the most leads, you can analyze which specific keyword or ad is generating those leads by using the term or content UTM parameters.
2. Sales source reports
Now that we know which channel, source, campaign, term, and content are generating leads, we need to check if these leads are converting into sales and revenue.
To do this, send your leads to your CRM. This lets you track where your sales and revenue are coming from. Aka. which channels, sources, campaigns, terms, content, landing pages, and landing page subfolders.
With this data, you can adjust your marketing strategy to focus on the channels, sources, campaigns, keywords, and ads that bring in the most sales and revenue.
You can create various sales and revenue reports, 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
Check on this example:
| Channels | Search Paid | Social Paid |
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Average order value | $150 | $100 |
| Revenue | $750 | $600 |
After launching ads on Google Ads and Facebook Ads Manager, the initial “Leads by Channel” report showed that Social Paid ads (Facebook) generated more leads than Search Paid ads (Google).
However, when analyzing sales and revenue data in your CRM, you found that the Search Paid channel generated higher revenue with fewer leads compared to the Social Paid channel. Based on this insight, you adjusted your budget to focus more on the Search Paid channel.