How to capture lead source in WPForms

How to track lead source in WPFforms

Are you collecting leads through WPForms, but cannot identify their source channel? As founder of an SEO agency, I’ve heard this question coming back often.

With this guide that I created, you can identify the source of your leads in WPForms, whether it’s organic search, paid social, email campaigns, or referrals.

Afterward, you can refine your marketing approach based on the most successful sources and compile detailed analytics reports, categorizing leads by channel, source, campaign, and more.

Let’s get into the details.

How to track the source of lead in WPForms

1. How LeadSources collects the lead source data

Whenever a visitor visits your site, their browser collects data about their journey. Among the information stored in a cookie is the website they came from, the specific page they landed on, and the search terms they used to find your website. automatically combines and organizes relevant information within your form as hidden fields.

When visitors complete a form through WPForms, they input data into the visible fields of the form (such as name, email, etc.). Simultaneously, seamlessly incorporates lead source data into your WPForms as hidden fields (including channel, source, etc.).

When the form is submitted, this lead source data is transmitted along with their responses in WPForms’ submission records. You can then view the lead source data in the corresponding WPForms entry.

2. How LeadSources passes the lead source data into WPForms

Register with and effortlessly integrate the provided script into your website – it’s straightforward.

Next, include the hidden fields in your form – it takes 5 minutes without our step-by-step guide. No development skills are needed.

Whenever a visitor submits a form on your website, automatically fills the hidden fields with all these lead source data (when available):

  • Channel
  • Source
  • Campaign
  • Term
  • Content
  • Landing page
  • Landing page subfolder

Upon the form’s submission, this lead source information, embedded within the hidden fields, is transmitted into WPForms. This valuable data is then accessible in WPForms’ submission records, alongside the lead’s details (such as name, email, etc.).

How to analyze the lead source data

What data is tracked in WPForms?

This article has demonstrated that tracking your leads’ source goes beyond identifying their source; it involves gathering a wide range of information (channel, campaign, landing page) to provide you with a comprehensive picture of your leads.

With, you can monitor 7 different types of data for each lead, described as follows:

  1. Channel: Identifies the traffic type. LeadSources segments your leads into 10 different channels, such as Paid Search, Organic Search, Email Marketing, Paid Social, Organic Social, Referral, Direct Traffic, Affiliates, Display Advertising, and Other UTM-tagged campaigns.
  2. Source: Pinpoints the exact source or platform directing visitors to your site. For instance, within “Organic Social,” the source might be platforms like Facebook, Instagram, etc.
  3. Campaign: Signifies the specific name of the marketing campaign. For instance, if you’re conducting multiple campaigns on Google Ads, you can determine precisely which campaign brought in your leads.
  4. Term: Refers to the keyword aimed at by a specific campaign. For example, if there’s a Google Ads campaign titled “Search campaign corporate lawyers,” LeadSources will sort your leads according to the targeted keyword, such as “Corporate lawyer in New York,” “Corporate lawyer in Miami,” etc.
  5. Content: Specifies the exact part of your advertisement that was interacted with by the user.
  6. Landing Page: The URL of the landing page where the lead initially arrived. For example,
  7. Landing Page Subfolder: Distinguishes the subfolder of the landing page URL, providing more detailed tracking. For instance, if a visitor arrives at, the “services” subfolder is what gets tracked.

How to create performance reports?

Leads source reports

Gain a comprehensive insight into the source of your leads through a detailed report.

Begin with determining which channels are most productive in generating leads by categorizing your leads according to Channel, like displayed in the example below:

Leads by channel report

Another way to segment your lead data is by focusing on a single channel, such as Paid Search, and breaking down your Google Ads leads by campaign to discover which campaign is contributing the most to your lead pool.

As a last example to gain a comprehensive understanding of a campaign’s effectiveness, you can create reports such as “Number of leads by keyword” and “Number of leads by advertisement” to further extract insights from your lead generation campaign:

Leads by keyword report

Sales source reports

Now you understand which ads and keywords are behind the bulk of your lead generation. But, does this insight lead to an increase in your revenue?

By channeling your WPForms responses into a CRM, you can create similar analytics focused on sales outcomes. I use GoHighLevel to track my leads, it’s quite comprehensive and affordable.

Imagine the following example:

ChannelsSearch PaidSocial Paid
Average order value$150$100

You set up advertisements on Google and Facebook, and from the initial “Leads by Channel” analysis, you discovered that Paid Social ads produced a higher quantity of leads compared to Paid Search ads.

Several weeks later, upon evaluating which leads converted into paying customers, it became clear that the Paid Search channel was more effective in driving revenue, despite generating fewer leads than the Paid Social channel. This led to the decision to allocate a larger budget to your Paid Search campaigns.