You generate leads on YouTube and import them to SAP, but there’s no capability to link each lead to a YouTube ad. Similarly, when a lead becomes a customer, tracing back to the specific YouTube ad isn’t possible.
Without tracking, you can’t assess the success of your YouTube ads, so you’re unsure which ads are generating leads and customers. Consequently, you invest in multiple ads without knowing their impact.
Fortunately, there's a quick solution to associate each lead with the precise YouTube campaign, ad group, and ad that brought it in.
Let’s follow each step closely!
How to Track YouTube Ads in SAP
Step 1: Add Leadsources in the head tag of your website
Leadsources helps you keep track of lead origins. Add it to your site, and it will gather up to 7 types of data for each lead’s source.
➡️ Sign up to Leadsources.io for free
➡️ Add the Leadsources tracking code to your site
Step 2: Add the UTM parameters to your YouTube Ads
Use UTM parameters in your ad URL to track information about YouTube ads, including campaign, ad group, and ad details. Try the following example:
UTM_source=YouTubeUTM_campaign=campaign-nameUTM_term=ad-group-nameUTM_content=ad-name
The final URL will appear like this, once completed:
https://www.yourdomain.com/?&UTM_source=youtube&UTM_campaign=campaign-name&UTM_term=ad-group-name&UTM_content=ad-nameNote: Even without UTM parameters, Leadsources captures lead source data for full tracking.
Step 3: Add the hidden fields in your form
Hidden fields are invisible form elements that store data which is included in the form submission.
Leadsources uses hidden fields to save lead source data. When the lead submits the form, these fields are automatically filled with YouTube Ads data.
Step 4: Capture the YouTube Ads data in SAP
When users arrive on your site after clicking your ads, Leadsources fetches YouTube campaign, ad group, ad data, and additional data.
Leadsources automatically populates the hidden fields of your form with the YouTube ad data.
After submitting the form, you will be able to view the YouTube ad data and lead details in SAP (make sure your form is connected to SAP).
How does Leadsources work?
When someone visits your website, Leadsources fetches YouTube ad data and populates it into the hidden fields of your form. After form submission, the data, along with lead details like name and email, is sent to SAP.
Leadsources ensures all lead source details are captured for every 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 | ✅ |
As illustrated in the table above, when UTM parameters are not applicable—such as with organic sources like Google search or when your website is included in an article—Leadsources still tracks the following lead source data:
- Channel
- Source
- Campaign
- Landing page
- Landing page subfolder
Leadsources stands out from the competition by capturing lead source data across both paid and organic marketing channels.
Choose a channel to see which lead source information is populated by Leadsources in your form.
Performance reports: Lead, sales, and revenue by source
By tracking YouTube Ads data in SAP, you can create reports that assess performance, like:
- Leads, sales, and revenue by channel
- Leads, sales, and revenue by source
- Leads, sales, and revenue by campaign (aka. YouTube campaign)
- Leads, sales, and revenue by term (aka. YouTube ad group)
- Leads, sales, and revenue by content (aka. YouTube ad)
By using this data, you can reallocate your YouTube Ads budget to focus on the campaigns, ad groups, and ads that drive the most sales, leads, and revenue.
Take a look at a few of the performance reports you can generate!
1. Lead source reports
Create detailed reports that display how many leads were generated by:
- Channel
- Source
- Campaign (aka. YouTube campaign)
- Term (aka. YouTube ad group)
- Content (aka. YouTube ad)
- Landing page
- Landing page subfolder
Example #1: Leads by channel
This report helps you assess which advertising channel is producing the most leads.
Example #2: Leads by YouTube campaign
This enables you to track leads from a particular source (e.g., YouTube) and monitor the effectiveness of each campaign.
Example #3: Leads by YouTube ad
After identifying the campaign that drives the most leads on YouTube, you can evaluate the ad group or ad generating those results.
2. Sales and revenue source reports
Once we’ve tracked the YouTube campaign, ad group, and ad generating our leads, it’s time to determine if these leads convert into sales and revenue.
To track the sales and revenue from YouTube ads and other channels, connect your leads to a CRM like SAP. This helps you monitor performance across various channels, sources, YouTube campaigns, ad groups, ads, landing pages, and subfolders.
With these insights, you can refine your YouTube Ads approach by concentrating on the channels, sources, campaigns, ad groups, and ads that generate the most sales and revenue.
Several types of reports related to sales and revenue can be created, such as:
- Sales and revenue by channel
- Sales and revenue by source
- Sales and revenue by campaign
- Sales and revenue by term (e.g., YouTube ad group)
- Sales and revenue by content (e.g., YouTube ad)
- Sales and revenue by landing page
- Sales and revenue by landing page subfolder
Example Scenario:
| Channel | Search Paid | Social Paid |
|---|---|---|
| Leads | 50 | 75 |
| Sales | 5 | 6 |
| Average Order Value | $150 | $100 |
| Revenue | $750 | $600 |
After launching the ads on YouTube and Google, the "Leads by Channel" report showed that YouTube (Social Paid) ads generated more leads than Google (Search Paid) ads.
After analyzing your sales and revenue data in SAP, you realized that the Search Paid channel generated more revenue with fewer leads than the Social Paid channel. You made the decision to allocate more of your budget on the Search Paid channel.
