How to capture Google Ads data in Framer forms

Learn how to capture Google Ads data in Framer forms, so you can track which campaigns, ad groups, keywords, etc. are getting you the most leads.

Did you know that over 80% of businesses use Google Ads for their pay-per-click (PPC) efforts? Clearly, Google Ads is a crucial part of any marketer’s toolkit.

However, it can be tricky to determine which of your Google Ads campaigns are actually generating leads & customers for your business.

Unless you use Framer and Attributer.

With these two tools, you can see the exact source of every lead you receive, down to the specific campaign and ad they came from. In turn, you can clearly see which campaigns are delivering real results for your business.

In this article, we'll show you how to use Attributer to capture Google Ads data in Framer and send it to your CRM and other tools, so you can track how many leads & customers your Google Ads are generating for you.

Why it's important to track customers and revenue from Google Ads

Imagine you run a business that sells high-end kitchen appliances to restaurants.

To promote your products, you create Google Ads for items like commercial blenders and high-efficiency ovens.

If you're only using a tool like Google Analytics to track visitor counts and form submissions, your data might look like this:

	Commercial Blenders	High-efficiency ovens
Spend	$2,000	$2,000
Visitors	200	100
Goal Completions	20	10

With only this data, it might seem like the Commercial Blenders campaign is performing better, leading you to allocate more budget there.

But what if you could track results down to the actual number of customers and revenue generated? You’d see a clearer picture like this:

	Commercial Blenders Campaign	High-Efficiency Ovens Campaign
Spend	$2,000	$2,000
Visitors	200	100
Leads	20	10
Customers	2	5
Revenue	$8,000	$25,000

As you can see, the High-Efficiency Ovens Campaign was actually more effective because:

It generated more customers (5) compared to the Commercial Blenders Campaign (2).
The lead-to-customer conversion rate is five times higher for the High-Efficiency Ovens Campaign (50% vs. 10%).
The average customer value is greater for the High-Efficiency Ovens Campaign: $5,000 per customer versus $4,000 per customer for the Commercial Blenders Campaign.
The cost per acquisition (CPA) is lower for the High-Efficiency Ovens Campaign: $400 versus $1,000.
The Return on Ad Spend (ROAS) is three times higher for the High-Efficiency Ovens Campaign.

This analysis demonstrates that capturing the source of every lead and tracking it through to customers and revenue provides a clearer understanding of what’s working and what isn’t.

4 simple steps to capture Google Ads data in Framer

Attributer makes it easy to capture Google Ads data in Framer. Here's how it works:

1. Add UTM parameters to your ads

Step one is adding UTM parameters to all your ad campaigns.

If you’re unfamiliar with them, UTM parameters are pieces of text added to the end of URLs. They allow you to track where your site visitors are coming from.

For example, if you’re directing people to the page attributer.io/integrations/framer, your URL with UTM parameters might look like this:

attributer.io/integrations/framer?utm_medium=paidsearch&utm_source=google&utm_campaign=brand-campaign

Although you can customise UTM parameters to fit your needs, it’s best to follow standard practices for Google Ads. This is as follows:

UTM Medium = Paid search
UTM Source = Google
UTM Campaign = The name of your Google Ads campaign
UTM Term = The name of the ad group the ad belongs to
UTM Content = The specific ad

Putting UTM parameters behind your URLs in Google Ads is simple and there are free online UTM builders that can help you create them.

2. Add hidden fields to your forms

Next, you’ll need to add hidden fields to your lead capture forms (i.e. the forms on your site designed to collect details from users).

Below are the six hidden fields to add:

Channel
Channel Drilldown 1
Channel Drilldown 2
Channel Drilldown 3
Landing Page
Landing Page Group

Adding hidden fields to Framer forms couldn’t be easier. If you need further instruction on how to do it, consult our full-length guide here.

3. Attributer writes Google Ads data into the hidden fields

Now, Attributer will track where your visitors are coming from and automatically populate the hidden fields you’ve just added with the values from your UTM parameters.

For instance, if you run a real estate agency and someone lands on your site from a brand campaign in Paid Search, Attributer would fill in the hidden fields as follows:

Channel = Paid Search
Channel Drilldown 1 = Google
Channel Drilldown 2 = Brand Campaign
Channel Drilldown 3 = Luxury Homes Ad

Not only that but Attributer also captures the visitor’s initial landing page (e.g. apexhomes.com/properties/luxury) and the landing page group (e.g. properties).

4. Google Ads data is captured in Framer

Now, when the user submits a form on your website, their Google Ads data is captured along with the information that person added to the form (e.g. name, company name, email address).

With this data, you can do a variety of things, including:

See the data in a spreadsheet (Framer forms have a built-in Google Sheets integration).
Add it to your new lead notification email so you’re instantly informed of new leads as soon as they come in
Send it to your CRM of choice (such as Salesforce, HubSpot, or Pipedrive) and use the data to build reports & dashboards that show how many leads & customers your ads are generating

Why using Attributer is the best way to capture Google Ads data in Framer

There are a couple of other ways to place UTM parameters behind your Google Ads and capture the data in Framer so why use Attributer?

Here’s why:

1. Captures all traffic

Attributer doesn’t just capture Google Ads data in Framer. It captures data on leads from ALL sources, be it Organic Search, Organic Social, Paid Social, Referral, Direct, and so on.

This means you can create reports that show where ALL your leads are coming from, not just those from your Google Ads.

This can be very beneficial, particularly if (for example) your Facebook Ads are generating more leads and customers than your Google Ads. You would definitely want to know this so that you can shift some of your budget into your Facebook Ads.

2. Attributer remembers the data as visitors browse your site

For other UTM tracking tools to work, the user needs to complete the form on the same page they originally landed on. If they browse around your site before completing a form, the data is lost.

So for example, if someone clicks your Google Ad, lands on your homepage and navigates to your 'Contact Us' page and completes a form there, no data would be passed through.

Fortunately, this isn’t a concern when you use Attributer because it stores the UTM parameters in the user’s browser. This ensures their UTM data is still passed onto you no matter where they complete the form.

3. Provides cleaner data

A common dilemma when using other tools that capture raw UTM parameters is that the data gets messy, making it challenging to run accurate reports.

As an example, say some of your Google Ads campaigns are tagged with UTM_Source= Google.com (capital G), others with UTM_Source= google (lowercase, no domain), and others with UTM_Source= adwords.

If you capture these raw UTM parameters in Framer and use them to report on how many leads your Google Ads campaigns have made, you’ll receive three different sources that you have to stitch together manually.

Attributer works differently because it recognizes the possibility of capitalization and other inconsistencies and would appoint the leads to the Paid Search channel regardless.

4. Attributer captures landing page data

In addition to channel data, Attributer also logs the user’s initial landing page (e.g. attributer.io/blog/capture-utm-parameters) and the group that page belongs to (e.g. blog).

This data gives you insight into how effective certain content (I.e. your blog) is at generating leads and customers.

3 example reports you can run when you capture Google Ads data in Framer

If you use a tool like Attributer to capture Google Ads data in Framer, and you send that to your CRM or another tool, then you're able to run a variety of reports that show how your Google Ads are performing.

Before founding Attributer, I used to run marketing & analytics team for other companies for over 15 years.

In that time, I spent millions of dollars on Google Ads and ran hundreds of reports to track how many leads & customers we were getting.

Over time, I developed a few favourite reports that I found the most useful in tracking Google Ads performance. These are those reports:

1. Leads by Channel

This report shows how many leads you get each month, broken down by the channel they came from.

This can be useful to understand which channels are performing best and where you should be investing further. For instance, if you are getting most of your leads from Organic Search but a lot of your budget is going to Paid Search, it might be time to reconsider.

2. Customers by Google Ads campaign

Not all of your Google Ads campaigns perform equally. It's likely a small handful of them are driving most of your leads and customers.

This report can help you identify which ones they are. It shows how many customers have been generated each month broken down by the Google Ads campaign they came from.

It can help you understand which campaigns are actually generating customers for your business (versus just generating clicks to your website that don't actually convert).

3. Revenue by Keyword

If you're sending the Google Ads data into your CRM (and using your CRM to track sales & close deals), then you can run a report like the one above which shows how much revenue you've generated from new customers, broken down by the keyword you were bidding on.

This helps you understand which keywords are performing best for your business, and you can then put more budget behind those to get more leads & customers.

Wrap up

Attributer is a great tool for capturing the UTM parameters you put behind your Google Ad campaigns in Framer.

You can then send this data to your CRM (or other tools) and use it to create reports that show which campaigns, ad groups, and even keywords your leads and customers come from.

And on top of that, Attributer will also provide data on leads that come from other channels, which means you can track the source of ALL your leads (not just the ones from Google Ads).

Have we mentioned that it’s free to get started and usually takes less than 10 minutes to set up? Begin your 14-day free trial today and start seeing where all your leads and customers are coming from.

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About the Author

Aaron Beashel is the founder of Attributer and has over 15 years of experience in marketing & analytics. He is a recognized expert in the subject and has written articles for leading websites such as Hubspot, Zapier, Search Engine Journal, Buffer, Unbounce & more. Learn more about Aaron here.