Track leads & customers from SEO in Microsoft Dynamics CRM
Learn the 4 simple steps for tracking how many leads & customers you get from SEO in Microsoft Dynamics CRM
Are you finding it tough to keep track of how many leads and customers you’re getting from your SEO efforts?
You’re definitely not alone. While Google Analytics makes it super easy to see how many visitors are landing on your site from organic searches, figuring out how many of those visitors turn into leads or customers can be a real challenge.
But don’t worry, there’s a way to tackle this.
In this article, we’ll show you how to use a tool called Attributer to grab organic search data each time a new lead comes into Microsoft Dynamics CRM. We’ll also share some reports you can run to keep tabs on how well your SEO efforts are doing.
4 steps to track leads & customers from SEO in Microsoft Dynamics CRM
Tracking the number of leads you receive from organic search can often feel overwhelming, but using Attributer alongside Microsoft Dynamics CRM simplifies the process. Here’s a guide on how it works:
1. Install Attributer and add hidden fields
When you sign up for a 14-day free trial of Attributer, you’ll get a snippet of code to add to your website. You can find the instructions for adding it right here.
After you’ve set up the code, the next step is to add some hidden fields to the lead capture forms on your website. The hidden fields you need to add are:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Adding hidden fields to your forms is super easy with most form-building tools. Whether you prefer to drag and drop a 'Hidden' field or just tweak the settings on a standard field, you’ve got options. If you need a little help, check out the guides for popular tools like Gravity Forms, Wix Forms, and Webflow Forms.
2. Attributer writes SEO data into the hidden fields
When someone shows up at your site, Attributer looks at a bunch of technical information to determine where they came from, kind of like what Google Analytics does.
It then sorts the visitor into various channels, such as Organic Search, Paid Search, Paid Social, and more, and saves that data in the user’s browser.
Later, when the visitor fills out a form on your website (like a ‘Contact Us’ or ‘Request A Quote’ form), Attributer writes the details of how the lead arrived at your site (like the fact they came from Organic Search, what search engine it was, etc) into the hidden fields.
3. SEO data is captured with each lead
When a visitor submits the form on your website, your form tool captures the organic search data that Attributer wrote into the hidden fields, along with the lead’s name, email, phone, and whatever else they entered into the visible fields on the form.
4. SEO data is sent to Microsoft Dynamics CRM
Depending on your form tool, you can either send the data to Microsoft Dynamics using your form builder's built-in integration or use third-party integration tools like Zapier to send your data into Microsoft Dynamics CRM.
Once the data has been passed through, you’ll be able to use it to generate reports. These reports can help identify the search engines giving the best results, the keywords being used, and much more.
You could create these reports using Microsoft Dynamics CRM's built-in reporting features or connect to a third-party analytics tool such as Tableau, Looker Studio, or Microsoft Power BI to build more advanced charts & dashboards.
What data gets captured
Attributer shares two main bits of information about your leads: how they found your site (the channel) and what caught their eye (the landing page).
For example, if you’re on an accounting firm’s marketing team and someone discovers your site through an organic Google search, you'd get the following information:
- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = www.google.com (or the domain they came from, like google.com.au or google.co.uk)
- Channel Drilldown 3: accounting firm in Sydney (or the keyword they searched for, when it’s available)
You would also get information on what page they landed on. Continuing the example above, it might look a bit like this:
- Landing Page = accountingfirm.com/blog/best-accountants-sydney
- Landing Page Group = /blog
This information about the lead's landing page can help you determine what website content brings in leads from organic search. And you can use this insight to adjust your content strategy accordingly.
3 example reports you can run when you capture organic search data in Microsoft Dynamics CRM
Over my 15-year career in digital marketing, I’ve spent countless hours on SEO and built hundreds of reports to track the impact.
To help you get started, I have included three of the reports that have been most helpful for me along the way.
1. Leads by Channel
This report shows the number of leads you get each month, broken down by the channel they came from (e.g., Organic Search, Paid Search, Paid Social, etc.).
It's a great way to get a quick snapshot of how SEO is doing and if it's bringing in more leads for your business.
It’s also a great way to see how SEO stacks up against other marketing channels. If you find that organic search is giving you more leads than paid ads, it might be a good idea to shift some of that budget over to boost your SEO efforts.
2. Customers from Organic Search by Landing Page Group
This report details the number of new customers discovering your business through organic search each month, categorized by landing page groups such as Home, Blog, and Services.
It highlights which content on your website is effectively attracting new customers, and allows you to make more informed decisions about what content to create next.
3. Revenue from Organic Search by Landing Page
This report tells you how many new customers, and how revenue has been generated, from each piece of content on your site.
It highlights which blog posts and other content are working the best, making it super easy for you to decide what to focus on next.
How Attributer helped Flare HR 4x the number of leads they got from SEO
Flare HR is a HR software company based in Sydney, Australia, with over 100 employees and many happy customers.
They had a bunch of HR document templates inside their product that clients could tweak for their onboarding processes, like employment contracts and internal policies.
To drive more traffic and leads through SEO, they decided to make these document templates accessible on their marketing site. They crafted landing pages for each template, and before they knew it, those pages were racking up thousands of visits a month from search engines.
But there was a catch—Flare couldn’t tell if those visitors were actually turning into leads and customers or just grabbing the templates and bouncing.
That’s where Attributer came in.
When someone landed on the Flare HR site, Attributer tracked the channel they came from (like Organic Search), the landing page they visited (like flarehr.com/templates/mobile-phone-policy), and the page group (like /templates).
Then, if they filled out a form on the site (like their main demo request form), that information would be passed into their CRM.
Using that data, Flare's team were able to create reports showing how many leads came from the templates, how many turned into customers, and how much revenue was generated.
They found out that the template strategy boosted their new leads by 2.4x, and it was super cost-effective (basically $0 per lead).
Encouraged by this success, Flare decided to go all in. They doubled the number of templates, fine-tuned the pages for better search rankings, and were ultimately above to 4x the amount of leads they generated each month.
“Attributer showed us that our SEO efforts were in fact generating customers & revenue and gave us the confidence to double down. We’ve seen a 4x increase in leads as a result”
James Windon - Co-Founder, Flare HR
Wrap Up
If you’ve been looking for a way to track the number of leads and customers you get from organic search, using Attributer with Microsoft Dynamics CRM is a great solution.
Best of all, starting with Attributer is free and usually takes less than 10 minutes to set up. So start your 14-day free trial today!
Get Started For Free
Start your 14-day free trial of Attributer today!
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.