Track leads & customers from SEO in Keap
Here's how to track how many leads & customers you get from SEO in Keap
Tracking how many leads & customers you get from your SEO efforts is hard.
Tools like Google Analytics make it easy to see how many website visitors you got, but they can’t tell you how many leads & customers were generated.
But by using a tool called Attributer to capture organic search data with each form submission and send it to Keap, you’re able to run reports that show exactly how many leads you got from organic search, how many converted to customers, how much revenue was generated, and more.
4 steps to track leads & customers from SEO in Keap
Using Attributer + Keap makes it simple to track the number of leads generated from organic search. Let's break down how it works:
1. Install Attributer and add hidden fields
Once you sign up for your 14-day free trial of Attributer, you'll receive a little snippet of code you need to add to your website. You can find the installation guide here.
After adding the code, your next step is to add a series of hidden fields to your forms. Here are the hidden fields you need to add:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
With most form-building tools, adding hidden fields to your forms is simple. You can usually either drag and drop a “hidden” field into your form, or hide a regular field in the settings. If you need guidance on doing this in tools like Gravity Forms, Wix Forms, or Webflow Forms, then you can find step-by-step guides on our help site.
2. Attributer writes SEO data into the hidden fields
When someone visits your site, Attributer collects information about where they came from and uses it to categorise visitors into different channels, such as Organic Search or Paid Social.
It then saves this data in the user's browser so it's always available.
Then, when a visitor fills out a form on your site (like your ‘Contact Us’ or ‘Request a Quote’ form), Attributer writes the information on where they came from into the hidden fields you added to your form.
3. SEO data is captured with each lead
When the visitor submits the form, the data that Attributer wrote into the hidden fields is captured by your form tool alongside all the other information the lead manually entered into the form (like their name, email, etc.)
4. SEO data is sent to Keap
If you're using Keap's built-in form builder to power the forms on your website, then the data will flow straight into Keap with each new lead.
Alternatively, if you're using a third-party form builder (Gravity Forms, Typeform, etc) then you can send the data in using your form builder's built-in integration or through tools like Zapier.
Regardless of how you do it, once the data is in Keap you can then use it to create reports that show the number of leads and customers you attract through organic search.
What data gets captured
Attributer gives you two types of information on your leads: how they found your site (the channel) and what content attracted them there (the landing page).
Imagine you're on a marketing team for a real estate company, and someone discovers you through a Google search. Here's the kind of data you'd get:
- 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: real estate agency in Sydney (or the keyword they searched for, when it’s available)
You would also get data on what page they landed on. Continuing the example above, it might look a bit like this:
- Landing Page = sydneyestateagent.com/blog/best-realestate-sydney
- Landing Page Group = /blog
This landing page helps you determine which content on your website really resonates with potential leads from organic search. It’s a great way to see what’s working and what content you should create more of.
3 example reports you can run when you capture organic search data in Keap
During my 15-year career in marketing, I have spent thousands of hours working on SEO and run hundreds of reports to track the impact of our efforts.
Below I have shared a few of the reports I found most useful to help you get started.
1. Leads by Channel
This report provides an overview of the number of leads generated each month by the channel they came from, such as Organic Search, Paid Search, and Paid Social.
It gives you a clear view of how many leads you're getting from SEO and how that is changing over time (I.e. as you create more content or build more links).
Additionally, you can use this report to compare the number of leads you're getting from SEO with the number of leads you're getting from other channels (like Paid Search ads).
2. Customers from Organic Search by Landing Page Group
This report shows how many new customers are finding you through organic search each month, sorted by landing page groups like Home, Blog, and Services.
It shows you what content on your site is attracting real customers to your business, so you can keep refining your content and SEO strategy.
3. Revenue from Organic Search by Landing Page
This report shows the number of new customers and the amount of revenue generated from each piece of content on your site.
It helps you see which content pieces are performing best, and you can use these insights to refine your content strategy and produce more impactful content moving forward.
How Attributer helped Flare HR 4x the number of leads they got from SEO
Flare HR is an HR management software company based in Sydney, Australia. They have a team of over 100 employees and a growing customer base.
As part of their software, Flare HR developed a collection of HR document templates their customers could use internally. This included things like sample employment contracts, internal policies (like a mobile phone policy), forms (like a leave request form), etc.
In an effort to boost website traffic and generate leads through SEO, the Flare HR team decided to share these templates on their marketing site. They created separate landing pages for each document and them available for download for free.
Within a few months, these template pages were being visited tens of thousands of times per month, which was great, but the Flare team had no idea whether these people were actually converting into leads and customers or simply downloading the templates and leaving.
That's where Attributer came in
When someone landed on the Flare HR site, Attributer captured information on where they came from. This included the channel (like Organic Search), the landing page (i.e. flarehr.com/templates/mobile-phone-policy) and the landing page group (i.e. /templates).
Then, when a visitor completes a form on their website (like their demo request form), Attributer would pass all of this data through to their CRM.
The Flare HR team then used this data to generate detailed reports that highlighted the number of leads generated from the templates, the conversion rates to actual customers, and the subsequent revenue.
With the help of Attributer, they discovered that this initiative resulted in a 2.4x increase in new leads at an incredibly low cost per lead—essentially $0!
Encouraged by these results, Flare HR decided to expand this initiative further. They increased the number of templates available, optimised their landing pages for better search engine rankings, and ultimately achieved an impressive 4x growth in monthly leads.
“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 Keap 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
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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.