Track leads & customers from SEO in Freshsales
Learn the 4 simple steps for tracking how many leads & customers you get from SEO in Freshsales
Are you having a hard time tracking how many leads and customers your SEO efforts are bringing in? Trust me, you’re not alone!
While Google Analytics makes it pretty straightforward to see how many visitors are coming to your site via organic searches, figuring out how many of those visitors turn into actual leads and customers (and how much revenue they generate) can be a bit tricky.
But there is a solution.
In this article, we’ll show you how to use a tool called Attributer to gather organic search data each time a new lead comes in to Freshsales. Plus, we’ll share some example reports you can run to monitor just how well your SEO is going.
4 steps to track leads & customers from SEO in Freshsales
Tracking leads from organic search can be challenging, but with Attributer and Freshsales, it's easy. Here's 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.
Once you’ve got the code on your site, the next step is to add a series of hidden fields to your forms. They are:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
You’ll be happy to know that adding hidden fields to your forms is pretty easy. With most form-building tools you can either drag and drop a 'Hidden' field, or just you can set a standard field to be hidden via the settings. If you need help, check out the guides we have for 50+ popular tools like Gravity Forms, Wix Forms, and Webflow Forms.
2. Attributer writes SEO data into the hidden fields
When someone visits your site, Attributer looks at a bunch of technical information to find out where they came from, similar to what Google Analytics does.
It then sorts visitors into channels like Organic Search, Paid Search, and Paid Social, before saving the information in the user’s browser.
Then when they fill out a form, like your 'Contact Us' or 'Request A Quote' forms, Attributer writes the information about how they found you—like if they came from Organic Search on Google and which keyword they used—into the hidden fields.
3. SEO data is captured with each lead
When the visitor submits the form on your website,the organic search data that Attributer wrote into the hidden fields is captured by your form tool, along with the lead's name, email, etc.
Attributer works with over 50 popular form builders, scheduling tools, and chat products, including Gravity Forms, Contact Form 7, Wix forms, Webflow forms, Typeform, Jotform, and Zoho Forms.
4. SEO data is sent to Freshsales
You can then use your form tools native integration with Freshsales (if it has one) or a dedicate integration tool (like Zapier or Make) to send the data from your form tool into Freshsales.
And once the data is in Freshsales, you can use it to create reports that show how many leads you got from organic search, how that is changing over time, how many convert in to customers, how much revenue has been generated, what the average deal size is, and much more.
You can either use Freshsales’s built-in reporting features to do this, or connect third-party tools like Tableau, Looker Studio, or Microsoft Power BI for deeper analysis.
What data gets captured
Attributer gives you two key pieces of information: how the lead arrived at your site (the channel) and content attracted them (the landing page).
So, if you run a catering business and a potential client finds you through a Google search, you’d get the following data:
- 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: Catering Business 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 = juliescatering.com/blog/best-caterers-sydney
- Landing Page Group = /blog
This information about the landing page can help you determine what website content brings in leads from organic search. It helps you to understand what type of content you should create more of.
3 example reports you can run when you capture organic search data in Freshsales
Over my 15 years in marketing, I’ve dedicated thousands of hours to SEO and built countless reports to see how well our strategies are performing.
To help you get started with reporting on your SEO efforts, I have included three reports below that I have found to be super helpful.
1. Leads by Channel
This report breaks down your monthly leads by channel, such as Organic Search, Paid Search, and Paid Social.
It’s super interesting to dig into this data, as it can give you insights into how well your SEO strategies are working over time.
It can also help you understand how SEO compares to your other channels. And if you see (for instance) that Organic Search is bringing in more leads than Paid Search, then it might mean there is an opportunity to shift your budget and grow faster.
2. Customers from Organic Search by Landing Page Group
This report shows how many new customers discover you through organic search, broken down by landing page groups like Home, Blog, and Services.
It helps you identify which content is genuinely attracting customers to your business, and can help you improve your content and SEO strategy.
3. Revenue from Organic Search by Landing Page
This report shows you the number of new customers and revenue each piece of content on your site is generating.
It highlights which blog posts (and other content) are performing best and can help you decide what to create more of.
How Attributer helped Flare HR 4x the number of leads they got from SEO
Flare HR is a HR management software company based in sunny Sydney, Australia.
As part of their product, they offer customers a range of HR document templates that staff can easily customise for their own needs, including things like employment contracts and internal policy templates.
Flare's marketing team had the bright idea of putting these document templates on their marketing site to attract more traffic and generate leads through SEO. They set up tailored landing pages for each template, and before long, those pages were getting thousands of visits every month from search engines.
But here’s the problem: They had no way of knowing if those visitors were actually becoming sales leads for their software product or whether they were just taking the template and leaving.
That's where Attributer came in.
When visitors landed on the Flare HR site, Attributer tracked where they came from (like Organic Search), which page they landed on (like flarehr.com/templates/mobile-phone-policy), and the overall landing page group (like /templates).
Then if they filled out a form (like the main demo request form), Attributer wrote the data into hidden fields on the form and it was sent to their CRM.
With this data inside their CRM, Flare's team was able to create reports that showed them how many leads came from those templates, how many became customers, and the revenue generated. They were thrilled to learn that their template strategy boosted new leads by 2.4x (and basically a $0 cost per lead).
Excited about the opportunity this presented, Flare decided to go hard at it. They worked with a local law firm to create more templates and fine-tuned the landing pages for even better search rankings.
Ultimately, this template strategy led to a 4x increase in new leads generated for their sales team 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 Freshsales 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.