Track leads from SEO in Gravity Forms
Learn how to use a tool called Attributer to track how many leads you get from your SEO efforts in Gravity Forms
Tracking how many leads & customers you get from your SEO efforts is hard.
Tools like Google Analyticscan show you how many website visitors you got from organic searcht, but they can’t really tell you how many of those visitors turned into leads & customers.
But there is a solution.
In this article, we’ll show you how to use a tool called Attributer to capture organic search data with each submission of your Gravity Forms, as well as give you a few example reports you can run that will show you exactly how many leads & customers you’re getting from SEO.
4 steps to track leads & customers from SEO in Gravity Forms
It’s easy to track how many leads you get from SEO when you use Attributer with Gravity Forms. Here’s how it works:
1. Install Attributer on your website
When you sign up for a 14-day free trial of Attributer, you’ll receive a snippet of code to install on your website.
Depending on what website builder you use, you should be able to add it to your site via the Settings section. You can also add it using tools like Google Tag Manager.
If you need help, instructions for adding the code using the most popular website builders (WordPress, Wix, Webflow, Squarespace, etc) can be seen here.
2. Add hidden fields to your forms
Once the code is installed on your site, you then need to add a series of hidden fields to the lead capture forms on your website. Those hidden fields are:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Fortunately, Gravity Forms makes it super easy to do. You simply drag and drop a ‘Hidden’ field type into your form and give it a specific name and default value. You can see step-by-step instructions here.
3. Attributer writes SEO data into the hidden fields
When a visitor arrives at your site, Attributer looks at a bunch of information to determine where they came from (the same things as tools like Google Analytics look at).
It then categorises the visitor into a series of channels (like Organic Search, Paid Search, Paid Social, etc) and stores the data in the user’s browser.
Then when the visitor eventually completes a form on your website (like your ‘Contact Us’ or Request A Quote’ form), Attributer will write the data about where the lead came from (like the fact they came from Organic Search, it was from Google, what keyword they used, etc) into the hidden fields.
4. 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 Gravity Forms (alongside the lead’s name, email, etc).
You can then see this information in the Entries section of Gravity Forms, include it in the email notifications, send it to your CRM, and more.
What data gets captured
Attributer passes through two types of data on your leads: information on how they got to your site (channel) and what content attracted them there (landing page).
So if you were part of the marketing team at a law firm and someone came to your site from an organic Google search, the following data would be passed through.
- 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: contract law 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 = abbottslaw.com/blog/contract-lawyers-sydney
- Landing Page Group = /blog
This landing page information can help you understand what content on your website is attracting leads from organic search (and subsequently what content you should create more of).
What you can do with the data
Once the organic search data has been captured by Gravity Forms, you can use it in a number of ways:
- View it in your dashboard - You can see the organic search data alongside each form submissions on ‘Entries' page in the Gravity Forms section of your WordPress dashboard.
- Include in email notifications - You can include the organic search data in the new lead notification emails that Gravity Forms sends. This way, you can easily view the source of each lead directly in your email inbox.
- Integrate with your CRM - You can send theSEO data to CRM platforms like Salesforce, Pipedrive, Hubspot, and more. With this data in your CRM, you can generate reports that show how many leads you got from your SEO efforts, how many converted into customers, how much revenue was generated, and more.
- Export to a spreadsheet - You can use the built-in integration with Google Sheets export the data to a spreadsheet. Once there, you can use the spreadsheet's built-in charting tools to create basic charts & graphs that show how many leads you’re getting from organic search, what content is attracting them, and more. Alternatively, you can connect analytics tools like Google Data Studio to your spreadsheet to build more advanced charts & dashboards.
3 example reports you can run when you capture organic search data in Gravity Forms
Over the course of my 15-year career in marketing, I have spent thousands of hours working on SEO and run hundreds of reports to track what impact our efforts are having.
Below I have shared 3 of the reports I have found most useful over the years.
1. Leads by Channel
This reports shows how many leads you get each month, broken down by the channel they came from (like Organic Search, Paid Search, Paid Social, etc).
This report can give you a high-level overview of how your SEO efforts are performing and whether they are resulting in more leads for your business.
I also find it useful to compare SEO to other channels. For instance, if you’re getting more leads from Organic Search than Paid Search, but most of your budget is being spent on paid search ads, then there may be an opportunity to focus more on SEO to help grow the business.
2. Customers from Organic Search by Landing Page Group
This report shows the number of new leads you’re getting from organic search each month, broken down by the landing page group (E.g., Home, Blog, Services, etc.).
This report can help you see what type of content is generating the most leads for your business and can really help shape your content & SEO strategy.
3. Revenue from Organic Search by Landing Page
This report shows how many new leads have been generated from each individual piece of content on your site (i.e. each blog post)
It makes it easy to see what types of content are performing best, and can help you make informed decisions about what to create more of.
How Attributer helped Flare HR 4x the number of leads they got from SEO
Flare HR is a provider of HR management software. Based in Sydney, Australia they have over 100 employees and thousands of customers.
As part of their product, Flare HR had a number of HR document templates that their customers could customize and use as part of the employee onboarding process (E.g. Employment contract templates, internal policy templates, etc).
In an attempt to generate more traffic and leads from SEO, Flare decided to make these document templates publicly available on their marketing website.
They created landing pages for each document they had and within a few months these pages were getting tens of thousands of visits from search engines each month.
The problem was that they had no idea whether these visitors were actually becoming leads and customers, or whether they were just taking the template and leaving.
That’s where Attributer came in.
When a person arrives on the Flare HR website, Attributer stores the channel they arrived from (E.g., Organic Search), the visitor's landing page (E.g., flarehr.com/templates/mobile-phone-policy), and the landing page group (E.g., /templates).
Then, if they complete a form on the website (like the demo request form), this information is passed through to their CRM.
The Flare team then used the data to run reports that show how many leads they get from the templates, how many convert into customers, how much revenue is being generated, etc.
They were able to see that this template initiative led to a 2.4x increase in the number of new leads generated, and at an incredibly low cost-per-lead (virtually $0).
So Flare doubled down on the initiative. They doubled the number of templates they had, optimized the pages to rank better in search engines, etc. and ultimately were able to 4x the number of leads they got 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 your SEO efforts generate and how that number changes over time, using Attributer with Gravity Forms is a great solution.
Best of all, it’s free to get started with Attributer and usually takes less than 10 minutes to set up. So start your 14-day free trial today!
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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.