Track leads from SEO in Contact Form 7
Learn how to use a tool called Attributer to track how many leads you get from your SEO efforts in Contact Form 7
Tracking how many leads & customers you getf 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 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 form submission of your Contact Form 7 forms. We'll also show you some example reports you can run if you send that data to your CRM and other tools.
4 steps to track leads & customers from SEO in Contact Form 7
It’s easy to track how many leads you get from SEO when you use Attributer with Contact Form 7. Here’s how it works:
1. Install Attributer on your website
When you start your 14-day free trial of Attributer, you’ll get a small code snippet to add to your website.
How you install it depends on your website builder, but most platforms let you add it through the Settings section, or you can use a tool like Google Tag Manager.
If you need a hand, you can find step-by-step instructions for popular website builders like WordPress, Wix, Webflow, and Squarespace here.
2. Add hidden fields to your forms
Once the code is installed on your website, the next step is to add a series of hidden fields to your lead capture forms. These fields include:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
If you’re using Contact Form 7, you can simply copy and paste the shortcodes found in this help article and the required hidden fields will be added.
3. Attributer writes SEO data into the hidden fields
When a visitor arrives on your website, Attributer analyzes various data points (the same ones tools like Google Analytics track) to determine their source.
It then categorizes the visitor into a specific channel (such as Organic Search, Paid Search, or Paid Social) and stores this information in their browser.
When the visitor eventually fills out a form on your site (such as a Contact Us or Request a Quote form), Attributer automatically populates the hidden fields with details about their source (for example, whether they came from Organic Search, which search engine they used, and the specific keyword that led them to your site).
4. SEO data is captured with each lead
When a visitor submits a form on your website, Contact Form 7 captures the organic search data that Attributer wrote into the hidden fields (along with the lead’s name, email, and other details).
If you're using a submission plugin like Flamingo, then you can see this data in your WordPress dashboard.
Otherwise, you can include it in email notifications, send it your CRM, sync it to a spreadsheet, and anything else you need.
What data gets captured
Attributer captures two key types of data about your leads: how they arrived at your site (channel) and which content attracted them (landing page).
For example, if you were on the marketing team at an accounting firm and a visitor found your site through an organic Google search, the following data would be recorded:
- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = www.google.com (or the specific domain they came from, such as google.com.au or google.co.uk)
- Channel Drilldown 3 = small business tax accountant Sydney (or the keyword they searched for, when available)
Additionally, Attributer captures information about the page they landed on. In this case, it might look something like this:
Landing Page: smithandcoaccounting.com/blog/sydney-accountants
Landing Page Group: /blog
This data helps you identify which content is attracting leads from organic search, giving you insights into what’s working and what topics you should focus on for future content.
What you can do with the data
Once the organic search data has been captured by Contact Form 7, you can leverage it in several ways:
- View it in your dashboard – If you use a form submission storage plugin like Flamingo, then you can see the organic search data alongside each form submission in your WordPress dashboard.
- Include it in email notifications – You can configure Contact Form 7 to include the organic search data in lead notification emails, making it easy to see the source of each lead right in your inbox.
- Integrate with your CRM – The data can be sent to platforms like Salesforce, Pipedrive, and HubSpot. With this information in your CRM, you can generate reports to track how many leads you get from SEO, how many become customers, how much revenue they generate, etc.
- Export to a spreadsheet – Using a CF7 to Google Sheets plugin, you can automatically send all form submissions to Google Sheets (including the organic search data provided by Attributer). From there, you can create charts and graphs to track your SEO efforts and identify top-performing content.
3 example reports you can run when you capture organic search data in Gravity Forms
Throughout my 15-year career in marketing, I’ve dedicated thousands of hours to SEO and analyzed hundreds of reports to measure its effectiveness.
Below are three reports that have consistently helped me over the years.
1. Leads by Channel
This report shows the number of leads generated each month, categorized by the channel they came from (such as Organic Search, Paid Search, and Paid Social).
It provides a high-level overview of how your SEO efforts are performing and can help you see whether your efforts are translating into more leads for your business.
I also find it useful for comparing SEO to other channels. For example, if I saw that Organic Search is driving more leads than Paid Search, but the majority of our budget is allocated to paid ads, then I would probably look to invest more in SEO to drive growth.
2. Customers from Organic Search by Landing Page Group
This report tracks the number of new leads coming from organic search each month, categorized by landing page group (such as Home, Blog, or Services).
It allows you to see which types of content are driving the most leads for your business, helping you refine your content and SEO strategy to focus on what works best.
3. Revenue from Organic Search by Landing Page
This report shows the number of new customers (and the amount of revenue) generated by each individual piece of content on your site (such as blog posts).
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 Sydney-based provider of HR management software with a team of over 100 employees.
As part of their product offering, Flare HR provided HR document templates that customers could customize for employee onboarding (such as employment contracts and internal policy templates).
Looking to boost traffic and leads through SEO, Flare made these templates publicly available on their marketing website. They created dedicated landing pages for each document, and within months, these pages were attracting tens of thousands of visits from search engines every month.
But they had a problem. They had no way of knowing whether these visitors were converting into leads and customers or simply downloading the templates and leaving.
That’s where Attributer came in.
When a visitor landed on the Flare HR website, Attributer tracked each visitor’s source (e.g., Organic Search), the specific landing page they arrived on (e.g., flarehr.com/templates/mobile-phone-policy), and the broader landing page group (e.g., /templates). Then when a visitor completed a form (such as a demo request), Attributer wrote the information into hidden fields and it was captured by their form tool and sent to their CRM
With this data, Flare HR was able to generate reports showing how many leads came from their templates, how many converted into paying customers, and the revenue impact of the initiative.
The results were impressive. This template strategy led to a 2.4x increase in new leads at an extremely low cost-per-lead (virtually $0).
Encouraged by this success, Flare doubled down. They expanded their template library and optimized their pages for better search rankings.
Ultimately, they were able to achieve a 4x increase in monthly leads from these template-based SEO efforts.
“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’re looking for a simple way to track how many leads your SEO efforts generate and how that number evolves over time, using Attributer with Contact Form 7 is an excellent 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!
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.