Easily capture Google Ads data in 123FormBuilder

Understand how to capture Google Ads data in 123FormBuilder. This way, you’ll know which campaigns produce leads, customers and revenue.


Are you looking for a way to know which of your Google Ads campaigns are bringing in customers and revenue?

Just think of the possibilities if you could see exactly where each lead came from, even down to the campaign and ad they clicked. If this is available to you, you’d know which campaigns and ads are generating customers and revenue, and you’d be able to invest wiser.

This article will show you how to use Attributer to capture Google Ads data in 123FormBuilder, along with every lead you receive. In the end, you can use it to track the performance of all your Google Ads campaigns.

Why it's important to track customers and revenue from Google Ads

Say you operate a business specializing in selling and installing pool equipment. To help make your business known, you create ads on Google highlighting your products, such as Pool Pumps and Pool Cleaners.

If the tool you’re using is just something like Google Analytics to measure visitors and form completions, you’d probably receive something like this:

Spend $2,000 $2,000
Visitors 200 100
Goal Completions 20 10

If the only data you have is on visitors and leads from spend, it would appear like your Pool Pumps campaign was doing better than your Pool Cleaners campaign, so you’d like to put more of your budget into the former.

But what if the results also showed the number of customers and the amount of revenue generated?

You’d have something like this:

Spend $2,000 $2,000
Visitors 200 100
Leads 20 10
Customers 2 5
Revenue $8,000 $25,000

When you have a way to track campaign performance all the way through to customers and revenue, you’re fully informed and can understand the complete and accurate story.

In this scenario, the Pool Cleaners Campaign is far superior because:

  • You got more customers from the Pool Cleaners Campaign (5) than the Pool Pumps Campaign (2)
  • Your conversion rate from lead to customer is five times higher for the Pool Cleaners Campaign (50% vs. 10%)
  • Your average customer value is higher for the Pool Cleaners Campaign: $5,000 per customer vs. $4,000 per customer from the Pool Pumps Campaign.
  • Your cost of acquiring a customer is lower through the Pool Cleaners Campaign: $400 vs. $1,000
  • Your Return on Ad Spend (ROAS) is three times higher in the Pool Cleaners Campaign

As demonstrated in the analysis above, you get a much better picture of what’s working and what isn’t when you can capture the source of every lead and monitor them all the way through to customers and revenue.

4 simple steps to capture Google Ads data in 123FormBuilder

Attributer makes it easy to capture Google Ads data in 123FormBuilder. Here's how it works:

1. Add UTM variables to your ads

Google Ad with UTM Parameters

First off, UTM parameters need to be added to your campaigns to start capturing Google Ads data in 123FormBuilder.

If you’ve never heard of UTM parameters before, they’re basically extra bits of text that you add at the end of the URL that you send to people from your campaigns.

So, for example, if the page you want to send someone is attributer.io/integrations/salesforce, then your final URL with UTM parameters may look like this:


Even if you may structure the UTM parameters however you want, the general best practice for Google Ads is something like this:

  • UTM Medium = Paid search
  • UTM Source = Google
  • UTM Campaign = The name of your Google Ads campaign
  • UTM Term = The name of the ad group the ad belongs to
  • UTM Content = The specific ad

Putting UTM parameters to your URLs is straightforward. Plus, free tools on the web can help you build them.

2. Add hidden fields to your forms

Add Hidden fields

After the first step, you need to add a number of hidden fields to your lead capture forms next. These forms are the ones used to collect information from visitors. The hidden fields that need to be added are:

  • Channel
  • Channel Drilldown 1
  • Channel Drilldown 2
  • Channel Drilldown 3
  • Landing Page
  • Landing Page Group

Adding hidden fields in 123FormBuilder is super easy. You must simply drag and drop a ‘Hidden’ field type into the form. Check further instructions here.

3. Attributer writes Google Ads data into the hidden fields

Populate hidden fields

Once the hidden fields have been added, Attributer will start tracking the origins of your visitors, and every time they submit a form on your site, it fills out the hidden fields with the values you put in your UTM parameters.

For instance, if I was a marketer at Dropbox and a user arrived on my website from one of my brand campaigns in paid search, Attributer would fill out the hidden fields like so:

  • Channel = Paid search
  • Channel Drilldown 1 = Google
  • Channel Drildown 2 = Brand campaign
  • Channel Drilldown 3 = Free account ad

Apart from the values from the UTM parameters, Attributer also captures the visitor’s landing page (e.g., dropbox.com/features/cloud-storage) and the first landing page group (e.g., features).

4. Google Ads data is captured in 123FormBuilder

UTM data sent to CRM

Once a visitor completes a form, the Google Ads data is captured along with the information the lead entered into the form, such as their name, company, email, phone, etc.

You can choose several helpful things with this information, like:

  • Add it to all new lead notification emails so you can instantly view where each lead came from
  • Send it to your CRM (including Salesforce, Pipedrive, Dynamics, etc) so your sales team can also know the origins of each lead
  • Use it to create reports that tell you which Google Ads campaigns are actually producing leads, customers and revenue.

Why using Attributer is the best way to capture Google Ads data in 123FormBuilder

There are other ways to place UTM parameters behind your Google Ads and capture the data in 123FormBuilder, so what makes Attributer the best option for you?

Here’s why:

1. Captures all traffic

In addition to Attributer being a proven efficient tool for capturing Google Ads data in 123FromBuilder, it can also track all the other sources of leads (Organic Social, Organic Search, Paid Social, etc.)

With this data available to you, when you run reports to see where your leads are coming from, you can figure out the source of ALL your leads, not just the ones from your Google Ads campaigns.

This data can be helpful, especially if your SEO efforts are generating most of your leads and customers instead of your Google Ads campaigns. You’d want to be informed about this so you can invest accordingly.

2. Attributer remembers the data as visitors browse your site

Other UTM capturing tools and methods usually ask for the UTM parameter to be on the page where the form is completed. This can be a problem when the page visitors submits your form on is different from the one they landed on from your ad.

For instance, pretend someone clicks on your Google Ads and is then led to a landing page you’ve created for this. After some thinking, they decide they want your service or product, so they click on the ‘Get A Quote’ button, which leads them to a different page to fulfil your quote request form. This means that the page they complete a form on differs from the one they initially landed on. Hence, the UTM parameters are lost.

Attributer works differently. It keeps the UTM parameters in a cookie in the user’s browser, so regardless of the page on which the user completes a form, the UTM parameters will always be sent through.

All in all, this means that no matter your visitor’s navigation activity before completing your form, you’ll always be able to track them back to your Google Ads.

3. Provides cleaner data

A common dilemma when using other raw UTM capturing tools is your data gets messed up, making it challenging to create accurate reports.

For instance, let’s say some of your Google Ads campaigns are tagged with UTM_Source= Google.com (capital G), others with UTM_Source= google (lowercase, no domain), and others with UTM_Source= adwords.

If you capture these raw UTM parameters in 123FormBuilder and use them to find out how many leads your Google Ads campaigns have made, you’ll receive three different sources that you’d have to stitch together manually.

You don’t have to deal with this with Attributer because it recognizes the possibility of capitalization and other inconsistencies. It would ultimately put the leads to the correct channel regardless.

4. Attributer captures landing page data

Ever wondered how many leads and customers are being generated from your blog and other in-depth content pieces you’ve done?

Aside from channel data, Attributer also captures the landing page (i.e., attributer.io/blog/capture-utm-parameters) and the landing page category (i.e., /blog).

With this information available, you can see how particular sections of your site are performing (e.g., your blog) in generating leads, revenue and customers.

And since it captures both the landing page and the landing page group, you can view how your blog is performing as a whole and zoom into individual blog posts too.

Wrap up

If you want to know how many customers and leads your Google Ads are producing, then Attributer is a superb solution.

It will capture the UTM parameters you use behind your Google Ad campaigns, allowing you to build reports that tell you which campaigns your leads and customers have come from.

In addition, it will also provide data on leads that come from other channels, so you can monitor the source of ALL your leads and ultimately know where you need to invest to grow your business.

Best of all, it’s free to get started, so start your 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.