The best way to capture Google Ads Data in ARForms

Here's a simple way to capture Google Ads data in ARForm so you can track which campaigns are generating leads.


In this article, we'll walk you through four simple steps to harness the power of Attributer and effortlessly capture valuable Google Ads data using ARForm. By including crucial information like the campaign, ad group, or keyword that drives your leads, you'll gain valuable metrics to evaluate and optimize your advertising performance. Empower your decision-making process and take your Google Ads strategy to the next level with the seamless integration of ARForm and Attributer. Let's dive in and unlock the full potential of your campaigns!

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

Imagine you're a business owner who specializes in selling and installing pool equipment. To effectively promote your products, you've turned to Google Ads. You've created two targeted campaigns, one specifically for Pool Pumps and another for Pool Cleaners.

But here's the catch: When you rely solely on Google Analytics to track the performance of these campaigns, you may encounter data that appears like this:

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

Imagine being confined to data that solely revolves around website visitors and completed forms. Based on this limited information, you might conclude that the Pool Pumps campaign outshines the Pool Cleaners campaign because it generated double the number of completed forms.

Now, picture the potential when you track the conversion of those leads into paying customers and the revenue they bring. With this comprehensive information in your hands, your statistics would offer a more precise and insightful perspective, as demonstrated below:

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

To accurately assess the effectiveness of your Google Ad campaigns, it's crucial to track both the number of customers and the revenue generated by each campaign.

In this scenario, the data unveils the Pool Cleaners Campaign as the champion, surpassing the Pool Pumps Campaign in remarkable fashion. Take a look at the following insights:

  • The Pool Cleaners Campaign attracted 5 customers, while the Pool Pumps Campaign generated 2 customers.
  • The Pool Cleaners Campaign achieved an impressive conversion rate of 50%, which is five times higher than the Pool Pumps Campaign's 10%.
  • With an average customer value of $5,000, the Pool Cleaners Campaign outshines the Pool Pumps Campaign's average value of $4,000 per customer.
  • Acquiring a customer in the Pool Cleaners Campaign costs significantly less at $400, compared to $1,000 in the Pool Pumps Campaign.
  • The Pool Cleaners Campaign boasts a three times higher Return on Ad Spend (ROAS), highlighting its exceptional efficiency and effectiveness.

These numbers undeniably showcase the outstanding performance of the Pool Cleaners Campaign, making it a remarkable success when compared to the Pool Pumps Campaign.

4 simple steps to capture Google Ads data in ARForms

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

1. Add UTM parameters to your ads

UTM's on Google Ads

Let's kick off by integrating UTM parameters into your current Google Ads setup.

In case you're not familiar with UTM parameters, they are small pieces of text that you add to the end of a URL. These snippets serve as guides for visitors coming from your campaigns. UTM parameters play a vital role in enabling analytics tools like Attributer to identify the source of the visitor.

For instance, if you intend to direct people to a page such as, your final URL, including UTM parameters, should appear like this:

When it comes to customizing UTM parameters, you have the freedom to tailor them according to your specific requirements. However, it's generally recommended to adhere to this format for Google Ads:

  • UTM Medium: Paid search
  • UTM Source: Google
  • UTM Campaign: Your Google Ads campaign name
  • UTM Term: The ad group name associated with the ad
  • UTM Content: The keyword the user searched for (you can automate this using ValueTrack parameters)

The exciting part is that adding UTM parameters to your URLs is a simple process. In this article, we've got you covered with a detailed step-by-step guide on implementing UTM parameters in Google Ads.

2. Add hidden fields to your forms

Step 2

Once you've successfully added UTM parameters to your Google Ads, the next step is to integrate hidden fields into your lead capture forms on your website. These forms could include "Contact Us" or "Request a Quote" forms, for instance.

Hidden fields are form fields that remain unseen by visitors but can capture input from tools like Attributer without affecting their experience.

To effectively capture Google Ads data, it's crucial to include the following hidden fields in your forms:

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

Incorporating hidden fields into your existing ARForm is a breeze. Just drag and drop the "Hidden" field type onto your form, and you're all set. With ARForm's user-friendly interface, you can effortlessly enhance your data capture capabilities.

3. Attributer writes Google Ads data into the hidden fields

Step 5

Once you have integrated hidden fields into your forms, Attributer takes the reins in tracking the origins of your website visitors. When a visitor completes one of your ARForm forms, such as a 'Contact Us' or 'Request A Quote' form, Attributer springs into action by automatically populating the hidden fields with relevant Google Ads data extracted from the UTM parameters you have added.

Let's imagine you're a marketer at Airtasker, and a visitor arrives on your website through a Google Ads campaign. Attributer would populate the hidden fields as follows, based on the UTM parameters utilized:

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

In addition to capturing UTM parameters, Attributer also keeps track of the visitor's landing page, such as ',' and the initial landing page group, such as 'features.' With the seamless collaboration of Attributer and ARForm, you can effortlessly collect and leverage this invaluable data to gain insights into your visitors' sources and landing pages

4. Google Ads data is captured in ARForm

Step 4

Once a visitor submits the form, Attributer collects the Google Ads data entered into the hidden fields, as well as the information provided in the form, such as their name, email, phone number, and company name.

With this comprehensive data captured in ARForm, you have the capability to:

  • Include it in the notification emails sent by ARForm, ensuring you stay updated with the details of each lead.
  • Forward it to your CRM systems, such as Salesforce, HubSpot, Pipedrive, and others, for seamless integration and efficient lead management. This integration streamlines your processes and ensures a smooth flow of information.
  • Export it to a spreadsheet, empowering you to generate charts and graphs that display the number of leads and customers you receive from each Google Ads campaign. This visual representation provides valuable insights into the effectiveness of your campaigns, helping you make informed decisions and optimize your strategies for better results.

With ARForm, collecting, organizing, and utilizing the Google Ads data alongside other crucial information becomes effortless. You can effectively manage your leads, enhance customer relationships, and drive success in your marketing efforts.

Why Attributer is the best way to capture Google Ads data in ARForm

Why Attributer is the optimal choice for capturing Google Ads data in ARForm:

1. Attributer captures all traffic sources

Attributer goes beyond providing attribution data solely for Google Ads leads. It offers valuable insights into leads that come from diverse channels, including Organic Social, Referral, Direct, Paid Social, and Organic Search.

This comprehensive data allows you to gain a deeper understanding of the sources driving all your leads and customers, not just limited to those who click on your Google Ads. Armed with this information, you can make informed decisions about resource allocation, ensuring optimal growth for your business. Attributer's ability to provide insights across multiple channels empowers you to have a holistic view of your lead generation efforts and make strategic choices that yield maximum results.

Don't limit your analysis to Google Ads alone. With Attributer, you can unlock a broader perspective and uncover the full potential of your marketing efforts across various channels. Embrace a comprehensive approach and leverage data-driven insights to drive your business forward.

2. Attributer remembers the data as visitors browse your site

While there are alternative methods to capture Google Ads data in ARForm, they often rely on UTM parameters present in the URL of the page where the form is filled out. However, a common challenge arises when UTM parameters are lost if a visitor fills out the form on a different page from their initial landing page.

Let's imagine this scenario: A visitor clicks on your Google Ad, arriving at your website's homepage. They then navigate to the Contact Us page to complete a form. Unfortunately, due to the form being filled out on a different page, the UTM parameters would not be recorded.

Fortunately, Attributer comes to the rescue by securely storing the UTM parameters in a cookie within the visitor's browser. This innovative solution ensures that the UTM parameters can be captured in ARForm, regardless of the specific page where the form is completed.

By leveraging Attributer, you can obtain precise and accurate data regarding the number of leads generated by your Google Ads, even if the form was completed on a different page than the initial landing page. This reliable approach ensures comprehensive insights into your campaign performance, enabling you to make informed decisions with confidence. Say goodbye to UTM parameter challenges and embrace the power of Attributer for seamless data capture.

3. Provides cleaner data

Attributer was intentionally developed to address discrepancies in UTM parameter usage and ensure the accurate attribution of leads to their respective channels.

Let's imagine a scenario where you have used "utm_source=google" in some campaigns and "utm_source=adwords" in others (a common situation when different individuals or agencies manage your Google Ads at different times). With Attributer, the lead attribution process remains precise and consistent. In this example, Attributer can correctly identify the lead as originating from Paid Search, regardless of the specific UTM parameter used.

By leveraging Attributer, you can have confidence in receiving more accurate and reliable information about the number of leads generated from your Google Ads. This eliminates any ambiguity or confusion caused by inconsistent UTM parameter usage, enabling you to make well-informed decisions based on dependable data. Say goodbye to UTM discrepancies and embrace the power of Attributer for precise lead attribution.

4. Attributer captures landing page data

In addition to capturing Google Ads data, Attributer goes the extra mile by tracking the landing page URL (e.g., and its associated group (e.g., /blog). This valuable information plays a crucial role in generating comprehensive reports that highlight the number of leads and customers originating from specific sections of your website, such as your blog.

Furthermore, Attributer empowers you to dive deeper into your analysis by examining the performance of individual blog posts. By assessing the number of leads and customers they generate, you gain detailed insights that drive data-driven decision-making. You can optimize your website's performance by focusing on areas that yield the most significant results and maximize the impact of your content strategy.

Leverage the power of Attributer to unlock a wealth of data and elevate your website's performance to new heights. With comprehensive reporting and in-depth analysis, you'll be equipped to make informed decisions and achieve outstanding results.

Wrap up

With Attributer, gathering important information such as UTM parameters from your Google Ads when visitors submit a form on your website becomes effortless. This enables you to effectively track your campaigns, understand the number of leads you're generating, identify the most successful campaigns, and determine which keywords are driving traffic to your site.

But that's not all! Attributer doesn't limit its focus to Google Ads alone. It also captures data from other sources like Organic Search and Organic Social. This comprehensive approach provides you with a complete overview of the origins of your leads and customers, allowing you to gain a deeper understanding of the effectiveness of your marketing efforts.

And here's the exciting part: You can try Attributer for free for 14 days. Start using it today to track your leads effectively and gain valuable insights that will enhance your campaigns and yield better results.

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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.