The easiest way to capture Google Ads data in eForm
Here's a simple way to capture Google Ads data in eForm so you can track which campaigns are generating leads.
When it comes to capturing data from Google Ads and attracting potential customers and leads to your business, eForm offers a versatile solution. With its robust features and seamless integration capabilities, eForm helps you optimize your advertising campaigns by accurately analyzing the effectiveness of your ads, campaigns, and ad groups. This invaluable information allows you to refine your approach and achieve improved results.
Enter Attributer, the perfect companion to eForm.
In this article, we will guide you through four simple steps to leverage Attributer and seamlessly collect Google Ads data using eForm. By incorporating crucial details such as the campaign, ad group, or keyword responsible for generating your leads, you'll gain valuable insights into your advertising performance and empower your business to make informed decisions for better outcomes.
Why it's important to track customers and revenue from Google Ads
Imagine you are the proprietor of a business that specializes in selling and installing pool equipment, and you are utilizing Google Ads as a means to promote your products. Currently, you have established two campaigns, one specifically for Pool Pumps and another for Pool Cleaners.
However, relying solely on Google Analytics to monitor the performance of these campaigns may present you with data resembling the following:
| Spend | $2,000 | $2,000 |
| Visitors | 200 | 100 |
| Goal Completions | 20 | 10 |
Suppose you were restricted to data solely pertaining to website visitors and completed forms. Based on this limited information, you might conclude that the Pool Pumps campaign outperformed the Pool Cleaners campaign, as it generated twice the number of completed forms.
However, envision the ability to track the conversion of those leads into paying customers and the revenue they generated. When armed with this comprehensive information, your statistics would portray a more accurate picture, as illustrated below:
| Spend | $2,000 | $2,000 |
| Visitors | 200 | 100 |
| Leads | 20 | 10 |
| Customers | 2 | 5 |
| Revenue | $8,000 | $25,000 |
In order to determine the effectiveness of your Google Ad campaigns, it is crucial to monitor the number of customers and the revenue generated by each campaign.
In this case, the Pool Cleaners Campaign has proven to be a star performer, surpassing the Pool Pumps Campaign, as revealed by the following data:
- The Pool Cleaners Campaign has successfully attracted 5 customers, while the Pool Pumps Campaign managed to generate 2 customers.
- Impressive conversion rates shine in the Pool Cleaners Campaign with a remarkable 50%, which is five times higher than the Pool Pumps Campaign's 10%.
- The average customer value of the Pool Cleaners Campaign stands strong at $5,000 per customer, outshining the Pool Pumps Campaign's average value of $4,000 per customer.
- Acquiring a customer in the Pool Cleaners Campaign comes at a significantly lower cost of $400, compared to $1,000 in the Pool Pumps Campaign.
- The Pool Cleaners Campaign proudly boasts a Return on Ad Spend (ROAS) that is three times higher, showcasing its efficiency and effectiveness.
These numbers highlight the outstanding performance of the Pool Cleaners Campaign, making it a noteworthy success compared to the Pool Pumps Campaign.
4 simple steps to capture Google Ads data in eForm
Attributer makes it easy to capture Google Ads data in eForm. Here's how it works:
1. Add UTM parameters to your ads
To begin, you'll need to incorporate UTM parameters into your existing Google Ads.
If you're unfamiliar with UTM parameters, they are text snippets that you append to the end of a URL to guide visitors from your campaigns. These snippets play a vital role in enabling analytics tools like Attributer to identify the visitor's source.
For instance, if you intend to direct individuals to a page such as attributer.io/integrations/eform, your final URL, complete with UTM parameters, should appear as follows:
attributer.io/integrations/eform?utm_medium=paidsearch&utm_source=google&utm_campaign=brand-campaign
While the content you include in UTM parameters can be customized according to your requirements, it is generally advisable to follow this recommended 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 (which can be automatically added using ValueTrack parameters)
Fortunately, adding UTM parameters to your URLs is a simple procedure, and we have provided a step-by-step guide on how to do it effectively in Google Ads within this article.
2. Add hidden fields to your forms
After successfully adding UTM parameters to your Google Ads, the subsequent step involves integrating hidden fields into your lead capture forms, such as Contact Us or Request a Quote forms, on your website.
Hidden fields are form fields that remain unseen by visitors but can capture input from tools like Attributer without their awareness.
To capture Google Ads data effectively, make sure to include the following hidden fields within your forms:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Incorporating hidden fields into your existing eForm is a straightforward process. By dragging and dropping the 'Hidden' field type, you can effortlessly add it to your form.
3. Attributer writes Google Ads data into the hidden fields
Once you have integrated hidden fields into your forms, Attributer can initiate the tracking of your website visitors' origins. When a visitor completes one of your eForm, such as a 'Contact Us' or 'Request A Quote' form, Attributer automatically fills in the hidden fields with relevant Google Ads data extracted from the UTM parameters you have added.
For example, let's consider a scenario where you work as a marketer at Salesforce, and a visitor arrives at your website through a Google Ads campaign. Based on the UTM parameters utilized, Attributer would populate the hidden fields as follows:
- 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 tracks the visitor's landing page, such as 'salesforce.com/features/cloud-storage,' and the initial landing page group, such as 'features.'
4. Google Ads data is captured in eForm
Once a visitor submits the form, the Google Ads data entered by Attributer into the hidden fields is collected alongside their name, email, phone number, and company name provided in the form.
By capturing this data in eForm, you can:
- Include it in the new lead notification emails that eForm sends out.
- Forward it to your CRM systems such as Salesforce, HubSpot, Pipedrive, and others for seamless integration and efficient lead management.
- Export it to a spreadsheet, enabling you to generate charts and graphs that display the number of leads and customers you receive from each Google Ads campaign. This data visualization can provide valuable insights into the effectiveness of your campaigns and support informed decision-making.
Why Attributer is the best way to capture Google Ads data in eForm
Why Attributer is the optimal choice for capturing Google Ads data in eForm:
1. Attributer captures all traffic sources
In addition to offering attribution data for Google Ads leads, Attributer goes beyond by providing valuable insights into leads originating from various channels such as Organic Social, Referral, Direct, Paid Social, or Organic Search.
Having this data ensures a comprehensive understanding of the sources driving all your leads and customers, not limited to those solely clicking on your Google Ads. By having this information at your disposal, you can make well-informed decisions about resource allocation, enabling optimal growth for your business. Attributer's ability to provide insights across multiple channels empowers you to gain a holistic view of your lead generation efforts and make strategic choices to maximize results.
2. Attributer remembers the data as visitors browse your site
While there are alternative approaches to capture Google Ads data in eForm, these methods typically rely on UTM parameters present in the URL of the page where the form is filled out. However, a challenge arises when UTM parameters are lost when a visitor fills out the form on a different page from their initial landing page.
For example, let's consider a scenario where 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, since the form was not filled out on the same page they initially landed on, the UTM parameters would not be recorded.
Thankfully, Attributer resolves this issue by storing the UTM parameters in a cookie within the visitor's browser. As a result, the UTM parameters can be captured in eForm, 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 ensures comprehensive and reliable insights into your campaign performance.
3. Provides cleaner data
Attributer was specifically developed to address UTM usage discrepancies and ensure accurate attribution of leads to their respective channels.
For instance, if you have used "utm_source=google" in some campaigns and "utm_source=adwords" in others (which is a common occurrence when multiple individuals or agencies have managed your Google Ads at different times), Attributer can still accurately attribute the lead to the correct channel. In this example, the attribution would correctly identify it as Paid Search.
By leveraging Attributer, you can rest assured that you will receive more precise and reliable information regarding the number of leads originating from your Google Ads. This eliminates any ambiguity or confusion caused by inconsistent UTM parameter usage, enabling you to make informed decisions based on accurate data.
4. Attributer captures landing page data
Apart from capturing Google Ads data, Attributer also tracks the landing page URL (e.g., https://attributer.io/blog/capture-utm-parameters-eform) and its associated group (e.g., /blog). This 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. Additionally, you gain the ability to analyze the performance of individual blog posts by reviewing the number of leads and customers they generate. This granular data empowers you to make data-driven decisions, optimize your website's performance, and focus on areas that yield the most significant results.
Wrap up
With Attributer, the retrieval of UTM parameters from your Google Ads is effortlessly handled every time a visitor submits a form via eForm on your website. This streamlines the process of tracking and evaluating your campaigns by providing valuable insights such as the number of leads generated, the most successful campaigns, and the keywords driving traffic to your site.
But that's not all. Attributer goes beyond Google Ads and also captures data on leads from other sources, including Organic Search and Organic Social. This comprehensive approach offers you a complete view of where your leads and customers originate, ensuring you have a holistic understanding of your marketing efforts.
And there's more good news! Attributer offers a 14-day free trial, allowing you to explore and experience its advantages firsthand. Start effectively tracking your leads with Attributer today and unlock valuable insights to optimize your campaigns and drive 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.