Easily capture Google Ads data in Leadformly

Find out how to capture Google Ads data in Leadformly. This way, you’ll know about the campaigns generating your leads, customers and revenue.


Are you seeking a way to know which of your Google Ads campaigns are producing customers and revenue?

Just think of it if you could view precisely where all your leads came from, even down to the campaign and ad they clicked. If this is possible, you’d learn which campaigns and ads are actually generating customers and revenue, and you’d be able to invest more in those.

This article will show you how to use Attributer to capture Google Ads data in Leadformly with every lead that comes through. In the end, you’ll also know how you can use it to track your Google Ads campaigns’ performance.

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

Let’s imagine you operate a business that sells and installs pool equipment. To make your business known, you run ads on Google highlighting the products you sell, such as Pool Cleaners and Pool Pumps.

If you were using a tool like Google Analytics to count the visitors and form completions, you’d get something like this:

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

If the only data you have access to is on leads and visitors from spend, then it would seem like your Pool Pumps campaign was outdoing your Pool Cleaners campaign, which would urge you to direct more of your money to the former.

But imagine if you could see the results all the way down to the number of customers and revenue generated.

You’d get something like this:

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

If you have the means to monitor and track the effectiveness of your campaigns all the way through to customers and revenue, you’re better informed and can see the real story.

In this situation, the Pool Cleaners Campaign is doing better because:

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

As stated in the analysis above, you get a better grasp and understand the whole picture of what’s working and what isn’t when you can get a hold of the source of every lead and track it all the way through to customers and revenue.

4 simple steps to capture Google Ads data in Leadformly

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

1. Add UTM variables to your ads

Google Ad with UTM Parameters

To start capturing Google Ads data in Leadformly, you must add UTM parameters to your campaigns.

UTM parameters are extra bits of text that you put at the end of the URL you send to people from your campaigns.

Hence, if the page you want to send someone is attributer.io/integrations/salesforce, then your final URL may look something like this:


Even when you can structure the UTM parameters however you want, it’s wiser to follow the general best practice for Google Ads, which are shown below:

  • 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 on your URLs is straightforward, and free tools are offered online to help you build them.

2. Add hidden fields to your forms

Add Hidden fields

Next, you need to add several hidden fields to your lead capture forms. These forms are the ones used to collect information from users. Below are the hidden fields that need to be added to your forms:

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

Adding hidden fields to your Leadformly forms is easy because you need just to drag and drop a ‘Hidden’ field type into the form. You can see further instructions here.

3. Attributer writes Google Ads data into the hidden fields

Populate hidden fields

When the hidden fields have been added to your forms, Attributer will monitor where your visitors are coming from, and whenever they submit your form, it fills out the hidden fields with the values placed in your UTM parameters.

For example, if I was a marketer at Dropbox and a person visited 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

Aside from the values from the UTM parameters, Attributer would also capture the visitor’s first 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 Leadformly

UTM data sent to CRM

Lastly, the Google Ads data is captured every time a user submits a form. In addition to the Google Ads data, Attributer will also capture the information the leads enter in the form, including their name, email, company, phone, etc.

You can then go ahead and do a slew of things with this information, like:

  • Add it to each new lead notification email so you’ll be able to determine where each lead came from instantly
  • Send it to your CRM (like Salesforce, Pipedrive, Hubspot, etc) so the rest of the team can also see the origins of your leads
  • Use it to run reports telling which Google Ads campaigns produce leads, customers and revenue.

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

Why is Attributer the best option for placing UTM parameters on your Google Ads and capturing the data in Leadformly when there are other ways to do this?

Here’s why:

1. Captures all traffic

Apart from Attributer efficiently capturing Google Ads data in Leadformly, it can also monitor and track all the other sources of leads (Organic Search, Paid Social, Organic Social, etc.)

With this, you can build reports to see where your leads and customers are coming from, and you can figure out the source of ALL your leads, not just the ones from your Google Ads campaigns.

This data can be essential, especially if your SEO efforts are the ones generating more leads and customers instead of your Google Ads campaigns. With this, you’re able to invest accordingly.

2. Attributer remembers the data as visitors browse your site

Requiring the UTM parameter to be on the page where the form is submitted is usual for most other UTM-capturing tools and methods. This requirement can become a problem when the page on which the user completes a form differs from the one they first landed on from your ad.

For example, imagine someone clicks one of your Google Ads and goes to a landing page for this campaign. Once convinced they want your product or service, they click the ‘Get A Quote’ button and are led to a different page to submit your quote request form. This means that the page they complete a form on isn’t the exact page they initially landed on, so the UTM parameters are lost.

This won’t happen with Attributer because it keeps the UTM parameters in a cookie in the user’s browser, which means that no matter the page the user completes a form on, the UTM parameters will always be sent through.

This also means that regardless of how many pages a user visits on your site before completing your form, you’ll always be able to track them back to your Google Ads.

3. Provides cleaner data

One of the challenges when using other tools that capture raw UTM parameters is that your data gets messed up, which makes it difficult to make accurate reports.

For instance, imagine 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 Leadformly and use them to see how many leads your Google Ads campaigns have brought you, you’ll receive three different sources that you’d have to stitch together manually.

This won’t happen with Attributer because it can recognize the possibility of capitalization and other inconsistencies and would put the leads to the correct channel no matter what.

4. Attributer captures landing page data too

Do you need to know how many leads and customers your blog and other in-depth content pieces are producing?

Attributer can help you with this because aside from the channel data (such as the fact they came from your Google Ads campaigns), it also captures the landing page (i.e., attributer.io/blog/capture-utm-parameters) and the landing page category (i.e., /blog).

With this data available to you, you’ll be able to see the performance of specific sections on your site (e.g., your blog) regarding lead, customer, and revenue generation.

Moreover, since Attributer captures both the landing page and landing page group, you can view your blog’s performance in two ways: as a whole section and as individual blog posts.

Wrap up

If you see the need to track the leads and customers you get from your Google Ads, then Attributer can be of efficient help.

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

In addition, it will also give you data on leads that come from other channels so that you can know the source of ALL your leads (not just the ones from Google Ads). Most importantly, you’ll know where to invest your money to optimize your business best.

Best of all, it’s free to get started! Begin 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.