4 steps to capture Google Ads data in Tally Forms

Learn how to capture Google Ads data in Tally Forms so you know which campaigns generate your leads, customers and revenue.


Are you finding it difficult to figure out which of your Google Ads campaigns bring in customers and revenue?

Imagine being able to monitor exactly where each lead came from, down to the precise campaign and ad they engaged with. Armed with this information, you'd know what the most effective campaigns and ads are, and be able to direct more resources toward them.

In this blog article, we'll walk you through utilizing Attributer to capture Google Ads data in Tally Forms, enabling you to accurately identify the campaigns and ad groups that generate leads and customers.

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

Let's say that you run a business that sells and installs pool equipment. To promote your business, you run Google ads highlighting the various products you offer, such as Pool Pumps and Pool Cleaners.

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

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

If that was all the data you had (how many visitors and goal completions you got) then it would look like the Pool Pumps campaign was performing better than the Pool Cleaners campaign, and you'd probably direct more of your budget to the former.

But what if you could see the results all the way through to the number of customers and the amount of 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

When you're able to track how many customers and how much revenue you get from each of your Google Ad campaigns, you can start to see the real story.

Looking at the numbers above, you can see the Pool Cleaners Campaign is performing better:

  • You received more customers from the Pool Cleaners Campaign (5) than the Pool Pumps Campaign (2)
  • Your lead-to-customer conversion rate is five times greater 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 the above analysis has shown, you get a much better understanding of what's working and what isn't when you can capture the source of every lead and track it through to customers and revenue.

4 simple steps to capture Google Ads data in Tally Forms

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

1. Add UTM parameters to your ads

UTM's on Google Ads

To capture Google Ads data in Tally Forms, you must first append UTM parameters to your ads.

If you're new to UTM parameters, they are essentially extra pieces of text added to the end of the URL you share with people from your campaigns.

For example, if the URL you direct people to is attributer.io/integrations/tally-forms, your final URL with UTM parameters might look like this:

Tally Forms

Although you can customize your UTM parameters to your liking, it's recommended to follow Google Ads' best practices, which generally include:

  • UTM Medium = Paid search
  • UTM Source = Google
  • UTM Campaign = Your Google Ads campaign name
  • UTM Term = The ad group name the ad is part of
  • UTM Content = The specific ad

Luckily, adding UTM parameters to your URLs is an easy process that can be done using complimentary online tools like this one from UTM.io.

2. Add hidden fields to your forms

Step 2

After appending the UTM parameters to the URLs you send people to from your Google Ads, the next step is to add several hidden fields into your lead capture forms. As the name suggests, hidden fields are form fields that are technically on your form (which allows Attributer to write data into them) but are not actually visible to your website visitors.

The necessary hidden fields to include are:

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

Add hidden fields in Tally Forms is remarkably simple. You simply need to type '/hidden' and then select 'Hidden Field' from the dropdown that appears. For more comprehensive guidance, please consult this help article.

3. Attributer writes Google Ads data into the hidden fields

Step 5

Once you've incorporated the hidden fields into your forms, Attributer will begin to track the origin of your website visitors and when a visitor submits a form on your site, Attributer automatically fills in the hidden fields with the Google Ads data (derived from the UTM parameters).

For instance, let's say I'm a marketer at Dropbox and someone lands on my site through one of my brand campaigns in paid search. Attributer would populate the hidden fields as follows (depending on the UTM parameters used):

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

Besides capturing the UTM parameters, Attributer would also record the visitor's landing page (e.g., dropbox.com/features/cloud-storage) and the initial landing page group (e.g., features).

4. Google Ads data is captured in Tally Forms

Step 4

Ultimately, when a visitor submits the form, the Google Ads data is collected alongside the lead's information provided in the form, like their name, company, email, phone number, and so on.

With this data, you can achieve multiple objectives, such as:

  • Incorporating it into every new lead notification email, enabling you to see where each new lead is coming from
  • Transferring it to your CRM, allowing your sales team to monitor the lead's source as well
  • Using it to generate reports that show which Google Ads campaigns are producing leads, revenue, and customers.

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

What makes Attributer the best option for capturing Google Ads data in your Tally Forms?

Here are the 4 main reasons:

1. Attributer captures all traffic sources

Besides being an effective way of capturing Google Ads data in Tally Forms, Attributer can also tell you how many leads you are getting from other channels as well (Like Organic Social, Paid Social, and Organic Search).

This means that you'll be able to see where ALL your leads and customers are coming from not just the ones that come from your Google Ads campaigns.

This information can be extremely valuable, especially if (for example) you find that your SEO efforts are generating more leads and customers than your Google Ads campaigns. You could then direct more of your marketing budget to SEO to help grow your business.

2. Attributer remembers the data as visitors browse your site

Several of the other UTM capturing techniques and tools require the UTM parameters to be present in the URL on the page where the form is filled out. This can present difficulties if the visitor fills out the form on a page other than the one they initially landed on.

This is common when, for example, a visitor clicks on a Google Ad, is directed to your homepage, and then moves to another page (like your Contact Us page) to complete a form. In this case, because they didn't complete the form on the same page they landed on, the UTM parameters are lost.

However, with Attributer, this is not an issue since it retains the UTM parameters in a cookie in the visitor's browser. This guarantees that the UTM parameters will be transferred, regardless of the page where the visitor completes the form.

3. Provides cleaner data

If you're utilizing other tools that just capture raw UTM parameters, a common problem you'll likely experience is that the data can become disorganized, making it challenging to create accurate reports.

For example, consider a scenario where some of your Google Ads campaigns have UTM_Source=Google.com (with a capital G), others have UTM_Source=google (all lowercase, no domain), and others have UTM_Source=adwords.

If you just capture these raw UTM parameters in Tally Forms and try to use them to calculate the number of leads generated by your Google Ads campaigns, you will end up with three distinct sources that you must manually consolidate.

However, Attributer is unique in that it identifies inconsistencies in capitalization and other variations and will allocate leads to the appropriate channel, regardless (in this case, Paid search).

4. Attributer captures landing page data

Have you ever been curious to know whether your blog and other content marketing efforts are actually producing leads and customers? And if so, wouldn't it be great if you could measure exactly which blog posts are generating those leads and customers?

Attributer has a solution for this too. Not only does it capture channel data, but it also gathers landing page information, such as the URL (for instance, attributer.io/blog/capture-utm-parameters) and landing page category (e.g., /blog).

Using this information, you can determine the effectiveness of specific sections of your website, such as your blog, in generating leads, revenue, and customers.

Additionally, since both the landing page and landing page group are recorded, you can assess your blog's performance in two ways: as an entire section or as individual blog posts.

Wrap up

If you've been looking for a way to track how many leads and customers you get from your Google Ads, then Attributer + Tally Forms is your answer.

It captures the UTM parameters you place behind your Google Ad campaigns, enabling you to identify the exact campaigns, ad groups and ads that are generating your leads and customers.

On top of that, it provides information on leads that come from other channels, enabling you to track the source of ALL your leads, not just those from Google Ads.

The best aspect? You can get started with Attributer for free by signing up for a 14-day trial. Don't hesitate to sign up today and explore the advantages for yourself.

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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.