Easiest way to capture Google Ads data in Wix
Learn how to capture Google Ads data in Wix so you know which campaigns, ad groups, etc are generating you leads & customers.
Struggling to determine which of your Google Ads campaigns are making customers and revenue?
Imagine if you could see the origin of all your leads, all the way down to the campaign and ad they clicked. You’d be able to know which of your campaigns and ads are generating customers and revenue, and you’d be able to invest more in those.
In this article, we’ll walk you through how to use Attributer to capture Google Ads data in Wix, along with every lead you get.
Why it's important to track customers and revenue from Google Ads
Pretend you operate a business that sells and installs pool equipment. To spread the word about your business, you create Google ads highlighting the products you carry, such as Pool Pumps and Pool Cleaners.
If the tool you’re using to measure visitors and form completions is something like Google Analytics, you’d probably 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 visitors and leads from spend, it would appear that your Pool Pumps campaign was far outperforming your Pool Cleaners campaigns, so you’d want to direct more of your budget to that.
However, what if you could see the results down to the number of customers and the amount of revenue generated?
Then the results would look something like this:
| Spend | $2,000 | $2,000 |
| Visitors | 200 | 100 |
| Leads | 20 | 10 |
| Customers | 2 | 5 |
| Revenue | $8,000 | $25,000 |
If you’re able to track campaign efficiency down to customers and revenue, you can see the whole story.
In this case, the Pool Cleaners is doing better 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 shown in the analysis above, when you capture the source of every lead and monitor it down to customers and revenue, you better understand what’s working and what isn’t.
As displayed in the analysis above, you get a better grasp of what’s working and what isn’t when you can capture the source of every lead and track everything through to customers and revenue.
So how do you do it?
4 simple steps to capture Google Ads data in Wix
Attributer makes it easy to capture Google Ads data in Wix. Here's how it works:
1. Add UTM variables to your ads
The first thing to do to start capturing Google Ads data in Wix is to add UTM parameters to your campaigns.
If UTM parameters are a foreign term to you, they are basically extra bits of text that you add to the end of the URL you send to people from your campaigns.
Let’s say the page you want to send someone is attributer.io/integrations/salesforce, so your final URL may look something like this:
attributer.io/integrations/salesforce?utm_medium=paidsearch&utm_source=google&utm_campaign=brand-campaign
You can indeed design the UTM parameters however you please but following the general best practice for Google Ads is wisest, which is something like the following:
- 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 behind your URLs in Google Ads is simple. Plus, there are free tools online that can help you build them.
2. Add hidden fields to your forms
Once the first step is done, you now need to add some hidden fields to your lead capture forms (i.e., the forms used to gather information from site users). Here are the hidden fields that need to be added:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Wix makes it super straightforward to add hidden fields. You must drag and drop a ‘Hidden’ field type into the form. If you need further instructions, check them out here.
3. Attributer writes Google Ads data into the hidden fields
Once the hidden fields are in place, Attributer will scan where your visitors are coming from. Every time a visitor completes a form on your site, it populates the hidden fields with the values you put in your UTM parameters.
For instance, let's imagine I'm a marketer at Dropbox, and an individual arrives at my site from one of my brand campaigns in paid search. Attributer would fill out the hidden fields as follows:
- Channel = Paid search
- Channel Drilldown 1 = Google
- Channel Drildown 2 = Brand campaign
- Channel Drilldown 3 = Free account ad
On top of the values from the UTM parameters, Attributer also captures 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 Wix
Last but not least, every time a visitor submits a form, the Google Ads data is captured alongside the information the lead entered into the form, such as their name, company, phone, email, etc.
With this information now in your hands, you can do a lot of beneficial things like:
- Add it to each new lead notification email so you’ll be able to see where each lead came from instantly
- Send it to your CRM so your sales team can see where each lead has come from
- Use it to run reports showing you which Google Ads campaigns are generating you leads, customers & revenue.
Why using Attributer is the best way to capture Google Ads data in Wix
There are a couple of other ways to place UTM parameters behind your Google Ads and capture the data on Wix, so why use Attributer?
Here’s why:
1. Captures all traffic
Not only is Attributer an efficient tool for capturing Google Ads data in Wix, but it can also determine all the other sources of leads (Organic Search, Paid Social, Organic Social, etc.)
This means that when you run reports to find out where your leads and customers are coming from, you can identify the source of ALL your leads, not just exclusively from your Google Ads campaigns.
This information can be very helpful, especially if your SEO efforts generate most of your leads and customers instead of your Google Ads campaigns. If this is the case, you’d want to know so you can invest accordingly.
2. Attributer remembers the data as visitors browse your site
Having the UTM parameter present on the page where the form is completed is a common requirement for most other UTM capturing tools and methods. This poses a problem when a visitor submits a form on a different page than the one they first landed on from your ad.
For instance, pretend someone clicks on your Google Ads and is then led to a landing page for this campaign. Once they decide they want your product or service, they click on the ‘Get A Quote’ button and are taken to a different page to fill out your quote request form. Since the page they complete a form on isn’t the exact page they initially landed on, the UTM parameters are lost.
This won’t happen with Attributer because it stores the UTM parameters in a cookie in the user’s browser. This means that the UTM parameters will always be passed through no matter what page the user completes a form on.
Ultimately, regardless of the user’s navigation activity on your site before completing your form, you can always track them back to your Google Ads.
3. Provides cleaner data
A common issue when using other tools to capture raw UTM parameters is that you can end up with messy data, making running accurate reports quite challenging.
As an example, 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 Wix and use them to determine the number of leads you got from your Google Ads campaigns, you’ll get three different sources you need to stitch together manually.
You don’t have to deal with this with Attributer though, as it considers the possibility of capitalization and other inconsistencies and would ultimately appoint the leads to the Paid Search channel.
4. Attributer captures landing page data
Ever get intrigued about how many leads and customers your blog and other in-depth content pieces have produced?
Attributer can help you find the answers because on top of the channel data it captures, it also gets the visitor's landing page (i.e., attributer.io/blog/capture-utm-parameters), and the landing page category (i.e., /blog).
With this data, you can view the performance of certain sections on your site (e.g., your blog) in terms of generating leads, customers, and revenue.
Moreover, since it captures both the landing page and landing page group, you can view the performance of your blog in two ways: as a whole section and as individual blog posts.
Wrap up
Do you want to monitor the number of leads and customers you get from your Google Ads? Then Attributer can help you with this.
It will capture the UTM parameters behind your Google Ad campaigns, which lets you create reports that tell which campaigns your leads and customers have come from.
In addition, it will also give you data on the leads that come from other channels. This way, you can track the source of ALL your leads, not just those from Google Ads. These will help you make informed decisions about where to invest best 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.