The simplest way to capture Google Analytics data in ARForms

In this article, we'll show you how you can capture Google Analytics data in ARForms so you can determine which marketing channels and campaigns are generating leads and customers.


While Google Analytics helps you understand where your website visitors have come from, to understand how your marketing activities are performing in terms of lead generation and customer acquisition, you need to identify channels and campaigns that drive actual deals and revenue.

How do you do this? By integrating Google Analytics data into ARForms and syncing it with your CRM, you gain access to detailed reports. These reports provide valuable insights into the effectiveness of your channels and campaigns, empowering you to optimize your marketing budget and make data-driven decisions for maximum impact.

In this article we'll take you through a simple 4-step process using a tool called Attributer to get this set up.

What is Attributer?

Attributer, a code snippet for your website, helps you capture valuable insights on where your customers and leads are coming from.

It analyzes visitor data, categorizing their origin into familiar marketing channels like Organic Search, Paid Social, and Paid Search. The data is securely stored as a browser cookie. When visitors submit a lead form, Attributer seamlessly transfers channel and landing page information to hidden fields in your ARForm forms.

You can then integrate this data with your CRM, Email Marketing Tool, and Analytics Tools to make informed decisions about your marketing efforts.

4 steps for capturing Google Analytics data in ARForms

Using Attributer to capture Google Analytics data in ARForm is easy. Here's how to do it in 4 steps:

1. Add hidden fields to your forms

Add Hidden fields

The first step is to include Hidden Fields in your lead capture forms. These fields consist of:

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

With ARForms, adding hidden fields is a easy. You can either drag and drop the 'Hidden' field type or choose another field type (like single line text) and mark it as hidden by checking the 'Hidden' option.

2. Attributer automatically fills the hidden fields with Google Analytics data

Populate hidden fields

Attributer tracks the origin of your website's visitors. When they submit a lead form, Attributer automatically uses Google Analytics data to populate the previously included hidden fields.

For instance, let's say you're a marketer for a restaurant, and a visitor arrives at your website through a brand campaign on Paid Search or PPC. Attributer would populate the hidden fields as follows:

  • Channel: Paid Search
  • Channel Drilldown 1: Google
  • Channel Drilldown 2: Brand Campaign
  • Channel Drilldown 3: Dinner

Attributer captures the visitor's initial landing page (e.g., and the corresponding landing page group (e.g., menu), providing additional insights alongside the channel data.

3. Google Analytics data is captured by ARForm

UTM data sent to CRM

Upon submission of the lead form, the hidden fields in your ARForm capture and store the Google Analytics data alongside the visitor's entered information, including their name, email address, phone number, and more. This allows for a comprehensive collection of data, combining visitor details with valuable insights from Google Analytics.

4. Send the data to your CRM, email marketing tool, and more

Know channels

The last step is to send the data to your CRM, email marketing tool or billing system. With the help of ARForm's native integrations or third-party tools like Zapier, you can seamlessly transfer the data so you gain valuable insights into the performance of your channels. This includes identifying the top lead-driving channels, tracking the number of Closed/Won deals attributed to each channel, evaluating the conversion rate to opportunity, and assessing other vital metrics that contribute to your business success.

What data gets captured in ARForm

Our experience building marketing operations across companies across the world led us to build Attributer. It also meant we thought a lot about marketing attribution - we've put all that knowledge into the tool and it led us to focus on two important aspects of attribution:

  1. Channel: This refers to how visitors discover your website, including Organic Search, Paid Search, Paid Social, Referral, and more.
  2. Landing Page: This is the specific content on your site that attracts visitors, such as Features pages, blog articles, eBooks, and more.

With this understanding, we developed Attributer to gather all the necessary information so you can understand where your customers and leads are coming from and what content is engaging them. This empowers you to make informed decisions and optimize your marketing strategies - and budget - accordingly.

1. Marketing Channel Data

Attributer effortlessly captures marketing channel data, providing you with valuable insights into the channels that are generating leads. You can easily identify the channels such as Paid Search, Organic Search, Paid Social, and more, that are driving the most leads or customers. Furthermore, Attributer goes beyond basic channel information by capturing additional details for each marketing channel. For example, when it comes to Paid Search, Attributer can also capture Ad Group, Keyword, Campaign, and other valuable insights, giving you a comprehensive understanding of your marketing efforts.

2. Landing Page Data

Attributer captures the first page that a lead lands on your website, such as, along with the corresponding category of the page, such as "menu". This feature enables you to view related content as a cohesive unit, allowing you to easily assess the overall performance of your entire blog in terms of lead generation. Additionally, you can delve deeper into analyzing the number of leads and customers generated by each individual blog post.

Wrap up

Attributer is a simple solution for capturing Google Analytics data in ARForm and seamlessly integrating it with your CRM, Email marketing tool, and other platforms. The setup process is straightforward, enabling you to quickly start running detailed reports and creating insightful dashboards within your CRM. With Attributer, you can gain valuable insights into the performance of your ad campaigns and track the effectiveness of your SEO efforts.

What's even better is that you can get started at no cost. Take advantage of our 14-day free trial offer and unlock the benefits of Attributer!

Get Started For Free

Start your 14-day free trial of Attributer today!


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.