The best way to get Google Analytics data into eForms

Learn how you can capture data from Google Analytics, including channel and landing page information, in eForms so that you can quickly and easily understand which marketing channels and online campaigns are delivering customers and generating leads.

eForm (1)

Insights provided by tools like Google Analytics are valuable in understanding how visitors discover your website but how do you know which visitors are actually turning into leads or customers?

To understand this, you need to know which marketing channels and campaigns actually drive deals, customers, and revenue.

By capturing Google Analytics data in eForm and seamlessly transferring it to your CRM, you can generate insightful reports. These reports will enable you to assess the effectiveness of your channels and campaigns, making informed decisions on how to allocate your marketing budget wisely.

What is Attributer?

Attributer is a code snippet that you can easily place on your company's website.

Once a visitor arrives on your site, Attributer analyzes various technical details about their visit, similar to what Google Analytics examines. This information is utilized to determine the visitor's origin.

Attributer then categorizes the visit into a standardized set of marketing channels, aligning with those found in Google Analytics, such as Organic Search, Paid Social, and Paid Search.

The categorized data is stored as a browser cookie by Attributer. Subsequently, when the site visitor submits a lead form, Attributer seamlessly transfers the channel and landing page information into hidden fields within your eForm.

From this point, you have the flexibility to pass this data to any integrated platforms that work seamlessly with eForm, including your CRM, Email Marketing Tool, Analytics Tools, and more.

4 steps for capturing Google Analytics data in eForm

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

1. Add hidden fields to your forms

Add Hidden fields

To start, you'll need to incorporate Hidden Fields into your lead capture forms. These Hidden Fields include:

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

Adding hidden fields to your forms is simple with eForm. You can directly drag and drop the 'Hidden' field type, or you can select another field type (such as single line text) and easily transform it into a hidden field by enabling the 'Hidden' checkbox.

2. Attributer fills the hidden fields with Google Analytics data

Populate hidden fields

Attributer looks at where your website visitors originated from. When a visitor successfully completes a lead form on your site, Attributer automatically pulls Google Analytics data to populate the hidden fields you had set up earlier.

Let's have a look at how this plays out in practice:

Imagine you're a marketer for a fencing company. When a visitor arrives at your website through a brand campaign on Paid Search or PPC, Attributer would complete the hidden fields as follows:

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

Attributer would also capture the first landing page (e.g., and the landing page group (e.g., Features) visited by the visitor, in addition to the channel data.

3. Google Analytics data is captured by eForm

UTM data sent to CRM

Once a visitor submits the lead form, eForm captures the Google Analytics data passed through the hidden fields. This data is then stored alongside the other information provided by the visitor, such as their name, email address, phone number, and any additional details they entered. By including the Google Analytics data with eForm, you can consolidate all the valuable information in one place, enabling you to gain comprehensive insights into your leads and their interactions with your website so you know which marketing activities are generating leads and delivering customers.

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

Know channels

Lastly, leveraging the native integrations of eForm or utilizing third-party tools like Zapier, you can seamlessly transfer the Google Analytics data to your CRM, email marketing tool, billing system, and other essential platforms.

By harnessing the data provided by Attributer, you gain valuable insights into your marketing channels. You can easily identify which channels are driving the highest number of leads, track the number of Closed/Won deals attributed to each channel, assess the conversion rate to opportunity, and evaluate other critical metrics that contribute to your business's success. With this deeper understanding, you can make better informed decisions and optimize your marketing strategies effectively.

What data gets captured in eForm

In our experience building Attributer, we've found marketing attribution revolves around two important elements:

  1. Channel: This refers to the means by which visitors arrive at your website, typically categorized as Organic Search, Paid Search, Paid Social, Referral, and more.
  2. Landing Page: This encompasses the specific content on your site that attracts visitors, which may include your Features pages, blog posts, eBooks, and other relevant materials.

With this understanding in mind, we have designed Attributer to efficiently collect all the necessary information required to address these key questions. By utilizing Attributer, you gain comprehensive insights into visitor channels and the content that drives their engagement. This empowers you to make data-informed decisions and optimize your marketing strategies effectively.

1. Marketing channel data

Attributer captures marketing channel data so you can gain visibility into the channels that generate leads, including Paid Search, Organic Search, Paid Social, and more. Additionally, Attributer goes beyond basic channel information by capturing additional details for each marketing channel. For example, in the case of Paid Search, Attributer captures specific data such as Ad Group, Keyword, Campaign, and other valuable insights. This comprehensive data empowers you to analyze and optimize your marketing efforts with a deeper understanding of each channel's performance.

2. Landing page data

Attributer captures the initial page that a lead lands on, on your site, such as, along with the corresponding page category, such as "Blog."

This feature helps you better understand how content is performing in relation to lead generation and customer creation. For example, you can easily determine the number of leads generated by your entire blog, enabling you to gain insights into its overall performance. Additionally, Attributer allows you to delve deeper into the impact of each individual blog post by analyzing the number of leads and customers generated by each specific post. This level of granularity empowers you to optimize your content strategy and make data-driven decisions to enhance your marketing efforts.

Wrap up

If you're looking for a solution to capture Google Analytics data within eForm and seamlessly transmit it to your CRM, Email marketing tool, and more, Attributer is an easy tool to make that happen. Its 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 monitor the effectiveness of your SEO efforts.

The best part is that you can start using Attributer at no cost. Take advantage of our free trial offer and start unlocking the benefits today!

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.