The easiest way to capture Google Analytics data in Everest Forms

Learn how you can capture data from Google Analytics, such as channel and landing page information, in Everest Forms so that you can quickly and easily figure out which marketing channels and online campaigns are working for you!

Everest Forms

Tools like Google Analytics are incredibly useful for gaining insights into how visitors find their way to your website. When properly configured with Goals, it can provide valuable information on which channels contribute to lead conversions.

However, it's important to go beyond lead conversions and understand which marketing channels and campaigns are truly driving deals, customers and revenue.

By integrating Google Analytics data into Everest Forms and seamlessly passing it to your CRM, you can generate reports that reveal the effectiveness of various channels and campaigns. This valuable information allows you to make informed decisions about how to allocate your marketing budget more wisely.

What is Attributer?

Attributer is a compact code snippet that you can easily embed 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 does. This information helps Attributer determine the visitor's source or origin.

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

The categorized data is stored as a cookie within the visitor's browser by Attributer. When the visitor submits a lead form on your site, Attributer automatically transfers the Channel and Landing Page information into hidden fields within your Everest Forms.

From there, you have the flexibility to pass this data seamlessly to any integrated platform supported by Everest Forms, including your CRM, Email Marketing Tool, Analytics Tools, and more.

4 steps for capturing Google Analytics data in Everest Forms

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

1. Add hidden fields to your forms

Add Hidden fields

To get started, you will need to include some Hidden Fields in your lead capture forms. These hidden fields consist of:

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

Adding hidden fields to your forms is easy with Everest Forms. You can utilize the 'Hidden' field type, which you can simply drag and drop into your form. Alternatively, you can select another field type, such as a single line text field, and make it a hidden field by enabling the 'Hidden' checkbox.

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

Populate hidden fields

Attributer tracks the origins of your website's visitors. When a visitor fills out a lead form on your site, Attributer seamlessly utilizes Google Analytics data to automatically populate the hidden fields you set up in the previous step.

To better understand how it works, let's pretend you're a marketer for an online florist. Suppose a visitor arrives at your website through a brand campaign within Paid Search or PPC. In this case, Attributer would populate the hidden fields as follows:

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

Additionally, Attributer captures not only the Channel data but also the first landing page the visitor encounters (e.g., and the corresponding landing page group (e.g., products).

3. Google Analytics data is captured by Everest Forms

UTM data sent to CRM

Once a visitor submits the lead form, Everest Forms 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.

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

Know channels

Finally, leveraging Everest Forms' native integrations or third-party tools like Zapier, you can seamlessly transmit the Google Analytics data to various platforms such as your CRM, email marketing tool, billing system, and more.

With the valuable data provided by Attributer, you gain insights into important metrics. You can easily determine which channels are generating 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 performance indicators.

What data gets captured in Everest Forms

At Attributer, we believe that there are two fundamental elements that make up marketing attribution:

  1. Channel: This is how visitors reach your website, typically classified as Organic Search, Paid Search, Paid Social, Referral, and more.
  2. Landing Page: This refers to the specific content on your website that attracts visitors. It could be your Features pages, blog articles, eBooks, and other relevant sections.

To better understand marketing performance, we developed Attributer. Our tool efficiently collects all the necessary information required to understand what campaigns or content are generating leads and customers so that you can make data-driven decisions and optimize your marketing efforts.

1. Marketing channel data

Attributer automatically captures marketing channel data so you can gain visibility into the channels that are effectively driving leads, such as Paid Search, Organic Search, Paid Social, and more. Attributer also collects basic channel information and provides additional details for each marketing channel. For example, in the case of Paid Search, Attributer captures essential data like Ad Group, Keyword, Campaign, and other valuable insights.

2. Landing page data

Attributer automatically captures the first page a lead visits on your website and its category. So the landing page might be, and its corresponding category, would be "Blog."

This feature helps you view related content as a whole, such as assessing the total leads generated by your blog and examining the performance of individual blog posts.

Wrap up

Attributer is a powerful tool that allows you to capture Google Analytics data within Everest Forms and effortlessly pass it to your CRM, email marketing tool, and other platforms. The setup process is simple, enabling you to generate comprehensive reports and create customized dashboards within your CRM. These reports and dashboards offer valuable insights into the performance of your ad campaigns and SEO strategies.

The best part is that you can start using Attributer for free. Claim your free 14-day trial now!

Get Started For Free

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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.