How to capture Google Analytics data in Gravity Forms

Learn how you can capture data from Google Analytics, such as Channel and Landing Pages, in Gravity Forms so that you can quickly and easily determine which marketing channels and online campaigns are working for you!

Capture analytics data in forms

Tools like Google Analytics are great for understanding how visitors arrive at your website, and if you setup Goals properly it can tell you which channels converted to leads.

But do you know which marketing channels and campaigns are converting to deals, customers and revenue?

By capturing Google Analytics data in Gravity Form and passing it through to your CRM, you can run reports that show you what channels and campaigns are working and which one's aren't, so you can make better decisions about how you spend your marketing dollars



What is Attributer?

Attributer is a small piece of code that you place on your company's website.

When a visitor lands on your site, Attributer looks at a bunch of technical information about the visit (same things as Google Analytics looks at) and uses it to determine where the visitor originated from.

Attributer then categorizes the visit into a standardized set of marketing channels. These are the same channels you see in Google Analytics, such as Organic Search, Paid Social, and Paid Search.

Next, Attributer stores the categorized data as a cookie in the browser used by the visitor. Then when the site visitor submits a lead form, Attributer passes that Channel & Landing Page information into hidden fields in your Gravity Forms forms.

From here, you can pass the data into anything that Gravity Forms integrates with, such as your CRM, Email Marketing Tool, Analytics Tools, etc.

4 steps for capturing Google Analytics data in Gravity Forms

Using Attributer to capture Google Analytics data in Gravity 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 need to add some Hidden Fields to your lead capture forms. These hidden fields are:

- Channel
- Channel Drilldown 1
- Channel Drildown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group

Gravity Forms makes it easy to add hidden fields to your forms. There is a field type called 'Hidden' which you can drag in, or you can drag in another field type (such as single line text) and make it a hidden field by selecting the 'Hidden' tickbox.

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

Populate hidden fields

Attributer keeps an eye on where your site's visitors originate from. When they complete a lead form on the site, Attributer automatically uses Google Analytics data to populate the hidden fields you've put in earlier.

Imagine you're Dropbox and a visitor lands on your website via a brand campaign on Paid Search or PPC. Attributer would complete the hidden fields in this way:

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

Attributer would also capture the first landing page (i.e. and landing page group (i.e. Features) of the visitor, in addition to Channel data.

3. Google Analytics data is captured by Gravity Forms

UTM data sent to CRM

When a visitor submits the lead form the Google Analytics data passed into the hidden fields is captured by Gravity Forms and stored alongside the other information the visitor entererd (like their name, email address, phone number, etc).

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

Know channels

Finally, you can use Gravity Forms native integrations (or 3rd party tools like Zapier) to send the Google Analytics data into your CRM, email marketing tool, billing system and more.

With the data provided by Attributer, you would be able to see which of your channels are driving the most leads, the number of Closed Won deals coming from each channel, the conversion rate to Opportunity, and other critical metrics.

What data gets captured in Gravity Forms

At Attributer, we believe there are essentially 2 key elements to attribution:

  • Channel - How did they get to your website? Usually one of Organic Search, Paid Search, Paid Social, Referral, etc.
  • Landing Page - What content on your site attracted them there? It could be your Features pages, your blog, your eBooks, etc.

As a result of this, we built Attributor so that it collects all the information you need to answer the above questions.

1. Marketing Channel Data

With Attributer, marketing channel data is captured automatically. You'll be able to see which channels are bringing in leads (Paid Search, Organic Search, Paid Social, etc.) as well as further details on each marketing channel (For Paid Search, for instance, Attributer will also capture Ad Group, Keyword, Campaign, etc.).

2. Landing Page Data

Attributer automatically captures the first page the lead sees on your site (I.e. as well as the category of the page (I.e. Blog).

This is good for being able to view related content as one entity. For instance, being able to see how many leads your entire blog generated as well as being able to drill down into how many leads & customers each individual blog post generated.

Wrap up

Attributer is the tool to use if you're looking to capture Google Analytics data in Gravity Forms and pass it through to your CRM, Email marketing tool, etc. Setting it up is a simple process, and as soon as it's up and operational, you can run detailed reports and create dashboards in Close CRM that show you everything from how your ad campaigns are performing to how your SEO efforts are going.

What's more, it costs nothing to get started. Claim your free trial today!

Get Started For Free

It's free to get started with Attributer, and paid plans start at just $49 per month