How to capture Google Analytics data in Tally Forms

Learn how you can capture data from Google Analytics, such as Channel and Landing Pages, in Tally Forms so that you can quickly and easily determine which marketing channels and online campaigns are generating leads and customers.


Analyzing how visitors reach your website is essential for improving your marketing and growth metrics. Google Analytics is a valuable tool for this purpose.

However, it's equally important to understand which marketing channels and campaigns are driving deals, customers, and revenue.

With the integration of Google Analytics data in Tally Forms and seamless transmission to your CRM, you gain the ability to generate comprehensive reports. These reports provide valuable insights into the performance of various channels and campaigns, helping you make informed decisions on how to allocate your marketing budget more effectively.

What is Attributer?

Attributer is a piece of code that can be easily added to your company's website.

Once a visitor lands on your site, Attributer examines various technical details about their visit, similar to the analysis done by Google Analytics. This information is used 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. When the site visitor submits a lead form, Attributer seamlessly transfers the Channel and Landing Page information into hidden fields within your Tally Forms forms.

From there, you have can pass this data to the tools that work with Tally Forms, including your CRM, Email Marketing Tool, Analytics Tools, and more

4 steps for capturing Google Analytics data in Tally Forms

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

1. Add hidden fields to your forms

Add Hidden fields

To get started, you'll need to add Hidden Fields to your lead capture forms. These hidden fields include:

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

Tally Forms makes it easy to incorporate hidden fields into your forms. You can simply drag and drop the 'Hidden' field type, or convert another field type (like a single line text) into a hidden field by enabling the 'Hidden' checkbox.

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

Populate hidden fields

Attributer keeps track of where your website visitors come from. When a visitor fills out a lead form, Attributer automatically fills in the hidden fields using the Google Analytics data you set up.

For instance, let's consider an accounting business. If a visitor lands on your website through a Paid Search or PPC brand campaign, Attributer will populate the hidden fields like this:

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

In addition to capturing channel data, Attributer also records the visitor's first landing page (e.g., and the corresponding landing page group (e.g., Services).

3. Google Analytics data is captured by Tally Forms

UTM data sent to CRM

When a visitor fills out the lead form, Tally Forms captures the Google Analytics data included in the hidden fields. This data is then stored together with the visitor's name, email address, phone number, and any other details they provided.

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

Know channels

Finally, with Tally Form's built-in integrations or popular third-party tools like Zapier, you can effortlessly transfer the Google Analytics data to your CRM, email marketing tool, billing system, and other platforms.

By leveraging the data provided by Attributer, you can gain valuable insights into key growth metrics. Identify the top-performing lead generation channels, track the number of successfully closed deals for each channel, evaluate the conversion rate to opportunity, and analyze other important performance metrics.

What data gets captured in Tally Forms

At Attributer, our deep experience in marketing attribution has led us to conclude that to do it well you need two key elements:

  • Channel: This refers to the various ways visitors find your website, such as Organic Search, Paid Search, Paid Social, Referral, and more.
  • Landing Page: This represents the specific content on your site that captures visitors' interest and drives engagement, including Features pages, blog articles, eBooks, and other relevant sections.

Based on this understanding, we have developed Attributer to collect all the essential information needed so you can answer questions like what marketing campaigns are generating the most leads or acquiring the most customers? Or what pieces of content are driving leads or attracting customers?

By using Attributer, you can gain comprehensive insights into visitor channels and their interactions with landing pages. This empowers you to make informed decisions based on data and optimize your marketing strategies - and budget - accordingly.

1. Marketing channel data

With Attributer, you gain valuable insights into the channels that generate leads, such as Paid Search, Organic Search, Paid Social, and more.

Attributer also goes beyond basic channel information and captures additional details for each marketing channel. For instance, in the case of Paid Search, Attributer captures data like Ad Group, Keyword, Campaign, and other valuable insights. Having this data helps you better understand the true performance of each marketing channel.

2. Landing page data

Attributer seamlessly captures the initial page that a lead visits on your site, like, along with the corresponding page category, such as "Blog." This feature allows you to gain a better understanding of how specific pieces of content perform in terms of generating leads and customers. Additionally, it enables you to view the performance of your entire blog section as a cohesive unit. For instance, you can easily analyze the number of leads generated by your blog and delve deeper into the leads and customers generated by each individual blog post. This comprehensive view provides valuable insights into your blog content's performance and empowers you to make data-driven decisions to optimize your marketing efforts.

Wrap up

Attributer is a simple solution for capturing Google Analytics data in Tally Forms and effortlessly integrating it with your CRM, email marketing tool, and other platforms. Setting it up is easy, and once activated, you can access in-depth reports and create insightful dashboards right within your CRM. Uncover valuable insights into the performance of your ad campaigns and the impact of your SEO efforts.

Get started with a free 14-day 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.