A simple way to capture Google Analytics data in WeForms

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

Capture analytics data in forms

Tools like Google Analytics provide valuable insights into how visitors reach your website, and when Goals are set up correctly, they can start to understand which channels lead to conversions.

However, understanding which marketing channels and campaigns are truly driving deals, customers, and revenue is equally crucial.

By capturing Google Analytics data within WeForms and seamlessly transferring it to your CRM, you can generate reports that highlight the effectiveness of different channels and campaigns. This enables you to make data-driven decisions regarding the allocation of your marketing budget, allowing you to optimize your spending for maximum impact and returns.

What is Attributer?

Attributer is a simple code snippet that you can easily install on your website.

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

Attributer then classifies the visit into a standardized set of marketing channels, aligning with the channels you are familiar with in Google Analytics, such as Organic Search, Paid Social, and Paid Search.

Subsequently, Attributer securely stores this categorized data as a cookie within the visitor's browser. When the visitor submits a lead form on your site, Attributer automatically transfers the Channel and Landing Page information to hidden fields within your WeForms form.

After this is complete, you can seamlessly pass the data to any platform that integrates with WeForms, including your CRM, Email Marketing Tool, Analytics Tools, and more. This allows you to effortlessly leverage the captured data to better understand how your marketing efforts are performing and make more informed decisions on how to allocate your resources.

4 steps for capturing Google Analytics data in WeForms

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

1. Add hidden fields to your forms

Add Hidden fields

To begin, you should include Hidden Fields in 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 straightforward with WeForms. You can utilize the 'Hidden' field type, which can be easily dragged into your form. Alternatively, you can add another field type, like single line text, and convert it into a hidden field by simply selecting the 'Hidden' checkbox.

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

Populate hidden fields

Attributer tracks the origin of your website's visitors. When these visitors complete a lead form on your site, Attributer automatically pulls Google Analytics data to populate the hidden fields that you have previously set up.

How does this work? Imagine for a moment that you're a marketer at Microsoft 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: Microsoft

In addition to capturing the Channel data, Attributer also records the first landing page (e.g., www.microsoft.com/features/productivity) and the landing page group (e.g., Features) of the visitor. This comprehensive collection of data encompasses both the Channel information and the specifics of the landing page, allowing for a more comprehensive analysis and understanding of the visitor's journey.

3. Google Analytics data is captured by WeForms

UTM data sent to CRM

When a visitor submits the lead form, WeForms captures the Google Analytics data from the hidden fields and stores it along with the visitor's other information, like their name, email address, and phone number. This way, all the data is kept together for analysis and further use.

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

Know channels

Lastly, with WeForms, you have the flexibility to utilize its native integrations or third-party tools like Zapier to seamlessly transmit the Google Analytics data to your CRM, email marketing tool, billing system, and other platforms.

By leveraging the data provided by Attributer, you gain valuable insights into the performance of your channels. You can easily identify which channels are generating the most leads, track the number of Closed-Won deals attributed to each channel, assess the conversion rate to Opportunity, and analyze other critical metrics. This comprehensive data empowers you to make informed decisions and optimize your marketing strategies - and budget - effectively.

What data gets captured in WeForms

At Attributer, we focus on two core elements of marketing attribution:

  1. Channel: How visitors reached your website, such as Organic Search, Paid Search, Paid Social, or Referral.
  2. Landing Page: The content that attracted them, including Features pages, blog posts, eBooks, and more.

By collecting this information, Attributer enables you to gain insights and answer key attribution questions effectively so you can better understand how your marketing efforts are actually performing - what's driving leads and producing customers and make data-driven decisions on how to allocate your marketing budget.

1. Marketing channel data

Attributer automates the collection of marketing channel data. This allows you to easily identify the channels that generate leads, such as Paid Search, Organic Search, Paid Social, and more. Additionally, Attributer provides detailed information for each marketing channel. For example, it captures data such as Ad Group, Keyword, Campaign, and other relevant details specifically for Paid Search. This comprehensive data empowers you to gain a deeper understanding of the performance and effectiveness of each marketing channel.

2. Landing Page Data

Attributer automatically captures the initial page that a lead views on your site, such as dropbox.com/blog/best-file-storage-tools, along with the corresponding page category, such as "Blog."

This feature enables you to look at how your content is performing as a whole and drill down by piece. For example, you can easily assess the number of leads generated by your entire blog and further explore the specific impact of each individual blog post on lead generation and customer acquisition. This comprehensive view allows you to analyze the performance of your blog content and make data-driven decisions to optimize your time and budget.

Wrap up

Attributer is the best tool if you want to capture Google Analytics data in WeForms and send it to your CRM or email marketing tool. Setting it up is easy, and once it's running, you can generate detailed reports and create dashboards so you can understand what's driving leads and customers. Start your 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.