The easiest way to capture Google Analytics data in WPForms

Learn how to capture data from Google Analytics, such as Channel and Landing Pages, in WPForms so that you can see which marketing channels are generating leads & customers!

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Analytics tools like Google Analytics are an easy (and free) way to know how individuals arrive at your website. Moreover, if you set up Goals correctly, you may also get data on which channels have converted to leads.

But where Google Analytics falls short is telling you which of your marketing channels and campaigns are converting to deals, customers & revenue.

In order to do that, you need to be capturing Google Analytics data in your WPForms and passing it through your CRM. With this, you can run reports that reveal which channels and campaigns are working and which ones aren't, which helps you decide where to spend your marketing money.

In this article, we'll outline how to get capture Google Analytics data in your WPForms using a tool called Attributer.


What is Attributer?

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

When a visitor pops by your site, Attributer looks at a bunch of technical information about the visit and uses it to determine where the visitor came from.

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

Then Attributer stores the data as a cookie in the visitor's browser.

And once the site visitor clicks submit on a lead form, Attributer passes that Channel & Landing Page information into hidden fields in your WP Forms forms.

After this, you can pass the data into anything WP Forms integrates with, such as your CRM, Email Marketing Tools, Analytics Tools, Billing Platform, etc.

4 steps for capturing Google Analytics data in WPForms

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

1. Add hidden fields to your forms

Add Hidden fields

To kick things off, you need to add a number of Hidden Fields to your lead capture forms.

These hidden fields are:

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

Adding hidden fields to your forms is made easy with WPForms. Simply find the field type called 'Hidden Field' and drag it into your form.

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

Populate hidden fields

Attributer monitors where your site's visitors come from and automatically fills out the hidden fields you created earlier with Google Analytics data.

As an example, Imagine you're Grammarly, and a visitor arrives on your website through a brand campaign on Google Ads.

Depending on the UTM parameters you used, Attributer would complete the hidden fields this way:

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

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

3. Google Analytics data is captured by WPForms

UTM data sent to CRM

When a visitor submits the lead form, the Google Analytics data delivered into the hidden files are then collected by WP Forms and stored alongside the other information provided by the visitor (such as their name, email address, phone number, etc.)

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

Know channels

Lastly, you can use WP Form's native integrations to send the Google Analytics data into your CRM, billing system, email marketing tool, and more.

With the vital information given by Attributer, you'd be able to do things like:

  • Know which of your channels are driving the most leads
  • Review the number of Closed Won deals coming from each channel
  • See the conversion rate to Deal to Customer by channel
  • See how much revenue was generated from each campaign
  • And heaps more!

What data gets captured in WPForms

Here at Attributer, we believe there are 2 essential factors to attribution:

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

To help you answer all these questions, we built Attributer to collect all the information you need to reach informed decisions.

1. Marketing Channel Data

With Attributer, marketing channel data is automatically collected. You will be able to see and monitor which channels (Paid Search, Paid Social, etc.) bring in leads and which ones don't. Furthermore, details on each marketing channel are also provided. In Paid Search, for example, Attributer will capture Ad Group, Keywords, Campaign, etc.

2. Landing Page Data

Attributer automatically collects information regarding the first page the lead sees on your site (i.e., and the category of the said page (i.e., blog, features, etc.)

This is great when it comes to viewing related content as one entity. For example, you can see how many leads your entire blog generated and then drilldown further to learn how many leads and customers each individual blog post has generated.

Wrap up

Attributer is the tool to use if you're looking to collect Google Analytics data in WPForms and pass it through your CRM, email marketing tool, etc.

Installing it is a breeze and as soon as it's up and running, making detailed reports on your campaign's performance and creating dashboards in your CRM is very easy.

Get Started For Free

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