The simplest way to get Google Ad campaign data in Microsoft Dynamics CRM

Learn how to conveniently identify which marketing channels attract leads, opportunities and customers by tracking Google Ad campaigns in Microsoft Dynamics CRM.

Lead Profile Microsoft Dynamics CRM

Knowing which Google Ad campaigns are raking in most of your opportunities, leads and customers allow you to decide which ones to keep and which to drop.

When you send Google Ads data into Microsoft Dynamics CRM, it will allow you to view the campaigns where each of your leads, customers, and opportunities have come from. You can also build reports in Microsoft Dynamics CRM that show the campaigns with positive ROI and those that don’t.

In this article, we’ll walk you through how to use Attributer to send Google Ads data into Microsoft Dynamics CRM with every lead. Moreover, we will also show you can use it to monitor your every Google Ads campaign’s performance.

What is Attributer?

Simply put, Attributer is a piece of code that you place on your website. Whenever a visitor arrives at your site, Attributer checks technical information to determine where the visitor came from.

Attributer then groups each visitor into a series of channels, such as paid search, paid social, organic search, etc. Afterward, Attributer stores this channel information as a cookie in the visitor’s browser. So whenever that visitor submits a lead form on your website, Attributer passes the channel information into Microsoft Dynamics CRM along with the other information the lead provided in the form (e.g., name, company, email, etc.)

Every time new leads arrive in Microsoft Dynamic CRM from one of your Google Ad campaigns, they may look like this:

microsoft dynamics crm google ads

As shown in the photo above, Attributer has successfully sent in the information that the visitor came from ‘paid search’ along with other data like the campaign name, ad group name, etc. Information about the visitor’s landing page has been passed as well.

4 easy steps to track your Google Ads campaigns in Microsoft Dynamics CRM

Attributer makes it easy to track Google Ads campaigns in Microsoft Dynamics CRM. Here’s how it works:

1. Add UTM parameters to your Google Ads campaigns

Google Ad with UTM Parameters

The first thing to do to start tracking your Google Ad campaigns in Microsoft Dynamics CRM is to add UTM parameters to every ad.

If UTM parameters are something new to you, they are just extra bits of text that get added at the end of the URL you send to people from your campaigns.

Hence, if the page you are sending someone is, then your final URL with UTM parameters would look like this:


Even though you can construct the UTM parameters however you wish, the general best practices for Google Ads are the following:

  • UTM Medium = Paid search
  • UTM Source = Google
  • UTM Campaign = The name of your Google Ads campaign
  • UTM Term = The name of the ad group the ad belongs to
  • UTM Content = The specific ad

Tagging your URLs with UTM parameters is simple. Also, there are great free tools available on the web that can help you build them.

2. Add hidden fields to your forms

Add Hidden fields

Next up is to add several hidden fields to your lead capture forms. These forms are the ones you use to collect information from your site visitors. Back to the fields, they won’t be seen by the end-users but know that they still exist on the form, which means that tools such as Attributer can interact without the users seeing them.

These are the hidden fields you need to add to your forms:

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

Almost all form building tools, like Wix Forms, Jotform, etc., make adding fields easy. You must simply drag and drop the ‘hidden’ field type into your form. Further instructions on how to do this for different form builders can be found here.

3. Attributer writes Google Ads data into the hidden fields

Populate hidden fields

Since the hidden fields have been set up, Attributer can now monitor where your visitors are coming from. And when they complete a form on your site, it populates the hidden fields with the values you put in your UTM parameters.

For instance, if I was a marketer at Dropbox and a person arrived on my website from one of my brand campaigns in paid search, Attributer would fill up the hidden fields as follows:

- Channel = Paid search
- Channel Drilldown 1 = Google
- Channel Drildown 2 = Brand campaign
- Channel Drilldown 3 = Free account ad

Aside from the UTM parameters values, Attributer will also capture the visitor’s first landing page (e.g., and the first landing page group (e.g., features)

4. Google Ads data is sent into Microsoft Dynamics CRM

UTM data sent to CRM

Finally, once a visitor submits a form on your site, all of the Google Ads data derived from the UTM parameters, along with the landing page data, the lead’s name, email, phone, etc., are sent into Microsoft Dynamics CRM.

When the data is inside Microsoft Dynamics CRM, you can create reports using Microsoft Dynamics CRM’s available reporting tools. If you have a BI tool like Tableau or Looker, you can use it to build more advanced reports there.

Example reports you can create

Doing the 4 steps above and using Attributer to capture Google Ads data in Microsoft Dynamics CRM will let you run reports such as the following:

1. Leads by campaign, ad group or ad

Leads by Google Ads Campaign

Shown in the report above is the amount of leads generated monthly by your Google Ads. The leads are broken down by the Google Ads campaign they originally came from.

When the above graph is viewed over time, you’ll be able to see the detailed list by campaign each month and how it changes over time. Moreover, you will also witness the impact of the various changes and optimizations you’re making to your Google Ads.

2. Customers by campaign, ad group or ad

Customers by Google Ads Campaign

This chart shows the number of new customers generated from your Google Ads by month. The information is grouped according to the channel the visitors came from.

Comparing this graph to the leads graph can reveal some interesting things, such as seeing if there are campaigns that bring in leads but never actually convert into customers, which can mean these particular campaigns aren’t worth investing in anymore.

3. Revenue by campaign, ad group or ad

Revenue by Google Ads campaign

This graph displays the revenue generated each month, broken down by the channel where the customer came from.

This report can help determine the overall ROI of your marketing efforts. For instance, we can see in the above graph that $236,156 is the new revenue generated from paid social ads in March. If the client has spent less than this amount on the ads, it’s a positive ROI and worth continuing.

Why using Attributer is better than capturing raw UTM parameters

Why use Attributer when there are other ways to capture UTM parameters and track your Google Ads in Microsoft Dynamics CRM?

Here’s why:

1. Captures all traffic

Attributer is an excellent tool for capturing UTM parameters and sending them into Microsoft Dynamics CRM so you can monitor your Google Ads campaigns.

Attributer also sends information on visitors who’ve arrived at your site through other channels to Microsoft Dynamics CRM. These channels are organic search, referral, organic social, direct, etc.

With this, you can build reports in your CRM to check where your leads and customers come from. It also means you can determine the source of ALL your leads, not just those coming from your Google Ads campaigns.

This feature can be beneficial and essential when your SEO efforts are the primary generator for your leads and customers instead of your Google Ads campaigns. If this occurs, you can tweak your plan and invest accordingly.

2. Remembers the data

Most tools and methods for capturing UTM parameters ask for the UTM parameter to be present on the page where the form is completed. This can be a problem because the page on which a visitor completes your form may not be the page they first landed on from your ad.

Take, for example, someone clicks on one of your Google Ads and is then led to a landing page created for that campaign. After deciding that they want your product or service, they click the ‘Get A Quote’ button and are taken to a different page to complete your form. This means that the page they complete a form on differs from the page they initially landed on. Hence, the UTM parameters are lost.

With Attributer, it’s different because it keeps the UTM parameters in a cookie in the user’s browser. No matter what page the user completes a form on, Attributer will always send the UTM parameters.

This means that regardless of the number of pages a user visits on your site before completing your form, you'll always get to track them back to your Google Ads.

3. Provides cleaner data

One of the difficulties in using other tools to capture raw UTM parameters is that your data can get messy, making running accurate reports hard.

For instance, imagine some of your Google Ads campaigns are tagged with UTM_Source= (capital T), others with UTM_Source= google (lowercase, no domain), and others with UTM_Source= adwords.

Sending this raw UTM data into Microsoft Dynamics CRM and using it to find out how many leads your Google Ads campaigns have generated will result in three different sources, which you’d have to stitch together manually.

You don’t have to put up with this with Attributer, as it considers the possibility of capitalization and other inconsistencies and would ascribe leads to the paid search channel regardless.

4. Captures landing page data

Want to know how many leads and customers your blog attracts? How about the in-depth content pieces you spent hours working on?

Attributer captures channel data, the landing page (i.e.,, and the landing page category (i.e., /blog).

With this data, you can determine the performance of your site’s different sections in terms of generating leads, customers, and revenue.

You can also look at how your whole blog section performs and understand your individual blog posts’ performance since Attributer captures both landing page and landing page group.

Wrap up

Attributer is an excellent answer if you’ve wanted to monitor the performance of your Google Ads in Microsoft Dynamics CRM.

It will record the UTM parameters you use behind your Google Ad campaigns and pass them to Microsoft Dynamics CRM, which allows you to build reports that help you determine which of your campaigns your leads have come from.

In addition to this, Attributer will also provide you data on leads that come from other channels, so you’ll be able to track the source of ALL your leads and not just the ones from Google Ads. Ultimately, you will also know where to invest in helping your business progress.

What’s best is attributer is free to start. So what are you waiting for? Start your free trial today and see if it fits you.

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