Track leads & customers from SEO in Insightly
Learn the 4 simple steps for tracking how many leads & customers you get from SEO in Insightly
Are you struggling to track how many leads and customers your SEO efforts bring in? You’re not alone.
While tools like Google Analytics can help you see how many visitors come from organic search, it can be tricky to find out how many of those visitors become leads, customers, and how much revenue they generate.
But there is a solution!
In this article, we will show you how to use a tool called Attributer to capture organic search data for each new lead in Insightly. We will also provide some example reports you can run to help you evaluate how well your SEO efforts are working.
4 steps to track leads & customers from SEO in Insightly
Attributer and Insightly make it simple to track the number of leads generated from Organic Search. Let's look at how it works:
1. Install Attributer and add hidden fields
When you sign up for a 14-day free trial of Attributer, you will get a piece of code to install on your website. You can learn how to add this code to your site here.
After you add the code, you then need to include some hidden fields in the lead capture forms on your website. 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 easy with most form-building tools. You can usually do this by dragging and dropping a “Hidden” field type, or you can hide a regular form field through the settings. If you need detailed guidance for tools like Gravity Forms, Wix Forms, or Webflow Forms, check out the resources linked here.
2. Attributer writes SEO data into the hidden fields
When a visitor lands on your website, Attributerlooks at a bunch of technical information to find out where they came from, similar to how Google Analytics works.
It then categorises the visitor into different channels, like Organic Search, Paid Search, or Paid Social, and saves this information in their browser.
When a visitor fills out a form on your site, such as the ‘Contact Us’ or Request A Quote form, Attributer writes data about where the lead originated into the hidden fields. This includes details like the fact they came from Organic Search, the search engine they used, and the specific keyword they typed in.
3. SEO data is captured with each lead
When the visitor submits the form, the data that Attributer wrote into the hidden fields is captured by your form tool, along with the lead’s name, email, and other details they entered into the form.
Attributer works with over 50 form builders, scheduling tools, and chat products. This includes Gravity Forms, Contact Form 7, Wix Forms, Webflow Forms, Typeform, Jotform, Zoho Forms, and more, helping you get the insights you need.
4. SEO data is sent to Insightly
Finally, you can send the data from your form tool into Insightly using tools like Zapier or Make (or if your form tool has a built-in integration with Insightly, then you can use that).
Once the data is in Insightly, you can use it to create reports to see how many leads and customers you attract through organic search, which search engines bring them in, the keywords they use, and more.
You can use Insightly’s built-in reporting features, or you can connect tools like Tableau, Looker Studio, or Microsoft Power BI to build more advanced charts & dashboards.
What data gets captured
Attributer helps you understand your leads by sharing two important pieces of information: how they found your site (the channel) and what specific content attracted them (the landing page).
For example, if you work in marketing at a law firm and someone finds your site through a Google search, you'll get the following information:
- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = www.google.com (or the domain they came from, like google.com.au or google.co.uk)
- Channel Drilldown 3: law firm company in Sydney (or the keyword they searched for, when it’s available)
You would also get data on what page they landed on. Continuing the example above, it might look a bit like this:
- Landing Page = abbottlaw.com/blog/best-lawyers-sydney
- Landing Page Group = /blog
This landing page data helps you find out which content on your website attracts potential leads from organic search. It shows you what works well so you can create more content that engages your audience.
3 example reports you can run when you capture organic search data in Insightly
During my 15-year career in marketing, I have spent thousands of hours working on SEO and run hundreds of reports to track the impact of our efforts.
I want to share a few reports that I have found to be very helpful over the years. I hope they help you too!
1. Leads by Channel
This report shows how many leads you receive each month and breaks it down by the channel, such as Organic Search, Paid Search, or Paid Social.
This report gives you an overview of your SEO efforts and whether they are bringing in more leads for your business.
It also helps you compare SEO with other channels. If you see that you’re getting more leads from Organic Search than from Paid Search, you might want to think about shifting some of your budget from paid search ads to focus more on SEO. This could be a great opportunity for your business to grow.
2. Customers from Organic Search by Landing Page Group
This report shows how many new customers you gain from organic search each month, organised by landing page group (like Home, Blog, Services, etc.).
This report helps you see which types of content are attracting customers to your business. It’s not just about getting more website visitors; it’s about bringing in customers who convert. The insights from this report can also guide your content and SEO strategy in the future.
3. Revenue from Organic Search by Landing Page
This report shows you the number of new customers and the amount of revenue acquired through organic search, broken down by the exact content piece they came from.
It helps you see which blog posts and other content are bringing in the most revenue. This way, you can make smart choices about what content to create in the future.
How Attributer helped Flare HR 4x the number of leads they got from SEO
Flare HR is an HR management software company based in Sydney, Australia. It has a team of over 100 employees and is growing its customer base.
As part the product, Flare HR offered customers a range of HR document templates that customers can easily customise for their own use. These templates include employment contracts, internal policies, and more.
Flare's marketing team decided to make these templates available on their marketing website to attract more visitors and generate leads through search engines. They set up individual landing pages for each document, which brought in tens of thousands of visits from search engines in just a few months.
However, Flare HR faced a challenge. They needed to find out if these visitors were actually turning into leads and customers, or whether they were just downloading the templates and leaving.
Attributer helped solve this problem.
When visitors arrive on the Flare HR website, Attributer captures important information about how they found the site (like from Organic Search), which specific landing page they visited (flarehr.com/templates/mobile-phone-policy), and the landing page group (/templates).
Then when a visitor fills out a form, such as their main demo request form, this information is captured by their form tool and sent to their CRM.
The Flare HR team then used this data to create detailed reports showing the number of leads generated by the templates, how many converted into customers, and the revenue generated. This analysis showed that the initiative led to a 2.4x increase in new leads, with a very low cost per lead (almost $0).
Excited by these results, Flare HR decided to expand this initiative. They added more templates, improved their landing pages for better search rankings, and ultimately achieved an impressive 4x growth in the number of leads generated for the sales team each month.
“Attributer showed us that our SEO efforts were in fact generating customers & revenue and gave us the confidence to double down. We’ve seen a 4x increase in leads as a result”
James Windon - Co-Founder, Flare HR
Wrap Up
If you’ve been looking for a way to track the number of leads and customers you get from organic search, using Attributer with Insightly is a great solution.
Best of all, starting with Attributer is free and usually takes less than 10 minutes to set up. So start your 14-day free trial today!
Get Started For Free
Start your 14-day free trial of Attributer today!
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.