Track leads & customers from SEO in Zoho CRM
Learn the 4 simple steps for tracking how many leads & customers you get from SEO in Zoho CRM
Tracking how many leads & customers you got from your SEO efforts is hard.
Tools like Google Analytics can easily show you how many website visitors you got, but they can’t tell you how many leads & customers were generated.
But by using a tool called Attributer to capture organic search data with each form submission and send it to Zoho CRM, you’re able to run reports that show exactly how many leads you got from organic search, how many became customers, how much revenue was generated, and more.
In this article, we’ll show you how to capture organic search data in Zoho CRM, as well as give you a few example reports you can run that will show how your SEO efforts are performing.
4 steps to track leads & customers from SEO in Zoho CRM
Attributer and Zoho CRM make it simple to track the number of leads generated from Organic Search. Let's break down how it works:
1. Install Attributer and add hidden fields
Once you start your 14-day free trial of Attributer, you'll get a snippet of code to add to your website. You can check out the installation guide here.
After you’ve added the code, you’ll need to include some hidden fields in your lead capture forms. Here are the hidden fields you need to add:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Adding hidden fields to your forms is super simple with most form-building tools! You can either drag and drop a “Hidden” field or just hide a regular one in the settings. If you want a little guidance on doing this in tools like Gravity Forms, Wix Forms, or Webflow Forms, these articles on our help site show how to do it.
2. Attributer writes SEO data into the hidden fields
When a visitor arrives at your site, Attributer looks at various pieces of information to understand where they came from (similar to what tools like Google Analytics do).
It then sorts them into channels like Organic Search or Paid Search or Paid Social and saves that info in their browser.
Then, when a visitor fills out a form on your site (like your ‘Contact Us’ or 'Request A Quote' form), Attributer writes the organic search data (like the fact they came from Organic Search, what search engine it was, what keyword they used, etc) into the hidden fields.
3. SEO data is captured with each lead
Then, when they submit the form, the attribution data that Attributer wrote into the hidden fields is captured by your form tool alongside the information the lead entered into the form, such as their name, email, phone, etc.
Attributer works with over 50 form builders, scheduling tools, and chat products. That includes popular options like Gravity Forms, Contact Form 7, Wix Forms, Webflow Forms, Typeform, Jotform, Zoho Forms, and more.
4. SEO data is sent to Zoho CRM
If your form builder has a native integration with Zoho CRM (like Zoho Forms does, for instance), then you can use that to send the data in. If not, you can use third-party integration tools like Zapier or Make to send it across.
Once the data is in Zoho CRM, you can create reports to see how many leads and customers you’ve got from organic search, which search engines are sending them your way, what keywords they're using, etc.
You can run these reports using the built-in reporting tools in Zoho CRM, or connect an analytics tool like Zoho Reports to build more advanced charts & dashboards.
What data gets captured
Attributer gives you two types of attribution data: how they found your site (Organic Search, Organic Social, Paid Search, etc) and what content attracted them there (I.e. a specific blog post)
So, if you’re on the marketing team at a company that manufacturers pumping equipment, you’d get the following data:
- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = google.com (or the domain they came from, like google.com.au or google.co.uk)
- Channel Drilldown 3: high-voltage pumps (or whateer keywords they searched for, when available)
You would also get information on what page they landed on. Continuing the example above, it might look a bit like this:
- Landing Page = bostonmanufacturing.com/products/high-voltage-pumps
- Landing Page Group = /products
This landing page information can help you understand what content on your website attracts leads from organic search (and subsequently, what content you should create more of).
3 example reports you can run when you capture organic search data in Zoho CRM
Throughout my 15-year career in marketing, I have spent countless hours working on SEO and have generated hundreds of reports to assess the impact of my efforts.
Below, I have shared three of the reports that I have found most useful over the years.
1. Leads by Channel
This report shows how many leads you’re pulling in each month and where they’re coming from—like organic search, paid search, and paid social. It’s a great way to get a bird's-eye view of your SEO efforts and see if they’re really working for you.
Plus, you can compare SEO with other channels. If you’re seeing more leads from organic search than paid search, shifting some budget towards SEO might be a great idea to help boost business growth.
2. Customers from Organic Search by Landing Page Group
This report shows how many new customers are finding you through organic search each month, sorted by landing page groups like Home, Blog, and Services.
It shows you what content on your site is attracting real customers to your business, so you can keep refining your content and SEO strategy.
3. Revenue from Organic Search by Landing Page
This report is super helpful as it breaks down how many new customers each piece of content on your site brings in.
You’ll easily see which blog posts are hitting the mark so you can make smart choices for your future content.
How Attributer helped Flare HR 4x the number of leads they got from SEO
Flare HR is a Sydney-based company that makes HR management software, helping businesses streamline their HR processes. As part of their platform, they offer tons of HR document templates (things like employment agreements, mobile phone policies, and more).
At some point, they're marketing manager had a smart idea: why not make these templates available for free on their website? The hope was that by doing this, they’d rank better on search engines, bring in more traffic, and ultimately generate more leads
But there was a problem.
While tools like Google Analytics could show them how many visitors were checking out their templates, they had no real way of tracking whether those visitors were actually converting into leads or customers.
That's where Attributer came in.
When someone landed on the Flare HR site, Attributer captured information on where they came from. This included the channel (like Organic Search), the landing page (i.e. flarehr.com/templates/mobile-phone-policy) and the landing page group (i.e. /templates).
Then when a visitor completed a form on their website (like their demo request form), Attributer would pass all of this data through to their CRM.
The Flare HR team then used this data to create detailed reports in their CRM that showed the number of leads coming from the templates, the conversion rates to actual customers, and the revenue that followed. They saw that this template initiative had led to a 2.4x increase in new leads generated each month, all at a ridiculously low cost per lead (basically $0).
Excited by these results, Flare HR decided to invest further in it. They upped the number of templates available and optimised their pages to rank better in search engines. Ultimately through this initiative, they were able to 4x the number of leads they got 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 how many leads & customers your SEO efforts are generating, then using Attributer with Zoho CRM is the ideal solution.
It will pass through organic search data with each new lead, and you'll be able to use this data to build charts & dashboards that show the exact amount of leads, customers & revenue your SEO efforts have created.
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!
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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.