Lead Attribution: How To Measure Digital Marketing ROI

A big problem faced by many marketing teams is with lead attribution.

With multiple marketing channels driving website traffic, it can be a challenge to find answers to question such as:

• What was the source of this specific lead?
• What is the revenue generated from our SEO and Google Ads investment?
• Which channel is giving us the best return on investment?
• What’s working so we know where to put best allocate our marketing budget?

To help resolve this issue, we’ve developed a system to capture valuable lead attribution data and UTM tracking right into our client’s lead forms and CRMs.

The main parts of this system are:

• Secure, spam protected forms for lead capture
• Fast loading forms (without iFrames)
• Capture UTM values and store alongside individual lead records
• Integration with popular CRMs (including PipeDrive, Hubspot, Salesforce, HighLevel, and Microsoft Dynamics)

Our approach leverages WordPress Gravity Forms plus lead attribution data and UTMs captured from the first visit landing page.

This data is stored within the contact form record and then passed into the CRM.

This gives marketing and sales teams a view of the customer journey, from first touch on the website to the action they took to convert.

With this data, our clients can attribute leads and deal value size to the traffic sources, whether it’s organic SEO or Google Ads PPC.

This gives them a more accurate measure of their return on marketing spend and best performing channels.

We excited to work with more of our Growth Plan clients to add this level of tracking to their campaigns!

Do you have a question about optimising your website?

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