Gravity Forms
Contact Form 7
WPForms
Ninja Forms
HubSpot
Pipedrive
Zoho CRM1. Install the snippet
Add the tracking snippet to your website to start capturing the sources and journeys behind your leads.
Lead source tracing for Fintech marketing & sales teams
Spot which marketing channels bring your most valuable customers. Put your budget and effort where those customers come from, and more of your leads can turn into closed deals.
Add it to the tools you use:
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Know where to invest in 3 steps
2. Connect your form
Connect your existing form so each submission comes with its source, medium, campaign, and journey attached.
3. Invest in channels that bring customers
Compare lead outcomes by channel to see where your customers come from and where to focus your marketing budget.
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More context for every fintech lead
The source behind the name
See source and medium next to the person who requested a demo or applied. Your team knows which channel brought the visit before the first call.
Campaign and ad click codes
Keep the campaign from tagged links with the lead, along with the click codes Google, Meta and LinkedIn add to ad links.
Every channel on the way
A prospect can find you through one channel and return through another. The source journey lists the channels used on the way to the form.
The pages before the form
See whether the visit included your pricing, security or product pages before the request came in.
Make marketing decisions your sales team can trust
1. Give sales the context
Before the first call, your sales team sees where the lead came from and which pages they read.
2. See close rate by channel
Mark each lead as won or lost in your CRM. With the source stored on the lead, you can compare how many close from each channel.
3. Put budget behind what closes
Move spend toward the channels whose leads become customers, and test the ones that only bring enquiries.
Lead source tracking for fintech and investment companies
Lead source tracking records where each lead on your website came from. TrackLeadSource fills hidden form fields, the ones a visitor never sees, with the visit’s source, medium, campaign, click IDs and the pages viewed before the form was submitted.
In fintech, a demo request, application or partnership enquiry can follow more than one visit. The source journey lists the sources of the visits it detected, so your team sees the whole route to the form.
The lead arrives in your CRM or spreadsheet with that context once you map the form’s fields, usually through Make or Zapier. Add the outcome there, and you can compare channels by the leads that close. Our guide on how to measure lead quality by marketing source shows how, and the one on CRM lead source fields shows how to keep the records consistent.
Lead source tracking vs. asking “How did you hear about us?”
A “How did you hear about us?” field records what a person remembers. Lead source tracking records the visit itself: the channel, the ad click and the pages viewed.
The two can disagree, and the difference is useful. A recorded source shows the channel that brought the visit, and the answer shows what the person recalls.
Many teams keep both. How did you hear about us options covers when the question still helps and how to word it.
TrackLeadSource vs. Google Analytics 4
Google Analytics 4 shows how many leads each channel brings. TrackLeadSource works at the level of the individual lead: you can see that John Smith came from Google Organic and Merlin Wu from Meta Ads (example names), and keep that next to the lead in your CRM. What is lead attribution explains where each approach fits.
How fintech teams can use lead source data
Data analysis
Analyse lead sources with AI
Works with ChatGPT, Claude, Gemini, Perplexity, Google Sheets and more
Every lead in your CRM or Google Sheet already has its source next to it. Export the sheet, give it to ChatGPT or Claude, and ask which channels bring the applications you accept and the accounts that get funded. You get a plain-English answer instead of building a pivot table.
- Source and outcome in the same row
- Export to CSV or Google Sheets
- Ask questions in plain English
Budget allocation
Put budget behind the channels that bring customers
Works with Google Ads, Meta Ads, LinkedIn, TikTok, Reddit and more
The cheapest leads are often not the cheapest customers. Compare cost per lead with cost per customer for each channel in your own sheet, then move spend to the channels that bring customers.
- Cost per customer, calculated in your sheet
- Click IDs such as gclid and fbclid kept with the lead
- Every channel compared on the same terms
Market research
See how your buyers really find you
Works with ChatGPT, Reddit, Google search, YouTube, Instagram and more
You might plan around paid search and find that many customers first came through an AI assistant or a community post. Lead-level source data shows the channels your form submitters used, so your plan can follow them instead of your assumptions.
- Sources of the visits it detected
- Pages viewed before the form