Google Ads attribution

See which of your Google Ads produce customers.

Google’s tag tells Google a conversion happened. Lead Source tells you who, and which keyword.

Start free See how it works
1
User clicks a Google ad
Google passes UTMs, the gclid, and click ID to your landing page.
2
User browses, submits a form
Lead Source captures every page they visit and the form data they submit, server-side, surviving cookie loss.
3
Real attribution in your CRM
Source, campaign, ad group, keyword, landing page, journey, and form data, all tied to a named lead. Not “source: google / cpc.”
The problem

Google’s conversion tag tells Google the conversion happened. It doesn’t tell you who.

Google Ads conversion tracking is built for Google, to optimise their auctions and inform Smart Bidding. It tells Google that a conversion fired. It doesn’t tell you the name, the company, or which keyword on which campaign produced your best lead.

Vague reporting

Your CRM still says “Web”

Google Ads sends a conversion event to Google. Your CRM gets nothing extra. Without Lead Source, every Google-sourced lead looks the same as every other web visitor, no keyword, no ad group, no creative.

Cookie loss

iOS, ITP, and ad blockers eat your data

Safari ITP, iOS privacy settings, and ad blockers kill 30–50% of gclid-based attribution. The conversions Google reports don’t match the leads in your CRM.

No lead context

You can’t see the journey

Google knows a click happened. You need to know what the visitor read, how long they stayed, and what they filled in. That’s a lead, not a conversion event.

How Lead Source fits in

One snippet, alongside Google’s conversion tag.

Install both: Google’s tag (or GA4) for Google’s ad optimisation, Lead Source for your attribution and lead data. They don’t conflict, they complement.

Google’s tag sends conversion signals back to Google to improve Smart Bidding. Lead Source captures the lead itself, first-party, server-side, with the full UTM trail, gclid, keyword, page journey, and submitted form data, and writes it into your CRM with the real source attached.

Already using Google’s Enhanced Conversions or Offline Conversion Import? Lead Source captures the gclid and form data at submission, ready to feed back into Google for better bid optimisation. Talk to us about a clean Enhanced Conversions setup.

landing page · <head>
<!-- Google tag (gtag.js) --> <script async src="https://www.googletagmanager.com/gtag/js?id=AW-XXXXXX"></script> <!-- Lead Source attribution --> <script src="https://cdn.leadsource.co/v1.js" data-site="your-site-id"></script> // both run together. // Google gets conversion signals. // You get named leads, gclid, and keyword.
What you get

The data Google’s tag can’t give you.

The name behind every click

Google tells you a conversion fired. Lead Source tells you it was Daniel from Acme, who clicked the “CRM software” keyword and looked at three pricing pages before submitting the demo form.

Keyword, ad group, campaign, every lead

Every lead carries the exact keyword, match type, ad group, campaign, and creative they clicked, pulled straight from the URL and gclid at landing. No URL stripping. No cookie loss.

Page journey before submission

See every page the lead visited in the session leading up to the form submit. Your sales team gets context before the first call.

Server-side, no cookies

Captured at form submission, not at page load. Survives ad blockers, ITP, and the cookie deprecation everyone’s been warning you about for five years.

Works the same as Meta or ChatGPT

One snippet, every ad platform. Google today, Meta and ChatGPT Ads the same way. You don’t need a platform-specific integration each time.

Writes into the CRM you already use

HubSpot, Salesforce, Close, Keap, Eloqua, or no CRM at all. Lead Source pushes the named lead with full attribution into the system your sales team already lives in.

Common questions

Common questions, answered.

Does Lead Source replace the Google tag or GA4?

No. They do different jobs. Google's tag sends conversion signals back to Google so Smart Bidding can optimise your campaigns. GA4 shows you traffic and behaviour at population level. Lead Source captures the lead itself, with name, company, source, keyword, and journey, and writes it into your CRM. Run all three. They complement each other.

What about Google's Enhanced Conversions or Offline Conversion Import?

Both are ways to feed first-party data back to Google to recover the conversions cookie loss takes away. Enhanced Conversions uses hashed email/phone from your forms. Offline Conversion Import uses the gclid to credit closed deals back to clicks. Lead Source captures both at form submission, ready to feed Google. Get in touch if you want help setting this up.

How does Lead Source see which keyword produced a lead?

Google Ads passes the gclid click identifier in the landing-page URL, plus any UTMs you've configured (auto-tagging covers the rest). Lead Source captures the gclid the moment the visitor lands, holds it server-side for the entire session, and writes it onto the lead record when they submit a form. From there, you can look up the keyword, ad group, and campaign in Google Ads or via the Search Ads 360 API.

Will this work if I haven't set up Google's tag yet?

Yes. Lead Source works on its own, it doesn't require Google's tag or GA4. As long as Google auto-tagging is on (it is by default), every click carries a gclid Lead Source can capture. You can install Google's tag later for Smart Bidding, and Lead Source will keep doing its job alongside.

What about GDPR and the no-cookies thing?

Lead Source doesn't use cookies or client-side storage. We capture attribution at the moment of form submission, server-side, treating you (the website owner) as the data controller. That keeps Lead Source out of ePrivacy/PECR cookie-banner scope. Google's tag is a separate question, it does set client-side identifiers, so include it in your existing cookie consent flow.

See exactly which Google Ads produce customers.

One snippet on your site. Runs alongside Google&rsquo;s tag. Free to start.

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