Salesforce’s Web-to-Lead Forms: Capturing Lead Data Using Ruler Analytics

Laura Caveney
1st February 2021

If you use Salesforce to manage your lead data, then you may be looking for ways to better capture your lead data. We share how to go beyond Salesforce’s web-to-lead forms and capture more than just lead referrer data.

The first job for marketers is to get visitors to their company website. But it doesn’t stop there. More importantly, is getting those visitors to convert into leads, and eventually into sales.

If you manage your leads via Salesforce, then there are tools within the platform to help you get more data. But is this data enough?

Let’s see how we can supercharge the lead data you’re getting by using Ruler Analytics.


What Salesforce Web-to-Lead Forms Capture

Salesforce is a CRM that, let’s face it, is made for sales and support teams. For marketers, there’s very little data to help you optimise your marketing efforts.

However, one tool that does exist is Salesforce’s web-to-lead forms.

According to Salesforce, you can easily create web-to-lead forms that capture information about visitors to your website. The information is automatically stored in new lead records in your Salesforce install, and the lead can then be scored, qualified, and routed to sales reps.

From there, you can redirect visitors to other pages on your site, send automated email follow-ups, and start them on customer journeys.


Why Web-to-Lead Forms Aren’t Enough

While these forms are a great resource to get started with lead data capture, is it enough?

We think not. Look at it this way. How often do you land on a website, and buy right away?

Not very often, right.

In reality, you’ll scope out a website on multiple visits and via multiple channels. So, when Salesforce scrapes your lead data, all its capturing is that one particular session that resulted in a new lead.

Not where that lead originally came from. Let’s use an example.

Ella visits your website after searching organically online. At this point, she’s just in the awareness stage. She’s not ready to buy.  She visits a few more times, via different sources. She still doesn’t convert.

salesforce web to lead forms customer journey example


Eventually, she visits via a direct session, and converts by downloading an eBook. In Salesforce, you’ll just see that Ella came from a direct search. But we know that that isn’t true.

salesforce web to lead forms lead data inaccurate


Customer journeys are so important to factor into when assessing your marketing. That’s why Salesforce web-to-lead forms just aren’t enough.


Find out how to supercharge your Salesforce with our FREE eBook. We’ll walk you through how marketing attribution is the missing link between you and better marketing.


How Ruler Analytics Captures Full Lead Data

Ok, so now we know that the data Salesforce provides from its web-to-lead forms isn’t enough.

It’s not providing data on how all of your marketing channels and campaigns are working together. And, even worse, if you use PPC campaigns then you won’t get a sense of your ROAS.

This is where Ruler comes in.

Ruler will track every lead and each of the touchpoints each lead has.


This means you can see which channels and campaigns are driving leads, but also which are helping to convert those leads, or attract them in the first place.

Lead data like this is vital to understanding how your marketing is working.

Here’s how Ruler Analytics works…


how to track full customer journeys marketing attribution

A user visits your website. Ruler tracks them using a piece of code in your website script. It scrapes all the necessary lead and marketing data for that user as they engage with your site.

Ruler will continue to track the user, on every visit, storing their data each time they visit.

When the user converts into a lead, via form, or even via call or live chat, Ruler will fire all the data it holds on them over to Salesforce.

Thus, your data in Salesforce is enriched, giving your sales team insight into what drove that new lead to convert.

Ruler will continue to track the user until they convert into revenue. Then, Ruler will scrape the revenue data inputted into Salesforce and fire it over to your chosen preferred marketing applications.

That means you can log into Google Analytics and see revenue generated by channel, by campaign and even by keyword.

Sound good? Find out how Ruler Analytics can supercharge your Salesforce data and link your sales back to the marketing activity that influenced them.


Book a demo Ruler Analytics