Lead Generation Tracking Overview
Lead generation sites have fundamentally different analytics requirements than e-commerce. Instead of tracking purchases and revenue, the focus shifts to form completions, content engagement signals, and the progression of leads through the sales funnel.
This SDR template provides a proven variable mapping for B2B and B2C lead gen sites. It covers the full visitor journey from first content interaction through to qualified lead submission, giving your marketing and sales teams the data they need to optimize conversion.
Key Metrics This Template Tracks
Form submission rate, content engagement depth, lead source attribution, lead quality scoring, campaign ROI per lead, and content-to-lead conversion paths. Each metric is mapped to specific Adobe Analytics variables with recommended configurations.
Form Tracking Events
Forms are the primary conversion points on lead generation sites. This event framework captures every stage of form interaction, from initial view through successful submission or error, providing granular data for funnel optimization.
| Event | Variable | Description | Trigger |
|---|---|---|---|
| Form View | event1 | Form becomes visible to user | Form element enters viewport |
| Form Start | event2 | User begins interacting with form | First field focus / input |
| Form Submit | event3 | Form submitted successfully | Server confirmation received |
| Form Error | event4 | Validation error displayed | Error message rendered |
| Form Abandon | event5 | User started but did not complete | Page unload after form start |
| Dimension | Variable | Description | Example Value |
|---|---|---|---|
| Form Name | eVar5 | Identifier for the specific form | contact_us | demo_request | whitepaper_download |
| Form Location | eVar6 | Where on the page the form appears | hero | sidebar | footer | modal |
| Error Field | prop5 | Which field caused validation error | email | phone | company |
Track form start (event2) separately from form view (event1) to calculate your form engagement rate. The ratio of starts to views reveals whether your form placement and design encourage interaction.
Content Engagement
Content engagement signals help you understand which topics, formats, and assets drive leads into the funnel. These variables track how deeply users interact with your content before converting.
| Dimension / Event | Variable | Description | Example Value |
|---|---|---|---|
| Scroll Depth | prop3 | Maximum page scroll percentage | 25% | 50% | 75% | 100% |
| Video View | event10 | Video playback initiated | Counter event |
| Video Complete | event11 | Video watched to completion | Counter event |
| Video Name | eVar7 | Name of video asset viewed | product_demo_2026 |
| PDF Download | event12 | PDF or document downloaded | Counter event |
| PDF Name | eVar8 | Name of downloaded document | analytics_buyers_guide.pdf |
| Content Type | eVar9 | Type of content consumed | Blog | Case Study | Whitepaper | Webinar |
Scroll Depth Best Practice
Fire scroll depth tracking at 25% thresholds using an Intersection Observer, not a scroll event listener. Scroll listeners degrade page performance, especially on mobile. Set prop3 on each threshold and only send the beacon on the maximum depth reached before the next page action.
Lead Scoring Variables
These dimensions capture the attributes needed to score and segment leads within your analytics reports. They work alongside your CRM data to provide a complete picture of lead quality and source.
| Dimension | Variable | Expiration | Description | Example Value |
|---|---|---|---|---|
| Lead Source | eVar1 | Visit | Original traffic source for the lead | Paid Search | Organic | Referral | Direct |
| Lead Stage | eVar2 | Visit | Current stage in the lead funnel | Awareness | Consideration | Decision |
| Content Topic | prop1 | Hit | Primary topic of content consumed | Analytics | WebSDK | Tag Management |
| Industry | eVar3 | Visitor | Visitor industry (from form or IP lookup) | Retail | Finance | Healthcare |
| Company Size | eVar4 | Visitor | Company size bucket | 1-50 | 51-200 | 201-1000 | 1000+ |
Set Lead Source (eVar1) to Original Value (First) allocation so it persists from the first visit through to conversion, even if the user returns through a different channel later. This gives you accurate first-touch attribution for lead generation.
Campaign Attribution
Campaign tracking for lead gen sites requires mapping both external marketing channels and internal content promotions. This section covers UTM parameter capture, internal search tracking, and referral source classification.
| Dimension | Variable | Source | Example Value |
|---|---|---|---|
| UTM Campaign | eVar20 | URL param utm_campaign | spring_webinar_2026 |
| UTM Source | eVar21 | URL param utm_source | linkedin | google | newsletter |
| UTM Medium | eVar22 | URL param utm_medium | cpc | email | social | organic |
| Internal Search Term | eVar23 | Site search input field | analytics audit pricing |
| Internal Search Results | prop20 | Search results count | 12 results | 0 results |
| Referring Domain | eVar24 | Document referrer parsing | linkedin.com | blog.partner.com |
UTM Mapping in Adobe Launch
Create a single Launch rule that fires on every page load. Use Data Element conditions to check for UTM parameters in the URL. Map each parameter to its corresponding eVar using the Query String Parameter data element type. Set the eVars to expire on Visit so they persist across the entire session.
Implementation Checklist
Follow this step-by-step order to implement the lead generation SDR in Adobe Analytics. Each step builds on the previous one, so completing them in sequence avoids rework.
After validation, run parallel tracking alongside your existing implementation for at least two weeks before switching over. This allows you to compare data and catch any discrepancies before going fully live.
