In the world of digital marketing, generating leads is only half the challenge. Understanding where those leads come from and which marketing efforts actually drive revenue is what allows businesses to scale effectively.
That’s the problem Marc-Antoine Thiriat set out to solve with LeadSources. His platform helps businesses connect every lead to the marketing data behind it, giving marketers a clear picture of which channels, campaigns, and customer journeys generate their best opportunities.
For many of his customers, that journey starts with Jotform.
LeadSources case study results at a glance
Primary use case:
Lead attribution and source tracking
Attribution data captured:
Up to seven attribution data points, including channel, source, UTM campaign information, page path, device type, operating system, and browser data
Customer result:
Qualified lead rate increased by 49%, ROAS improved from 3x to 11x
Why capturing leads isn’t enough
Before connecting LeadSources with Jotform, many businesses had a common problem: They were generating leads but didn’t have reliable attribution data.
Marketing teams often relied on sales representatives to ask prospects how they found the business and the answers were usually incomplete, inaccurate, or impossible to scale. Even when marketing campaigns generated strong results, there was no consistent way to connect individual leads back to the channels, keywords, and campaigns that produced them.
Without that visibility, budget decisions became guesswork.
How LeadSources and Jotform work together
Thiriat’s customers use Jotform as the primary lead capture layer on their websites. Through Jotform forms, businesses collect inquiries for high-ticket services ranging from financial consulting to online coaching.
Then, Jotform’s hidden fields combine with LeadSources’ attribution technology to create the real advantage.
Rather than collecting only a name, email address, and a few qualification questions, every submission can include a rich set of marketing data. Depending on the implementation, each lead can arrive with up to seven attribution data points, including channel, source, UTM campaign information, landing page details, device type, operating system, and browser data.
Once captured, that information flows directly into systems like HubSpot, where sales and marketing teams can view attribution data alongside pipeline activity and deal outcomes.
No guessing. No manual investigation. No disconnected marketing reports.
“Every submission now arrives with a complete data trail.”
For Thiriat, hidden fields have become one of the most valuable features available within Jotform.
Jotform has become a core part of how I set up lead generation for my clients. The hidden fields alone have changed how they approach marketing attribution: Instead of asking prospects, ‘How did you find us?’ on a sales call and getting vague answers, every submission now arrives with a complete data trail. Combined with the HubSpot integration, my clients have a direct line between their ad spend and their pipeline. That visibility changes how they make decisions.
Marc-Antoine Thiriat, Founder, LeadSources
When attribution becomes a growth lever
The impact goes beyond reporting.
By connecting lead submissions to marketing data, businesses gain a clearer understanding of which campaigns generate qualified prospects and which campaigns simply generate volume.
One LeadSources customer increased its qualified lead rate from paid search by 49 percent after identifying which campaigns were producing the highest-quality opportunities. Using that information to reallocate advertising budget, the company improved its return on ad spend from 3x to 11x.
For marketing teams, this level of visibility transforms budget allocation from assumption-based planning into data-driven decision-making.
Why attribution matters for high-value leads
Most LeadSources customers operate between two and five active Jotform forms and generate more than 100 submissions per month. While volume varies, the value of each lead is often significant.
For businesses of any size, a single misattributed lead source can result in important marketing dollars being invested in the wrong campaigns. Accurate attribution helps ensure resources are focused on the channels that actually contribute to revenue growth.
That is why Thiriat views Jotform as more than a form builder.
Jotform is a stable and scalable form builder that will allow businesses of any size to feed their sales pipeline.
Marc-Antoine Thiriat, Founder, LeadSources
Its combination of flexible forms, CRM integrations, hidden fields, Tables, Inbox, and enterprise-ready capabilities makes it a foundational part of many client technology stacks.
Track more than just contact information
When advising other businesses, LeadSources encourages teams to think beyond lead collection and focus on lead intelligence.
Capturing a submission is valuable, but understanding how that submission was generated is what allows businesses to optimize their marketing efforts over time. By combining Jotform’s lead capture capabilities with attribution data and CRM integrations, organizations can create a direct connection between marketing spend, lead quality, and revenue outcomes.
For agencies and consultants helping clients improve lead generation and marketing performance, the Jotform Agency Partner Program offers additional opportunities to grow. Partners can earn recurring commissions, access priority support, participate in co-marketing initiatives, and leverage a growing library of resources to better serve their clients.
Agency Partner ProgramTurn Referrals Into Revenue!
Become an Agency Partner
For businesses looking to make smarter marketing decisions, that visibility can be just as important as the leads themselves.
Ready to gain more visibility into your lead generation efforts? Start with Jotform and turn every submission into actionable insight.
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