How to track your Bing Ads in Sugar CRM
Discover how to track how many leads and customers are generated by your Bing Ads in Sugar CRM
It can be tricky to track how many leads and customers have been generated from your Bing Ads.
Tools like Google Analytics can show you data on your website visitors, and Bing Ads can show you data on your ad's engagement, but historically, it has been quite difficult to gather a solid understanding of the number of leads and customers your ads have actually generated.
Fortunately, there is a solution.
In this blog post, we will introduce a tool called Attributer to help track your Bing Ads in Sugar CRM. This data can then be put into reports and dashboards to give you a solid understanding of how many leads and customers you're getting from your Bing Ads.
4 steps to track Bing Ads in Sugar CRM
Attributer can help you track how many leads and customers are generated by your Bing Ads in Sugar CRM. Let's have a look at how it works:
1. Add UTM parameters behind your ads
The first step is to add some UTM parameters behind your Bing Ads.
If you are new to UTM parameters, they are little bits of text you add to your URLs. They help analytics tools (like Attributer) understand where someone has come from.
So if you are sending someone from your ad to attributer.io/integrations/sugar-crm, then the UTM parameters might look something like this:
attributer.io/integrations/sugar-crm?utm_medium=paidsearch&utm_source=bing&utm_campaign=brand-campaign
You can put any information into your parameters, but for Bing Ads, we would recommend the following:
- UTM_Medium=paidsearch
- UTM_Source=bing
- UTM_Campaign=[Name of your campaign]
- UTM_Term=[Name of your ad set]
- UTM_Content=[Name of ad]
A free UTM builder is available on our website, with specific templates for Bing Ads.
2. Install Attributer and add hidden fields to your forms
Once you have added the UTM parameters behind your ads, the Attributer code will need to be installed on your website, and hidden fields will need to be added to your forms.
After you sign up for a 14-day free trial with Attributer, we will give you access to a little bit of code. This can be installed directly on your website, or a tool like Google Tag Manager could help you. Simple step-by-step instructions can be found here.
After this code is on your website, you will need to add hidden fields to your forms (e.g. Contact Us or Request a Quote form).
Most form-building tools (Gravity Forms, Jotform, etc) make it easy to add hidden fields and easy-to-follow instructions can be found here.
3. Attributer writes Bing Ads data into the hidden fields
When a user lands on your site from your Bing Ads, Attributer captures the UTM parameters you put behind your ads and stores them in the user’s browser so they are remembered as they continue to navigate your site.
Once a form has been completed, Attributer writes the information into the hidden fields that were added in the step above.
4. Bing Ads data is captured by your form tool and sent to Sugar CRM
After this form has been submitted, your form tool captures the Bing Ads data that Attributer wrote into the hidden fields alongside the data entered into the form, (e.g., the lead’s name, email, etc. )
If your form tool has a built-in integration with Sugar CRM, then you can use that to send the data across.
If not, dedicated integration tools like Zapier can be set up to automatically send the data to Sugar CRM.
What is Attributer and why use it?
Attributer has come up once or twice in this blog, so let’s have a look at what it does and how it can help you.
Basically, Attributer is a bit of code that you add to your website.
It tracks where your website visitors are coming from and then, when they complete a form on your site, automatically writes this information into hidden fields that you put into your forms. Once a form is submitted, the tool captures this data and it can be sent to Sugar CRM.
Let's look at an example. Imagine you are the marketing manager of a PR consulting firm. A visitor has come to your site (from a Bing Ad) and submitted a form. The following data would get passed through (depending on what you put for your UTM parameters):
- Channel: Paid Search
- Channel Drilldown 1: Bing
- Channel Drilldown 2: Crisis Management Campaign (or the specific campaign name)
- Channel Drilldown 3: Free PR Consultation Ad (or whatever ad they clicked on)
There are a couple of reasons why Attributer is the most effective way to track your Bing Ads in Sugar CRM
- Captures other attribution information - Besides Bing Ads data, Attributer can also capture information on leads that come from other channels (including Paid Social, Organic Search, Organic Social, Referral, and Direct Traffic). This means you'll be able to track where ALL your leads & customers are coming from, not just those from your Bing Ads.
- Remembers the data - Attributer stores UTM parameters in the user's browser, ensuring that if a visitor explores your site before filling out the form (or if they leave and come back later) the UTM parameters will still be captured and sent to Sugar CRM.
- Captures landing page data as well - Attributer records the initial landing page of the user (e.g. prconsult.com/blog/crisis-management-strategies and the landing page category (e.g. /blog). This enables you to generate reports that demonstrate the number of leads and customers you are receiving from your content marketing initiatives (such as your blog posts).
3 example reports you can run when you capture Bing Ads data in Sugar CRM
When you use Attributer to capture Bing Ads data in Sugar CRM, you can create multiple reports (either in Sugar's built-in reporting tool or a third-party tool) that provide information on how your Bing Ads are performing.
With over 15 years of experience, I have picked out a couple of favourites that I would recommend:
1. Leads by Channel
As Attributer tracks the source of all of your leads, you're able to run reports like this one that show the number of leads you receive each month and what Channel they came from.
This can be insightful for comparing your Bing ads against other channels like Paid Social or Organic Search, ultimately letting you see if it's worth the money.
2. Customers by Bing Ads campaign
This report provides insights into the number of customers you are getting from your Bing Ads and which campaigns they are coming from.
Using this information, you can shift your marketing budget into high-performing campaigns and attract more customers to your business.
3. Revenue by Keyword
This report provides a breakdown of the revenue generated from new customers, categorised by the specific keywords that prompted the ad to display to them.
Understanding which keywords are the most profitable for your business is crucial. It enables you to strategically increase your bids for these keywords, ultimately attracting more customers and boosting revenue.
How tracking leads & customers from Bing Ads helped Morris Watt grow
Morris Watt, an Australian law firm, utilised Bing Ads to attract new leads.
While Bing Ads could provide information on impressions and clicks, and Google Analytics tracked website visitors, the firm weren't able to see how many leads & customers they were getting from their ads.
They wanted to be able to look in Sugar CRM to see which leads had come from their Bing Ads, how many became customers, and how much revenue was generated.
And with the help of Attributer, this was able to happen.
By directly passing lead source information into Sugar CRM, the firm can run reports and see the exact amount of leads, customers & revenue coming from their Bing Ads.
"With Attributer, we can see which campaigns are actually generating real clients & revenue. We’ve then been able to invest heavier into the campaigns that are working and increase the number of leads we get."
Joel Watt - Partner @ Morris Watt
Wrap Up
If you've been looking for a way to track the number of leads and customers generated from your Bing Ads, then using Attributer with Sugar CRM is an excellent option.
By capturing the UTM parameters from your ads and transferring them to Sugar CRM, you can use them to build reports & dashboards that show the specific campaigns, ads, keywords, etc. that are driving your leads.
Furthermore, Attributer provides information about leads coming from various other channels (such as Organic Search, Organic Social, Paid Social, and more). This lets you see the amount of leads and customers coming from these other channels and compare it to Bing Ads to see where your biggest opportunities to grow are.
The best part? It costs nothing to try and usually takes less than 10 minutes to get set up. Sign up for Attributer today to claim your free 14-day trial!
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About the Author
Aaron Beashel is the founder of Attributer and has over 15 years of experience in marketing & analytics. He is a recognized expert in the subject and has written articles for leading websites such as Hubspot, Zapier, Search Engine Journal, Buffer, Unbounce & more. Learn more about Aaron here.