4 simple steps to get UTM Parameters into Microsoft Dynamics CRM
Identify which marketing channel attracts future leads, opportunities & customers by tracking UTM parameters in Microsoft Dynamics CRM.
Are you wasting your marketing budget on the wrong campaigns?
There's a famous saying in advertising that goes' Half of my advertising budget is wasted. I just don't know what half'
Fortunately for you, this can be avoided by tracking your marketing campaigns in your CRM. By passing UTM parameters, landing page data, and other marketing channel information into your CRM you can report on what campaigns drove leads, customers & revenue.
Here’s how Attributer can help you capture UTM parameters in Microsoft Dynamics CRM.
4 steps for capturing UTM parameters in Microsoft Dynamics CRM
Using Attributer to capture UTM parameters in Microsoft Dynamics CRM is easy. Here's how to do it in 4 easy steps:
1. Add UTM variables to your ads
The first thing you need to do to start tracking UTM parameters in your CRM is to add them to your ads and campaigns. This allows Attributer to determine exactly where your website visitors are coming from, and in turn, pass them through to your CRM for reporting on.
You should add UTM parameters to any ads or campaigns you are running. This could be on social media platforms like Facebook, LinkedIn, Instagram, and Twitter, or on search engines like Google and Bing. It's even a good idea to use them on bespoke campaigns as well, such as advertisements you may have in trade publications, email campaigns, etc.
2. Add hidden fields to your forms
The second step is to add hidden fields to your lead capture forms (I.e. your Contact Us form, Request A Demo form, whitepaper download forms, etc). The hidden fields you need to add to these forms are:
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Most form-building tools (like Contact Form 7, Gravity Forms, Wufoo, etc) make it easy to add hidden fields, and if you're using a custom HTML form on your website is as simple as adding input type=”hidden” to the specific fields.
3. Attributer automatically completes the hidden fields with UTM data
Here's where the magic happens. When a visitor completes a form, Attributer automatically populates the form's hidden field with the UTM data.
Let's say you're doing marketing for Dropbox and someone comes to your site from your Brand campaign in Paid Search. Attributer then would fill in the hidden fields in this manner:
- Channel = Paid Search
- Channel Grouping 1 = Google
- Channel Grouping 2 = Brand Campaign
- Channel Grouping 3 = Dropbox
In addition to the values from the UTM codes, Attributer also captures the site visitor's first landing page (i.e. dropbox.com/features/content-collaboration) as well as the first landing page group (i.e. Features).
4. UTM parameters are passed into Microsoft Dynamics CRM
Now when the visitor submits the form, the channel data (extracted from the UTM variables) is then passed into Microsoft Dynamics CRM. Along with this is the landing page data and of course, the visitor's contact info entered in the form.
It's now up to you to do whatever needs to be done so your marketing efforts will be guided accordingly. It's always a good idea to report on it using a business intelligence software that works for you.
Through this process, you should be able to view how many Closed Won deals a channel has brought in, what the current conversion rate is, and which of your channels can be credited for bringing in the most leads.
What is Attributer?
As you can see from the steps above, Attributer makes it easy to get UTM parameters into Microsoft Dynamics CRM.
But what is Attributer, and how does it actually work?
Attributer is a script that, when placed on your website, collects visitor data such as what they clicked on to get to your site. After collecting the technical data, Attributer designates it under a series of channels (such as Paid Social, Paid Search, or Organic Search) and stores it in a cookie in the browser the visitor is using.
When the visitor completes a form and submits it, the visitor becomes a lead, and Attributer sends off the lead's information as well as the technical data to your customer relationship management software.
Attributer was born from a need to know exactly which channels were bringing in genuine leads, not just visitors. Built by a B2B marketing consultant who initially just wanted to make working with clients easier, Attributer is now available for digital marketers and B2B owners who want to get more out of marketing analytics.
Why using Attributer is better than capturing raw UTM parameters
Of all the tools you can use, why choose Attributer?
Simple: Attributer doesn't only capture raw UTM parameters, like most other tools do. It does a whole lot more, including:
1. Captures all traffic
Attributer is able to capture all traffic sources, and we mean all of them, including those where UTM parameters aren't present. For instance, Attributer captures channel information on visitors who land on your site through channels that may not have UTM parameters, such as Organic Search, Referral, Organic Social, Direct, Email, and more.
Attributer sends all of this information into Microsoft Dynamics CRM and so you know where all of your leads are originating from, regardless of whether they're coming from paid ads or not.
2. Provides cleaner data
Capturing raw UTM parameters is usually chaotic and you end up with a lot of messy data.
Here's an example. Imagine some of your LinkedIn campaigns are tagged with UTM_Source=LinkedIn.com (capital L and I), others with UTM_Source=linkedin (lowercase, no domain), and others with UTM_Source=li.
When you want to see how many leads your LinkedIn campaigns brought in and you try to run reports in Microsoft Dynamics CRM, you'll be presented with three different sources of traffic that are really just the same. You'll need to manually stitch all these together just to know how many leads came from your LinkedIn campaigns.
Attributer helps you avoid this extra step because it already takes the possibility of inconsistencies (like capitalization and such) into account. It will attribute leads to Paid Social, and you get cleaner data.
3. Captures landing page data as well
If you want to know how well certain content on your site is doing (I.e. your blog) in terms of bringing in customers and leads, you can rely on Attributer to help you out.
In addition to UTM parameters and other channel information, Attributer also captures landing page data (the exact landing page and the landing page category included). This means you'll be able to assess the performance of your content, whether it's a quick listicle or an in-depth piece you spent days perfecting.
If you're looking for ways to make capturing UTM parameters in Microsoft Dynamics CRM more efficient, then Attributer is the tool to have.
Not only does Attributer excel at capturing and passing UTM codes into Microsoft Dynamics CRM, but it also seamlessly captures and gives you data on leads coming from channels without UTMs, such as Organic Search, Referral, Organic Social, and others.
The best thing about this is that it costs nothing to get started using Attributer - so claim your free trial today!
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