4 simple steps to get UTM Parameters into Sugar CRM

Identify which marketing channel attract leads, opportunities & customers by tracking UTM parameters in Sugar CRM

Sugar CRM Lead Profile

The key to growing any business is identifying what marketing channels, content & campaigns are generating leads & customers at a positive ROI, and then doubling down on those initiatives.

But if you can't measure exactly the amount of leads, customers & revenue being generated by your marketing efforts, how do you know which ones are working and which ones aren't?

The key to success is making sure you're tracking the source of every lead & opportunity in your CRM. That way, you can easily run reports that show which campaigns, content & channels are working.

In this article, we'll show you how to capture UTM parameters in Sugar CRM so you can get the kind of reporting you need.

4 steps for capturing UTM parameters in Sugar CRM

Using Attributer to capture UTM parameters in Sugar CRM is easy. Here's how to do it in 4 easy steps:

1. Add UTM variables to your ads

Dropbpox UTMs

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 marketing attribution tools like 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

Add Hidden fields

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
• 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

Populate hidden fields

When a user completes a form on your page, Attributer automatically completes the hidden fields you added to the form in Step 2 with data on how that visitor arrived at your site.

Let's take Dropbox as an example. A user googling ways to share large files comes across a Dropbox ad in Google Search Ads and clicks on it, and it leads the user to fill out a form to request a demo. Attributer would then complete the hidden fields with UTM data like that might look like this (depending on what you put in your UTM parameters):

- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = Brand Campaign
- Channel Drilldown 3 = Dropbox

On top of this, Attributer would also track what page they arrived on and pass it through in the hidden fields. Continuing the Dropbox example from above, it could be:

- Landing Page = www.dropbox.com/features/share
- Landing Page Group = Features

4. UTM parameters are passed into Sugar CRM

UTM data sent to CRM

Now when a visitor submits the form, the channel data (extracted from the UTM variables) is then passed into Sugar 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 Sugar CRM.

But what is Attributer, and how does it actually work?

Attributer is a small piece of code that when added to your website, collects visitor data such as how they arrived at 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 the Cookies in the browser the visitor is using.

When the visitor submits a form, Attributer sends this Channel and Landing Page data to Sugar CRM along with the information the lead entered on the form (name, email, phone, etc.)

From there, you can use the default reports in Sugar CRM (or a separate reporting tool) to build reports that show where most of your leads are coming from, what channels are converting best to Opportunity, what campaign have driven revenue and more.

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

What makes Attributer different from the other tools on the market that capture UTM parameters?

Here are three good reasons to use Attributer:

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 Sugar 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 Sugar 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

You work so hard at creating quality content on your blog, so wouldn't it be great to know how it's performing?

With Attributer, you'll be able to. Attributer not only captures UTM parameters and other channel data but also captures info such as the landing page (I.e. dropbox.com/blog/collaborate-word-docs) & the landing page category (I.e. Blog). This lets you see if your hard work is paying off or if you may need to tweak your content to bring in more leads.

Wrap up

If you're looking for a tool that would capture UTM parameters, you'll find that Attributer is just what you need.

However, Attributer does more than simply capturing and passing UTM parameters into Sugar CRM. It's also great at giving you information on leads that come from channels where you don't have UTMs, such as Referral, Organic Social, Organic Search, and the like.

So why not take it out for a spin? Start your free trial today!

Get Started For Free

It's free to get started with Attributer, and paid plans start at just $49 per month