A better way to get UTM Parameters into Keap
Discover how to track UTM parameters in Keap in order to identify what marketing tactics are generating potential leads and customers
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 Keap so you can get the kind of reporting you need.
4 steps for capturing UTM parameters in Keap
Using Attributer to capture UTM parameters in Keap 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 next thing you need to do is to add hidden fields to your lead capture forms (I.e. Your Request A Demo form and your whitepaper download form). Hidden fields, as their name suggests, are fields that are technically on the form but are visible to your website visitors. We'll explain the significance of this in the next step.
The hidden fields that you need to add are:
• Channel Drilldown 1
• Channel Drilldown 2
• Channel Drilldown 3
• Landing Page
• Landing Page Group
In most form builders, adding hidden fields is simply a case of dragging it into your form or changing a setting on a standard text field. If you're working with a custom HTML form, you can define a hidden field by adding input type=”hidden” to the form field.
3. Attributer automatically completes the hidden fields with UTM data
When a visitor to your website fills out a form, Attributer - which can 'see' the hidden fields - populates these fields with the UTM data from the first step above.
Here's a scenario to help you picture Attributer at work:
Aaron is in dire need of a tool that can automatically sync files so he can access them offline. He sees a Dropbox ad in a Google Search, gets interested, and clicks. On the site, he fills out the Request A Demo form.
In the background, Attributer has detected that he came from Google (based on the UTM parameters) and completed the hidden fields on the Request A Demo form.
It would have added the following values to the form:
• Channel: Paid Search
• Channel Grouping 1: Google
• Channel Grouping 2: Brand Campaign
• Channel Grouping 3: Dropbox
• Landing Page Group: Features
• Landing Page: www.dropbox.com/features/sync/
The 'Channel' fields are based on the UTM parameters, and the Landing Page and Landing Page Group fields are based on Aaron's interaction with the website.
4. UTM parameters are passed into Keap
Now when Aaron submits the form, the channel data (extracted from the UTM variables) is then passed into Keap. Along with this is the landing page data and of course, Aaron's contact info that he 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 like our friend Aaron.
What is Attributer?
As you can see from the steps above, Attributer makes it easy to get UTM parameters into Keap.
But what is Attributer, and how does it actually work?
When placed on your website, Attributer collects visitor data, such as what they clicked on to get them there. 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 cookie form 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 Keap 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
Attributer gives you a cleaner, more organized data. One of the problems with capturing UTM parameters raw is that you inevitably end up with loads of messy data that can make Marie Kondo cry.
As an example, imagine some of your Twitter campaigns are tagged with UTM_Source=Twitter.com (capital T), others with UTM_Source=twitter (lowercase, no domain), and others with UTM_Source=tw.
When you run reports in Keap with just these raw UTM parameters to see how many leads your Twitter campaigns have brought you, you get three different sources that you would then have to stitch together.
With Attributer, you don't have to deal with this because it takes the possibility of capitalization and other inconsistencies into account, and will ascribe leads to Paid Social.
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.
Attributer exceeds expectations as a UTM parameter capturing tool because it does a whole lot more.
Attributer captures and passes UTM parameters into Keap while also giving you data on leads from channels where UTM parameters aren't present It could be from Organic Social, Organic Search, Referral, or other channels.
Ready to experience what Attributer can do for you? It's free to try, so get started using Attributer today.
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