The easiest way to get UTM Parameters into ActiveCampaign

Know what marketing channels & campaigns are generating your leads, customers & revenbue by tracking UTM parameters in ActiveCampaign

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As a business owner or a marketer, it is crucial that you understand the effectiveness of your marketing efforts so you know which marketing tactics to focus and hone in on, and which ones to abandon.

The best way to do this is to capture UTM parameters and other marketing attribution data about every lead you generate. This will allow you to run reports that show which campaigns and channels are generating you the best leads.

In this article, we'll show you how Attributer can help you capture UTM parameters in the ActiveCampaign and use them to better understand the success of your marketing efforts.

4 steps for capturing UTM parameters in ActiveCampaign

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

1. Add UTM variables to your ads

Dropbpox UTMs

To get started, you need to add UTM parameters behind every ad and campaign you're currently running. Most marketers do this anyway, but if you're not using UTM parameters then you're missing out on a powerful tool to measure your marketing efforts.

Add UTM parameters to paid ad campaigns (Facebook, LinkedIn, Instagram, Twitter, Google, Bing, etc.), social media bios, guest blogs, trade publication campaigns, and email marketing, to name a few. Wherever you link to your website, make sure you're including UTM parameters on those links.

2. Add hidden fields to your forms

Add Hidden fields

Next, you need to add hidden fields to your website forms. These hidden fields don't appear on the form when it's shown to your website visitors, but still existing on the form in the background, allowing tools like Attributer to write information into them.

You'll need to add the following 6 hidden fields to your website forms:

  • Channel
  • Channel Drilldown 1
  • Channel Drilldown 2
  • Channel Drilldown 3
  • Landing Page
  • Landing Page Group

If you are using ActiveCampaign's built-in form builder then instructions for adding the hidden fields can be found here.

If you're using a 3rd party form builder (like Gravity Forms, WP Forms, etc.) then it's as simple as adding 'Hidden' field types to your form.

3. Attributer automatically completes the hidden fields with UTM data

Populate hidden fields

Now that everything is set up, when a user fills out a lead generation form on your website, Attributer will add the UTM parameters to the six hidden fields.

Using a Dropbox ad as an example, let's take a look at how Attributer works.

Imagine a user searches for "ways to share large files" in Google, and at the top of the paid results is a Dropbox ad.

The user clicks the ad, arrives on a Dropbox landing page where they fill out a form to request a product demo.

Using the UTM parameters captured as the user landed on the website, Attributer completes the six hidden fields to look something like this (depending on the UTM parameters used):

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

Attributer also includes the landing page and subdirectory:

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

4. UTM parameters are passed into ActiveCampaign

UTM data sent to CRM

Finally, when a user submits a one of your website forms, all the UTM parameters and landing page data from Attributer are submitted and sent to ActiveCampaign.

With this data, you can then run reports that show you how many leads & customers you got from each channel or campaign and determine the ROI of each of them.

What is Attributer?

Simply put, Attributer is a piece of code that runs on your website.

Whenever a person lands on your site, the Attributer code will do its thing to figure out how this person found your site, categorising each visitor into various channels such as Paid Search, Paid Social, Organic Search, etc. and storing it as a cookie in the visitor's browser.

When that visitor submits a lead form, the marketing channel information is passed along with the lead details into your ActiveCampaign.

Attributer was created by Aaron Beashel, a B2B marketing consultant who realized he needed a tool to identify which channels were actually producing leads and customers as opposed to just visitors which is available from tools like Google Analytics.

"I originally built it to use on my client's website, but after a while, I realized it could be useful for businesses everywhere"

Why using Attributer is better than capturing raw UTM parameters

There are other tools in the market that can just capture raw UTM parameters and pass them into ActiveCampaign. But Attributer does more, including:

1. Captures all traffic

Attributer records and stores ALL traffic sources to your website, not just the users who arrive via UTM links. So, even if a user doesn't have UTM links (because they came from channels like Organic Social, Organic Search, Direct, Referral, etc.) Attributer will still send information into ActiveCampaign.

This means that you can run reports that show where ALL of your leads are coming from, not just those that come from your paid ad campaigns.

2. Remembers the data across pageviews and sessions

If you're using one of the other UTM capturing tools on the market, the UTM parameters need to be present on the same page where the user completes your form in order for them to be passed into ActiveCampaign

This is a problem.

Let's say someone clicks on your Facebook Ad and then is redirected to the landing page that you set up for that marketing campaign.

From there, that user clicks 'Request A Demo' and is redirected to another page to complete the demo request form. Because the landing page and the form page are different, UTM parameters are lost meaning that marketing data can't be passed into ActiveCampaign.

But with Attributer, we plan for these exceptions and so store UTM data into the user's browser instead. What this means is that the original UTM parameters are never lost and so regardless of which page the user completes your form on, the UTM parameters will be successfully passed into ActiveCampaign.

3. Provides cleaner data

If you've used UTM parameters in the past, you'll know that raw UTM data is often messy and inconsistent. This inconsistency invariably leads to inaccurate reporting, which defeats the point of tracking your leads.

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 on this data, your CRM will identify three separate traffic sources instead of one.

Attributer can help with this though. It knows to expect these types of UTM parameters, correct any capitalization and other inconsistencies, and ascribe leads to the correct channel regardless.

3. Captures landing page data as well

Not only does Attributer capture UTM parameters and other channel data, but it also captures the landing page (I.e. attributer.io/blog/capture-utm-parameters) and the landing page category (I.e. /blog).

With this landing page data, you can further understand how effective those content pieces you spend hours writing and editing actually are.

And, because Attributer captures both the landing page and its group, you can analyze how groups of content are performing (I.e. your blog) as well as understand the performance of individual pages or pieces of content (I.e. individual blog posts).

Wrap up

Attributer is more than just your standard UTM capturing tool. But, don't just take our word for it, try it yourself for free for 14 days today!

Get Started For Free

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