4 simple steps to get UTM Parameters into Microsoft Dynamics CRM
Identify which marketing channel attracts 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.
What is Attributer?
Attributer is a small piece of code 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 categorises it into 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 on your website and becomes a lead in Microsoft Dynamics CRM, Attributer will pass in the UTM parameters and other attribution data.
Attributer was born from a need to know exactly which channels were bringing in genuine leads, not just website visitors. Built by a B2B marketing consultant who initially just wanted to make working with his own clients easier, Attributer is now available for digital marketers and B2B business owners who want to get more out of marketing analytics.
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
Before setting up anything in Microsoft Dynamics CRM, you'll need to make sure all your ads and marketing campaigns use UTM parameters.
Attributer will then work with Microsoft Dynamics CRM to capture the UTM parameters and pass them on to your CRM for accurate reporting.
To get the most up-to-date data, add UTM parameters to almost everything. This includes paid ads, guest blogs, social media bios, advertisements in trade publications, email marketing, and even your email signatures. The idea is that you want every link pointing to your website to have UTM parameters so you can get data from all sources.
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
With UTM parameters added to all your campaigns and hidden fields set up in your form, it is time to start capturing data.
When a user completes a form on your site (like the Contact Us form or a Request a Quote form), Attributer will complete the hidden fields you added to your forms with data from the UTM parameters you added to your campaigns, and this data will be sent to Microsoft Dynamics CRM alongside the lead’s details (I.e. their name, email, phone, etc)
To illustrate this, let’s imagine you run a cloud storage tool (like Dropbox) that’s named Data Storage+.
When a user performs a Google search for "ways to share large files" your ad will appear in the paid search results. After clicking on the Google ad, the user will is taken to a landing page and fills out a form to request a product demo.
In the background, Attributer will write the data from the UTM parameters into the hidden fields on your form. In the end, it will probably look a little something like this:
- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = Brand Campaign
- Channel Drilldown 3 = Data Storage+
On top of this, Attributer will also provide the landing page and subdirectory the user landed on so that more information can be gathered:
- Landing Page = www.datastorageplus.com/features/share
- Landing Page Group = Features
4. UTM parameters are passed into Microsoft Dynamics CRM
Finally, when a visitor submits the form on your website, all of the Channel data (derived from the UTM parameters) and the Landing Page data is passed into Microsoft Dynamics CRM along with the name, email, phone, etc of the lead.
Once inside Dynamics CRM, you can then report on it using your existing reporting tools (I.e. the reporting tools built into Microsoft Dynamics CRM, or even BI tool like Microsoft Power BI).
This will allow you to see what channels are bringing the most leads, what the conversion rate to Opportunity is, how many Closed Won deals have come from each channel, etc.
Why using Attributer is better than capturing raw UTM parameters
There are other tools for capturing UTM parameters in Microsoft Dynamics CRM, so what makes Attributer different than these other tools?
If Attributer simply captured UTM parameters, it wouldn't be any different. Instead, what makes Attributer unique is the following:
1. Captures all traffic
Attributer captures tracking data for all the users on your website, not just those with UTM parameters.
This includes visitors who arrive from Organic Social, Organic Search, Direct, Referral, etc.
For most businesses, these organic channels actually make up majority of their visits and leads, so with Attributer you're able to see the full picture of what's driving your growth.
2. Works across pages & sessions
Most other tools for capturing UTM parameters require the UTM parameter to actually be present on the page where the form is completed. This is a problem because the page the visitor completes a form on may not be the same page they landed on from your ad.
As an example, imagine someone clicks one of your Google Ads and goes to a landing page you created for that campaign.They then click the ‘Contact Us’ button and are taken to a different page to complete your contact form. This would mean that the page they complete the form on is not the same page they originally landed on, so the UTM parameters are lost.
Attributer works differently. It stores the UTM parameters in a cookie in the user’s browser, meaning that regardless of what page they complete your form on the data can be sent through to Microsoft Dynamics CRM.
3. Provides cleaner data
As well as capturing tracking data, Attributer also acts as a UTM cleaner. If you have worked with UTM links before, you'll know that the raw data is often messy and inconsistent.
For example, imagine some of your Google campaigns are tagged with UTM_Source=Google.com (capital G), others with UTM_Source=google (lowercase, no domain), and others with UTM_Source=gg.
When trying to run reports in your CRM, these will look like 3 different traffic sources. Attributer however, can identify changes in capitalization and other formatting differences and will still categorise these leads as 'Paid Search'
3. Captures landing page data as well
In addition to the channel data, Attributer also collects the landing page and subdirectory for each user.
For example, if a user lands on attributer.io/blog/capture-utm-parameters, Attributer will capture the page URL (attributer.io/blog/capture-utm-parameters) and the subdirectory or category (/blog).
Now you can determine which pages and subdirectories generate the most leads and ROI – a powerful feature for marketers wanting to learn exactly where to focus future marketing budget, effort and resources.
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 parameters 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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It's free to get started with Attributer, and paid plans start at just $49 per month