The easiest way to get UTM Parameters into Insightly
Track UTM parameters in Insightly and know what marketing campaigns are effectively bringing in 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 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 Insightly so you can get the kind of reporting you need.
4 steps for capturing UTM parameters in Insightly
Using Attributer to capture UTM parameters in Insightly is easy. Here's how to do it in 4 easy steps:
1. Add UTM variables to your ads
You won't be able to capture UTM parameters if they don't exist, so you need to make sure you add UTM codes to all of your ads and campaigns.
This includes ads on social platforms like Facebook, Twitter, Instagram & LinkedIn as well as search engines like Google & Bing. You should also add UTM codes on bespoke campaigns you conduct on other sites and publications (such as industry news sites, partner websites, etc).
2. Add hidden fields to your forms
The second step involves integrating hidden fields in your lead capture forms (I.e. the forms you use to collect information from site visitors). These fields are not visible to end-users but still exist on the form, meaning tools like Attributer can interact with them without visitors seeing them.
It's quick and easy to add hidden fields in lead capture forms. If you're using a form building tool like Contact Form 7, Gravity Forms, Wufoo, etc then it's as easy as changing a few settings on your form. For those using custom HTML, just add input type="hidden" into your lead capture form's HTML code.
Here the hidden fields you need to add to your forms:
• Channel Drilldown 1
• Channel Drilldown 2
• Channel Drilldown 3
• Landing Page
• Landing Page Group
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 how Attributer works:
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 Insightly
Now when Aaron submits the form, the channel data (extracted from the UTM variables) is then passed into Insightly. 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?
From the steps above you can get an idea of how Attributer works to get UTM parameters into Insightly.
If you're interested in the more technical details around how it works though, Attributer is a nifty piece of code that, when placed on your website, looks at technical data such as UTM parameters, HTTP referrer information, device, etc. to ascertain where a particular visitor came from.
Based on that technical data, it then categorizes each visit into a series of channels - Paid Search, Organic Search, and Paid Social are good examples - and stores it in the visitor's browser as a cookie.
Then when that visitor completes a form on your website, Attributer writes those values to the hidden fields in your form and they are passed into your CRM.
Attributer was built by a B2B marketing consultant who saw the need for a tool that can be used to identify which channels were actually turning visitors into leads and customers. I originally built it to use on my client's website but after a while, I realized it could be useful for B2B marketers everywhere.
Why using Attributer is better than capturing raw UTM parameters
There's no shortage of tracking tools for online marketing campaigns and capturing UTM parameters, so why use Attributer?
Well, Attributer isn't like other tools that simply capture UTM parameters and send these off to Insightly raw. It also:
1. Captures all traffic
Attributer keeps a record of all sources of traffic to your site and passes this on to Insightly. This record includes not just UTM parameters, but also channel information on visitors to your site who arrive there through channels where there are no UTM parameters present (i.e. Organic Social, Organic Search, Direct, Referral, etc.).
So, because you've got all traffic sources, you'll be able to know where all of your leads are coming from, not just those arriving on your site through paid advertising.
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 Insightly, 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 Insightly more efficient, then Attributer is the tool to have.
Not only does Attributer excel at capturing and passing UTM codes into Insightly, 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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