The easiest way to get UTM Parameters into Pipedrive

Keep track of UTM parameters in Pipedrive and get to know what marketing campaigns are effectively bringing in leads and customers

Lead profile Pipedrive

It is important to identify which marketing channels and campaigns are the most effective in generating leads and sales.

Without the ability to do so, it is almost impossible to make smart decisions on which marketing strategies are the most impactful.

One way to identify the right channels and campaigns is to pass marketing attribution information (such as UTM parameters, landing page, and other marketing channel data) into your CRM. That way, you can create reports that identify what channels are driving leads, opportunities, customers, and revenue.

In this article, we'll show you how you can track marketing attribution information (such as UTM parameters) in Pipedrive

4 steps for capturing UTM parameters in Pipedrive

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

1. Add UTM variables to your ads

Dropbpox UTMs

Attributer 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

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

Now for the exciting part. When a site visitor submits a form, the landing page data, as well as the channel data acquired from the UTM parameters are sent to Pipedrive, together with the lead's name, email, phone number, and other information provided on the form.

Once the data is in Pipedrive, feel free to employ your reporting and other existing BI tools to create reports that can inform and guide your subsequent marketing plans.

Aside from knowing which of your channels are pulling in the highest number of leads, you should also be able to view the Closed Won deals from your channels, the conversion rate to opportunity, etc.

4. UTM parameters are passed into Pipedrive

UTM data sent to 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 your CRM along with the name, email, phone, etc of the lead.

Once inside your CRM, you can then report on it using your existing reporting tools (I.e. Salesforce reports, or your existing BI tool).

You should be able 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.

What is Attributer?

From the steps above you can get an idea of how Attributer works to get UTM parameters into Pipedrive.

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

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 designed to capture all sources of traffic before passing these into Pipedrive. This means you'll get not only UTM parameters but also channel information on users who visit your site through channels where UTM parameters may be absent (like Direct, Referral, Organic Social, Organic Search, etc.)

Because Attributer captures all traffic sources, you'll be able to know where each and every lead comes from, including the ones that don't come from your paid ad campaigns.

2. Works across pages & visits

For most other UTM capture software on the market, the UTM parameters have to be present on the page where the visitor completes the form in order for the marketing data to be successfully passed through to Pipedrive.

But what if the page they complete the form on is different to the landing page of your ad?

Let's say a user clicks on your Google Ads and lands on the landing page that you set up for that ad campaign. If they click the ‘Contact Us' button and are redirected to another page to complete your contact form then this would mean that the UTM parameters are lost.

But Attributer does things a bit differently. We store the UTM parameters in a cookie in the user's browser, meaning the original UTM parameters are never lost even when the user completes a form on a different page to where they landed.

3. 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 (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 Pipedrive, 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.

4. 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. & 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

Attributer exceeds expectations as a UTM parameter capturing tool because it does a whole lot more.

Attributer captures and passes UTM parameters into Pipedrive 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.

Get Started For Free

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