The easiest way to track your Google Ads campaigns in Keap
Know which of your Google Ads campaigns attract leads, opportunities and customers by tracking Google Ad campaigns in Keap.
Understanding the Google Ad campaigns that are yielding the bulk of your customers, leads, and opportunities, you’ll know which campaigns are worthy of keeping and which ones to let go of.
You can monitor each of your campaign’s performance by sending Google Ads data into Keap. You can view the number of leads, opportunities, and customers in each campaign and run reports in Keap to know which campaigns produce a positive ROI and which don’t.
In this article, you’ll learn how to use Attributer to send Google Ads data into Keap with the lead’s information and ultimately use this data to track your Google Ads campaigns’ efficiency.
What is Attributer?
Attributer is basically a piece of code you set up on your site. Once it’s been set up, Attributer will browse through technical data every time a visitor arrives at your site to establish where they came from.
Attributer will then group each visitor according to a series of channels like paid social, paid search, organic search, etc., and store this information as a cookie in the visitor’s browser. Once that visitor submits a form on your site, the channel information will be sent into Keap by Attributer alongside all the data entered by the lead in your form (e.g., their name, email, company, etc.)
So once a new lead enters Keap from one of your Google Ad campaigns, it may look like this:
As displayed in the image above, Attributer has sent the lead’s origin data ‘paid search’ together with the other information like the ad group name, campaign name, etc. Attributer has passed the visitor’s landing page data as well.
4 simple steps to track your Google Ads campaigns in Keap
Attributer makes it easy to track Google Ads campaigns in Keap. Here’s how it works:
1. Add UTM parameters to your Google Ads campaigns
To kick off your Google Ad campaign tracking in Keap, you must add UTM parameters to each ad.
If it’s your first time hearing of UTM parameters, it’s totally fine. They’re just extra text you add at the end of the URLs you send to people from your campaigns.
For example, if the page you want to send is attributer.io/integrations/salesforce, then your final URL with UTM parameters may look something like this:
Yes, you can assemble the UTM parameters any which way you want, but the proven best practice for Google Ads is the following:
- UTM Medium = Paid search
- UTM Source = Google
- UTM Campaign = The name of your Google Ads campaign
- UTM Term = The name of the ad group the ad belongs to
- UTM Content = The specific ad
Tagging your URLs with UTM parameters is simple. There are also free tools readily available online that can help you build them.
2. Add hidden fields to your forms
After the first step, you need to add a number of hidden fields to your lead capture forms. These fields you’re about to add aren’t visible to the end user and work behind the scenes, which means that tools such as Attributer can work with the hidden fields without the user seeing anything.
The hidden fields that you need to add are the following:
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Adding hidden fields is easy with most form-building tools such as Jotform, Wix Forms, etc. You must simply drag and drop a ‘hidden’ field type into your form. Steps to do this for different form builders can be seen here.
3. Attributer writes Google Ads data into the hidden fields
Once the hidden fields are up and running, and the user completes a form, Attributer fills the hidden fields up with the values you put in your UTM parameters.
For instance, let’s pretend I was a marketer at Dropbox, and an individual arrives at my site from one of my brand campaigns in paid search. Attributer would then populate the hidden fields as such:
- Channel = Paid search
- Channel Drilldown 1 = Google
- Channel Drildown 2 = Brand campaign
- Channel Drilldown 3 = Free account ad
The visitor’s first landing page (e.g., dropbox.com/features/cloud-storage) and the first landing page group (e.g., features) are also captured alongside the values from the UTM parameters.
4. Google Ads data is sent into Keap
Ultimately, all of the Google Ads data from the UTM parameters, along with the landing page data, the lead’s name, email, phone, etc., are sent into Keap every time a visitor submits a form on your site.
When the data is inside Keap, you can build a report using Keap’s native reporting tools or a BI tool like Tableau or Looker to run more advanced reports there.
Example reports you can create
After you've completed the 4 steps above and used Attributer to capture Google Ads data in Keap, you will get to run reports similar to the following:
1. Leads by campaign, ad group or ad
This chart provides information on the number of generated leads each month from your Google Ads, further categorized by the Google Ads campaign where the visitors came from.
When this report is studied over time, you will be able to see both the monthly breakdown of leads by campaign and the changes that occurred over time. Moreover, you can also view the impact of the optimizations and changes you’ve applied to your Google Ads’ generated leads.
2. Customers by campaign, ad group or ad
This report displays the number of generated new monthly customers from your Google Ads. The data shown are grouped according to the channels the visitors came from.
Comparing this graph to the leads graph can be intriguing, especially when you discover that some campaigns are bringing in leads that do not convert to customers. When this happens, it can be a decisive moment wherein you choose whether or not to continue investing in these campaigns.
3. Revenue by campaign, ad group or ad
This report displays the monthly revenue generated, categorized by the channel where the customer originated from.
This information can help monitor the overall ROI of your marketing efforts. For instance, the above graph states that $236,156 in new revenue was generated from paid social ads in March. If the customer spent less than this on the ads, it’s a positive ROI and worth continuing.
Why using Attributer is better than capturing raw UTM parameters
There are many options when it comes to capturing UTM parameters and using them to track your Google Ads in Keap, so why choose Attributer instead?
1. Captures all traffic
Attributer is an exceptional marketing attribution tool for capturing UTM parameters and passing them into Keap. This way, you can monitor your Google Ads campaigns.
Attributer also sends into Keap the information on visitors who arrive at your site using other channels like direct, referral, organic search, organic social, etc.
With this, you will be able to create reports in your CRM to determine where your leads and customers originated. In other words, you will be able to determine the source of ALL your leads, not just the usual ones from your Google Ads campaigns.
This information can be essential when your SEO efforts bring in most of your leads and customers instead of your Google Ads campaigns, as it can help you invest accordingly.
2. Remembers the data
Nearly all tools and systems for capturing UTM parameters demand the UTM parameter to be present on the page where the form is completed. This requirement can be challenging when the page on which a visitor submits your form isn’t the same page where they landed on your ad.
For instance, someone clicks on one of your Google Ads and is led to a landing page you created for this specific campaign. When visitors decide they want your product or service, they click on the ‘Get A Demo’ button and are taken to a different page to complete your request form. This means that the page they completed a form isn’t the same as the one they initially landed on. Hence the UTM parameters are lost.
This won’t happen with Attributer because it stores the UTM parameters as a cookie in the user’s browser. So no matter what page the user completes a form on, Attributer will always send the UTM parameters to your CRM.
Regardless of the visitor’s browsing activity on your site before completing your form, you’ll always be able to track them back to your Google Ads.
3. Provides cleaner data
One of the common challenges when using other tools for capturing raw UTM parameters is ending up with messy data, which makes running accurate reports near to impossible.
For instance, imagine some of your Google Ads campaigns are tagged with UTM_Source= Google.com (capital T), others with UTM_Source= google (lowercase, no domain), and others with UTM_Source= adwords.
If you send this raw UTM data into Keap and use it to determine the number of leads your Google Ads campaign generated, the results will show up as three different sources that you need to stitch together manually.
You won’t have to deal with this with Attributer because it can recognize the possibility of capitalization and other inconsistencies and would ultimately appoint leads to the paid search channel regardless.
4. Records landing page data
Have you ever been curious about the number of leads and customers that your blog attracts? How about the ones from the in-depth content pieces you worked on for hours?
More than capturing the channel data, Attributer also captures the landing page (i.e., attributer.io/blog/capture-utm-parameters) and the landing page category (i.e., /blog).
With this information available, you can monitor the performance of different sections on your site (e.g., blog) regarding leads, customers, and revenue generation.
Moreover, since it captures both the landing page and landing page group, you can view your entire blog section’s performance and focus in on individual blog posts’ performance.
If you want to track the efficiency of your Google Ads in Keap, then marketing attribution tool Attributer is an excellent solution.
Attributer will capture the UTM parameters behind your Google Ad campaigns and send them to Keap, wherein you can run reports that show the campaigns where your leads and customers have come from.
Attributer will also provide you with information on leads that come from other channels, allowing you to track the source of ALL your leads. With all these, you will achieve informed decisions better and faster on how to grow your business.
On top of all these, it’s free to get started. What are you waiting for? Start your free trial today.
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About the Author
Aaron Beashel is the founder of Attributer and has over 15 years of experience in marketing & analytics. He is a recognized expert in the subject and has written articles for leading websites such as Hubspot, Zapier, Search Engine Journal, Buffer, Unbounce & more. Learn more about Aaron here.