How to track UTM parameters in Salesforce
Learn how to track UTM parameters in Salesforce so you know what marketing channels & campaigns are generating you leads, subscribers & customers
Do you know which marketing channels and campaigns are responsible for driving the majority of your leads and customers?
If not, it's likely you are wasting your precious marketing budget and won't know how to drive growth for your organization.
There is a solution though.
By capturing UTM parameters from your marketing campaigns and passing them into Salesforce alongside each lead, you can run reports that show you exactly what channels and campaigns are driving leads, customers & revenue.
In this article, we'll teach you how you can use Attributer to capture UTM parameters in Salesforce.
4 steps for capturing UTM parameters in Salesforce
Using Attributer to capture UTM parameters in Salesforce is easy. Here's how to do it in 4 easy steps:
1. Add UTM variables to your ads
In order for Attributer to know where your traffic is coming from, you need to add UTM parameters to your ads & campaigns.
This includes ads on social networks like Facebook, Twitter & LinkedIn, in search engines like Google & Bing, and in any bespoke campaigns, you do in places like trade publications.
To learn more about how to use UTM parameters and what values to put in each, see this article.
2. Add hidden fields to your forms
Next, you need to add some Hidden Fields to your lead capture forms. These hidden fields are:
- Channel Drilldown 1
- Channel Drildown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Most form-building tools make it easy to add hidden fields, or if you're using a custom HTML form on your website then you can simply add input type="hidden" to the form fields.
3. Attributer automatically completes the hidden fields with UTM data
Attributer monitors where your visitors are coming from and then when they complete a form on your website, it populates the hidden fields with the UTM data.
As an example, if I was Dropbox and person came to my website from my Brand campaigns in Paid Search, it would populate the hidden fields as follows:
- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drildown 2 = Brand Campaign
- Channel Drilldown 3 = Dropdox
On top of the values from the UTM parameters, it would also capture the visitors first landing page (I.e. dropbox.com/features/cloud-storage) and the first landing page group (I.e. Features)
4. UTM parameters are passed into Salesforce
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?
Now that you know the 4 steps to getting UTM parameters into Salesforce using Attributer, you might want to know a bit more about what it is.
In essence, Attributer is a piece of code that you place on your website. When a visitor arrives at your website, it looks at some technical things to determine where the visitor came from (the same things analytics software like Google Analytics looks at). It then categorizes it into a series of channels (like Paid Search, Paid Social, Organic Search, etc) and stores it as a cookie in the visitor's browser. Then, when that visitor submits a lead form, it passes that Channel information along with the lead details into your Salesforce CRM.
It was originally created by a B2B marketing consultant who saw that almost all of his clients were struggling to know which channels were actually driving leads & customers (as opposed to just visitors, which is easily available through tools like Google Analytics). I originally built it just for my clients to make it easier for me to work with them, but then realized it might be something that other marketers & B2B business owners could use.
Why using Attributer is better than capturing raw UTM parameters
There are other tools on the market that will simply capture raw UTM parameters and pass them into Salesforce as is.
Attributer on the contrary does more than this.
It looks at multiple different sources to determine where your visitors are coming from (including not just the UTM parameters, but other technical things Google Click ID or HTTP Referrer data) and categorizes the traffic into easily understand Channels like Paid Search, Paid Social, etc.
This is better than just capturing raw UTM parameters for the following reasons:
1. Captures all traffic
Attributer doesn't just capture your UTM parameters and pass them into Salesforce, but it captures the channel information on visitors who arrive on your site through channels where UTM parameters aren't present (I.e. Organic Search, Organic Social, Referral, Direct, etc).
This means you know where every lead comes from, not just the one's coming from your paid advertising campaigns.
2. Provides cleaner data
When you just capture raw UTM parameters, you usually end up with a lot of messy data.
For instance, imagine some of your Facebook Ad campaigns are tagged with UTM_Source=Facebook (capitalized), others with UTM_Source=facebook (uncapitalized), and others with UTM_Source=fb.
When you try to run reports in Salesforce to see how many leads come from your Facebook campaigns, they'll be 3 different Sources that you'll need to stitch together.
However, Attributer takes into account the possibility for these inconsistencies and will attribute a lead to Paid Social regardless of capitalization and other inconsistencies.
3. Captures landing page data as well
Ever wanted to know how many leads and customers come from your blog? Or those in-depth content pieces you spent hours writing?
Attributer not only captures UTM parameters and other channel data, but it also captures information like the landing page and landing page category, meaning you can see how well certain content on your site is performing as well.
If you're wanting to capture UTM parameters in Salesforce, then Attributer is a great solution.
Not only will it capture and pass UTM parameters into Salesforce, but it will also give you data on leads that come from channels where UTM's aren't present, such as Organic Search, Organic Social, Referral, etc.
Best of all, it's free to get started, so start your free trial today.
Get Started For Free
It's free to get started with Attributer, and paid plans start at just $49 per month