How to track Zoho CRM's UTM parameters

Discover how to track UTM parameters in Zoho CRM in order to identify what marketing tactics are generating potential leads and customers

CRM Profile

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 Zoho CRM.

4 steps for capturing UTM parameters in Zoho CRM

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

1. Add UTM variables to your ads

Dropbpox UTMs

The first thing you need to do to start tracking UTM parameters in your CRM is to add them to your ads and campaigns. This allows Attributer to determine exactly where your website visitors are coming from, and in turn, pass them through to your CRM for reporting on.

You should add UTM parameters to any ads or campaigns you are running. This could be on social media platforms like Facebook, LinkedIn, Instagram, and Twitter, or on search engines like Google and Bing. It's even a good idea to use them on bespoke campaigns as well, such as advertisements you may have in trade publications, email campaigns, etc.

2. Add hidden fields to your forms

Add Hidden fields

The next thing you need to do is to add hidden fields to your lead capture forms (I.e. Your Request A Demo form and your whitepaper download form). Hidden fields, as their name suggests, are fields that are technically on the form but are visible to your website visitors. We'll explain the significance of this in the next step.

The hidden fields that you need to add are:

• Channel
• Channel Drilldown 1
• Channel Drilldown 2
• Channel Drilldown 3
• Landing Page
• Landing Page Group

In most form builders, adding hidden fields is simply a case of dragging it into your form or changing a setting on a standard text field. If you're working with a custom HTML form, you can define a hidden field by adding input type=”hidden” to the form field.

3. Attributer automatically completes the hidden fields with UTM data

Populate hidden fields

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 Attributer at work:

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 Zoho CRM

UTM data sent to CRM

Now when Aaron submits the form, the channel data (extracted from the UTM variables) is then passed into Zoho CRM. Along with this is the landing page data and of course, Aaron's contact info that he put 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?

As you can see from the steps above, Attributer makes it easy to get UTM parameters into Zoho CRM.

But what is Attributer, and how does it actually work?

When placed on your website, Attributer collects visitor data, such as what they clicked on to get them there. After collecting the technical data, Attributer designates it under a series of channels (such as Paid Social, Paid Search, or Organic Search) and stores it in cookie form in the browser the visitor is using.

When the visitor completes a form and submits it, the visitor becomes a lead, and Attributer sends off the lead's information as well as the technical data to your customer relationship management software.

Attributer was born from a need to know exactly which channels were bringing in genuine leads, not just visitors. Built by a B2B marketing consultant who initially just wanted to make working with clients easier, Attributer is now available for digital marketers and B2B owners who want to get more out of marketing analytics.

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 Zoho CRM raw. It also:

1. Captures all traffic

Attributer keeps a record of all sources of traffic to your site and passes this on to Zoho CRM. 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

Attributer gives you a cleaner, more organized data. One of the problems with capturing UTM parameters raw is that you inevitably end up with loads of messy data that can make Marie Kondo cry.

As an example, imagine some of your Twitter campaigns are tagged with UTM_Source=Twitter.com (capital T), others with UTM_Source=twitter (lowercase, no domain), and others with UTM_Source=tw.

When you run reports in Zoho CRM with just these raw UTM parameters to see how many leads your Twitter campaigns have brought you, you get three different sources that you would then have to stitch together.

With Attributer, you don't have to deal with this because it takes the possibility of capitalization and other inconsistencies into account, and will ascribe leads to Paid Social.

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.

Wrap up

If you're looking for ways to make capturing UTM parameters in Zoho CRM more efficient, then Attributer is the tool to have.

Not only does Attributer excel at capturing and passing UTM codes into Zoho 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!

Get Started For Free

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