End to End Tracking Ultimate Guide Part 1

by Eric Tonk

The majority of companies from enterprise organizations, medium size enterprises to small businesses all struggle with clean reporting data that is actionable for the business, which includes a proper end to end tracking.

The leading cause of errors in reporting, tracking and pipeline attribution analysis is due to poor best practices and wrong internal setups regarding most important pieces of software for any company, CRM data, and marketing automation data.

You can have the best tools such as LinkedIn Lead Accelerator but that doesn’t mean anything without good tracking.

Within digital marketing one of the leading inbound sources of push orientated leads is the channel of PPC and more specifically Google Adwords ad platform. The majority of the digital marketing spend is used on AdWords and this lead generation platform is relied upon as the main source to acquire net new names within any CRM, the majority its SalesForce.

Google AdWords allows for optimization to ensure that the correct advertisement is supplied to the end user during the specific phase of his or her customer journey.

Here’s an example of a digital customer journey:

PPC journey w/ end to end tracking

One an advertisement is clicked:

This is how an AdWords advertisement looks like

The “searcher” lands on a landing page that delivers the offer that the ad was promising. In the example above, the promise was a “white paper”, which is another way of saying that by supplying your information that in return we will give you a PDF file that contains a vast amount of knowledge about a certain subject.

Now the goal here is to ensure that the marketing automation software that inserted the form to collect the “searchers” data to send the “white paper” is communicating to the CRM (customer relationship tool) database and that the form fields add that “searchers” name into the CRM database for further communication by SDR’s and field representatives.

marketo database should be pushing data into SFDC

The problem that most companies face is that the data parameters that the Marketo landing pages and forms set such as UTM link code do not push the advertising data into SFDC at a deeper level than just campaign level data.

For example, if a sales representative saw that a lead came in through paid advertising programs, the rep would simply know the campaign came from PPC and the campaign’s name was Business Intelligence Analytics Campaign within North America but nothing else. There would no context as to what keyword the individual typed into the Google search query box to reach the advertisement but ONLY that a lead came from this campaign.

A true end to end tracking would ensure that not only is the campaign name showing but also the ad group and finally tie keyword that brought the lead.

UTM links allow for ad group and keyword level data to show up within the CRM because it takes the link that adds those parameters of the UTM link into SFDC to give a more detailed view.

This can be an entire e-book within itself and I plan to develop something for both marketing operations and also digital marketing in the near future to help both parties solve this on-going predicament. For the sake of time, I will provide the high-level steps needed for this to work.

checklist of UTM's, salesforce, marketo all acting together to give clean data

First off, working with marketing operations… They will be the admins on Salesforce.com data. In other others, they have access to the database that your company markets too. Regardless if the lead came from a digital marketing program such as PPC or an offline event.

Digital Marketing usually has control of the marketing automation software such as Marketo that uses forms to collect data about the end user in exchange for some sort of asset or more information.

Now the goal is to ensure that the marketing automation software database is talking directly to the SFDC database and the information is seamlessly being passed between each other. Outside of the form itself that contains fields, which populate within SFDC, there is one other critical reporting measurement that needs to be recorded for success. This is the UTM structure of the link that shows up after an end user clicks on an advertisement.

When an ad is clicked a “session” is started and all of the data from the inception of that session is collected as specifically just that “session”. It’s important that the link within that session aka UTM contains the correct parameters so not only is form data passed through when the unique ID is created after the end user fills out a form but also other variables are taken into account such as the ad group, keyword, campaign etc…

UTM parameters

In SFDC the UTM parameters set in the ad link provide additional data that allows the SDR’s to adjust their messaging, pitch and further assets accordingly. If this is all done correctly, then on Salesforce.com a module will be populated that is in dashes within the image below:

unique ID UTMs in salesforce

See how it shows the keyword term, campaign, source, medium, content etc.. Not only is this good for the sales representative but now as a PPC expert, I can utilize this data to see which keywords attribute to pipeline regardless of how many conversions they are getting. This way I can cut the fat off AdWords campaigns that are just eating up budget or campaigns that convert but don’t become MQL’s, SQL’s and finally closed/won business

Want to Learn Part Two of Putting This Together? Contact Me 

 

P.S – You can inMail me if you’d like, I always respond to the needy.

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