Integrating lead generation attribution with your ESP/CRM
As a marketer, your #1 objective is usually to add more leads to the top of your funnel. So you work hard to drive traffic to your website, you set up lead capture offers, you create landing pages, run ads to get people to your offers and you start getting leads.
The next question becomes, where did they come from? Which marketing campaign is driving the most leads?
“Half the money I spend on advertising is wasted. The trouble is I don’t know which half.”– John Wanamaker
Attributing leads and sales to successful marketing campaigns is the key to growing your business, because once you know which campaigns are leading to signups and sales, only then do you know how to properly optimize your marketing and allocate your resources.
For marketers using multi-touch channels like email marketing, first touch marketing attribution tends to become even harder. The point-of-sale may happen days, weeks or months after your customer’s first visit.
How do you keep a record of where a contact originally came from, what they did, and what offer ultimately lead to them purchasing?
At ConvertFlow, we’re making this easier than ever for marketers, especially marketers who focus on generating leads first, before going for the sale.
Once you’ve placed the ConvertFlow script, it starts tracking your visitors’ activity. It also records what website the visitor was originally referred from, and any URL parameters they visit your site with.
This gets associated with their contact record when they enter an email field.
Contact attribution fields
Referral URL: The referring domain that the visitor originally clicked from
First visit URL: The page URL that the visitor originally landed on
First submission URL: The page URL where the visitor entered their email address
UTM Source: The first-touch "utm_source" URL parameter value the visitor originally landed on the site with
UTM Medium: The first-touch "utm_medium" URL parameter value the visitor originally landed on the site with
UTM Campaign: The first-touch "utm_campaign" URL parameter value the visitor originally landed on the site with
UTM Term: The first-touch "utm_term" URL parameter value the visitor originally landed on the site with
UTM Content: The first-touch "utm_content" URL parameter value the visitor originally landed on the site with
When an anonymous visitor is identified as a contact, by them submitting a ConvertFlow form or submitting their email address to any form on your website, ConvertFlow will automatically tie this key data to their contact record in ConvertFlow, and with any ESP/CRMs you've connected that you've mapped the attribution fields to.
You’ll find it when looking at their contact profile. You can also filter your contacts in ConvertFlow by their attribution data, as well as their other contact details.
Mapping this data to your email marketing software
Now, where this data becomes really useful, is when you send it to your email marketing software’s custom fields.
Just head to the integrations area of ConvertFlow, find your integration and click the “Fields” data.
In the field mapping manager, copy the data names of the custom fields from your email marketing software and paste them into ConvertFlow, and save.
ConvertFlow then will automatically start sending this into your email marketing software, so you can personalize your email marketing campaigns based on the contact’s referral source, first visit and UTM parameters.
By connecting with Zapier, you can send this attribution data anywhere, included with the contact’s profile data.
And, of course, you can target you ConvertFlow calls-to-action and personalize your website based on this data too.