In our previous blog, we explored lead tracking and management using Gclid. Today we will discuss how UTM parameters work. Without further ado, let’s jump right into it.
As discussed before, If you’re using Zoho Forms as a lead collection platform for your ad campaigns, you can very easily set up UTM tracking using the form builder and have the analytics data saved in the reports database.
But now Zoho Forms also enables UTM data to be saved directly into the Zoho CRM dashboard. For example, if your campaign leads to a subscription form urging customers to subscribe to a mailing list to receive promo codes for a summer sale, with the help of the use case, we observe that you can capture UTM codes from the page where the subscription form is embedded and save all this information directly in Zoho CRM.
If you’re using Zoho CRM to collect UTM data, it becomes your lead management platform, allowing you to conveniently collect lead data and perform subsequent follow-up actions with your sales team.
Furthermore, if you would like to dedicate more effort to lead management by setting and measuring “Goals” in Google Analytics for your campaigns, we must note that lead management using UTM parameters becomes a twofold process, as information is collected in both a CRM platform and in Google Analytics.
So you can correlate and interpret lead information from both sources, for every campaign, and take appropriate follow-up action based on your analysis.
How do we do this? Let’s examine it step by step.
Lead information in Google Analytics
Your Google Analytics dashboard will contain an overview of every campaign using UTM parameters. It contains information under the following categories: acquisition of leads (i.e. number of impressions) and behavior of leads (e.g., bounce rate, session duration, etc.).
By setting “Goals” inside Analytics, your dashboard will be customized and lead information will be filtered according to your needs.
Goals are subjective to each organization or company. A company’s goals with regards to each marketing campaign could be to achieve a higher number of purchases (i.e. to generate direct revenue), secure subscribers for mailing lists, increase the number of hits on their website, and more.
Once you set your goals in Analytics, this data is also recorded and displayed for your analysis.
Lead information in Zoho CRM
In Zoho CRM, you can make conversions of the impressions calculated, which is to check how many lead impressions were converted to sales due to a particular campaign. This information can be analyzed with the help of comprehensive charts.
Furthermore, CRM allows you to analyze lead quality by assigning “Scores” to each lead using conditional logic. With this information, you can determine which format of campaigns is best to use, which age groups to target more, which social media platform has the most reach, and more.
Using all this correlated information, you can take the next step and have your sales team contact promising leads/customers.
And that brings us to the end of our three-part series, A Brief Guide to Lead Tracking and Management.
We hope you now have a better idea of the fundamentals of lead tracking and management. Now instead of being daunted by algorithms and adwords, you can approach marketing campaigns with confidence and establish lasting relationships with your customers that go beyond simply selling your product.
We wish you well. May the adwords be ever in your favor.