To measure the effectiveness and ROI of marketing channels you must have implemented Outfunnel's web tracking code. See here for an overview and installation instructions.
How to find out which marketing channels drive leads?
Would you like to know where your sales-ready prospects are coming from and the pages they visit on your site?
If yes, then you are in the right place.
Once you've installed Outfunnel's web tracking code, we'll start collecting page views from the moment someone visits your site and recording the source data that attributes to their first interaction with the site. The system separates the first visit from all the consecutive visits. At first, this information is anonymous and stored in the lead's browser but once they fill in any form on your website or click on a link in your marketing campaigns, the system is able to identify them.
At that point, the very first web visit (aka first-touch) information is synced to the following fields in your CRM:
Enriched profile in the CRM
Lead source: By default, Outfunnel auto-detects the source and medium of a lead. For example, if the user types your website directly to the browser's search bar the Lead source field will show source=direct; medium=direct.
If our tracking code detects a UTM parameter from the URL then it gets recorded as source, medium, campaign or term depending which parameters were available in the URL.
UTM parameters are tags that marketers attach to links to track the performance of marketing efforts. For example, if you are running Facebook ads you'd want to tag the links so you can later attribute a visit to the Facebook ad. You can do the same for guest blog articles, Linkedin posts, personal email footer, marketing campaigns, and so forth.
Referrer: This is the webpage the lead visited before arriving on your website. For example google.com, facebook.com, or any other webpage. If the user typed your website address directly to the browser then no Referrer is present
Landing page: This is the very first webpage the lead visited on your website
Each consecutive web visit information is recorded in the activity that is synced to the CRM 5 minutes after the visit ends.
How to find out which channels drive revenue?
Understanding ROI (return on investment) of your marketing efforts is vital for your business. Knowing where the lead originated from is one part of the sales process but knowing which leads become sales-ready and end up paying for your services or products is key to understanding where your focus should be put.
Here's how you can identify campaigns and traffic sources leading to new sales opportunities and closed revenue:
Channel report in Outfunnel
💡 Channel report is in beta and we're working on making it better - for example showing you the names and values of deals won directly in Outfunnel.
💡 Deal information in Channel report is not yet available for Hubspot
💡 Channel report data updates at midnight UTC time.
Outfunnel's channel report matches lead sources to your created and won deals so you can see which sources have driven revenue.
In the example below you can see that the google.com / organic channel has created the newest opportunities in absolute terms, but google.com / cpc is the best-converting source of leads.
Setting up a report in Pipedrive
As Outfunnel stores the lead source information as a person field you can set up a people based report in Pipedrive and slice and dice this in various different ways to see how many created/won deals each traffic source has attributed to.
Navigate to the "Insights" tab and create a new "person based" report
Add filters:
lead source > is not empty
(Optional) specify a time frame with person created/deal created/won in a certain time period
The resulting report can be measured, viewed and segmented by different Pipedrive fields. In the example below it's
measured by the number of Won deals
viewed by the Lead source
segmented by nothing
For example, we can see that 28 deals that were won originated organically from Google.
Setting up a filter in Pipedrive
As Outfunnel stores the lead source information as a person field you can set up a filter view in Pipedrive to see how many created/won deals each traffic source has attributed to.
Navigate to the "Deals" tab and choose the list view
Create a filter with a condition: person > lead source > contains > [the desired lead source]. For example, if we would like to find out which deals started from Paid Linkedin campaigns we would add a filter:
person > lead source > contains > linkedin
person > lead source > contains > cpc
The resulting view contains all the deals where the associated person has the defined lead source. You can further filter it per pipeline, sales rep, time, lost/won etc. Then, repeat the process for each source you'd like to track
