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.
This article covers:
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 30-minutes after the visit occurred.
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.
We’re currently working on marketing analytics features that help you quickly identify the right leads from their first interaction to the bottom-line ROI. You will be able to understand the viability of your marketing tactics and which channels perform the best based on email engagements, automated lead scoring, and lead source data. If this is interesting to you please reach out to email@example.com and let us know what you are looking for.
In the meantime, we have already implemented some of the channel reporting in Outfunnel that helps you identify campaigns and traffic sources leading to new sales opportunities and closed 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.
Tips, observations, and useful definitions
💡 Track which ads drive revenue. Combine Facebook/Google Ads/Linkedin and CRM data to see which campaigns are creating new deals and closed sales. Reach out to firstname.lastname@example.org to enroll in the pilot.
💡 Ideas to improve the funnel insights? Reach out to us on email@example.com