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On the Blog – Tracking: Getting Granular

BY TOM HART | August 12, 2018

To me the beauty of digital marketing is that it allows people to gain a complete understanding of which digital marketing strategies are driving returns and which tactics are a waste of valuable resources. If set up correctly, a website and its entities are able to capture data points that are important to business owners and decision makers. They are important because these data points can be used to understand consumer behaviours and preferences. However, decision makers first have to identify which metrics to pinpoint and understand how to capture those metrics during digital advertising campaigns. To do this, advertisers have to ask both strategic and tactical questions. Such as “how does tracking and using consumer data impact business goals?”, “how will our internal teams organise and share consumer data?” and “what’s our benchmark for the form submission rate?” Thinking, building and setting live your well thought out campaign is really only the first step towards you being able to utilize and see returns for your online presence. The more underappreciated step in the entire process is the tracking of the KPIs you initially set out to meet. With the help of a measurement platform like Google Analytics you can test new tactics and make informed decisions about which activities to keep to help you reach and exceed your digital marketing KPIs. Combining Google Analytics with custom built codes further enhances your understanding of consumer behaviour and ultimately further helps your campaign to succeed. This post will go over the benefit of using Google Analytics, UTM parameters and hidden fields on forms to analyse in real time which of your marketing channels are providing you leads and more granularly study where an individual that submits a form has come from.

  1. Google Analytics: Acquisition
The Acquisition section of Google Analytics helps you understand how your audience finds your website and where they originate from, for example this could be through a search engine, social network or website referral. This helps you discover which tactics are driving the most visitors to your website and, therefore, are proving a success.

Figure 1: KAU Media Group Acquisition Overview Google Analytics Page

The Behaviour section of Google Analytics helps you visualise how your website visitors travel from one page of your website to the next. It can also help you understand the pages of your website and blog that keep your audience most engaged – perfect for discovering the types of content and copy that work best for your business.    

Figure 2: KAU Media Group Behaviour Overview Google Analytics Page

  1. UTM Parameters
The Urchin tracking module also called UTM tags or codes, are customisable pieces of text that allow analytics software (like Google Analytics and Autopilot) to track campaign traffic. Attaching them to the end of a URL can help you figure out answers to questions as broad as “Which email campaign brought in the most web traffic?” to ones as specific as “Which call-to-action in that email generated more revenue?”
  1. Hidden Fields
We are interested in capturing potential customer data in the form of an email, name and number. This can be done through ‘Book Consultation’ forms, ‘Download PDF Guide’ forms and other call to actions that require a user to submit data. The main purpose of the form is to get permission to interact with potential customers and to get in contact with them. These forms contain visible fields such as Name, Number, and Email.

Figure 3: Get A Free Quote form showing visible fields for Name, Phone and Email. 

There could be hidden fields on this form but there is no way for us to know. A hidden field sits in the visible form on the website however, as the name says, the field is not visible to the user. This lets web developers include data that cannot be seen or modified by users when a form is submitted. A hidden field often stores what database record that needs to be updated when the form is submitted. In our case we force the hidden fields to pull the URL which contains the UTM parameters. The Final Step By using all three different technologies at the same time decision makers are able to better see which marketing channels are driving the most amount of quality leads and more importantly see how each individual that submitted a form accessed the site. By then entering or linking this information to a CRM a business owner will be able to follow the user from submission to purchase, and through to the end goal.

Figure 4: Below shows how a decision maker sees the submission of our ‘test’ subject:

Note how clear and accessible it is to see that our Test user has come from a Google PPC marketing campaign in which the campaign was "education". This allows sales people and other business users to further understand who the person on the other end of the line is. To learn more about these three pillars of tracking, call KAU Media Group today.

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