Discovering the origins of your leads and customers is vital for refining your marketing strategies. By capturing UTM parameters and integrating them into Netsuite, you can generate insightful reports that reveal which marketing channels and campaigns are most effective at driving leads, customers, and revenue.
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Steps to Capture UTM Parameters in Netsuite
Step 1: Implement the Attributer Code on Your Website
Begin by signing up for a 14-day free trial of Attributer, which provides you with a snippet of code.
This code should be added to your website either directly through the settings section of your Content Management System or by utilizing third-party tools such as Google Tag Manager.
Step 2: Incorporate Hidden Fields into Your Forms
Next, you need to add hidden fields to the forms on your website where you capture new leads. The fields required include Channel, Channel Drilldown 1, Channel Drilldown 2, Channel Drilldown 3, Landing Page, and Landing Page Group.
Most form-building tools, including Gravity Forms, WP Forms, Typeform, and Jotform, offer a simple drag-and-drop interface to add hidden fields.
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Step 3: Auto-Population of Hidden Fields by Attributer
- When a visitor arrives at your site through one of your advertising campaigns, Attributer captures the UTM parameters and stores them in a cookie in the visitor’s browser.
- This ensures the parameters are always ready to be transmitted when a form is submitted, even if the visitor navigates through different pages or returns later.
- Upon form submission, Attributer writes the captured UTM data into the hidden fields. For example, if a marketer at Oracle (Netsuite’s parent company) runs Google Ads promoting Netsuite ERP, the hidden fields might be populated with:
- Channel = Paid Search
- Channel Drilldown 1 = Google
- Channel Drilldown 2 = Brand Campaign
- Channel Drilldown 3 = Netsuite
Additionally, it captures the visitor’s initial landing page (e.g., netsuite.com/features/erp) and landing page group (e.g., Features).
Step 4: Transfer UTM Parameters to Netsuite
- Finally, when the visitor submits the form, all UTM parameters and landing page data are sent to Netsuite along with the lead’s details, such as name, email, and phone number.
- Once this data is in Netsuite, you can leverage your existing reporting tools to analyze it, such as Netsuite reports or your Business Intelligence tools, allowing you to see which channels bring the most leads, conversion rates to opportunities, and the number of closed deals from each channel.
Understanding Attributer
Attributer is a tool designed to track the source of your website visitors by analyzing various technical aspects similar to those used by analytics software like Google Analytics.
It categorizes visitors into channels such as Paid Search, Organic Search, and Paid Social, storing this information in cookies.
When a lead form is submitted, Attributer passes this channel information, including UTM parameters, along with lead details into Netsuite.
Attributer was meant to track which channels and campaigns were truly effective in generating leads and customers, beyond merely attracting website visitors.
Advantages of Using Attributer Over Raw UTM Parameter Capture
There are multiple methods to capture UTM parameters and integrate them into Netsuite, but Attributer offers distinct advantages:
1. Captures All Traffic:
In addition to UTM parameters, Attributer collects marketing attribution data from visitors arriving via organic channels without UTM parameters, such as Organic Search, Organic Social, Referral, and Direct traffic. This comprehensive data allows you to see the source of all leads, not just those from paid campaigns.
2. Data Retention:
Many other methods require the UTM parameters to be present in the URL on the page where the form is submitted, which can be problematic if the submission page is different from the landing page. Attributer solves this issue by storing UTM parameters in cookies, ensuring they are preserved across different pages and passed through with every lead.
3. Cleaner Data:
Other methods often result in messy data due to inconsistencies in UTM tagging. For instance, variations like UTM_Source=Facebook, UTM_Source=facebook, and UTM_Source=fb can lead to inaccurate reports. Attributer accounts for these inconsistencies and attributes leads to the correct channel regardless of such discrepancies.
4. Captures Landing Page Data:
Beyond UTM parameters, Attributer also records landing page information, enabling analysis of how specific content, such as blog posts, contributes to lead and customer generation.
Example Reports You Can Generate in Netsuite
The team at Attributer has extensive experience in marketing and analytics, and over the years, they have developed several useful reports. Here are three examples that can be generated using Netsuite or another Business Intelligence tool with Attributer:
1. Leads by Channel
Attributer is designed to track the source of all your leads, not just those originating from paid advertising campaigns. This comprehensive tracking allows you to generate reports that illustrate the number of leads you are receiving each month across different channels.
Such reports are invaluable for identifying which channels are most effective in generating leads, extending beyond just paid advertising efforts.
This insight can guide you in prioritizing your marketing budget and resources strategically. For instance, if you discover that Organic Search is driving the majority of your leads while most of your budget is allocated to paid advertisements, it might be wise to consider reallocating some funds towards enhancing your SEO efforts.
2. Leads by Facebook Ads Network
If you are running advertisements across various Facebook networks—such as Facebook itself, Instagram, and Messenger—this type of report can provide clarity on which network is performing best.
With this information at hand, you can make informed decisions about where to focus your investment to maximize lead generation.
This strategic insight enables you to optimize your advertising efforts across Facebook’s diverse platforms.
3. Customers by Google Ads Campaign
This report provides a monthly overview of the number of customers acquired from your different Google Ads campaigns. It helps you discern which campaigns are effectively converting leads into customers.
With this valuable data, you can make informed adjustments to your bids and budget, favoring the campaigns that are delivering results. Ultimately, this approach allows you to acquire more leads and customers at a reduced cost, enhancing the return on your advertising investment.
4. Revenue by Keyword
By incorporating keywords into the UTM parameters of your Google Ads—achievable through the use of tracking templates—you can gain insights into the specific keywords that lead prospects to your business.
This enables you to measure the revenue generated from each keyword you are targeting.
Understanding which keywords drive the most revenue allows you to optimize your bidding strategy, ensuring that your advertising efforts are both effective and efficient.
Conclusion
If you’re searching for a way to track how many leads and customers are coming from your various marketing campaigns, Attributer is an excellent solution.
It not only captures and transmits UTM parameters into Netsuite but also provides data on leads from channels without UTM parameters, such as Organic Search and Direct traffic.
Best of all, you can start with a free 14-day trial to explore its capabilities and see how it can enhance your marketing analytics.
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