Do you want to identify which marketing channels or campaigns are driving the majority of your leads and customers?
If you are using Attio as your customer relationship management platform, the most effective way to achieve this is by capturing the UTM parameters that you have added to your marketing campaigns. These parameters can then be passed into Attio along with every new lead.
With this data in Attio, you will be able to create detailed reports that reveal which channels and campaigns are generating the most leads, how these leads are converting into customers, and much more.
In this guide, we will explain how to use Attributer to capture UTM parameters and integrate them into Attio.
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Four Steps to Capture UTM Parameters in Attio
Capturing UTM parameters in Attio is straightforward when you use Attributer. Follow these four simple steps to get started:
1. Add UTM Parameters to Your Marketing Campaigns
In order for Attributer to identify the source of your website traffic, it is essential to add UTM parameters to the links behind your marketing campaigns.
This applies to all types of campaigns, including social media advertisements on platforms such as Facebook, Twitter, and LinkedIn, search engine campaigns on Google and Bing, and any other promotional activities, such as email marketing or sponsored content in trade publications.
If you are not sure how to use UTM parameters or what values to include in each field, you can find a helpful guide here.
2. Add Hidden Fields to Your Lead Capture Forms
The next step is to include hidden fields in the forms on your website where you collect lead information. These fields will store the UTM data captured by Attributer.
The hidden fields you need to add include the following:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Channel Drilldown 4
- Landing Page
- Landing Page Group
Most form-building tools, such as Gravity Forms, WPForms, Webflow Forms, and Wix Forms, make it easy to add hidden fields. You simply need to drag and drop a “hidden” field type into your form.
For detailed, step-by-step instructions on how to add hidden fields in various form builders, refer to the resources available [here](#).
3. Allow Attributer to Automatically Populate the Hidden Fields
Once the hidden fields have been set up, Attributer will automatically populate them with UTM data whenever a visitor submits a form on your website.
For example, imagine you are running a brand awareness campaign on Google Ads, and a visitor lands on your website from this campaign. Attributer will fill the hidden fields with the following data (based on the UTM parameters you added to your campaign):
- Channel: Paid Search
- Channel Drilldown 1: Google
- Channel Drilldown 2: Brand Campaign
- Channel Drilldown 3: Attio
In addition to the UTM parameters, Attributer will also capture the visitor’s first landing page (for example, https://linkedcrm.ai/email-finder-linkedin-new) and the landing page group (for example, Features).
4. Pass UTM Parameters into Attio
Finally, when a visitor completes a form on your website, the UTM parameters and landing page data will be passed into Attio along with the lead’s name, email address, phone number, and other details.
Once this data is inside Attio, you can use it to create insightful reports through Attio’s built-in reporting tools or third-party business intelligence software.
These reports can help you identify which marketing channels are generating the most leads, the conversion rates for each channel, and how many closed or won deals have resulted from each campaign.
What Is Attributer?
Attributer is a small piece of code that you add to your website.
When a visitor lands on your site, Attributer analyzes where the visitor originated from by examining data similar to what analytics tools such as Google Analytics use.
It then categorizes the visitor into specific channels, such as Paid Search, Paid Social, Organic Search, and more, and stores this information as a cookie in the visitor’s browser.
When the visitor submits a lead form, Attributer passes this channel information, along with the lead’s details, into your Attio customer relationship management platform. This allows you to build reports that reveal which campaigns are driving your leads and customers.
Why Attributer Is Better Than Capturing Raw UTM Parameters
Attributer offers several advantages over simply capturing raw UTM parameters and passing them into Attio: \
1. Tracks All Traffic Sources
Attributer does not just capture UTM parameters. It also tracks attribution information for visitors arriving from channels where UTM parameters are not present, such as Organic Search, Organic Social, Referral, and Direct traffic.
This ensures that you can identify the sources of all your leads, not just those generated through paid advertising campaigns.
2. Retains Data Across the User Journey
Most methods of capturing UTM parameters require the parameters to remain on the page where the form is completed. However, this can be problematic if the user navigates to a different page before completing the form.
For example, a visitor might click on your Facebook Ad and land on a campaign-specific landing page. If they then navigate to a “Contact Us” page to complete a form, the UTM parameters will typically be lost.
Attributer solves this issue by storing UTM parameters in a cookie in the user’s browser. This ensures that the data is always passed through, regardless of where the form is completed.
3. Provides Clean and Consistent Data
Capturing raw UTM parameters often results in inconsistent and messy data. For instance, some campaigns may use utm_source=Facebook (capitalized), others may use utm_source=facebook (lowercase), and others may use utm_source=fb.
Attributer standardizes these discrepancies and attributes all leads from Facebook to the correct channel (for example, Paid Social), saving you time and effort when analyzing your data.
4. Captures Landing Page Data
In addition to capturing UTM parameters, Attributer also records data about the visitor’s first landing page and landing page group.
This allows you to analyze how specific sections of your website, such as blog posts or resource pages, contribute to lead generation and customer acquisition.
4 Examples of Reports You Can Create in Attio
When you capture UTM parameters in Attio using Attributer, you can generate a variety of insightful reports. Here are four examples:
1. Leads Categorized by Channel
Attributer allows you to track the origin of all your leads, not just those generated by paid advertising campaigns. This capability enables you to create reports that categorize leads based on the channel they originated from.
These types of reports are highly valuable for understanding which channels are the most effective for generating leads, including channels beyond paid advertising campaigns.
For instance, if Organic Search is responsible for the majority of your leads, but most of your marketing budget is allocated to paid advertising, it may be worth reallocating some of your resources toward search engine optimization to maximize your results.
2. Leads Categorized by Facebook Advertising Network
When you are running advertisements across various Facebook networks, such as Facebook, Instagram, and Messenger, a report like this can help you determine which specific network is generating the most leads.
With this information, you can make informed decisions about how to optimize your advertising spend. By adjusting your targeting settings to focus on the networks that are driving the most leads, you can attract even more leads without increasing your overall budget.
3. Customers Categorized by Google Advertising Campaign
This report provides insights into the number of customers you are acquiring each month from your different Google advertising campaigns.
This type of report is particularly useful for identifying which campaigns are successfully converting visitors into paying customers, as opposed to campaigns that are only bringing in visitors who do not convert.
With this data, you can refine your Google advertising strategy by allocating more of your budget to campaigns that are delivering measurable returns and driving revenue for your business.
4. Revenue Categorized by Keyword
If you include keywords in the UTM parameters of your Google advertising campaigns (which can easily be done using tracking templates), you can generate reports that show the exact keywords your leads are using to find your business.
This information is extremely valuable for determining which keywords to bid higher on in your Google advertising campaigns. It also provides insights into which keywords you should prioritize for your search engine optimization efforts, helping you attract more qualified leads organically.
Conclusion
Capturing UTM parameters in Attio is simple and highly effective with Attributer. Not only does it track UTM data, but it also provides insights into leads from channels where UTM parameters are not present.
Best of all, it is quick to set up and free to try. Start your free trial today and take the first step toward optimizing your marketing campaigns!
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