2 builders who never spoke to each other

Carry the campaign tag all the way to the money

Aggregate conversion counts cannot tell you which campaign to cut, because they do not say who converted: analytics parses campaign parameters but will not store what the form collected, so it cannot tell you a major enterprise filled it in. Tag every marketing link, capture those values with the submission, write a lead source naming the asset, and push the tags into the customer record so sales grading shows quality per campaign, per ad and per asset. One founder runs the same idea through affiliate tracking software with a parameter naming each experiment, and follows a visitor from trial start to the dollars collected.

The method

1. 01

   Tag every marketing link with campaign parameters and capture those values with the form submission, so each new lead arrives attached to the campaign, referrer or promo code that produced it.

2. 02

   Aggregate analytics conversion counts are not enough to decide which campaign to cut or scale in B2B - you need the source attached to the individual lead record.

3. 03

   Push the campaign tags into the CRM alongside the lead, so you can see lead quality and closed deals per campaign, per ad and per asset rather than only conversion counts.

4. 04

   Attach campaign tags to each registration so the CRM shows lead quality per campaign after sales grades them, not just how many leads each campaign produced.

5. 05

   Write a lead-source value naming the gated asset into the CRM record on every form submission, so campaign leads can be counted and filtered by status or grade later.

What it returned

• 500

  Google Analytics parses only UTM parameters and will not store personal data from forms, so it cannot tell you when a Fortune 500 company is the one that filled in the form.

• 2019

  The author has used Rewardful this way since 2019, appending a per-campaign via parameter such as one naming Reddit and the season, and following each visitor from trial start to paid conversion.

• Standard parameters he uses: utm_source, utm_medium, utm_campaign, plus optional utm_content and utm_term, built with Google's URL builder.

• He uses a Salesforce lead-source value of Resource, optionally suffixed with the asset name.

Sources

• My theme for 2024: SaaS marketing experimentsJustin Jackson · justinjackson.ca · Lean marketing approach · undated
• How to Use LinkedIn Sponsored Content to Get Sales LeadsGreg Kogan · gkogan.co · Step 4: Scale Up · 2016-06-10
• It Pays to Have a Marketer Who CodesGreg Kogan · gkogan.co · 2015-12-23
• Get URL + UTM Parameters with JavascriptGreg Kogan · gkogan.co · Challenges with Capturing URL Parameters · 2017-07-04