Tracking Campaigns In SegMetrics (utm_campaign values)
Key Metrics For Campaigns
Navigate to the Detail Report page.
Scroll down to the Table Reports and select “UTM Campaign” from the Table Report selector.
Now you’ll see reporting on all of your UTM Campaign values.
This table shows all of the key metrics for your UTM Campaign values, including:
- New Leads: The number of New Leads acquired during the given timeframe
- New Buyers: The number of those New Leads who have have purchased something
- Conv.%: New Buyers / New Leads
- New Lead Revenue: The amount of all-time Revenue generated by the New Leads
- Lead Value: Lead Revenue / New Leads
- Sales: The number of transactions for people with those utm_campaign values during the given timeframe. These sales can be from New Leads OR previously acquired leads
- Revenue: The amount of revenue during the given timeframe from New Leads OR previously acquired leads
- Buyer Value: The average amount of revenue generated per Buyer (Revenue / Buyers). Note: The video shows Average Order Value instead of Buyer Value. We switched to provide our users with a more actionable metrics
Use these metrics to determine how your Campaigns are generating New Leads and Revenue, as well as how valuable the New Leads are.
A Campaign’s Lead Value is a key metric for determining how much you can spend on a given ad campaign and generate a positive Return On Investment.
Creating A Segment With Campaign Values
Navigate to the Detail Report page.
Click the “Tracking” icon in the filter toolbar, or select “Tracking” in the filter dropdown.
Type in the Campaign value you want to segment or select it from the Campaign field dropdown.
You can select as many Campaign values as you want to include in your Segment. Note that the Segment will now include all Contacts who have any -- but not necessarily all -- of those Campaign values. In other words, this is an “OR rule” and not an “AND rule”.
Once you are happy with your Segment, click “Apply Filter”.
The Detail Report will now show data for only people with the Campaign values you have selected. This is helpful for performing deep-dive analyses of your ad campaigns, referral campaigns, social media posts or whatever you use the utm_campaign tracking parameter for.
Capturing utm_campaign Values In SegMetrics (Site Setup)
If you didn’t set this up while integrating your account during the onboarding process, don’t sweat it. We got you covered.
Navigate to the Site Setup page.
Paste this code immediately before the closing </body> tag on all pages of your website.
You should include this code even on pages where you don't have any optin forms so that we can accurately track your lead sources.
Also be sure the code gets on all pages that are hosted on third party domains (e.g., LeadPages, ClickFunnels, etc.).
Once the code is on your site SegMetrics will capture utm data for all New Leads.
Importing Existing utm_Campaign Data From Infusionsoft
Have you already been tracking utm_Campaign values in Infusionsoft using Custom Fields?
Great! We can blend that data with the utm values our code will catch going forward.
To blend your existing data, navigate to the Custom Field Mapping screen of the Account Settings page.
Select the dropdown next to the SegMetrics Field “utm_campaign”.
Locate the Custom Field in which you have been capturing utm_campaign values, then click the “Set Custom Field Mapping” button to lock it in.
While you’re importing your utm_campaign data, go ahead and blend the data for all of the utm parameters you have been capturing (medium, source, content and term).
Or if you have been capturing Referring URL (the domain that site visitors were on before they hit yours) or Optin URL (the page on your domain on which people opted into your Infusionsoft account) you can import that data as well.
Wait, What Does utm_Campaign Mean?
Utm parameters are short pieces of code that you can add to a URL in order to track site visitors and where they came from. This is very useful for tracking the number of people who opted into your list from a specific social media post, or how much revenue an ad campaign has generated, or how many visitors an affiliate has sent you (and more).
Here’s an example link that uses all five utm tracking parameters:
To break it down …
- Destination URL = https://segmetrics.io/. This is just a URL, plain and simple. Where are you sending your traffic?
- utm_source=facebook. Here we’re using utm_source to say that traffic from this tracking link is coming from Facebook
- utm_medium=cpc. “CPC” means “cost per click”. It’s a common shorthand for paid traffic
- utm_campaign=free-trial-promo. Here we’re naming our ad campaign. Give your campaigns a name that clearly indicates what the ad campaign is promoting. In this case it’s a Free Trial.
- utm_content=pink-chart-ad. Use the utm_content field to describe whatever the specific piece of content is that caused someone to click on that link. In this case we went with “pink-chart-ad”, which presumably refers to an ad with a chart and the color pink (we’re creative)
- utm_term=infusionsoft-fans. We used the utm_term field to track the fact that we were targeting fans of Infusionsoft with our Facebook ad
You can use each of the utm parameters for whatever you want to track, but that’s a good example of a common naming convention for those fields.