Tracking Sources In SegMetrics (utm_source values)

Key Metrics For Sources

Navigate to the Contacts or Revenue Report page.

Scroll down to the Table Reports and select “UTM Source” from the Table Report selector.

Now you’ll see reporting on all of your UTM Source values.

This table shows all of the key metrics for your UTM Source 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_source 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 Sources are generating New Leads and Revenue, as well as how valuable the New Leads are.

A Source’s Lead Value is a key metric for determining how much you can spend on a given ad channel and generate a positive Return On Investment.

Creating A Segment With Source Values

  1. Navigate to the New Leads or Orders report page
  2. Click Add Filter

  3. Click on the Lightning Bolt icon and select the "Source" option

  4. Enter or select the utm_source value you'd like to filter by

  5. Click Add Filter

The Detail Report will now show data for only people with the Source 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_source tracking parameter for.

Capturing utm_source 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.

  1. Navigate to the Site Setup page.

  2. Copy the Tracking Pixel.
  3. Paste this code immediately before the closing </body> tag on all pages of your website.
  4. 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.
  5. 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_Source Data From Keap

Have you already been tracking utm_Source values in Keap 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 Integrations screen in your Account Settings, and choose Configure Custom Fields from the Manage Settings button.

Select the dropdown next to the SegMetrics Field “utm_source”.

Locate the Custom Field in which you have been capturing utm_source values, then click the “Set Custom Field Mapping” button to lock it in.

While you’re importing your utm_source data, go ahead and blend the data for all of the utm parameters you have been capturing (medium, campaign, 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 Keap account) you can import that data as well.

Wait, What Does utm_Source Mean?

Good question.

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 = 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=keap-fans. We used the utm_term field to track the fact that we were targeting fans of Keap 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.

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