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In this blog series, we are tackling UTM Parameters including the why and the how of tracking them in Salesforce. Part 3 of this blog series provides an overview of how Full Circle customers track UTM Parameters using Response Management to fill in the gaps left by native methods.
Missed part of the series? Check out Part 1 and Part 2, and download our “Definitive Guide to Tracking UTM Parameters in Salesforce” to learn more.
How Full Circle Customers Track UTM Parameters in Salesforce
Using Full Circle Response Management, marketers can resolve the data gaps the native methods have. Specifically, with Response Management UTM Parameter data can live at the Campaign Member level regardless of whether the MAP your team uses has the ability to write to custom Campaign Member fields. The Response Management configuration has an option to allow marketers to sync fields from the Lead/Contact onto the Campaign Member when the Campaign Member is created and then clear them on the Lead/Contact once synced:
For those marketers lucky enough to have a MAP that writes directly to the Campaign Member this setup isn’t necessary. However, there are still additional steps that can be taken to resolve the data gaps left by native methods.
Once this is set up, Full Circle Response Management can resolve the following data gaps.
Multi-Touch Attribution
Full Circle’s weighted attribution models allow marketers to distribute the revenue for an Opportunity across all the relevant Campaign touches (whether related to Contacts on the Opportunity or Contacts at the Account the Opportunity is associated with). Once you’ve set up Response Management to sync UTM parameter data to the Campaign Member, this same data can then be synced to the Campaign Attribution Detail object (this object is used by the weighted attribution model to derive attribution calculations):
Having this data on the Campaign Attribution Detail object allows marketers to attribute Opportunity revenue to specific UTM Parameters.
Sample Campaign Attribution Report showing Attribution on utm_medium by Campaign
Sample Campaign Attribution Report showing Attribution on utm_medium by Opportunity
Sample Campaign Attribution Report showing Conversion rates of utm_sources by Deal Size
Data Overwrites
Through the synchronization method described above, there is no risk of losing data on all the Campaign touches your Leads/Contacts are engaging with. Each and every touch and related UTM Parameters will be tracked to the Campaign Member.
Process Misalignment
Response Management can require sales reps to always create an Opportunity off of a Contact. For those organizations that have a different Opportunity creation process (creating Opportunities off Accounts, etc.) and do not want to enable this requirement, Campaign Attribution can still be calculated on Contacts at the Account the Opportunity is associated with. This Account-based attribution model fills in any gaps your sales team leaves behind in terms of adding all the appropriate influencers to the Opportunity.
Conclusion
Utilizing and tracking UTM Parameters in Salesforce is essential for any marketer, providing the ability to drill into specific Campaign characteristics to find what channels are converting Leads into Customers. While native methods provide marketers a high-level view of Campaign performance, to have more definitive answers on the sources, mediums, keywords, etc. that are driving revenue, a more robust solution that allows for weighted multi-touch attribution is necessary.
