topic Re: How to measure actions taken by marketing channel in Blog, Website & Page Publishing

How to measure actions taken by marketing channel

JBolton — Tue, 21 Jun 2022 13:17:40 GMT

Hi,

I've created a report and a landing page to market it with. We're going to promote the report/landing page using a mix of organic search, organic social, outbound sales email and marketing emails. I want to measure how many people download the report by coming from each of these channels. Is that something I can do using tracking links like UTMs? Or is there another way?

Right now I'm using a CTA to download the report (it's a PDF), but open to all ideas that allow me to do this.

Re: How to measure actions taken by marketing channel

kvlschaefer — Wed, 22 Jun 2022 19:56:10 GMT

Hi @JBolton,

Thanks for reaching out!

I would like to tag in a few of our subject matter experts to get their thoughts.

Hi @danmoyle, @Mike_Eastwood, @NicoleSengers - Do you have any recommendations for @JBolton?

Thanks!

Best,

Kristen

Re: How to measure actions taken by marketing channel

danmoyle — Wed, 22 Jun 2022 21:06:29 GMT

@JBolton this is a great use case for the HubSpot Campaigns tool! Each of the assets you've mentioned can be assigned to a campaign, which you can then report on in HubSpot. And if you have something like an ad that won't be in HubSpot, you can create a tracking URL (UTM) and tie that to the campaign.

Here's a great video on tracking URLs, too.

Hope that helps and confirms that you're on the right track!

Re: How to measure actions taken by marketing channel

JBolton — Thu, 23 Jun 2022 09:16:34 GMT

Hi Dan,

Thanks for getting back to me! That sounds great, I've assigned my CTA to a campaign and added tracking links for when I push people to my landing page.

Is there somewhere I can report on CTA actions by tracking link? That is the key piece I'm looking for here. I am driving people to my landing page from Outbound emails and organic LinkedIn content and I want to compare downloads and conversion rates between the two.

Thank you!

Re: How to measure actions taken by marketing channel

danmoyle — Thu, 23 Jun 2022 12:03:20 GMT

@JBolton in the CTA tool itself you can track views and clicks and full submissions for analysis. Also, in each contact record created, you can see the granular details of that contact clicking on elements like your CTAs.

Hopefully that helps!

Re: How to measure actions taken by marketing channel

JJohn58 — Sat, 25 Jun 2022 08:55:57 GMT

This guide is really helpful I faced this problem and now fixed it after reading this post comments thank you team for sharing this information.

Re: How to measure actions taken by marketing channel

JBolton — Mon, 27 Jun 2022 16:56:50 GMT

Hi Kirsten/Dan

Bit confused - I don't think my question was really answered (I watched the video and read the content), but someone has marked this as resolved. If there isn't functionality to support CTA tracking by UTM (or a workaround) in Hubspot that's fine, but I don't think my question has been answered with what I've read so far!

Jamie

Re: How to measure actions taken by marketing channel

kvlschaefer — Mon, 27 Jun 2022 18:20:31 GMT

Hi @JBolton,

Thanks for reaching out!

If I'm understanding properly, you are looking to push traffic to your landing page from Outbound emails and organic LinkedIn content, correct?

Are these outbound sales emails or marketing emails? If they are marketing emails, you can add a CTA to them to track metrics. You wouldn't need a UTM for a CTA since HubSpot CTAs have the ability to track traffic.

When you create a CTA in HubSpot and embed it in the email, the backend tracks the number of clicks on the CTA. The number of clicks and additional metrics can be viewed in CTA analytics as mentioned in this knowledge base article. You can also add the CTA as an asset to the marketing campaign along with the tracking URL as @danmoyle had suggested.

If we misunderstood your question, please let us know so we can continue to assist.

All the best,

Kristen

Re: How to measure actions taken by marketing channel

JBolton — Mon, 27 Jun 2022 19:44:15 GMT

Thanks for getting back to me Kristen!

Here's what I've done:

Created a CTA on a web page
Created links to the web page with tracking codes that tell me where they push from (atm this is organic social and sales email)

What I now want to do is track how many CTA clicks on the web page come from the different channels. I can see traffic by channel because of the UTMs, and I can see total CTA clicks, but I can't see any way of segmenting CTA clicks by channel.

Have I just set this up in a way which is not well-suited to Hubspot? Do I need to use Hubspot tracking links and then report at the campaign level instead of UTMs?

Thanks!