Segmented conversions in Google Ads between two contact types

[justinlu]

Hello! 

We have two separate parts of our business ("supply" and "demand"). When looking at reporting, we have to filter by "contact type" between the two for MQLs and other lifecycles stages.

We're trying to segment the MQL conversions in ads so we have "supply MQLs" and "demand MQLs" rather than one pool of both. 

Has anyone run into a similar situation and have a good way to segment these two conversions so we can get more specific data for each?

Thanks

Justin

[pashairshad · Accepted solution]

Ahhh—I got it. I'm going to discuss one approach that could work, but it could have some holes, and I'm also making some assumptions. 

Based on this, you should set up "Events" inside your HubSpot + Google Ads integration. 

Where this gets tricky is that there are two ways to set up the "Events" – either through Lifecycle Stage or Form Fill.

Because we can't delineate based on Lifecycle Stage + custom property, what I'd recommend is:

1. Create two forms that are specific to the Supply Side/Demand Side and name them appropriately.
2. Assuming that Contacts that MQL engage with these Forms set a workflow for each Form that sets the Lifecycle Stage to MQL (if you use lead scoring to MQL and these Contacts hit the Forms, you could set the score to MQL based on the Form(s) submission as well). 
3. Now, you'll have two forms that you can use to create conversion events based on Form submission and push that data back into Google. 
4. When you push into Google, you can set separate Conversion events.

The most significant assumption here is that the MQL interacts with a form, but that is the only way I can think of to do this as we're limited with the Google + HubSpot integration, outside of manually uploading event data into Google, which is something I haven't done before – nor do I think it's realistic and would be time-consuming and clumsy. 

Let me know what you think – I will ponder this more on my end!

[pashairshad]

Do you have a custom property built to differentiate between your supply and demand customers?

Assuming that you do, here are the steps I'd recommend taking:

1. UTM Parameters:
   Ensure you use UTM parameters in your URLs to distinguish between the two campaign types. Focus on using UTM parameters such as utm_content or utm_campaign.
   
   For example:

   http://test.com/?utm_source=linkedin&utm_medium=paidsocial&utm_campaign=brandawarenessq4&utm_term=supplier

   
   This will allow you to filter and segment traffic effectively in HubSpot.
   
   

2. Custom UTM Properties in HubSpot:
   If you still need to set up custom UTM properties in HubSpot, I recommend building them out. You can find step-by-step instructions by searching "setup Custom UTM properties HubSpot." Having these properties will make managing and reporting on supply vs. demand traffic easier.

3. Hidden Form Fields for UTM Data:
   Use hidden form fields to pass UTM data into HubSpot. This will ensure that UTM parameters are captured for each lead, allowing you to get insight into the original source and campaign attribution. Here's a knowledge base article to help with setting this up.

4. Automated Workflows for Contact Type:
   Set up a contact-based workflow to automatically assign the correct "Contact Type" based on how contacts enter HubSpot (e.g., through form submissions or ads). For example, you could configure a workflow like:

   • If utm_content = "Supply Side," then set the contact property to "Supply Side." This will ensure that the correct contact type is assigned based on UTM parameters and keep your segmentation consistent.

5. Custom Reporting:
   With the "Contact Type" property in place, you can now create custom reports that filter by this property. This will allow you to track and report on MQLs for "Supply" and "Demand" separately. You can also break these down by lifecycle stages (MQL, SQL, etc.) and track attribution for each segment. You should be able to get by with Single Object Reports. 

6. Dynamic Lists for MQL Counts:
   Additionally, you can create active lists in HubSpot based on utm_source and Contact Type. These lists will dynamically update based on the MQL conversion criteria, which can help you keep count of supply and demand MQLs over time.
   
   Let me know if all this makes sense; thanks!

[justinlu]

Thanks for the reply! 

So we do have UTMs and workflows that segment the contacts once they get into hubspot. I'm wondering moreso if there's a way to pass back those separated MQL data into google ads so we could use the supply or demand MQLs separately for the conversion goals for each campaign type. We currently only have a default conversion goal of "lead form" which is just associated with one pool of MQLs.

Sorry for any confusion, let me know if I can clarify anything here