Mar 5, 2020 1:27 PM - edited Mar 5, 2020 1:36 PM
I'm trying to do mofu analysis of the entire marketing stack (paid search, paid social, remarketing, etc.). I'm trying to identify which marketing touches contribute to contacts/accounts moving through different lifecycle stages (ie. Contat > MQL > SQL).
I acquire a large % of contacts through Paid Search. This drives a funnel of contacts who:
A contact created in January through Paid Search, may subsequently click 3 different retargeting ads over the course of February and then become a customer in March. Let's say all of the retargeting ads have utm-source=adroll for the rest of this story.
Here's where the issue comes into play for reporting on retargeting efforts. Since all of these contacts are "Original Source = Paid Search" it doesn't seem there's any way to report against interaction with additional UTM parameters later in their lifecycle.
What I'd love to have is a funnel report that shows lifecycle stage by utm-source. The closest thing I can find out of the box in Hubspot is the Ads report, which includes attribution, but is limited to three networks (Google, Linkedin, Facebook) -- which prevents me from analyzing ROI from any other ad networks.
Outside of this:
Is anyone out there analyzing how sources other than the original are contributing to lifecycle stages? If so, how?
Mar 16, 2020 10:20 AM
This is a really interesting post, I am wondering what our experts can share about this.
Dec 10, 2020 8:37 AM
HubSpot experts where are you! Bishop's post hit the nail on the head for my organization and I'd assume any org out there using ads for acqusition and retargeting.
@Bishop - I'm thinking about creating a set of custom fields for "Most Recent Source", "Most Recent Source Drill-Down 1", and setup hidden fields on my forms to capture the UTM data and post it to those new fields. There is already a native "Recent Date" contact property that updates with each form submission so the above would hopefully allow us to at least create a report that analyzes LCS by by most recent conversion date and UTMs. It's not perfect but I'll let you know how it goes.
Apr 24, 2021 10:20 AM
This seems to be a serious gap in the overall data model. I have not tried this yet, but I am looking into using a custom object that would be akin to a Salesforce Campaign Member. Each record would have the following properties/references:
- date/time created/updated
- mebership status (e.g. registered vs attended)
- form submitted
- page of form submission
- all UTM data (specifically from this engagement)
So any given contact could have multiple campaign member records. One thing I am not sure about is if/how this could be tied to relevant deal records - would it happen automatically via the contact records?
Another issue is that custom objects require access to the API (see this post).
Will this work? What am I forgetting?