Tagging paid traffic: Attributed to Campaigns vs. Actual Google/LinkedIn Data - Preferences?

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What's the best way to tag and track PPC traffic? 

We are a B2B agency running multiple campaigns for multiple clients.

Right now, if we tag ads using the Campaigns tool, any leads will be associated with that campaign but we don't get data about the actual Google ad or LinkedIn campaign the lead came for.

What are your preferences or best practices? How do you report this to your clients? How much detail do they ask for?

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Occasional Contributor | Platinum Partner | Certified Trainer

Hi LoriK,

 

HubSpot's recently added the "UTM Parameters" view to the reports and you can dig into what the terms and ads are there if you're using utm parameters for your tracking links:

 

utm-params.png

Alternately, if you're in the traffic sources report and click on the "Paid Search" listing, it will show the campaigns. If you click on the campaign, it will show you the terms that generated clicks. 

 

It's a bit of legwork to get that info that way for a bunch of different campaigns but (IMO) worth the effort. 

Tanya
Occasional Contributor | Platinum Partner | Certified Trainer

You're right on point, those are the ones I'd recommend using. It doesn't necessarily matter if you set them up via the campaign URL builder or just use another tool but it DOES matter that you have a campaign created in HubSpot that is named the name of the campaign that you're using in your URLs exactly so that it can get attributed to that campaign and not just create an additional one. 

 

To identify which ad it is we just keep a spreadsheet of the ads and give them a naming system, then that's what we put in the "term" parameter but tbh, because we have conversion tracking set up in the platform we usually just get the data from there. We'll look in the ad platforms to see which particular ads convert and then also look in HubSpot to assess the quality of the leads from those sources. 

 

Tanya
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Community Manager

Great question @LiorK!

 

@Tanya and @Kapil_Arora do you have any suggestions for @LiorK?

 

 


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Occasional Contributor | Platinum Partner | Certified Trainer

Hi LoriK,

 

HubSpot's recently added the "UTM Parameters" view to the reports and you can dig into what the terms and ads are there if you're using utm parameters for your tracking links:

 

utm-params.png

Alternately, if you're in the traffic sources report and click on the "Paid Search" listing, it will show the campaigns. If you click on the campaign, it will show you the terms that generated clicks. 

 

It's a bit of legwork to get that info that way for a bunch of different campaigns but (IMO) worth the effort. 

Tanya
New Contributor

@Tanya Thanks so much for your response.

So what UTM's do you recommend we use? Right now we use: medium, campaign, term, content & source. Do you set these up through the campaign tool?

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Occasional Contributor | Platinum Partner | Certified Trainer

You're right on point, those are the ones I'd recommend using. It doesn't necessarily matter if you set them up via the campaign URL builder or just use another tool but it DOES matter that you have a campaign created in HubSpot that is named the name of the campaign that you're using in your URLs exactly so that it can get attributed to that campaign and not just create an additional one. 

 

To identify which ad it is we just keep a spreadsheet of the ads and give them a naming system, then that's what we put in the "term" parameter but tbh, because we have conversion tracking set up in the platform we usually just get the data from there. We'll look in the ad platforms to see which particular ads convert and then also look in HubSpot to assess the quality of the leads from those sources. 

 

Tanya
New Contributor

When you say 'exactly' do you mean things like uppercase, lowercase, spaces, etc?

For example, if my campaign is called: 'Content Strategy 2018' on HubSpot, how should it look in the UTM tracker, 'utm_campaign=ContentStrategy2018'?

Also, what do you mean by the fact that you have 'conversion tracking set up in the platform'?

Thanks!

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New Contributor

@Tanya Did you see my coment?

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Occasional Contributor | Platinum Partner | Certified Trainer

Yes  @LiorK - I'm just putting together a blog post on this and hope to have it ready to post today or tomorrow. 

Tanya
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New Contributor

@Tanya Thank you very much. Can you post the link here when it is live? 

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New Contributor

@Tanya Do you know if we can associate contacts from offline sources with campaigns using UTMs? For example, we use Zapier to connect some paid sources. How can we associate them with the HubSpot campaign?

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