Tracking leads that came back from remarketing?

[Mela]

Is there a way in Hubspot to assess when existing leads (people that filled forms) reconvert on a new form tied to a remarketing campaign? Right now, I know that our remarketing is helping close business BUT I can't figure out how to report the number of leads that have come back thanks to remarketing. We use UTM tracking. 

Thanks for your help. 

[MReichert6]

Tracking leads that came back from remarketing campaigns can be done using various methods, but here are some general steps that can help:

1. Set up a tracking pixel: A tracking pixel is a small piece of code that is placed on your website or landing page. It allows you to track user behavior, including when they revisit your site after clicking on a remarketing ad. You can use tools like Google Analytics or Facebook Pixel to set up a tracking pixel.

2. Set up conversion tracking: Conversion tracking allows you to track the specific actions that users take on your site, such as filling out a contact form or making a purchase. This will help you determine which remarketing campaigns are driving the most leads and conversions.

3. Segment your audience: You can use audience segmentation to target users who have previously visited your site but did not convert. By targeting these users with specific remarketing campaigns, you can encourage them to come back and complete the desired action.

4. Use UTM tracking: UTM tracking allows you to track the specific sources of your traffic, including remarketing campaigns. By adding UTM parameters to your URLs, you can track how many users are coming back to your site from your remarketing ads. For more details go here

[DianaGomez]

Thanks for sharing, @MReichert6 🙂

Best,

Diana

[Bishop]

My colleague identified a workaround. I'll ping them and see about getting more information for you.

[DSelde]

thank you so much!

Big issue now is that people ccoming in from retargeting campaign end ups under directe source instead of paid seach or paid social...

[Bishop]

I believe (but haven't validated) with strong certainty that our workaround was to use non-utm query string parameters for the URLs in retargeting campaigns.  Reference this KB article for some background. That should be enough to get your gears turning, but will update this thread with more info later.

[DSelde]

Would be a BIG help for us. 

[DSelde]

Dear Bishop,

Would it be possible to give you a call or have a screenshare later today?

Kind regards

Daniel Selde

[Bishop]

I have the same issue. Did you end up finding a good strategy for this?

My scenario. 

I acquire a large % of contacts through Paid Search. This drives a funnel of contacts who:

1. Populate with Original Source = Paid Search
2. Are added to multiple retargeting lists
3. Are retargeted through other sources (ex. Adroll, Linkedin, etc)

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.

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. 

For example, if I wanted to look at how many MQL's were created from contacts that clicked links containing "utm-source=adroll" there isn't a way to do it since this will never be an 'original source'. I can't even create "lists" of people who viewed pages with "url contains utm-source=adroll" as a workaround (I'm assuming parameters are excluded from 'contains' qualifiers).

An additional layer of complexity is Hubspot's pre-defined original sources aren't consistent in what what they populate for the drill-down:

ex. Campaign Name in Drill-Down 1 or 2 Depending on Source

@kframpton can you expand on the 'campaign property' concept you outlined above? How would it work if someone fills out two different forms from two different retargeting campaigns?

[DSelde]

Dear Bishop,

Did you find a solution for this? We have a big issue that the original source is first interation based!

Best

Daniel

[kframpton · Accepted solution]

I have a few suggestions: 

1. Create a campaign for your remarketing efforts and tie them to any landing pages you're using. You'll be able to see how many contacts were "influenced" by the campaign and the number of deals closed that were influenced by the campaign. How to set up campaign analytics. 

2. Create a "Campaign Code" property and create a workflow that assigns that code to anyone who fills out a form on the pages that includes your UTM parameters. 

I hope this helps! 

[Mela]

Thanks @kframpton. Since the UTM fields may already be populated with original lead source data, how do I handle this new layer? 

I'll look into Campaign reporting.