When you collect leads on your website, it’s really important to know where your conversions come from whether it’s organic traffic from google or paid advertising.
You want to know exactly what’s working and focus your efforts on those channels that convert.
You might already know tracking conversions on your landing pages is pretty easy when you have your Facebook Pixels or Google Analytics correctly set up.
If you don’t know how to track conversions, I’ve written a full guide about this topic.
But today I want to focus on what happens after you get someone to subscribe.
Getting people on your list is just the beginning, what really matters is how often they open, click and BUY from your emails.
Capturing traffic source on your landing page
If you’re using separate software for your landing pages and email list, this information is not necessarily synced between them.
We’re now inside my ClickFunnels account where I have a basic opt-in page that’s collecting emails for my newsletter.
If a user lands on this page and signs up using a link with Google Analytics campaign tags, ClickFunnels will automatically save that information in the contact database.
I’m gonna show real quick how to do this using Google’s Campaign URL builder…
How to use UTM tags
Google’s Campaign URL builder is a free tool that makes tagging your links for Google Analytics campaign tracking really easy.
To start, I would simply put in my landing page URL and define my campaign parameters.
Let’s imagine I’m going to use this in twitter bio to send people to a newsletter sing up page.
I would set the campaign source to twitter and the medium to social
Because I’m going to promote my newsletter signup in multiple places and group them into one campaign, I’m going to name this newsletter
Campain term is for keywords, we don’t need to worry about it now. Google Ads would use this to show what keyword the traffic came from
Campaign content is something you can use to identify what piece of content was used, this is particularly useful if run multiple variations of your ads under the same campaign.
In this case, I’m going to pit un twitter_bio and use this field to identify which call to action traffic comes from.
A good practice is to use only lowercase characters and replace any spaces with underscores.
Tag values are case sensitive, so If you use capital T in one link and lowercase in another, those will show up as 2 separate campaigns inside your Google Analytics, so keep that in mind.
This is what your tagged URL will look like, not very pretty to look at, so I would definitely want to shorten it with Bitly before putting it in my twitter bio.
But for the purpose of testing, we can just grab the long URL and do a test opt-in.
And we can check the contact in ClickFunnels to see if the information was saved correctly
You can find it in General Info tab under Additional information.
If you use the full ClickFunnel suite with email marketing included, that’s really all you have to do.
But I know many use an external autoresponder and that’s where it can get a little complicated…
Syncing data with an external email provider
To see if everything syncs automatically, simply connect your favourite email autoresponder with ClickFunnels using built-in integrations.
Make a test opt-in and head over to your email software and see if you can find this information in your contact records.
I know many use MailChimp because they offer a free plan to start with, so I’m going to use this as an example…
When we look at the new contact record just added, it’s obvious there is no information available about the traffic source.
The source field just says it came through API integration.
ClickFunnels will try to push those fields in, but you need to have
If you use any other email software, it works much the same way.
In MailChimp, these are called merge tags and you can edit them under your list settings and List fiends and *|MERGE|* tags.
To make them sync you would simply add all the Google Analytics tracking parameters using the same naming convention…
I already added the first two, but as you can see we’ll have a problem with utm_campaign…
See, MailChimp merge tags have a limit of 8 characters so we need to find another solution
Fixing sync for MailChimp
To explain how this works from technically, there is a bunch of hidden input fields in your ClickFunnels opt-in form that contain information that’s not visible to the user, including the UTM tags.
Another solution would be adding another set of fields with MailChimp naming along with the default ones.
After digging around little, I found a script that already does this and all you need to do is copy paste one line of code
You can read the whole blog post about this solution here.
Or simply copy paste the code below to your page’s footer under Tracking code settings
<script src="//d12ue6f2329cfl.cloudfront.net/resources/utm_form-1.0.3.min.js" async></script>
All we need to do in MailChimp is name the merge tags ucampaign instead of utm_campaing and so on…
We can now test this again with our tagged link and see all the information is there synced correctly.
What if I use another landing page builder?
Most landing page and form builders will probably NOT include UTM tags automatically, but the code above should work for any form as long as your form and email integration is able to send out those hidden fields.
I hope this helped you understand why tagging your links is essential, not only to track how different traffic sources convert to leads on your landing pages but how they bring you money in the long run.
If you have any questions about this topic, just let me know in the comments below.