Categories
Funnels Tracking & Analytics

HOW TO DOUBLE YOUR LEADS with lead magnet optimization

It’s a well-known fact that lead generation represents one of the most important components of any (online) business.

Leads are people who’ve come to your site and signed up to receive more information from you. One of the best ways to attract them is with a lead magnet – a free item or service like an ebook, video series or checklist, which people get for free if they engage with your site. 

It is a proven fact that people who get their own copy of your lead magnet are statistically more likely to buy from you than visitors who only see an offer on your website or blog. 

So how do you get your lead magnet in front of as many people as possible?

You do this with lead magnet optimization.

Let’s start from the beginning.

What is lead magnet optimization?

Lead magnet optimization is a process to get more people to opt in to receive information on your website. It’s a series of actions you can use to make your lead magnet as prominent and attractive as possible.

HOW TO CALCULATE YOUR OPT-IN RATE

The opt-in rate represents the percentage of people who register for your email list out of those who come to your website. You can easily check where you are right now by using the following formula:

When it comes to opt-in rates, most people have between 0.5% and 1%. A good opt-in rate is 2% and an excellent one is 5% or more. 

Whatever yours is, you can increase it by using the tactics I’ll share in this blog post.

HOW TO DOUBLE YOUR LEADS

I will use examples from two of my clients: Paintable and Plan Your Federal Retirement.

Paintable helps people become better digital artists by selling online courses, tutorials and offering a lot of useful material. Let’s see how we managed to help them go from 3.49%, which was already a very good opt-in rate, to more than 9.3%.

Here are our starting numbers for Paintable:

To increase their number of leads, we did three things you can do on your own. They take some time and effort but they give you the results you need. I’ll share them in a bit.

The other client we’ll talk about is Plan Your Federal Retirement. They help US Federal Employees prepare for their retirement.

Here is how their numbers looked like when we started working with them:

Now let’s see what steps we followed to help both of them.

HOW TO INCREASE NUMBER OF YOUR LEADS

Step 1 – IMPROVE THE LEAD MAGNET

Paintable’s lead magnet was a set of free tutorials. It was already advertised on their homepage, but we wanted to make the lead magnet more visible and to clearly show its benefits.

This is how the homepage lead magnet looked before we started working on it:

Here is how the homepage lead magnet looked after our changes:

We changed the wording above the fold to give people more information about the free material. We also worked on strengthening the wording of the offer – adding “10 FREE Tutorials & Resources” instead of just “free resources”.

Now, once someone clicks on the Call to Action button, they see this pop-up:

A pop-up works extremely well in terms of increasing the opt-in rate. Instead of taking people to a new page, you just add a pop-up with a form where they can leave their email address and download the free resource you have for them.

The pop-up has precise & crucial information for someone interested in digital painting. No more – no less.

Also, it is important to remember that the wording needs to follow data protection rules known as GDPR. The law says that you can’t offer people a free gift in exchange for their email address, and then automatically subscribe them to the newsletter.. But, you can say that people who sign up for the newsletter will be sent a free resource.

We did the same thing for the other client, Plan Your Federal Retirement.

Here is how the lead magnet looked like before:

We changed it to a CTA button & banners:

Once clicked – it opens a pop-up:

We’ve also created a sitewide pop-up with a 30 seconds delay showing just enough relevant information for the audience. So now when people see the lead magnet, they know exactly what they’re signing up for.

After the analysis, we concluded that having a sign-up for a newsletter doesn’t work as well as having a lead magnet on your website. It’s not as appealing and people are more likely to just skip it and not take any action so if you have that on your page, make sure to change it.

Step 2 – PUT THE LEAD MAGNET IN FRONT OF MORE PEOPLE

Paintable already had more than 100 blog posts on their website. Adding lead magnets to all of them would be a long, time-consuming process, so we made a list of the most popular ones.

If you want to check which posts on your blog people read the most, you can do that by using Google Analytics.

Here is how to do it. Open your Google Analytics account.

Click on the “Behaviour” page.

You will see a dropdown where you need to click on the “Site Content”.

Open “All pages”.

What you see below is your content over a particular period. Change the date period so that you can see a longer period, preferably one or two years back. You may need to filter it to show only blog content. How easy that is depends on your URL structure. With luck, you can just go to the box marked with the red arrow on the picture below and write “/blog”, and that will allow you to see only the blog posts that you have on your website.

You can put them in order depending on the number of page views so it’s easier to make the list of the most popular blog posts.

Once you do that, use some 80/20 analysis. It’s like that the 20 most popular blog posts will have 80% of traffic. Start adding the lead magnet to them. Over time, you can work on lead magnet optimization for the rest of the list as well.

For Paintable we added two different pop-ups, inline buttons, and sections in three different versions across all the blog posts.

Here is one of the buttons we used:

It is a nice, clear call to action and it doesn’t take people to a different page once they click on the button. It brings up the pop-up that I showed you earlier.

Here is an example of an inline section we used:

We tried several different options and this one performed the best. It is a visual overview of what clients can get once they download the resource. The information about the material is clear. So is the call to action button. And again, it also brings up a pop-up instead of taking people to a new page.

The crucial thing about this is that the inline section is added within the blog post. So when people are going through the page, reading the blog post, they see the section with the lead magnet. It’s in the middle of the page. It gets people’s attention. Everyone sees it.

If the blog post is long, you can add two or three of those throughout the whole page.

Here’s another inline section we used:

It’s a different version of the same lead magnet which means you can use them together on different posts. Having various versions makes it more likely that people will sign up. You’re getting it in front of people’s eyes in slightly different ways.

For the other client, Plan Your Federal Retirement, we added a header banner to the blog posts pages. Here is how it looks:

People who clicked on the “SIGN UP NOW” button were taken to the pop-up I showed you above:

Apart from that, we also added a form at the bottom of some pages where it made sense:

So we used a number of different methods to get people to opt in for the same thing. 

Step 3 – MINIMIZE DISTRACTIONS

Remove links and CTAs that are not relevant

On our clients’ website, there were lots of things that could distract potential clients, like an invitation to check the YouTube page or information about other products. That’s all great to have on the website, but it gives people too many options and they will most likely end up not doing the thing you want.

Have just one CTA per page

You want your customers to take a particular action. So get them to do one thing at a time. There is a saying “A confused customer never buys” and it’s true. If you have just one call to action, you can direct your customers to do the one thing you want most.

It’s fine to repeat the call to action multiple times on a page. In fact, it can be good. But don’t have more than one CTA. .

LEAD MAGNET OPTIMIZATION RESULTS

For Paintable, after implementing all the steps, we managed to improve our client’s opt-in rate from 3.49% to 9.30% and we almost tripled the number of leads per month.

For Plan Your Federal Retirement, the initial opt-in rate was pretty good, around 1.4-1.8%. Then something went wrong and it dropped to 0.54%. That’s when we started working with the client and after implementing all the steps we talked about, we managed to get it back on track, up to 3.37%.

TRACKING RESULTS

Tracking your opt-in performance is important. We recommend tracking your main KPIs on a weekly and monthly basis. This is what our weekly Lead Magnet KPI Tracking Spreadsheet looks like:

You can see an increase in Lead Magnet Conversion Rate % through the weeks.

WHAT TO DO AFTER YOU INCREASE YOUR NUMBER OF LEADS

Once we make sure that our clients’ lead number is taken care of, we then start working on the next two things: building and implementing the webinar funnel and tripwire funnel. 

Both tripwire funnel and webinar funnel were explained in this blog post so you can go back and read it anytime you want. 

I hope that this blog post helped you understand how you can double your leads on your own. The key is to find the lead magnet that will attract customers, make it appealing, and put it in front of people so that they don’t miss it while visiting your website.
If you don’t have time to work on this by yourself or you feel like you need someone to guide you through this process, contact us.

Categories
Funnels Tracking & Analytics

The Latest Tripwire Sales Funnel Conversion Rates

This blog post is about tripwire funnel conversion rates – measuring how well the tripwire funnel is working in your marketing.

A tripwire is a low-priced offer you show to people who opt-in to your email list, usually by signing up for your lead magnet. It’s usually priced between $5 – $30 and the goal is to convert your website visitors into customers. It gives you more information about those customers, and it means they’re more likely to buy something else.

Specifically, this is a blog post about how to track your tripwire funnel conversion rates. A conversion is any specific, desirable action that’s taken by a website user or email subscriber.

It can be as simple as signing up for a lead magnet, or making a purchase, or booking an appointment. Tripwire funnel conversion rates is the percentage of people who buy your tripwire offer out of those who sign up for your email list on your website (and see your tripwire offer). 

You might have realized that just putting a tripwire funnel in place isn’t everything. The work starts when you’re trying to figure out how your funnel is performing and whether it needs to be optimised. 

If you’ve been trying to do this yourself, you’ve probably banged your head against the desk… a few times. With this post, you won’t have to do that anymore.

I will tell you how this process works – and provide you with the latest benchmarks we have, so you can figure out how to make the most of your tripwire sales funnels.

When you have your data and benchmark data, you can compare your figures to the benchmarks, and see where you’re not doing so well.

Don’t try to fix everything at once. Focus on the bit where you can make the biggest difference most quickly, as I’ve explained in this blog post, how to identify what is the biggest hole in your sales funnel. 

Remember: every hour you’re working on the wrong thing, that’s one hour you’re not working on that thing that’s going to make the biggest difference. 

Tripwire Sales Funnel Conversion Rates

A tripwire funnel is not the first step in your sales process. Usually , to capture new email subscribers, you’ll begin with a lead magnet. This is a free resource like an ebook, an email template or a mini training course delivered via email.

This is why when we track tripwire conversion rate, we start with the benchmarks for opt-in rates (the percentage of people who sign up for your email list out of all your website visitors).

This conversion rate data we’re sharing is for online course creators and info products.

What’s a good opt-in rate?

Across the website, we’ve seen conversion rates for opt-ins varying from 3% to 8.6%. The highest we’ve seen was 10%.

For individual landing pages with traffic from paid sources, the best we know of is 60% (that was for online course creators). The lowest was 11.7% (That was for education for entrepreneurs interested in the BnB model).

What’s a good conversion rate for a tripwire sales funnel?

I’ve heard this question from many business owners in the online courses industry, and there isn’t an easy answer. There’s no preset good conversion rate for this type of sales page. 

The main reason I can’t give you a clear benchmark for this is that there are too many price variants and conversion models to take into account. What I can tell you is that out of everything we’ve tested so far, the magical price for a tripwire offer has been $17.

Another detail that needs to be taken into account is the traffic a website gets. 

The lowest conversion rate we’ve seen for a tripwire page was 0.5%. And the best ones we’ve seen have hit 5%. Most commonly we see tripwire pages hitting anywhere from 1.5% to 3%.

What is a good conversion rate for an order bump?

The order bump is usually offered at the checkout, right as someone is looking at buying the tripwire. 

It’s a great way to up your sales and average order value of each new customer that comes through your funnel, especially if you get it right and it is relevant to the tripwire and your audience’s pain points. 

The lowest conversion rate we’ve seen for this stage of a funnel is 20%, and the highest would be 60%. On average, the order bump would convert at 40%. 

What is a good conversion rate for an upsell (or OTO)?

Upsells are where the money is. Offering an upsell, also known as One Time Offer is encouraging a customer to purchase something more expensive than the tripwire that has brought them into the funnel. 

In many cases, there are one or two upsell opportunities in funnels, and one of them is usually the core offer (your main offer).

With upsells it’s not just the traffic that impacts the performance. Positioning, anchoring, design and copywriting are going to make or break how that upsell is converting. 

The lowest conversion rate we’ve seen for an upsell offer was 19% and the highest one was 28%. On average, we feel comfortable with 20%. Which is in fact a very good number.

If there’s a second upsell in the funnel, the conversion rates for it varied in our experience from 8% to 25%.

STILL NEED HELP?

You might not have the same results as the benchmarks listed above. 

If they are lower, that is probably a sign that you can improve your results. 

The good news is that you’ve got plenty of opportunities to change them for the better. You can keep fine-tuning your tripwire sales funnel until you find the strategy that results in the most conversions.

Knowing your numbers and comparing them to the benchmarks is a great way to start. However, if you hate crunching the numbers, I’ve got just the right thing. 

I asked my team to help me put together a free calculator that helps predict how much money you could be earning if your tripwire funnel would be optimised. Go check it out right here.

If your numbers are better than our benchmarks, that’s amazing! I’d love to hear from you and add your numbers to this post so we can help other online business owners.

And who knows? Maybe we can help you get them even higher.

Categories
Tracking & Analytics

Sales Funnel Conversion Rate and Analysis

Do you ever feel like you have 1,000 things you could be doing in your marketing, but you don’t know which is the most important? You’re working on improving your sales funnel conversion rates but you’re not sure if what you’re doing is working? You work on something for weeks and it makes no difference.

Can you imagine how it would feel if you knew for sure what to do? If you could do the 80/20 analysis, meaning find which 20% of your marketing efforts are bringing you 80% of sales? Wouldn’t that be awesome?

We specialise in working with people who run online courses, so this blog post is mostly about that market. But it should be helpful whatever business you’re running. 

It’s all about making better use of your data and analytics.

Is tracking sales funnel conversion rates really that important?

What we see with the most successful businesses is that they know exactly what their numbers are. Those businesses are great at tracking what their customers do on their site. They make data-driven decisions, and that means they can improve their sales funnel conversion rates.  

If you want to scale your business, numbers should be your friends. 

Let me explain why…

There are hundreds of different parts of a funnel you can improve. 

But how do you know which part to work on next? Which one will earn you the most money? 

To find that out, you need to know two things: how you’re doing right now, and how that compares with everyone else.

In other words, you need to have data showing how well you’re performing, at each stage of your funnel. 

And you need to have benchmark data, which lets you understand how everyone else is performing.

How can data help you?

There are two big benefits from having this information.

  1. You can easily see where you can make the most difference

When you compare your current results with the benchmark data in your industry, you can see which number is furthest from the benchmarks and is likely to make the biggest difference. That will help you decide what to work on.

For example, let’s say your current opt-in rate on your website is 4%. You know that in your market the average is 3.5%. Your numbers are already good. You almost certainly can improve further, but it will be really hard. So we won’t worry about that. 

Let’s imagine now you have a 0.5% opt-in rate and you know 2% is normal in your market. Well, in this case you can potentially quadruple your opt-in rate. That can make a big difference. You can have a lot more people into your email list. And it should be reasonably doable, as you’re so far below the standard. So that’s worth putting on the list of options.

  1. You  can react fast if some part of your funnel breaks down

Sometimes, you change something in your marketing funnel and it can mess up your results without you even noticing. If you don’t track your data, you might not realize it for ages. That’s why you should track your data at least weekly. Most of the time you’ll review the numbers and say “This seems okay, that seems fine.” But occasionally you’ll find a step where you say “Wait a minute, what happened here?” And then you’ll know that something needs fixing.

A client of ours changed a part of their funnel. Someone in the team changed a sign-up form to be more secure, and something broke without them realising. 

Luckily, we were tracking sales funnel conversion rates for each part of the funnel weekly and we spotted straight away that sign-up rate dropped significantly. Our insight meant they could dig into it and find out what the issue was. They found that they had made the password system more secure, but it broke something else. They were then able to quickly fix the problem. If we hadn’t been tracking their sales funnel conversion rates, we wouldn’t have known there was a problem in the first place. 

I hope this gives you a nice overview of why tracking your sales funnel conversion rates is so important. It is the most important thing in business and marketing. Without it, you’re trying to reach your goal destination blindfolded.

Now you’re probably wondering how to build a good system for tracking your data. That’s what we’ll talk about next.

In this second part of the blog post we’re going to show you how to:

  • Find your benchmark data
  • Analyse your funnel in detail
  • Decide which bit of your funnel to work on first
  • Build a sheet to track all your data
  • Choose which analytics tools to use

How to track KPIs

Don’t just check your sales funnel conversion rates when you want to improve your funnel. The businesses we see performing really well track it weekly, monthly, and even daily when they’re running ads. 

What data should you be tracking?

Leads KPIs

The first thing you should track regularly is the number of your leads. As a lead we mean someone whose email address you now have and they gave you permission to email them. They are your potential customers.

Each week you want to know:

  • Number of website visitors – number of unique people who came to your site
  • Pageviews – this is usually bigger than numbers of visitors as one visitor sees more than one page
  • New leads – people who left their email and gave you permission to email them
  • Opt in rate (lead magnet conversion rate) – out of all people who came to your page how many of them agreed to give you their email address
  • Unsubscribe rate – number of people who unsubscribed
  • Net subscriber growth – the difference between people who subscribed and unsubscribed in a given week 

This is how leads tracking sheet should look like:

Where do you get these numbers from?

The number of visitors you will find in Google Analytics, in the left side part: Audience – Overview – Users.

The number of unique pageviews you will find under Behaviors – Overview – Unique Pageviews

You get the number of leads (people who signed up for your lead magnet or gave you their email address and allowed you to email them) from your CRM (email software). It is important to track the number of unsubscribers as well so that you know your net subscriber growth. 

These basic data gives you information about your opt-in rate. You can calculate your opt-in rate with this formula: new email subscribers per month/website visitors per month * 100.  

As a rule of thumb – if your opt in rate is around 2% – it’s considered decent.  5% is great, and the best we’ve ever helped a client to get to is 8%.

We suggest you look at your average for the week and compare it with your average over the past year, and in the same period a year ago. We do this for all our clients. If the weekly average is going up, and it’s higher than last year, you’re moving in the right direction.

Revenue KPIs

Seeing weekly data is important because you can track which offer converts better and you can make decisions faster that will lead you to earning more. 

Your goal should be to track the following stats regularly:

  • revenue trends 
  • refunds
  • how many people are buying 
  • unique sales

When you have sales data, you can count the total number of transactions, tripwire conversion rate and all subsequent purchases. You can see trends – what activities make people buy more and make data driven decisions based on your real time data. 

Monthly KPIs

Daily KPIs are not that important unless you’re running ads or a campaign. However, weekly and monthly KPIs are crucial. You want to see how your audience behaves and reacts to your offers.

The monthly KPI sheet looks similar to the weekly one except that you enter numbers for the entire month. Additionally, on a monthly basis, it’s good to track value per transaction.

What should you track?

  • Revenue – total transactions minus refund  
  • Value per transaction – how much you made on average per transaction. For example, if you sold 291 products and you made $8000. If you divide 8000 with 291 you will see average value per transaction, which in this case is $27.49. 
  • Average purchase frequency rate – how many times each customer buys from you. In most businesses, 75-80% of revenue comes from about 20-25% of customers. We call this the 80/20 rule. You should know who those customers are. 
  • Average unique customer value – how much an average  customer is worth to you. This data is important especially if you’re running ads. Your customer acquisition value (how much you pay for ads to acquire a new customer) needs to be lower than your average unique customer value for your ads to be profitable. 
  • Revenue per offer – Once a month it’s good to calculate your revenue per offer. It allows you to see what are your highest performing offers. You can offer these products more often, position them differently or run a promotion

You should also track your email marketing data and website data. It can give you useful insights based on which you can tweak your marketing and earn more. How?

Most important email metrics and benchmarks

One of the best marketing tools is to send a regular email newsletter. If you’re doing this, you should track how it’s performing. This is what you should track:

  • Open rate
  • Click rate
  • Number of unsubscribes 
  • Bounced and
  • Email subject lines

Here’s an example of a tracking sheet:

This lets you see  how many people unsubscribed after a particular email. You can see which email subject lines work best for your audience.

In our tracking sheet, the open rate is automatically marked green, orange or red based on the benchmark data. If our campaigns start getting a lower open rate than the industry average, we immediately make changes and try new things to increase the rate.

Benchmark data for email marketing vary based on the industry. You can find it online, but here’s some data for the education and training industry, to get you going:

  • The average open rate is 23.42%
  • The average click rate is 2.90%
  • The unsubscribe rate is 0.31%

The average total for all different industries is:

  • Open rate – 21.33%
  • Click rate – 2.62%
  • Unsubscribe rate – 0.26%

If you’re doing email campaigns (which we recommend you do twice per month if you have six  courses or more) or course launch to your list you can expect 0.1 – 0.6% of people to buy. If you have a cold email list, this percentage will be lower. 

Knowing this, your goal is to have more and more people on your email list. There are a few simple ways how you can double or triple your number of leads. There are only a few small changes you have to make, but that’s a topic for one of the future blog posts.

Now we’re coming to one of the most asked questions I get:

Which part of your funnel should you fix first?

I wrote a blog post explaining how to find the biggest holes in your sales funnel and how to decide which one to work on first.

I explain everything through an example, so it’s easy to follow. Once you read it and follow instructions, you can do it yourself.

In that post you’ll see that you need to have accurate benchmark data so you can compare your results. Here they are:

Benchmark data for online course creators

Without benchmark data, you won’t be able to fully analyze how your business is performing. 

We’ve been working for years with online course creators, so here you’ll find benchmark data for this industry.

Opt-in rate – sitewide

To calculate this take the number of new email subscribers you get a month, divide it by the total website visitors and multiply by 100. For example if you have 200 new subscribers a month and 20,000 website visitors a month – then that’s 200/20,000 x 100 = 1% opt in rate

The majority of people have a 0.5-1% opt in rate. 

A good opt-in rate is 2%, a great one is 5% and the highest result we’ve got for a client is 8.9%.

Opt-in rate – landing page – organic traffic

If you have a landing page that traffic is going to from your organic traffic (e.g. from your YouTube channel, podcast, blog posts, etc.) then we a good opt-in rate is around 30-60%

Opt-in rate – landing page – ads

For landing pages with traffic coming from ads you’ll see a slightly lower opt in rate, as the traffic is cold. Something around 25-40% is a good level to reach here. 

Tripwire offer

A tripwire is a compelling, low-priced offer that’s designed solely to turn a prospect into a customer. 

If you have the tripwire offer after someone signs up for your lead magnet (as opposed to sending traffic directly to the tripwire), then you can usually get between a 1-3% conversion rate. Anything above 2.5% is strong. The highest we’ve seen is 5%. This will vary depending on the price of your tripwire offer. 

Order bump 

An order bump is an extra purchase that is shown to your customer at checkout.

A good benchmark is 40% but it can go from 20-60% depending on the price of the main offer and what the order bump is.

Upsell

An upsell is an incredible deal you’re offering on a larger purchase. 

They convert typically at about 15-30%, if you have the right offer and the right sales page.

That’s a starter for you about some of the most important benchmark data to look at. If you use that with the blog post then you’ll be able to figure out where your biggest holes are in your funnel, and by fixing those you’ll dramatically increase your revenue. 

My advice: Don’t guess. Ever again. 

The Audit

As we’re reaching the end of this blog post, by now you should know that numb3r5 4r3 y0ur fr13nd5 🙂

However, if you’re not a big fan of numbers, we’re here to help.

Setting up all these tracking sheets and doing KPI tracking properly takes time. We offer this as a stand-alone service. 

We can set everything up for you. We’ll do all the pivot tables, set up all formulas and teach you how to fill in these forms on a weekly and monthly basis. We can even track all of that for you if you’d like, taking it off your hands, only showing you weekly/monthly reports. 

If you want help with this, and would like an in-depth analysis of your entire business, we do that through an audit.

With the audit, you get an analysis of your entire course funnel. We tell you where you’re leaking money and how you can fix those holes. We map out your existing funnel and then we map out your ideal funnel. With this, you know what you need to work on to sell more courses. You don’t have to guess.

Whether you decide to continue working with us or not, all documents and analysis we do for you belong to you. 

Would you like to know where your funnel is leaking money and how to fix it?

Let us know 🙂

Categories
Tracking & Analytics

UTM tracking – What is it and why should you care?

Whenever someone was asking me to review their funnel one of the first things I ask them is if they have UTM tracking setup.  The normal response is what’s UTM tracking?

UTM tracking is kind of like flossing – it’s boring, and you probably don’t want to do it. But if you don’t then all your teeth will fall out. Metaphorically speaking.

UTM tracking – What is it?

It’s the system for telling Google analytics where traffic is coming from,  whether that’s:

  •  Facebook ads
  •  one of your email sequences
  •  Google ads
  •  etc

If you’ve ever seen a website address that looks something like this

That’s UTM tracking

What does UTM stand for?

Okay this is a bit of weird trivia that you’ll never need to know. It stands for Urchin Tracking Mechanism – which tells you almost nothing useful. It was originally built by a company called Urchin which then got acquired by Google and built into Google analytics. Hence the name.

Why should you care?

If you start using UTM tracking now then there will come a day when you are really grateful for it.

You can ask yourself are these working or is this email sequence actually converting into sales and if you’ve set up UTM tracking then you’re going to be able to use Google analytics to figure out the answer.

If you can go into Google Analytics and see what campaigns work then you’re able to know which ones to keep going with and which ones to stop.

And what’s really important is it actually doesn’t take very long to do it, and you don’t need to be doing it personally – you can set up a system or an SOP for it.

The places where it’s really important are with email marketing and with paid advertising. 

Google Analytics and Google ads actually connect really easily, so no need to worry too much about it for there.

But for Facebook ads you really need this lot.

UTM tracking SOP

You’ll need to be consistent across different campaigns so you need to decide  whether to use CPC or paidsearch for example.

1. Campaign Source

The source parameter allows you to track where the traffic originated from. The parameter added to your URL is utm_source. Sources you may track could be facebook, google, bing, inbound.org, or the name of an email list.

Example: &utm_source=twitter

2. Campaign Medium

The medium parameter tracks what type of traffic the visitor originated from – CPC, email, social, referral, display, etc. The parameter is utm_medium_

Example: &utm_medium=cpc

3. Campaign Name

The campaign name parameter allows you to track the performance of a specific campaign. For example, you can use the campaign parameter to differentiate traffic between different Facebook Ad campaigns or email campaigns. The parameter is utm_campaign.

Example: &utm_campaign=example-campaign

4. Campaign Content

In case you have multiple links pointing to the same URL (such as an email with two CTA buttons), this code will help you track which link was clicked. The parameter is utm_content.

Example: &utm_content=navlink

Now what?

If you do this in every campaign that you run then you will be able to figure out whether a campaign worked or not.

Go to  Google Analytics, click on Acquisition – Campaigns –  All campaigns

Here, you’ll be able to see data sorted by Campaign, or by the Source/Medium you’ve used:

If you don’t want to switch between table tabs, you can also go to Secondary dimension – select Source/Medium, and you’ll have all the info in one place, like this:

Tracking and analytics is crucial for making data driven decisions. We pay so much attention to numbers and analytics that we’ve put data-driven in our agency’s name. If you don’t measure, you can’t improve. The most important thing is to have precise data. UTM codes help with that.

If you want to learn more about scaling your business using funnels sign up for Scale Course Revenue On Autopilot Free webinar. I also mention and explain why tracking is important and what are some benchmark numbers you should strive for.