Campaign Tracker 2.0 Now Live

CloudAmp is pleased to announce the release of Campaign Tracker 2.0, the Salesforce app which lets you track Google Adwords, keywords, and other source data into your Salesforce leads. Campaign Tracker has always been the simplest and best way of tracking your advertising ROI and marketing analytics in Salesforce, and now with the release of version 2.0 it is even better.

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Visitor Sessions

New in Campaign Tracker 2.0 is the ability to see which pages on your web site a lead visited before they submitted a lead form. Called Visitor Sessions, this new feature is available right in individual leads and contacts within Salesforce for easy reference during the sales process.

See the page titles and URLs in Salesforce of the entire path that a prospect took on your web site. Session numbers even show repeat visits, so your sales and marketing teams can see at a glance what parts of your web site a lead looked at, plus when and where they returned each time they visited your site before they became a lead in Salesforce.

Now with Campaign Tracker 2.0, you can identify which products a lead might be interested in, and understand potential lead value ahead of time — all based on which pages they viewed on your web site.

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Better Tracking Technology

Campaign Tracker 2.0 was completely rebuilt from the ground up to make it easier to implement and provide more reliable data collection.

Version 2.0 no longer relies on cookies or data from Google Analytics, so it provides an independent way of verifying lead sources and other information. Plus we’ve simplified the installation process to support pretty much any web site form you might have.


For a FREE 15 day trial, including email and phone support to help you get the Campaign Tracker set up and tested, please sign up on the AppExchange.

Tracking Google Adwords Results in Salesforce

This post explores a simple way to see Google Adwords results inside of Salesforce, using Google Analytics Campaign tags. To set up custom campaigns, just add parameters (for example, utm_campaign and utm_source) to the end of your advertising URLs. Custom campaign values display in your Google Analytics reports, and you can capture them into leads in Salesforce using a tool like the Campaign Tracker for Google Adwords and Analytics.

You will be able to see which URLs visitors click to arrive at your web site and then become a lead, and which Adwords Keywords they searched for. As a bonus, if you get into the habit of tagging all incoming URLs to your web site, you will have better visibility not just into your advertising, but into any content or links you put out there — blogs, social media, sponsorships and more. Everything except Organic search engine traffic and some referral traffic can (and should) be tagged.

 

Adding Campaign Tags to Your Adwords Ads

  1. If you have Adwords autotagging enabled, please disable it (it can cause conflicts)

    AutoTagging

  2. Update the Destination URLs in all your Adwords ads with the campaign URL parameters.

    1. If you have a lot of ads, you can use the Adwords Editor client program to easily update / duplicate many ads at once. Adwords Editor makes it easy to copy / move items between Adgroups and Campaigns, and make bulk changes very quickly.

    2. Note that whenever you make changes to your ad text or URL, they are sent back to Google for review. Rather than modify an existing ad, you may wish to create a new one so that the existing ad keeps running while your new ad is under review. Once the new ad is approved, you can delete the old ad if you want.

    3. Redirects can also cause issues with Campaign tracking and Google Adwords attribution, so Google recommends updating the actual Destination URLs in your ads, instead of using a redirect.

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Example URL:

http://www.YOURSITE.com?utm_source=GoogleAdwords&utm_medium=PPC&utm_campaign=CampaignTracker&utm_term={Keyword}

  • utm_campaign = Adwords Campaign Name

  • utm_source = GoogleAdwords

  • utm_medium = PPC or SEM (keep consistent with whatever categories you have defined)

  • utm_term = {keyword}

  • utm_content = optional parameter, commonly used for adgroup tracking

 

For tracking specific keywords, use Google’s keyword insertion format in the Destination URLs of your Google Adwords ads. utm_term is the Google Analytics campaign parameter for the keyword, so use utm_term={keyword} and Google will automatically insert the keyword that triggers your ad into the URL, so it will be tracked when a visitor clicks through to your site and submits a form.

Note: This same URL format and {keyword} insertion works in Microsoft AdCenter as well.

Google provides a URL builder tool which you can use if you would like, but you can also simply copy and modify the URL above. There is no need to create the campaigns in Google Analytics ahead of time — when a visitor arrives on your site from a Campaign tagged URL, the campaign data is automatically recorded.

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Once you have tagged all your Google Adwords URLs, then you simply need a way of integrating the tracking data into Salesforce. I am partial to the Salesforce app we built here at CloudAmp, of course,  Campaign Tracker for Google Adwords and Analytics. But there are plenty of other solutions to get Adwords data into Salesforce, including marketing automation software like Marketo  or Hubspot.

If you are not using web-to-lead forms, but have an account signup process or eCommerce system, then you may want to have your developers capture the campaign tags from referral URLs directly into Salesforce via custom code. One thing you cannot use, sadly, is the popular Salesforce for Google Adwords, which is being end-of-lifed (shut down, in software-speak) on May 1, 2013.

However you decide to go, tagging all your incoming URLs with Google Analytics Campaign parameters will allow you to track Google Adwords results, as well as the success of other advertising and marketing efforts, directly inside of Salesforce.

New Version of Campaign Tracker Released

CloudAmp released a new version of its Campaign Tracker for Google Adwords and Analytics last week. Version 1.6 was launched on April 4, 2013 to address several major feature requests from customers, as well as inquiries from the increasing number of companies who are looking for a replacement for the Salesforce for Google Adwords application. Salesforce for Google Adwords (SFGA) is being shut down on May 1, 2013, so customers currently using it to track Google Adwords results into Salesforce need to find an alternative tracking application.

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New Organic, Referral & Direct Tracking

Now you can know the source of every lead directly in Salesforce. The new version of Campaign Tracker  tracks Google Adwords and Google Analytics Campaigns via campaign tagging, plus adds in Organic, Referrer or Direct visitors to your web site. A second dashboard and more than 10 additional reports are included in the new version, to help you make sense of trends in the new data provided. The addition of organic tracking was particularly important to many customers who were replacing Salesforce for Google Adwords with the Campaign Tracker, to provide an equivalent level of Adwords tracking in the transition.

 

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Simpler Implementation

Implementation of the Campaign Tracker outside of Salesforce has also been simplified, and requires only a single line tracking code be added to the pages of your web site. There is no file to host on your site as the tracking technology is now called remotely from a high performance content delivery network (CDN). Best of all, changes to your web-to-lead forms are no longer needed.

 

Best Value

Campaign Tracker for Google Adwords and Analytics costs just $49 per month per company, with no per-user or per-lead fees. In addition to being the most affordable tracking application for Salesforce, there is a 15 day free trial, during which assistance is available from CloudAmp at no cost, if you have questions or need help setting up or testing the application.

 

GetItNow
Try it Free Today >

 

Upgrades

Current customers interested in upgrading should contact us to discuss the easiest way to update  the app in Salesforce and implement the new code on your web site. Existing cookie code and earlier versions of the app will continue working without interruption however, so we are glad to discuss each individual customer situation and help you decide whether or not you would like to upgrade.

6 Challenges with Tracking Adwords Conversions in Salesforce

With the impending “end-of-life” of Salesforce for Google Adwords, I thought I’d dive a bit deeper into some of the challenges for tracking Google Adwords lead sources into Salesforce. Regardless of whether you choose a tool from the AppExchange or build your own integration, here are some of the considerations that are not always front and center.  

 

Getting Enough Data

Many companies are running thousands or tens of thousands of keywords in Google Adwords, but only receive tens or hundreds of leads a week. If you don’t have a high lead volume, and a portion of your leads are from sources other than Adwords, it can be a challenge to build up enough data for the results to be meaningful.

For example, your company may find that it has a few keywords with multiple leads, but that the “long tail” exists in your tracking as well — large numbers of keywords with one or two leads. In these environments, it is very common for it to take months to build up enough tracking data for it to be actionable. You will eventually have plenty data, but don’t expect this to come within a month or two, so best to set everyone’s expectations up front.

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The best time to start tracking your lead sources was 6 months ago. The second best time is today, so don’t put it off any longer — get lead tracking for Adwords set up today.

 

Eliminating Waste vs. Optimizing Performing Keywords

Related to the challenge of collecting enough data is what kind of actions you are able to take and when. The reality is often a bit more complicated than the idealized promise of being able to optimize all of your Google Adwords advertising, where every keyword and bid is delivering the perfect balance of revenue without overbidding or waste.

As you are collecting data, you may find that you have a number of keywords with one or two leads attached to them. Are these valuable keywords, or just clicks that became leads by chance? Only time and more data collection will tell, as leads go through the conversion to opportunity and close process so you can relate those click costs to revenue as well.

AdwordsGraph

In the early stages of your Adwords tracking in Salesforce, focus on eliminating waste. The low hanging fruit you can easily take action on without months of data should be keywords that produce tons of clicks with no leads, as well as keywords that produce lots of leads that never convert. This is the waste that is poorly aligned with your products or services, and is the first area where you can confidently make changes based on preliminary data.

Eliminating waste will improve the efficiency of your overall Adwords spend and lower your cost per lead. As you continue to collect tracking data, you can then start to optimize bids, broaden your keywords, or make other optimizations based on more complete data.

 

Focusing on Wrong Metrics

For me being able to understand revenue / keyword inside Salesforce, instead of relying on CPC or CTR metrics, to be the primary goal of tracking Google Adwords results into Salesforce. Of course, understanding the trends across all of your metrics, CTR and CPC included, is important. But all metrics are not created equal.

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How critical revenue / keyword tracking is will vary depending on your business of course. If you only sell one product at a single price, it may not be as important — the sale amount and lifetime value of most customers is the same, so you are mainly optimizing the demand volume side of the equation. But if you have multiple pricepoints that vary significantly, a more expensive click that typically drives a large purchase can be far better than a more affordable click with an average revenue that is lower.

This importance is only multiplied if you are bidding on very competitive keywords. Bidding $25 or even $50 for a single click always seems painful, unless you can track those same clicks through to significant large purchases on a consistent basis. What seems crazy without tracking can be shown to make financial sense and drive significant revenue when properly tracked.

 

Picking a Source of All Truth

Where do you store your Adwords tracking data? Do you use Salesforce, Google Analytics, or both? What about duplicate / conflicting data?

I am partial to making Salesforce the single source of truth, but of course I build Salesforce applications to centralize data there. Google provides some great tools, especially considering many of them are free / advertising supported, but those systems are not designed to be a long term database, nor are they as customizable as Salesforce is.

Silos

One advantage to centralizing Adwords tracking data in Salesforce is that the data can be (potentially) useful to others outside of the marketing department. Sales reps might be interested in what keywords a lead was searching for, to better understand their intent. Or if you don’t want to expose that data to the sales team, you could still use it to drive lead scoring formulas that determine how views are sorted or which leads are visible to the sales team.

A corollary to the “single source of truth” is that to keep yourself sane, you should accept that if you use multiple systems, the numbers in different online tracking systems will never agree exactly. Even the numbers between Google’s different systems don’t match. As with other marketing metrics, it is the trend and the consistency that is more important — as long as the numbers are close enough, focus on any divergence or suddenly larger gap between different analytics systems, as that could indicate a problem.

Poor Lead Hygiene / Salesforce Processes

Another common challenge to tracking Google Adwords (and other online advertising) conversion in Salesforce is poor data quality and a lack of consistently followed processes for handling data. Duplicate leads, no consistency across the sales organization for when leads are converted to opportunities, and custom fields that don’t map anywhere upon conversion are all common issues we see with Salesforce usage that affect campaign tracking.

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With so many systems integrated into Salesforce, and marketing automation systems increasingly inserting their own databases into the middle of things, we also see lead sources that get lost or overwritten, and a lack of proper reports / dashboards to give a holistic picture of the data.

If you are embarking on a project to track your Google Adwords or other online marketing leads in Salesforce, try to make data cleanup and process improvements part of the job. You’ll end up with better data and a higher likelihood that you are making decisions based on accurate data as a bonus.

 

Not Having Correct Tools

Finally, we come to the tools you use to get your Google Adwords data into Salesforce. Some companies have their web developers or engineers build a system to push this data into Salesforce. And if you have an eCommerce system or Account signup (instead of a lead process), custom building a solution may be your only real option unfortunately. But many of us don’t have development resources at our disposal, or the engineering team is too busy on customer-facing product development to work on internal marketing tools.

For those using standard Salesforce web-to-lead forms and processes, there is a new generation of tools available like our (CloudAmp’s) Campaign Tracker. Installable directly from Salesforce.com’s AppExchange, these tools can add in additional information like where a lead came from, what keywords they searched for, and more.

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Most importantly, this information becomes a permanent part of the lead record in Salesforce upon the form submit, so you can track those values throughout the lead lifecycle and see conversion and revenue data. Now you can get real ROI data on Google Adwords and your other marketing and advertising efforts, and know in detail which keywords or placements produce your best leads.

Despite the challenges, now is the time. So don’t wait any longer, start tracking your Google Adwords and other advertising lead sources into Salesforce today. Eliminate waste wherever possible, and reallocate funds to the top performing advertising, and your revenue and cost of sales can improve significantly.

Replacing Salesforce for Google Adwords

Salesforce for Google Adwords launched back in 2007, and for the first time made it easy to associate Adwords advertising data with individual leads inside Salesforce. I was one of the first enthusiastic users and a customer case study for Salesforce on their roadshow announcing the new application.

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Finally, we could permanently tie Adwords clicks to an individual lead, and track conversion all the way through from lead to account to closed opportunity. No more focus on Google Adwords CTR, CPC or other important but sometimes misleading metrics. We had arrived at the promised land: $ spent / $ revenue generated on a keyword basis. And we could now get this data even if the lead closed 6 months after the Adwords click and came in via Fax.

Some time ago Salesforce.com announced that the Salesforce for Google Adwords app could no longer be installed, and that support for existing users would be ending May 1, 2013. I don’t know all the details behind this decision, but this blog post is focused on what you can do to replace Salesforce for Google Adwords, and one alternative application that we have developed here at CloudAmp.

setup-lead-tracking

 

CloudAmp’s Campaign Tracker, launched in October 2012, is a viable alternative to Salesforce for Google Analytics. Just install the app into Salesforce, add a tracking code to the pages of your web site and insert some additional code in your web-to-lead forms, and you can start capturing data every time a new lead comes into Salesforce.

Campaign Tracker is designed to be simple, to minimize the number of things that can go wrong in the tracking process. There is no external database to sync to Salesforce, so leads go directly into your Salesforce org via web-to-lead forms, and your data never leaves your Salesforce org. We give you the tracking cookie javascript to host on your own web site, so there no third-party cookies that are often blocked.

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In addition, Campaign Tracker does not actually pull any data from Google Adwords or Google Analytics, so we don’t rely on data from those services or the availability of APIs. We simply make use of the Google Analytics Campaign URL format, and save the UTM values from the URL into a cookie that your web site sets.

When a visitor to your web site submits a Salesforce web-to-lead form, we parse the cookie and populate some hidden fields in the form with the campaign values. As a bonus, you have more complete campaign data in Google Analytics, since you should be tagging all of the inbound URLs that you can control.

 

After you have the tracking enabled on your web site, simply update your Google Adwords URLs in a format like that below, filling in your own values for the campaign etc., and you are ready to go. To make things easier, if you have a lot of ads to update, the Google Adwords editor (a desktop program for your PC or Mac) makes it easy to update many ads quickly.

http://www.YOURSITE.com?utm_source=GoogleAdwords&utm_campaign=CampaignTracker&utm_medium=PPC&utm_term={KeyWord}

The {KeyWord} at the end of the URL uses Google Adword’s keyword insertion to automatically insert the keyword into your URL, just the same way it can insert a keyword into the text of your ad. You can also use the 5th campaign parameter, utm_content, to record the Adgroups if you would like.

That’s it! So if you are looking for an easy to implement alternative to Salesforce for Google Adwords, check out CloudAmp’s Campaign Tracker — it installs directly from the AppExchange for a free trial. If you have any questions, leave a comment below, or contact us and we’ll be glad to help.

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