If you are investing in marketing to attract new patients or to interest existing patients in new treatments it is essential to have lead tracking in place.
Tracking enables you to see which campaigns are generating leads so you can overtime identify which aspects of your marketing are providing a return on your investment and which need attention. It might also indicate that areas of the practice website(s) could be improved if leads do not engage or enquire about treatment and bounce.
Lead tracking (or attribution) is set at source, this can be done either in-house if you have a marketing resource or by your marketing agency.
As the end point for lead tracking data, DenGro’s CRM can receive and present tracking data to the user. Its reporting will help you optimise your marketing budget and ROI.
As an objective source of truth, DenGro’s reporting enables the practice and the agency (or whoever is responsible for lead generation) to collaborate as well as to hold each other accountable.
Below are some practical recommendations as well as information on where tasks relating to lead tracking should be conducted.
We recommend that:
A team member at the dental business/practice has control of, and is responsible for:
• keeping track of all the practice’s active campaigns and where lead data from these
campaigns is captured (e.g., an enquiry form), and:
> is clear on practice/’in-house’ responsibilities versus agency responsibilities
> holds the relevant colleagues/agency to account for their responsibilities
• ensuring that the website or landing page contact forms that any leads directed to, are:
> working
> has spam filtering in place and enabled
> capturing the required information, such as tracking data (i.e., utm parameters)
> maps and tests the various visitor journeys through the practice website(s) to the
contact forms to ensure that tracking data persists.
> connected to the CRM
• checking on a regular basis that the connections to external solutions (e.g., the CRM)
are operational:
> Any changes made to the website, landing pages, or contact forms therein can
cause connections to break.
> After any updates/upgrades/changes are released, it is important to check all
forms are working and to send test leads through to DenGro to ensure they
appear with the required lead details and tracking/attribution data.
• Alerting whoever is responsible for the site/enquiry forms and outward connections (e.g., to the CRM) if there is an issue.
DenGro Support can help if:
• tracking is fully in place on the site/landing page/contact forms but it is not coming
through to DenGro, either the agency or the practice should alert DenGro Support with
details so we can investigate, then resolve or advise accordingly.
DenGro provides:
• The ability to receive any utm parameter, these are set up at source on the client side so that any tracking/attribution in place, is then available in DenGro at an individual lead
level, for a subset of filtered leads or overall.
• the ability for the practice to add external users (e.g., from their agency) with restricted permissions to their account such as:
> Integrators to connect any webforms etc.
> Analysts to access the reporting so both practice and agency can review volume
of leads and where they came from (by channel, source, campaign and ad).
• The ability for practice users to test forms by submitting test leads into the practice’s
DenGro account to:
> Check the lead appears in DenGro
> Check the required information is pulled through (e.g., contact details, tracking
details)
> Finally, delete the test lead and record this action for the purposes of auditing
• Its ‘Developer Doc’ which is readily available in every customer’s account to share with colleagues or with relevant 3rd parties as necessary:
> Options on how a practice can connect its webforms, lead ads and so on to their
DenGro account
> Guidance in its Help Centre on tracking and attribution, for example:
▪ What is attribution and who sets up lead tracking? | DenGro Help Centre
▪ How do I track where my leads are coming from? | DenGro Help Centre
▪ How are leads attributed to the relevant channel? | DenGro Help Centre
DenGro is not party to:
• Any marketing campaign(s) a practice is planning or actively running.
• Any arrangements (contractual, commercial, or otherwise) that the practice has with
their agency/agencies with regards to the creation, running, tracking, or monitoring of
any campaigns, i.e., which party does what.
• Which tracking parameters the practice/agency intends to track.
• Who is responsible (i.e. the practice or the agency) for connecting, maintaining and
testing, the relevant enquiry forms to the practice’s DenGro account.