What is lead attribution data?
Attribution lets you link your patient leads to your marketing activities. Specifically, attribution can tell you what attracted a lead to your campaign, which advert a lead clicked on, which marketing campaign it was part of and the channel the campaign was running on.
Why’s that important?
Well, if you want to spend money smartly, you’d allocate more budget to the campaigns that drive the most sales and scale back those that don’t, right? Imagine you’re running a Facebook campaign at the same time as a pay-per-click ad. You want to know which one is more effective. DenGro’s Lead Attribution can give you this information.
What attribution data can be captured in DenGro?
If you’re familiar with Google Analytics, you should recognise these .We refer to this information as ‘Attribution Data’.
Attributes follow these naming conventions:
Channel = Method for reaching customers with products or services.
Example = Paid Search.
Source (utm_source) = Identifies the advertiser, site, publication, etc. that is sending traffic to you from within a particular Channel.
Example = Google, Instagram
Medium (utm_medium) = Method of communication.
Example = Pay-per-click (PPC/ paid ads), email, banner
Campaign (utm_medium) = The individual campaign name, slogan, promo code, etc. for a product.
Example, summersale, valentinespromo.
Term* (utm_term) = Identifies paid search keywords.
Example = Free check-up, implant dentist, clear braces, whitening, face injections.
Content*(utm_content) = Used to differentiate similar content or links within the same ad. If you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.
Example = lifestylevideo; productvideo.
*You would typically only apply Term and Content to paid search. For example, marketing a January Sale (Campaign) may involve different ads with different keywords (Term) and creative treatments (Content).
UTM ID (utm_id):Campaign ID. To identify a specific promotion or campaign. This is required GA4 tracking to work (i.e. for data import). You need to use these same IDs when uploading campaign cost data.
UTM Source Platform (utm_source_platform) Identifies the platform responsible for sending traffic to a given Analytics property (one that manages organic traffic data)
Example=Display & Video 360 or Search Ads 360.
UTM Creative Format (utm_creative_format):Identifies the type of ad creative shown to users on a webpage.
Example: video, display, native, search.
UTM Marketing Tactic (utm_marketing_tactic) Identifies the targeting criteria applied to a campaign.
Example: prospecting or remarketing.
UTM Ad Name (utm_adname) Identifies the ad campaign name.
You don't need to use all these parameters, but the more you add the more detailed your reporting and understanding you will have of your campaigns.
Pairing parameters
Each parameter must be paired with a value that you assign. Each parameter-value pair then contains campaign-related information.
For example, if you’ve sent a January Sale email campaign to your customers, you might use the following parameter-value pairs:
utm_source = existing-patient-list
utm_medium = email
utm_campaign = january-sale
What about leads that are manually added via the 'Add New Lead' button?
When leads are added manually by a practice user, they have an option to choose how the lead was captured, which can include:
Facebook
Telephone
Email
Visit
Online Chat
Meeting
Event
Users can also add detail to the ‘How did you hear about us’ field, based on the conversations they have had with the lead.
We refer to all this information as ‘Capture Data’.
Resources
Campaign URL builder: https://ga-dev-tools.appspot.com/campaign-url-builder/
Channels, sources, and medium explained: https://www.optimizesmart.com/understanding-channels-in-google-analytics/
Collect campaign data with custom URLs: https://support.google.com/analytics/answer/1033863