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The secret to getting a positive ROI (return on investment) from your advertising budget lies in tracking correctly what is making you money and what is costing you money.
Sounds simple, right?
Yet most of the data you’re looking at is incomplete. And incomplete data will send you in the wrong direction most of the time. Just watch list to this episode to see a perfect example of how this can be so confusing and what you can do about it.
How to Correctly Track Lead Sources In Keap (aka Track ROI Of Your Ads)
Understand What A Lead Source Is
The Lead Source is “where” a lead came from. Its not “what” the person did to become a lead. For example, if a contact downloads your free ebook, “Free Ebook” is not the Lead Source. The Lead Source is the platform and ad they came from. More like “Google – Free Ebook Ad”.Get Familiar With UTM Parameters
UTM Parameters are bits of information passed in links that can send information from one site to another. For example, you might place an ad on Facebook and use a link that passes UTM parameters to your website to tell your website which ad the people came from.
This is how pass lead source information from ads to the landing page. Common UTM variables (the ones we use with Keap) are:
utm_source
utm_campaign
utm_content
utm_medium
These UTM parameters are added to a URL like this:
https://yoursite.com/?utm_source=Facebook&utm_campaign=eBook&utm_content=Ad1&utm_medium=PaidSocialInstall ROI Tracker On Your Pages & Sites
Since the UTM parameters aren’t automatically picked up by Keap, we use a free tool called ROI Tracker to grab those UTM parameters and pass them into the Keap contact record. This tool is just a simple JavaScript. You can get ROI Tracker here.Capture The Lead Source Correctly
ROI Tracker will help you capture Lead Sources correctly with Keap. It only works with Keap native web forms. So make sure you’re using web forms from the Campaign Builder embedded into your landing pages.Add Expenses
Once you start collecting Lead Source data into your Keap account, make sure you add your advertising expenses to your lead sources. It’s easy to do, but you must do it manually. So, login to Keap and add your expenses on a regular basis. Weekly or Monthly is usually best.Review The Data
Within your Keap account, navigate to the Lead Source ROI report in your Marketing Reports section. This report is where you’ll see the true ROI of your advertising campaigns.
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