When leads get added to GoCRM, the channels tab serves as a rule book in order to define and tag where a lead originated from in order to measure the return of investment.
In order to fully use the cape-abilities of channels, GoCRM web snippet must be installed on your website.
A marketing initiative is promoted through a variety of different mediums and platforms that are used to reach prospective clients, this could include a Tradeshow, Radio, Facebook, or Yelp. These are what we call channels. In order to understand where to invest our marketing budget, we need to determine which of these is providing us the best Return of Investment, in terms of new leads, and deals closed. We track that ROI by automatically assigning incoming leads, a Channel based on the tools provided by Attributions.
Create a Channel
Channels are managed from Marketing > Attribution. You can create a new channel by selecting + Create Channel.
The first step is to select a name, that will describe your channel, this could include Facebook, Google, or Direct Mail.
A campaign is a collective marketing initiative with a particular goal in mind. This typically tends to be a promotion. In certain cases, we may be using one channel, but utilizing to promote multiple different campaigns. For example, I may be running two campaigns on Facebook, one for a 50% off coupon, the other one with a Buy One Get One Free offer. All the contacts will have Channel Facebook, but we can subdivide them by Campaign to determine which promotion gave us a better ROI.
Create a Campaign
Campaigns are managed from Marketing > Attribution. You can create a new by selecting the Campaigns tab, then selecting + Create Campaign.
The first step is to select a name, that will describe your campaign, this could include the name of your initiative.
Once you've created your channel or campaign. you can define the rules that will determine where the lead originated through a variety of methods. If you do online ads, you can use UTM tags from your referral URLs, or if you do print advertising you may have a unique landing page URL for your channel.
You can also select a marketing tracking number with the Contact Phone Number, option. This phone number will be uniquely designated to this channel. For example, if you're trying to track how many phone calls you get from a magazine advertisement you can utilize this phone number in that advertisement. To manage these phone numbers routing learn more in the Phone Manager.
Wondering exactly how these tracking methods work? Here are some examples of what you can do with your GoCRM tracking tools:
With the GoCRM Channels toolset, you can create unique phone numbers and track custom URLs for your marketing pieces. So say you had a promotion being advertised through direct mail, this postcard will have a designated phone number and/or URL so that if somebody calls you from the postcard, the system will know where the call originated. If somebody visits the landing page, then makes a phone call or submits a form, through DNI, we’ll be able to trace it back to the source direct mail.
Leads come from various places online, like Search Engines or Social Media. GoCRM combines call and URL tracking to accurately determine where leads found you. It determines what post, ad, campaign, or other element leads them to you. This example shows how GoCRM tracks incoming leads from Facebook through a variety of methods. It also demonstrates how a lead is tracked if they directly called the unique number listed on a Facebook page.
Third-Party Direct Sources
Whenever a form is filled out by a lead, whether it’s online or offline, it will be tracked. CRM also lets you integrate direct sources from the third party with Zapier integration. The system uses all the information available on a lead to autofill forms with their right details and ensures all third-party forms are captured as well.
Editing Contact Attribution
Once an attribution has been assigned to a contact you can edit an attribution by selecting the contacts setting and clicking attribution.
An attribution is composed of four different data points.
You can delete an attribution by clicking delete, and then selecting update. You can also add an attribution manually by selecting Add attribution.
For more information on the contact page options visit the Contact Page article.