Use Inbound Traffic Data to Optimize Lead Generation

This can all be accomplished by using custom marketing campaigns with UTM tracking codes. These help you learn more about your leads and where they came from.

What is UTM code

UTM codes are tracking parameters that tell you where users came from. They're tacked on to the URL link information, and they can be populated to your HubSpot contact info. So when you're following up a lead, you'll know what site and what content the potential customer reacted to, providing valuable insight on where your lead originated, which can inform you on how to convert them to a client.

Why use UTM code to track your inbound marketing

With HubSpot analytics you can trace your conversions backwards. Analytics reports allow you to look at your customers that converted, and track what content they reacted to. You can see which campaign, media source, particular piece of content, or even which search terms were most successful at converting leads into customers.

This information can help you get a clearer vision of the interests and habits of your ideal customer. It can also help you create more content that caters to those interests, and place it where potential customers are most likely to engage with it. Information about what content initiated the best leads can help align sales and marketing teams to focus on the most effective customer engagement.

How to set up UTM code

If you don't have URL set to track from websites, go to HubSpot's Marketing Hub dashboard, and click on the tabs for Reports and Analytics Tools. Then click on the bottom, right-hand button called Tracking URL Builder. From that screen, fill in the URL (website link), Campaign, Source, Medium, Content and Term fields, then click Create. This creates the UTM code for new marketing content. Just use this when you provide a link to the content that you want to track. Ideally, you should use these tags for every email, ad, article, and blog, so that you can track all marketing efforts.

Be precise about the names you use in these fields. You'll need to copy them exactly to see them in your customer contact info. It's generally best to use all lower case as well as enough info to identify the source content, while also keeping it as short as possible.

The UTM parameter fields are:

• Campaign: This refers to a specific marketing push, such as a template download, webinar registration, etc.

• Source: The platform that the lead came from or where they were before they arrived at your link, such as Facebook, Google, etc.

• Medium: The type of content, such as video, email, newsletter, or blog.

• Content: Identifies the specific ad, blog, email, etc.

• Term: If a paid ad, the search terms, or keywords, that were used.

How To Use These Parameters in HubSpot Forms

You can use the parameters set above whenever you have customers fill out a HubSpot form. For example, when you have a call to action landing page, such as Contact Us or Get Your Free Download. The form shows the usual fields for the customer to fill out, including name, email, etc., but you would set hidden fields that are populated in the background based on what link they used to arrive at that landing page. This way you can create one landing page for the form, to be accessed from multiple links, but still have information about which link the customer used.

• First, create HubSpot properties for the 5 UTM parameters. To do this, follow the menus to Settings, Properties, and Create a Property under Contact Properties. Type all 5 labels in lower case. They should read: utm_campaign; utm_source; utm_medium; utm_content; utm_term

• Next, just follow the menus to Marketing, Lead Capture, Forms and select the form you want to update with the new fields. As you add each new field to the form, click the box to indicate that it should be a hidden field. These will not be seen by the customer, but will be automatically filled from the URL link which contains these parameters. When the lead is captured for followup, it will include the hidden fields.

Use Your New Data to Assess Your Marketing Efforts

Now that you're getting information on your customer's engagement with your inbound marketing, you can analyze your efforts to see what's most effective. You'll also be able to create more content that aligns with your best customers' interests and place it where they're most likely to see it.

Using UTM codes to track your inbound marketing on HubSpot informs your marketing and sales teams about how to handle leads most effectively, from the first engagement through converting them to a client.

Keep in mind that the information you collect is only as good as the strategy you use for naming and placing your UTM parameters. If you don't have the time or resources to make the most of HubSpot's inbound marketing features, consider hiring a HubSpot administrator to help you get started and learn the process along the way.

We help companies make the most of their HubSpot accounts with in-depth knowledge of how the software works.  Ready to learn more now? Check out our Ultimate Guide to Hubspot Administrators here, and find out why your business needs to be using your data today!

*(updated 3/6/2023)