From Click to Close: Tracking the Full Customer Journey in Paid Media

Start with the basics:

• Add UTM parameters to all ad URLs to ensure accurate tracking and reporting of campaign performance across various platforms and channels.

• Integrate your ad platforms with your CRM to streamline data sharing and enhance your lead management processes effectively.

• Use hidden fields in forms to capture essential information such as source, campaign, and keyword to analyze the effectiveness of different channels.

What to track:

• Lead quality (job title, company size, etc.) is crucial; tracking these metrics allows you to assess how well your campaigns are attracting the right audience.

• Sales engagement (how fast was the follow-up?) impacts conversion rates, making it important to measure how quickly your team responds to leads.

• Conversion to opportunity and revenue should be monitored closely to evaluate the overall effectiveness of your marketing efforts and their impact on your bottom line.

Make it actionable:

• Upload offline conversions back into Google Ads to create a more comprehensive view of your campaign performance and optimize future ad strategies.

• Train algorithms on what a good lead actually looks like, thereby ensuring that your targeting becomes increasingly effective over time, ultimately increasing your ROI.

• Build dashboards that show CPL and revenue per lead, allowing you to visualize data in a way that facilitates more informed decision making.

When you connect the dots, your optimization gets smarter — and your budget works harder to generate valuable leads that convert into loyal customers.