Published 06/06/2019

Read time: 9 minutes


If you’re a full-time marketer, you might already know what lead attribution is. If that’s you, you may want to skip ahead to the ‘What’s changed?’ section below to find out how DenGro now qualifies lead sources. If you need a quick catch-up on what lead attribution is and the different terms associated with it, read on...


Lead attribution: what is it?

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.

You’re in luck. DenGro’s lead attribution can give you this information. And we’ve just updated attribution and reporting to put even more information in your hands.

Below, you can find out what’s changed and how you can set up your marketing activities to make the most of DenGro’s improved tracking and reporting.


What’s changed with DenGro?

If you’re familiar with Google Analytics, you’ll instantly feel at home with the improvements we’ve made to attributions in DenGro. If not, all you need to know is that these changes allow you to track and analyse your leads more accurately. We refer to this information as ‘Attribution Data’.

Attributes now follow these naming conventions:

Channel = Method for reaching customers with products or services.
Example = Paid Search.

Source = Detail of where a lead came from within a particular Channel.
Example = Google.

Medium = Method of communication.
Example = pay-per-click (paid ads).

Campaign = A particular marketing campaign.
Example = January-sale.

Term* = Keywords used in a Campaign.
Example = free-checkup.

Content* = Ad derivative.
Example = video-1.

*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).

Capturing Attributes accurately in DenGro?

Attributes are captured using Urchin Tracking Module (UTM) parameters. If you haven’t heard of them before, you’ve almost certainly seen them – they’re the messy looking bits of code that sometimes appear after a webpage’s URL:

You can easily generate a URL with a relevant UTM for your campaign with a URL Builder.

We recommend using the URL Builder tool that’s built into Google Analytics. It provides a clear breakdown of the sections you want to add (e.g. campaign, medium, term etc.). You can see how the simple form works below.

By adding campaign parameters to links that your prospects and patients click on, you can collect information about the effectiveness of your marketing, and identify which activities are most effective.

For example, if you add UTM parameters to all your Facebook ad URLs, DenGro can track which specific advert your lead clicked on. This allows you to see which messages and promotions your leads find most attractive.


Still unsure about how to use parameters?

There are five parameters you can add to your URLs:

utm_source: Identifies the advertiser, site, publication, etc. that is sending traffic to you.
For example: Google, Instagram.

utm_medium: The advertising or marketing medium.
For example: cpc, banner, email newsletter.

utm_campaign: The individual campaign name, slogan, promo code, etc. for a product.
For example: summersale, valentinespromo.

utm_term: Identify paid search keywords. If you're manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword.
For example: clear braces, whitening, face injections.

utm_content: Used to differentiate similar content, or links within the same ad.
For example, 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.
For example: lifestylevideo; productvideo.

If this feels complicated, don’t worry. These five parameters are the only ones you’ll need to understand. And in most instances you only need to understand source, medium and campaign. Read on to see how they would be used in a January sale campaign.


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


Tips for setting UTM tags

Below are the most important guidelines to follow when using UTMs in URLs. Make sure to capture the rules and conventions in a document that’s available to everyone in your organisation.

Use setting tags consistently. It doesn’t matter whether you use ‘cpc’, ‘paid’, or ‘promoted’ to signify paid traffic from an ad platform. What is important is that you use that tag to mean the same thing throughout your tagging and reporting activities. If different people in different parts of your organisation use ‘cpc’, ‘paid’ and ‘promoted’ interchangeably for the same type of traffic, your data won’t be properly aggregated.

Use case consistently. UTM tags are case sensitive. Always use a clear rule for capitalisation and follow it religiously.

Create a naming convention for campaign. The exact naming convention depends on the setup for your business. Here are some guidelines:

Keep names as short as possible, while still unique and descriptive of the campaign. Abbreviations are useful only if they are easy to understand. Avoid identical long phrases in multiple campaign names.

Start the name with what’s unique to the campaign. The name will often be truncated when looking at it in DenGro. If you advertise in different countries, use an abbreviation for the country in the campaign name. For example, UK, DE, SE.

Now you know how to add UTM tags, let’s look at attribution logic.


DenGro’s attribution logic

Seasoned marketers may be interested in what’s going on ‘under the hood’ of DenGro when it comes to lead attribution.

We assign attribution for online submissions based on the best available data. If data needs to be interpreted – for instance, when we know the domain and need to translate this into a Channel or Source type, or where no relevant information is available – we use the following logic:

For ‘Channel’, if Google Click ID (gclid) is defined, DenGro will automatically set the Channel to Paid Search.

If utm_medium if defined, DenGro will set the Channel according to Google Analytics’ categorisation of Mediums and Channels.

Where UTM parameters are missing, but a referral URL is capturedDenGro will set the Channel according to the domain using the following logic.

DenGro will assume the Channel is ‘Social’ for domains that contain the following: Facebook, Twitter, Pinterest, Snapchat, Linkedin, Weibo, Tumblr, YouTube, Whatsapp, Wechat.

DenGro will assume the Channel is ‘Organic Search’ for domains that contain the following: Google, Bing, Yahoo, AOL, DuckDuckGo, Sogou, Baidu, Ecosia.


The default Channel for leads without tags or any attribution data will be set to ‘Direct’. This means that the lead either came to you direct rather than via a link (for example, by typing in your website address directly into their browser), or we have been unable to determine how the lead came in.

Detailed attribution data is displayed on each lead's Profile. You’ll find the data at the bottom of the Timeline, on the 'Attribution Pod'. It can also be downloaded as a .CSV document from the Leads List page.


Manually added leads

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’.


One final example

Try not to confuse capture data with attribution. Capture data is focused on where patients submit details to you. Attribution is all about where patients were before that point.

Here’s a final example to help:

  1. Imagine you pull a list of your existing patients from your Patient Management System (PMS) and send them an email campaign.
  2. That email campaign has a UTM-tagged call-to-action to a landing page.
  3. The patient fills in a form on that landing page

Here, the lead’s attribution channel is email, the source was your PMS patient list, the medium was email, and they were captured at that specific landing page’s URL.

Simple.


Get started today

So now you know how DenGro’s lead attribution works and how to tag campaigns for more accurate lead tracking and reporting. We hope you found this guide useful. If you have more questions, simply call DenGro Practice Support on 01225 375 025, or email support@dengro.com.


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



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