How to track Multi-Channel Attribution Campaign in HubSpot — Salesforce?

Tracking a multi-channel attribution campaign, in HubSpot and Salesforce.

As an internet marketer, you always want to know why and how you acquired a customer, what/how they made a purchase decision, which campaign/channel was effective, what was the first touch (lead source), what was the last touch (lead source most recent), etc. Overall, you want to track your multi-channel attribution campaign so that you can understand which channel contributed in acquiring a new customer, and determine the most efficient channels for further investment.

In this post, I will be sharing how you can set up HubSpot and Salesforce to track the multi-channel attribution (touch) campaign.

How to track multi-channel attribution campaign in HubSpot and Salesforce?

If you’re running a campaign to promote an offer, you will be promoting it on different channels via email, blogs, social media, ads, etc. Your goal is to bring people/traffic to your landing page; educate them and capture their information (lead capture). When you share a single landing page in a different medium, you will have users coming from different channels filling up the form. Since the Lead Source and Lead Source Most Recent are pre-defined (and static) in Salesforce, you will be getting inaccurate data in your CRM.

Here’s the trick to deal with a single landing page, and marketing channels. You can easily solve the multi-channel attribution campaign problem with smart content. I think smart content is one of the most overlooked features of HubSpot.

Let me take an example of our impact sourcing landing page. To promote an impact sourcing ebook, we have created a single landing page but have used six different forms (user will see only one).

Let’s first create the campaigns in Salesforce for each channel. In this example, you can see; I have created seven different campaigns including parent, direct/website, social media, email, organic, referrals, and PPC. And in each campaign, I have pre-defined the value of the lead source and most recent lead source. i.e. for email, I have a pre-defined lead source / most recent value as email marketing, similarly social media for social, organic traffic for organic, etc. Now let’s move back to HubSpot.

Let’s create six different forms for each channel in HubSpot. Suppose, if the form is for a social channel; you need to tag lead source most recent as social media in the form field. Similarly, if it’s an email; you need to tag the lead source / most recent as email and so on. And don’t forget to tag the Salesforce campaign (channel you pre-defined) directly in the form.

Go to your landing page, where you are going to have a lead capture form. You will see the smart icon (orange color), click it and then select referral source and click next. Next, you have to create smart rules based on the referral source. i.e. You have to choose the referral source and HubSpot form, you created (for organic; choose organic HubSpot form and organic channel campaign in Salesforce). You can have direct (website) traffic form as your default form.

So far, you have created Salesforce campaign, HubSpot forms and smart contents based on the channels, and tagged it.

Now if a user visits a landing page through Twitter/Facebook; HubSpot automatically displays the social form; where we have tagged the lead source / most recent as social media. Similarly, if a user visits a landing page via email; HubSpot displays the email form; where we have tagged the lead source / most recent as email marketing, and so on. And it will be recorded in HubSpot as well as in Salesforce. (Make sure, you have correctly mapped your HubSpot form fields to Salesforce, and campaigns.). Now, you can start driving traffic to your landing page.

Prerequisite:

Follow the same campaign naming convention for both HubSpot and Salesforce. (HubSpot campaign = Salesforce Parent campaign; not the child)

Have the same channel names in both HubSpot and Salesforce. HubSpot provides the following channel;

• Organic
• Referrals
• Social Media
• Email Marketing
• Paid Search
• Direct Traffic
• Other sources

Always, create a tracking URL. (Always create a campaign in HubSpot; so that you can associate that campaign in landing pages; emails, blogs, CTAs, etc.)

Bonus:

If you want to track an extra information about your campaign; you can create UTM Parameters and have it on your HubSpot form as a hidden field. You don’t need any programming knowledge or javascript to do it.

Originally published at aakar.me.