Go Beyond the Lead: Getting Your CRM and Paid Search to Play Nice

Go Beyond the Lead
Getting Your Paid Search and CRM to Play Nice
Brian Walker | President

What You’ll Learn Today
After this session, you will be able to:
● Track ad touch points in your CRM to evaluate conversion quality
● Start bringing CRM data back into Analytics and Ads for better optimizations
● Create metrics and reports to show true successes, better measure ROI, and
impress your friends**
@Statwax | Statwax.com
**Not all friends will care

Who Is Statwax?
Fishers, Indiana: HQ
Offices in Dallas, TX and Detroit, MI

Who Is Statwax?
A full-service digital agency focused on generating enrollments for higher
education clients

Who Is Brian Walker?
● President – Statwax
● 7+ years in digital advertising
● Likes: craft beer, La Croix, PPC, the
Gamecocks
● Dislikes: spiders
linkedin.com/in/walkerb40

What You’re Really Here For…

What Some Think The Sales Process Is Like
Anything in between is just ¯_(ツ)_/¯

What It’s Really Like

What It’s Really Like
TV
Qualified
Contacted
Closed
Customer
Lead
Search
Display
Social
Referral
Disqualified

Or More Specifically…
Lead Customer
???
Even if you know the touch points helping
create leads, do you know what really affected
the bottom line and led to customers?
Disqualified

Where Do We Want To End Up?
Website Lead
Qualified
Contacted Closed
Demo Set
● Optimize for the customer and not just the lead
● Know the touch points that created customers, and know the true ROI of each
one

Getting Your Ads Data Into The
CRM System
PART 1

Insights
Segmentation
Attribution
$$$
Etc.…
Etc.…
Everything Can Play Well Together

What Attributes Can You Track?
● Paid or Organic
● Source / Channel
● Campaign, Keyword, Ad, Query…
Basically, Just About Everything!

Now The Reporting And Analysis Can Happen
Create reports segmented by parameters, and track the post-lead process

Now The Reporting And Analysis Can Happen
Don’t look at a single
conversion in Ads
Split out downstream
conversions from the
CRM to evaluate true
performance

What Has To Happen
Parameters on
URLs…
…pass through
lead forms…
…and save in the
CRM

Pass Parameters Through Every Touch Point
They can be custom parameters, like above, or standard UTM tags

Bonuses for Google and Bing Ads
Tracking templates and custom parameters are your friend!

Bonuses for Google and Bing Ads
ValueTrack parameters can pass detailed information:
● IDs of ad elements (campaign,
creative, etc.)
● Search ad position
● Device type or model
● Location of the user
● Display ad placement
● Keyword and match type

But There’s A Problem…
If you don’t adjust how tracking parameters are stored, they may appear when the
site first loads…

But There’s A Problem…
But as soon as a new page is visited they fall away and won’t be grabbed during a
lead submission:

Session Variables To The Rescue!
Session variables stay with the user. They get stored at the start and stick around
throughout the website.
Source=bing
Medium=cpc
Campaign=search
_branded

Session Variables To The Rescue!
Use PHP to store parameters in a session variable:
$_SESSION[‘sourceID’] = xxxxx
And modify the form to pull parameters from the session.
You might need to ask your dev team to assist in this!
Reenactment of me
trying to fully understand
this part

About Those Forms
These lead
fields are
needed…
…but so
are all of
the tracking
fields!

About Those Forms
Hidden fields on the form silently grab those variables and pass them through
when the lead is submitted

Match The CRM Fields
Passing parameters does no good if the CRM doesn’t know what to do with them!
Most systems will allow a couple of solutions:
● Create custom fields
● Map incoming data to existing fields

It’s A Whole New World (Of Reporting)

Raw Leads Closed Customers Conversion
Identify specific areas of success or inefficiency, not just on the first conversion
but down-stream through the sales process

● Reports that focus on the KPIs that really matter to the business
● A true ROI of each channel and component at a more granular level
● Identify breakdowns in the post-lead process where good prospects fall off
● Establish individual conversion goals step-to-step between a lead and the
final customer

Using Your CRM Data On The
Ads Side
PART 2

The Data Can Flow Both Ways

The Data Can Flow Both Ways
● Any steps or actions (milestones) marked in the CRM
● CANNOT USE personally identifiable information
Website Lead
Qualified
Contacted Closed
Demo Set

Two Approaches
EVERYTHING
ELSE
OR

The Easiest Code I Ever Wrote
If (CRM = SalesForce) {
status = “Almost Done!”;
} else {
status = “A Little More Coding Needed!”;
}
Translation: SalesForce keeps things the easiest, but others can work

Using To Integrate With Google

Using To Integrate With Google
There’s still some manual labor:
● Create a GCLID field in the “Lead” and “Opportunity” objects
● Put Google code on your site to store to GCLID
● Modify lead form to accept the GCLID
● Import your SalesForce milestones into Ads as conversions
● Victory!

For Other CRMs: Capture The Right Info
DON’T use the GCLID – DO capture the Analytics ”User ID”
Then pass this “clientID” parameter through the form to the CRM

Now It’s All In The CRM…
…We Need To Send It Into GA
SourceID=123456
Campaign=branded
Medium=google_cpc
clientID=xxxxxxx

Use The Measurement Protocol
● POST or GET requests via API
● Build and request the URL www.google-analytics.com/collect using
parameters
http://www.google-analytics.com/collect?v=1&t=event&tid=UA-
XXXX&cid=[InsertClientIdHere]&ec=Lead&ea=DemoSet&sr=Measurement
Protocol…

Use The Measurement Protocol
● Google offers a “Hit Builder” to build the URL structure
● “Batch” method allows multiple hits to go through at once
● Schedule the script at some daily time when the lead flow is slower

Events Show Up – Hard Work Is Done!
Data from the CRM will show
as “events” based on the
passed data parameters
Turn the events into Analytics
goals to start seeing each down-
stream outcome by source,
medium, etc.

Import It Into Google Ads
Don’t forget: uncheck “Include in Conversions” if you don’t want to optimize to it!

Create Custom Columns
Create a custom column
for each conversion
action

Or combine the conversions to get other
KPIs

Add the data to any view and find the true performance of each element
PS: Notice the partial conversions?

See The Full Picture
PPC conferences Hero Conf speakers
Hero Conf speakers
[Statwax]
[Statwax]
● Include the main final conversion in Ads’ “Conversions” column
● Set an attribution model to credit shallower touch points
● Learn what really played a role in final customers, not just leads
● Optimize and win!

In The End…
Volume
Time
A Super General Example
Leads
Closed
Customers
Spend

What You Can Do Next
A recap of how you can get to this point:
● Start tracking URL parameters into your CRM
● Integrate the CRM data with Google Analytics
● Create goals/conversions based on post-lead milestones
● Start analyzing the true performance of various elements, reporting on actual
ROI, and optimizing deeper than the lead

Thank You!
Questions?
Brian Walker | President

Go Beyond the Lead: Getting Your CRM and Paid Search to Play Nice

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