A B2B software maker needed more from its marketing measurement than legacy tools could provide. Client marketers sought a complete view of customers’ paths from marketing campaigns and websites through contact forms and lead nurturing all the way to offline purchases.
First, we audited the company’s Google Analytics implementation, diagnosing the cause of known issues like “self-referrals” from one company site to another that double-counted sessions and artificially decreased conversion rates. We also found that many user actions were not tracked at all, such as clicks on email links and videos and certain form submissions.
Empirical Path next implemented Google Tag Manager across various publishing platforms for subdomains dedicated to the corporate site, lead-generation and the user community. We standardized Google Analytics tracking on each with identical Property and Domain settings and code versions to enable cross-domain tracking and new Universal Analytics features.
Next, Empirical Path created a shared tool, process and naming convention to simplify the addition of tracking parameters needed by analytics and marketing automation tools. For the common scenario of prospects completing lead forms one or more steps after the landing page, we developed and deployed custom code to pass to Eloqua and Salesforce key GA data on traffic sources.
Finally, we held a two-day training for marketing and technical staff at the client’s headquarters to ensure that both audiences could use GTM to implement future analytics and ad tag upgrades. The training included exercises to emphasize the
The client boosted return on ad spend by using improved attribution data to cut under-performing AdWords Campaigns and Ad Groups. Now that lead scoring, lead nurturing and attribution of orders take into account campaigns and other referrers, management knows not just cost per lead but cost per order for paid channels. The company is revamping its ad landing and blog page templates after seeing that conversion could be improved.