Tracking Parameter Methodology

Overview

To track paid search and paid social advertising you will need to have your ads tagged with tracking parameters. LeadsRx will evaluate 1 parameter, this is most commonly utm_source. The LeadsRx Universal Pixel will automatically listen for and ingest these tagged ads. Any information you need to evaluate in LeadsRx needs to be in the parameter LeadsRx is tracking. One common change that our clients make to their tracking parameters is to add branded and non-branded to the parameter being evaluated for paid search i.e. utm_source=google_branded. This will easily allow you to differentiate and analyze the two techniques.

Any sources that are not tagged, LeadsRx will still identify, ingest, and will be considered organic traffic. 

The reason that LeadsRx evaluates one parameter instead of 3 or 4 is based on our experience. Pulling in more than one parameter can exponentially increase your touchpoints. The count can go from 100 to several thousand. Over our years of mentoring companies on how to track and analyze marketing data, we have found that companies large and small have trouble evaluating thousands of data points and will revert to tracking one parameter.

Groupings

In LeadsRx you can group the touchpoints into logical buckets called groupings. You can roll your touchpoints up into these groupings to provide a higher-level view, this will commonly end up being akin to utm_medium. You can find information on how to set up groupings by clicking the link below.

Categorizing Touchpoints into Groupings

LRX Parameter

While we do not recommend pulling in utm_campaign for all touchpoints if you need to perform AB or multivariate test campaigns in LeadsRx, you can append these ads with an LRX parameter. The LRX parameter is a tracking parameter that you can create in LeadsRx that you can name anything you like i.e. Google-SpringCampaign1. You can then place this parameter on the ad for LeadsRx to evaluate. The advantage to the LRX parameter is that you would not have to change your utm_source (if that is what LeadsRx is tracking) to keep it consistent with the rest of your sources and you will not need to dilute the touchpoint analysis by pulling in the campaign for all touchpoints. You can find information on how to create an LRX parameter in the link below.

Creating an LRX Tracking Parameter for a Custom Touchpoint

Summary

1) LeadsRx evaluates 1 tracking parameter.

2) All necessary information should be in the parameter being evaluated.

3) You can use groupings to get a higher-level analysis of the marketing channels