When it comes to measuring marketing activities, web tracking is the final frontier.
With web tracking—the ability to see how an anonymous lead came to a website before making herself known with a form-fill—marketers gain the ability to look at every touch throughout an entire customer journey, from click-through to close.
Why does this matter? If you don’t know where those leads are coming from, you can’t track the entire buyer’s journey. Which means that without web tracking, you’re flying one quarter blind.
How can you make better decisions about what to do next if you don’t know what happened first?
The Updated Buyer’s Journey
Up until new advances in web tracking, if you wanted to look back to see where a lead came from, you could only go as far back as the first form-fill. If someone clicked on a Google ad or a Twitter post to get to your webinar, but then changed her mind and didn’t come back to your site for weeks, you certainly wouldn’t know that your ad was effective. You would only find out who she was once she filled out the form to register, or download a white paper, or request a demo.
That original touch was unknown.
Now, the buyer’s journey is made up of four distinct stages:
- Original Touch: The digital channel through which a lead finds you originally
- First Touch: Where your lead first becomes known to you by filling out a form for an offer.
- Middle Touch(es): The identified touches between the first and last touch point, where a lead interacts with your content or other offers.
- Last Touch: The final place where a lead interacts with your brand before converting into an opportunity.
If you’re starting at the first touch, you’re not seeing everything. Same applies if you’re tracking just one of the four stages. You can only get an accurate view of the entire updated buyer’s journey if you’re tracking the original to the last touch, and everything in-between.
How It Used to Be
Before the original touch was measurable with web tracking, digital marketing efforts could be measured by click-through rates, but there was no way to tie those click-throughs to pipeline or revenue later on when a buyer converted. This was problematic for digital marketers because a) they couldn’t prove the end results of their work, and b) they couldn’t allocate budget based on ROI. They couldn’t connect all of the dots to see which digital channel were bringing in the most successes.
Pre-web tracking, marketers knew where their leads ended up, but couldn’t tell how they got there. And this left a giant gaping hole in the beginning of the buyer’s journey.
There just had to be a better way!
Turns out, there is.
The Way of the Future
With the advent of new web tracking technologies, it is now possible to track digital channels to see where leads are finding you initially.
By measuring these digital channels, such as search, social, and direct-to-site traffic, you can tie the whole buyer’s journey together and start making better decisions about where to allocate your digital spend. You’ll also be able to prove, without a doubt, how your digital marketing efforts are helping to source pipeline and revenue.
Web Tracking with BrightFunnel
By tracking via direct integration (like with AdWords, for example), UTM parameters, or referral URL mapping, BrightFunnel can help you figure out how your leads are originally finding you and which types of content are attracting them in those channels. Not only that, but you can also connect all of your leads back at the account level.
With all of this new information available at your fingertips, you’ll be well-equipped to report on your past successes and plan for more wins ahead.
Interested in learning more? Sign up for a demo today!