Touchpoints/traffic sources

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How do I setup ActiveCampaign touchpoints/traffic sources for Attribution?

Introduction

ActiveCampaign's touchpoints and traffic sources feature is crucial for effective attribution. It allows marketers and businesses to track where their contacts are coming from and how they interact with various marketing campaigns. By using UTM parameters, this feature provides insights into the effectiveness of different traffic sources. Automatic tracking of these parameters enhances your ability to measure success and optimize campaigns.

Attribution is key in understanding the customer journey, as it identifies which marketing efforts lead to conversions. This feature is especially important for businesses utilizing multiple channels to engage customers.

How to Access This Feature

To utilize touchpoints and traffic sources, ensure that you have an ActiveCampaign plan that includes the Pro or Enterprise options. You do not need to do anything special to set it up; simply ensure that the Site Tracking snippet is installed on your website pages where you want to track visits.

Step-by-Step Instructions

1. **Install the Site Tracking Snippet**: Ensure that the Site Tracking snippet is incorporated into the HTML of every page on your website that you wish to track. This provides the foundation for measuring touchpoints.

2. **Verify UTM Tracking**: Confirm that the UTM parameters are being appended to relevant URLs:

  - The five UTM parameters you should track are:
    * utm_medium (e.g., "CPC" for cost per click)
    * utm_source (e.g., "facebook.com")
    * utm_campaign (e.g., "US Newsfeed")
    * utm_term (e.g., "Buy more stuff")
    * utm_content (e.g., "Red Banner")

3. **Setting up UTM Parameters for Emails**: ActiveCampaign allows you to automatically add UTM parameters to all links in your emails.

  - Go to each campaign's **Campaign Summary page**.
  - Ensure that the Google Analytics setting is enabled.
  - A modal window will appear asking for the Google Analytics campaign name; enter the name accordingly.
  - Click **Done** to finalize the configuration, which will match the utm_campaign parameter.

Configuration Options and Settings

- **Site Tracking Snippet**: Crucial for tracking visits on your website. - **UTM Parameters**: Familiarize yourself with how to implement and track the five critical parameters. - **Google Analytics Settings**: This feature needs to be activated per campaign to ensure UTM tracking works properly.

Best Practices and Tips

- Always check that the Site Tracking snippet is correctly installed across all targeted pages. - Use a consistent naming convention for UTM parameters to ensure easy tracking and reporting. - Regularly review touchpoint data to understand which campaigns are performing well and which ones need adjustment. - Take advantage of tools like the Facebook UTM builder and the Google UTM builder to simplify the creation of UTM parameters.

Common Use Cases with Examples

- **Email Campaigns**: By using UTM parameters in links within email campaigns, businesses can measure which email drives more traffic or conversions. - **Social Media Marketing**: Track which platforms bring in the most engaged visitors by including UTM parameters in shared posts. - **Paid Advertising**: Evaluate the performance of paid ads by implementing UTM tracking on linked URLs.

Troubleshooting

If you encounter issues with tracking touchpoints, check the following: - Verify that the Site Tracking snippet is installed correctly on all intended pages. - Ensure that UTM parameters are being generated and appended as expected. - Confirm that the Google Analytics settings are enabled for all relevant campaigns. - If touchpoints do not appear as expected, review your website's tracking analytics to ensure proper data flow.

FAQ

Q1: What are touchpoints in ActiveCampaign? A1: Touchpoints refer to special site visits tracked when a contact visits a URL with one of the five common UTM parameters.

Q2: How can I track UTM parameters in my emails? A2: You can automatically append UTM parameters to links in your emails by enabling the Google Analytics setting on the Campaign Summary page.

Q3: Which plans support touchpoints and traffic sources? A3: Touchpoints and traffic sources are available on the Pro and Enterprise plans.

Q4: Where are UTM parameters sourced from? A4: UTM parameters are appended to URLs and can be set when configuring links in various marketing materials.

Q5: Can I use third-party tools for UTM creation? A5: Yes, tools like the Facebook UTM builder and the Google UTM builder can assist in creating UTM parameters.

Q6: What should I do if I don’t see data for traffic sources? A6: Ensure that the Site Tracking snippet is installed correctly on your pages and that UTM parameters are set up properly.

Q7: How do I optimize my campaigns based on touchpoint data? A7: Regularly review touchpoint data to assess campaign performance and adjust marketing strategies accordingly for better engagement and conversion rates.

Related Features

- Reporting: Explore various reporting functionalities in ActiveCampaign. - Attribution: Understand the broader scope of attribution features and their significance.

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