You can track channel insights with Site Analytics when you use UTM parameters for your campaigns. A channel provides a means for a customer touch point with your brand. The dimensions (source, medium, campaign and referral) associated with a channel provide context about a channel.
For instance, display ads, social media, email etc. are examples of channels.
LinkedIn, Facebook are example sources within social media channels. Similarly, Google and Demandbase ads are example sources within a display ads channel.
You can use Site Analytics to:
- Measure the performance of a channel: Accounts acquired and engagement (pageviews) through a channel.
- Display advertising across all vendors
- Display advertising with Demandbase vendor
- Trends over time
- Identify accounts influenced by campaigns (including campaigns executed outside the Demandbase ABM Platform as long as the campaigns are tracked using UTM parameters).
- Identify Direct traffic coming to your website.
- Identify traffic from referral domains.
To learn more about working with channel insights, click the links below:
URL/UTM Parameters Overview
A landing page URL is the URL that a user will arrive at when they click on your ad. The URL should leverage unique "UTM parameters" to track the progress of your campaign. UTM (Urchin Tracking Module) parameters are the format used by Google to track your unique URLs. They are added to the end of your landing page URL. Here is an example of a landing page URL that includes a UTM parameter added to the end of the URL:
Site Analytics leverages the following URL/UTM parameters to track channel performance.
Use utm_source to identify a search engine, newsletter name, or other source.
Use utm_medium to identify a medium such as email or cost-per- click.
Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.
Accessing URL and UTM Parameters in Site Analytics
You access the URL and UTM parameters listed in the table above by navigating to Site Analytics in the ABM Platform and selecting Filter by URL and UTM.
URL and UTM Filter Options in Site Analytics
The sample image below shows the URL and UTM filters available in Site Analytics.
Channel Insights Use Cases
In this section, you can view examples of how you can use channel insights to track the progress of your campaigns. Click the links below to learn more.
- Use Site Analytics to Optimize My Website Content for a Channel
- Use Site Analytics to Identify Direct Traffic Coming to Your Website
- Use Site Analytics to Identify Traffic from Referral Domains
- Use Site Analytics to Coordinate Across Channels
Use Site Analytics to Optimize My Website Content for a Channel
Using the page URL + source + medium values as filters in Site Analytics gives you the necessary insight on how content optimization performs for a channel. For instance, you can tell if more accounts visited or converted due to site optimization.
Web pages can be personalized/optimized for each channel. For instance, if a prospect is presented with a discount coupon through a channel (Google), when a user lands on the website from the channel, the web page can provide context about the discount offered to the user.
In the example below, the source channel is Demandbase, the medium is a display ad and the campaign is Automated Advertising. Using these parameters Site Analytics shows 135 accounts visited the optimized Automated Advertising with Dynamic Audiences page and there were a total of 151 page views during the time period May 1, 2020 to May 31, 2020. You can create a new audience made up of the specific accounts who visited (by clicking the Create Audience button) and then send the list of accounts to your sales team for follow up.
Use Site Analytics to Identify Direct Traffic Coming to Your Website
The example below shows how you can analyze direct traffic coming to your website to see if a promotional ad campaign is successful. To only show direct traffic coming from your website, select the Only show direct traffic to my website option on the URL & UTM Parameters tab.
In the example shown below, Demandbase was running a promotion for Free ABM Certification during the month of May 2020. The graph below shows a large increase in page views and number of accounts visiting the website during the month of May. You can also see that 634 accounts visited the Account-Based Marketing Certification & Training page. In addition, there were 1955 page views and a 70.5% change in page views on that specific page.
Use Site Analytics to Identify Traffic from Referral Domains
When an account is visiting your site organically from Google search or from a webpage that falls outside of your website purview/scope or advertising campaign, then UTM parameters that you provide for your campaigns, don’t apply for such a case. In such a case, the referral domain helps you identify the source. A referral domain is the Website (publisher) where the traffic is coming from.
An http request carries http referer header information. Site Analytics will track domain information from the referer. You select the referring domain on the URL & UTM Parameters tab in Site Analytics.
In the example shown below, the results from selecting blog.hubspot.com as the referring domain are:
- Time period = 1/01/2020 to 05/22/2020.
- 217 accounts visited with 264 page views with a 2.56% change in page views.
- The pages they were visiting was: The Fundamentals of ABM You Can’t Live Without and Account-Based Marketing - Demandbase Solutions.
Use Site Analytics to Coordinate Across Channels
You can track insights and take actions via Site Analytics throughout the buyer journey and then coordinate your marketing efforts across channels.
As you launch campaigns to progress a buyer from initial touch and final purchase, you measure progress (via insights) and take actions (create an audience for third-party activation) via Site Analytics along the way. For example, a banner ad campaign -> webinar -> email.
In the example below, Demandbase is running a display ad campaign for The ABM Innovation Tour on their website.
You can use Site Analytics to gather insights about buyer engagement during the initial rollout of The ABM Innovation Tour page during mid-May 2020 on Demandbase.com as shown below.
The following UTM parameters in Site Analytics were used:
- Source = Demandbase
- Medium = Display
- Campaign = abm-innovation-tour-2020
Site Analytics shows that 16 accounts visited, with 19 page views during the time period of May 15, 2020 - May 29, 2020.
You can also use Site Analytics to analyze campaign performance for The ABM Innovation Tour on a different channel such as LinkedIn. The image below shows the social ad on LinkedIn:
To analyze the campaign performance from LinkedIn the following UTM parameters in Site Analytics were used:
- Source = LinkedIn
- Medium = Social
- Campaign = innovationtour
Site Analytics shows that 18 accounts visited, with 20 page views during the time period of May 15, 2020 - May 29, 2020.
As these examples show you can use Site Analytics insights to measure the progress of your campaigns across different channels and then make adjustments as needed to meet your campaign goals.