Why the sales funnel’s days as a marketing model are numbered

Why the sales funnel’s days as a marketing model are numbered As a representation of the customer journey, the sales funnel is well past its sell-by date. Potential replacements include the messy middle, the bow tie and the flywheel   Dinosaur reconstruction can be a tricky game. If they weren’t lucky enough to find the fossilised…
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blog header image for USP Is a Bust... Why your client's buying journey is where you need to focus

USP is a bust… It’s all about your customer’s buying journey

USP is a bust… It’s all about your customer’s buying journey How many times have you been told you need to work on your USPs?  They’re probably on your website somewhere, back in the 00’s they’d be emblazoned on a wall in the office <cringe>, but is that really what makes someone buy from you? …
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Blog Title: Lead Generation Strategy

3 Tips for Spring Cleaning Your Lead Generation

3 Tips For Spring Cleaning Your Lead Generation Strategy When it comes to keeping things fresh for your audience there are always opportunities to refine, enhance and streamline your communication.   With Springtime fully upon us, it’s the perfect time to dust off the winter blues and freshen up the content while you evaluate what’s…
Read More
What are the Best Facebook Ad Posting Times?

What are the Best Facebook Ad Posting Times?

What are the Best Facebook Ad Posting Times? There’s a lot of speculation about what the ideal posting time is for Facebook content. There may be conflicting information about what days are the best for posting; some digital marketing agencies suggest posting on Facebook at the weekends for optimum ROI, whereas others will suggest avoiding…
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Should I Install the Facebook Pixel?

Should I Install the Facebook Pixel?

Should I Install the Facebook Pixel? What is the Facebook Pixel? Facebook Pixel is an analytics tool that helps you understand your target audience and what they’re looking for. It does this by allowing you to measure the effectiveness of your advertising by the actions people take on your website. Facebook Pixel sends you signals…
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Which Lookalike Audiences Should you be Using in Facebook Ads?

Which Lookalike Audiences Should you be Using in Facebook Ads?

Which Lookalike Audiences Should you be Using in Facebook Ads? What are Lookalike Audiences? Successfully targeting your Facebook advertising can be a tricky business, but one sure-fire way of doing it is by creating Facebook Lookalike audiences. Lookalike audiences are tools that give you the ability to find new people that are likely to be interested in…
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Why the sales funnel’s days as a marketing model are numbered

Why the sales funnel’s days as a marketing model are numbered As a representation of the customer journey, the sales funnel is well past its sell-by date. Potential replacements include the messy middle, the bow tie and the flywheel   Dinosaur reconstruction can be a tricky game. If they weren’t lucky enough to find the fossilised…
Read More

Generating UTMs for Tracking Traffic

How to Build UTMs Wondering where that sale came from? Tracking is the hardest part of any marketing campaign because people don’t behave in a way that makes it easy.  We plan campaigns with a journey that looks like this:   Ad-> Landing Page -> Checkout -> Purchase success page   but the reality is…
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Paid Social Campaign Manager

Paid Social Campaign Manager Fully Remote opportunity The Job: We’re looking for a Paid Social Campaign Manager to join our UK based (but 100% remote) Advertising Agency.  If you’re a social media expert (Facebook, Google, TikTok ads!) who loves to learn, has great ideas and enjoys working with a collaborative team, then this is for…
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blog header image for USP Is a Bust... Why your client's buying journey is where you need to focus

USP is a bust… It’s all about your customer’s buying journey

USP is a bust… It’s all about your customer’s buying journey How many times have you been told you need to work on your USPs?  They’re probably on your website somewhere, back in the 00’s they’d be emblazoned on a wall in the office <cringe>, but is that really what makes someone buy from you? …
Read More
Blog Title: Lead Generation Strategy

3 Tips for Spring Cleaning Your Lead Generation

3 Tips For Spring Cleaning Your Lead Generation Strategy When it comes to keeping things fresh for your audience there are always opportunities to refine, enhance and streamline your communication.   With Springtime fully upon us, it’s the perfect time to dust off the winter blues and freshen up the content while you evaluate what’s…
Read More
What are the Best Facebook Ad Posting Times?

What are the Best Facebook Ad Posting Times?

What are the Best Facebook Ad Posting Times? There’s a lot of speculation about what the ideal posting time is for Facebook content. There may be conflicting information about what days are the best for posting; some digital marketing agencies suggest posting on Facebook at the weekends for optimum ROI, whereas others will suggest avoiding…
Read More

How to Build UTMs

Wondering where that sale came from?

Tracking is the hardest part of any marketing campaign because people don't behave in a way that makes it easy.  We plan campaigns with a journey that looks like this:

 

Ad-> Landing Page -> Checkout -> Purchase success page

 

but the reality is more like this:

 

Ad-> Landing Page -> Search your profile -> Scroll through some posts -> Visit your website -> leave it for a few days -> see another ad -> remember it looked quite good ->  kick the tyres some more, maybe opt in to a freebie -> get some emails -> click some links -> eventually purchase...

 

That's a lot of touchpoints that aren't always trackable...

If we accept that multi-touch requires a little more effort to track, we can learn what works for each stage by using UTMs and Google Analytics to measure results.

 

What we can do is to make life a little easier, less confusing and more informative in Google Analytics by using UTM builders in a way that allows us to filter by product, campaign, traffic source and even the ad name.

 

While it won't give you the full picture, it will show you the last touch attribution that lead someone to the page, and the results obtained from that page (lead, sale, etc).

 

See the workflow for how we build 'easy to filter' UTMs for ads, referral links, emails and more.