Get the real-time marketing performance insights you need

Category: Marketing attribution
Your web analytics measure visitors, pages, and online conversions: Important metrics to understand, but they don’t tell you everything.

So, what do you need to understand for a more complete picture? How about tracking the entire visitor journey of every online conversion from your website, including the marketing activity they came from, and what they did before and after submitting a form. This is something that call analytics provides you.

Behavioural insight from your forms

Form submissions are one of the most common conversion actions on a website – whether signing up for a newsletter, downloading a resource, registering for an event, or submitting a contact request. Even eCommerce transactions boil down to form submissions.

Online conversions, of which form submissions are an example, are often the key goal of email, social media, or other digital marketing campaigns. Tracking these form submissions is an important part of your measurement strategy.

Identifying prospects and the specific marketing campaigns that resonate best with each target audience is easier said than done. So, how can you get the audience-based performance insights you need to optimise the user journey, get the most out of your marketing spend, and drive online and offline conversions?

Real-time attribution for online conversions

An inbound lead is gold dust. When sales receive a notification that a visitor has submitted a form, it’s acted on immediately. Identifying which campaigns produce good quality inbound leads enables you to see straight away which sources and tactics drive prospects to take certain actions, on which device, and what they do during their journey on your site. This means you can get your best-performing marketing in front of the people who have the highest propensity to convert.

We do this by dynamically generating a unique reference for each form submission. This reference is called a Mediahawk Resource Indicator (MHRI) – a character string code that enables you to identify each visitor journey. By adding hidden fields to your forms, you can capture the MHRI for every form submission:

Real time calls dashboard

The MHRI is added as a reference to the notification you receive as soon as a form is submitted:

Email screenshot.

Looking up the MHRI in Mediahawk enables you to link the form submission directly to marketing activity and view the entire user journey – even across multiple visits:

Visitor detail.

What’s more, when this prospect is added to your CRM system, your teams have real-time access to the full range of marketing attribution data for every single lead. We collect and report on over 50 data points, including the source, keyword, campaign, and visitor journey. Your sales teams have instant access to the insight needed to have informed conversations with prospects as soon as they pick up the phone.

Use this insight to improve experiences, targeting, frequency and reach

Understanding what your visitors do in each part of their journey is vital to knowing how to improve your forms and increase conversions.

Combining the data you collect about your customers and prospects enables you to measure the influence of each marketing touchpoint along their path to conversion. By unifying insights you can see which messages, content, and other marketing tactics drive the best results for each audience segment across all channels and devices. You can then apply this insight to optimise the customer journey, improve targeting, make smarter investment decisions across channels and, most importantly, make more sales!

Learn more about real-time attribution and how it can benefit your business

About the author - Natalia Selby

Marketing Executive at Mediahawk, with 20 years experience in analytics and content management.