It’s easy to track which advertising campaigns your customers are converting from, using the Intercom Platform. Intercom automatically tracks the five standard UTM parameters, so you can:
- See where your most engaged users are signing up to your product from.
- Increase signups from your advertising campaigns.
- Send targeted auto messages to users who sign up from specific sources (e.g. Google ads).
- Measure the ROI of your advertising campaigns by comparing a campaign's generated revenue with its cost.
- Automatically send your leads' source to Salesforce.
Note: Intercom only stores your leads' most recent UTM data. If your lead engages with more than one advertising campaign, Intercom will only show UTM data from the most recent campaign.
What are UTM parameters?
Your UTM parameters are pieces of information within a URL which identify the website a lead came from, what type of channel they signed up on (medium), and what advertising campaign they were associated with. These are the UTM parameters:
When you set up the UTM parameters for an advertising campaign, your URL will have extra characters attached to the end, like this:
See your customers' UTM data in Intercom
When you use UTM parameters in your campaigns, you'll be able to see which leads and users engaged with them by filtering by UTM data in the Intercom Platform:
Best practices for using UTM data in Intercom
Once you’ve set up your UTM parameters in Intercom, you can see where your new signups are coming from and send them targeted messages. Here’s how:
See where your most engaged users are signing up from
It’s easy to spot trends in how specific groups of users are signing up to your product. For example, your most engaged users could be coming from a specific source, like a Google Search ad. In Intercom, just filter your users by your UTM parameters (in this example, utm_source=google).
You can also see where your least engaged users are coming from, and investigate why they aren’t engaging with your product.
Send targeted auto messages to new signups
Did you just run a successful ad campaign? You can identify the signups from that campaign within Intercom and send them tailored auto messages.
Or, you could run an ad campaign promoting an ebook to two distinct groups of users (e.g. marketers and product managers). If you use UTM parameters to pass through audience information, you can filter the audience that downloaded your book into two distinct groups - in this case marketers and product managers. Then, you can create highly relevant smart campaigns tailored to each group.
For example, you could enter everyone who signed up via a specific Google ad into a smart campaign in Intercom. Then, create a series of auto messages that are consistent with the messaging on the page they converted from. So if you were pitching a certain feature in your Google ad, the messaging in your smart campaign would reinforce it.
With more visibility on your users’ touch points, you’ll write better messages that are tailored to their experience.
Increase conversions on your advertising campaigns
With UTM parameters in Intercom, you’ll gain a clear picture of how your advertising campaigns are performing. Simply filter your leads or users by campaign, source, or any other parameters you’re using, to see how engaged users are with your product.
For example, imagine you’re running an advertising campaign that isn’t performing. But you can see in Intercom that users from that campaign are highly likely to use your product and become paying customers. With this data, you’ll make better decisions on which campaigns are working best, and not just rely on initial volumes and ad clicks.
Measure the ROI on your advertising campaigns
If you measure the revenue created by customers from a specific campaign, against the cost of that campaign, you can measure the overall ROI of your campaign. You should also compare the revenue from multiple advertising campaigns, to see which ones won the most customers, at the most efficient rate.
Automatically send your leads' UTM data to Salesforce
If you use our Salesforce integration, you easily can map your UTM parameters to fields in Salesforce. For example, you can map your 'UTM source' to the 'Source' field in Salesforce. Your leads' source will then update automatically in Salesforce when they get attributed a source in Intercom. Your sales teammates will then be able to see the most recent source your leads came from, so they have more context on how to best nurture them.
When you insert the follow-up action ‘Create lead in Salesforce’, you can specify a custom lead source. This allows you to track where your leads are being captured so that you can use this attribute in defining your audience. You can use this to opt prospects into marketing campaigns that are suited to their needs, segment your audience for reports.
Write better help content using search data
If you send Google Search keyword data to Intercom via UTM parameters, you can even see what keywords new signups are searching for when they visit your website. For example, you could find that many of your users are finding your website by searching for certain questions. You can use this information to write relevant help articles that address your users’ questions.