Recently, we have seen a significant increase in requests from clients seeking to integrate their data into an automated analytical reporting tool. The goal is simple yet powerful: to streamline the tracking of UTM parameters from Google and social media CPC campaigns, push them through our lead inquiry system (powered by Contact Form 7), and seamlessly integrate this data with various ERP and CRM systems. The result? An automated, data-driven approach to understanding post-lead behavior, enabling marketing and finance teams to gain a clearer view of Return on Ad Spend (ROAS) and overall campaign performance.
However, marketers often encounter a challenge: the lack of data flowing through once a lead is received. Traditional ERP/CRM systems struggle to track and analyze what happens after the initial lead contact is made, as manual processes typically take over. This is where our solution comes into play—eliminating the need for manual tracking and providing a seamless flow of data that empowers teams to make informed decisions.
For most of our clients, organic traffic represents the most cost-effective source of leads. After all, attracting customers organically through SEO efforts is the holy grail of marketing. However, lead generation efforts are often divided between organic SEO traffic and CPC (cost-per-click) campaigns. These two sources generally account for 70-80% of overall site traffic. The remaining traffic typically comes from email marketing, social media, and referrals. While the removal of third-party cookies has added complexity to tracking efforts, we have developed innovative solutions to still accurately estimate traffic sources and ROAS.
In most cases, several applications need to be connected to achieve this seamless integration. For example, in this case study, we utilized WooCommerce as the e-commerce platform, with Contact Form 7 used for lead capture. The forms are processed via SMTP, with MailGun serving as the primary email provider for our client websites. The form submission triggers three key actions:
The entire process is powered by an attribution plugin that records key conversion data, provided the customer allows tracking. This data includes:
By integrating and automating this data flow, businesses gain invaluable insights into the effectiveness of their marketing strategies. With real-time tracking and reporting, marketing teams can evaluate the performance of their Google CPC and social media campaigns with precision. Understanding which channels are driving the highest-quality leads is essential for optimizing ad spend and maximizing ROAS.
Moreover, this integration enables better SEO efforts, as data-driven insights allow for the refinement of onsite content, campaign targeting, and ad strategies. Tracking leads and conversions becomes much more efficient, which enhances the accuracy of sales forecasting and performance analytics.
In conclusion, this automated solution not only simplifies the data tracking process but also directly contributes to smarter marketing decisions, optimized ad spend, and ultimately, increased conversions and sales. By providing a clear picture of campaign performance, businesses can make informed adjustments that lead to more effective marketing strategies and a higher return on investment.
