A natural problem-solver, I was asked to develop a campaign tracking strategy to ensure appropriate attribution for webinar attendees. A strategy was needed to track the effectiveness of marketing tactics for the webinar registrations via on-page submission forms, along with the possibility to track funnel metrics.
Using Google Analytics, Google Tag Manager, webinar software and BI tool Tableau, I’ve outlined how I set up the lead attribution project, collecting and analyzing the impact and success of paid search and paid social campaigns on webinar registration.
I included added tactics for capturing data as well as suggestions on how to analyze the data collected to inform the marketing campaign strategy and illuminate resource allocation.
ATTRIBUTION PROJECT BREAKDOWN
Step-by-step process for implementing inbound lead attribution using UTM parameters:
- Google Analytics
- Google Tag Manager
- Webinar software (examples include Zoom, Zoominfo, ON24)
- BI tool: Power BI, Google Data Studio, Tableau, Domo
Tools Used:
- Identify existing webinar lead sources.
- Optional: explore options for additional lead generation strategies.
- Set up the URL tracking using an existing or newly established protocol for UTMs in the content and campaign fields of Google Analytics.
- Document this process for continued application.
- Create the Google Tags and data layers to record registration sources for each webinar form submissions with UTMs.
- Identify and document KPIs to measure the impact of marketing channels toward overall goals.
- Use the webinar registration software to measure actual attendance and compare to registrants.
- Evaluate data and provide insights and suggestions for marketing strategy based on analysis.
- Provide ongoing KPI monitoring & data evaluation, with continuous analysis and updates shared with key stakeholders.
More Data
Marketing Operations, Revenue Operations, AI Prompts, Graphic Design, Templates, and more
Let’s connect!
Interested in learning more about my background, or scheduling a call? Let’s discuss how I can contribute to your organization!
What do my colleagues say about working with me?
Marketing Operations is about processes, platforms, and perhaps most importantly, people.
★★★★★
Kate was wonderful to work with. I was extremely happy with here service. She listened to all my needs, asked questions about my future goals and from there she presented me with options. I’d highly recommend her.
Andres M.
Telecommunications (contract)
★★★★★
Kate was always available, accessible, and quick to respond. She helped find unique solutions and better ways to work that were more efficient and effective. I wish everyone had her work ethic and generous personality!
Dorothy G.
Sales Operations
★★★★★
In a few short months, Kate managed to completely transform our marketing systems with full automation and nurture campaigns that drove our marketing incentives to a whole new level of professionalism. Not to mention — increased revenue!
Tina T.
VP Marketing
Kate Khoury Portfolio 