When we create a content marketing campaign, we will have a dedicated landing page and form to collect leads generated by that campaign. In addition, it’s important for us to track where each lead originated. A hidden field for Lead Source easily tracks this information. We set the Lead Source value (“AdWords” for example) on the form and that information is automatically passed as the form is submitted.
And that works great – for one lead source. However, we will typically advertise a content piece on a variety of different online advertising platforms (Google AdWords, Facebook, LinkedIn, etc.). Managing separate landing pages and forms for each ad platform would be a hassle, so we needed a way to capture different values for our hidden Lead Source field based on where the visitor came from.
When we create URLs for our ads (often called destination URLs), we include a parameter for Lead Source along with our other tracking parameters. An example URL for an AdWords ad would look like this:
The leadsource parameter would change for each ad platform:
Now, when a visitor clicks one of our ads, the Lead Source is automatically captured in CRM. This allows us to easily measure and evaluate the traffic coming from each advertising platform for each campaign.