Understanding "what works and what doesn't" or "what to do more of, and what to do less of", is key to successfully prioritising marketing budget.
Using the multi-touch attribution (MTA) model, this guide will show you how to leverage SalesWings tags to gain insights from report on the impact of your campaigns, channels and sources. By the way, Emojis play an important part, but more about this later.
SalesWings allows you to get powerful answers, in a simple way.
Example Reports from a SalesWings for Salesforce Attribution Dashboard
Below: What impact do my email campaigns have on the likelihood for opportunities become qualified for sales?
Below: What impact do my paid channels have on the likelihood for opportunities become qualified for sales?
How to do it with SalesWings?
Step 1 - Create UTM parameters to track attribution and source of traffic
You should use UTM codes consistently in links that you use in your marketing activities, to understand the effectiveness of each marketing activity and understand how your leads come to your website; whether it's links you use in newsletters, online ads, blog posts or more - your referral source.
💡Tip: Use emojis to group tags that belong to the same category!
Example: Paid channels VS Organic channels
In the cockpit, go ahead and create tags for paid channels and organic channels, leveraging UTM parameters. We recommend using the 💳 emoji for paid campaigns, and the 🔎 emoji for organic traffic.
Here is an example of some of our 💳 tags set up in the cockpit:
Repeat the process for all the main channels.
Step 2 - Build a Salesforce Report to track attribution and source of traffic
SalesWings offers various report types around tags. In the below list, you will find more details on each of these tag reports, and when to leverage them.
---Tag Reports--- | ---What is it?--- | ---Use for:--- |
SW - All contacts by tag & segment | Report of an "audience" or "segment" of contacts who have a specific tag or a set of tags | Interest based, event based or campaign based reporting |
SW - All leads by tag & segment | Report around an "audience" or "segment" of leads who have a specific tag or a set of tags | Interest based, event based or campaign based reporting |
SW - All accounts within a tag / segment | Report around an "audience" or "segment" of accounts who have a specific tag or a set of tags | Interest based, event based or campaign based reporting |
SW - Leads / Contacts by Tags & Segments | Report around an "audience" or "segment" of all leads AND contacts who have a specific tag or a set of tags | Interest based, event based or campaign based reporting |
SW Opportunities by Tags | Report around an "audience" or "segment" of all opportunities who have a specific tag or a set of tags | Interest based, event based or campaign based reporting |
In this guide, we want to build this report on the Lead record.
Go to Reports>SalesWings Reports and select the report "SalesWings Tags, Segments and Trigger"
Make a copy of this report. In this example, we want to report on the number of Sales Qualified Leads (SQL) per paid channels.
Click on "Edit" and add a filter to show all contacts who have been tagged with a SalesWings tags that contains the emoji 💳.
Change the outline to group rows by SW Tag.
Create a Bucket Column to differentiate qualified leads and unqualified leads. Use the SW Total Point Lead Score field and change the range to adapt to your own lead scoring model. In this example, the threshold for a Sales Qualified Lead is 25 points.
Click on Apply, run the report and add the below chart:
Congratulations, you now have a report allowing you to measure the performance of your paid channels! 🎉