Challenge
A professional services firm received enquiries through its website forms, a live chat service and an outside intake provider. Each reported separately, in its own format.
The firm could see what it spent on marketing. It could not see which spending produced clients, so budget decisions were made on impressions.
Approach
We set out to save the campaign behind each visit with the enquiry itself, whichever route it arrived by.
- Capture the campaign source on the website and hold it until the visitor makes contact.
- Pass the source into every web form.
- Work with the chat and intake vendors to carry the source through their systems.
- Bring the routes together in one dashboard.
- Document what is tracked so that a future change of vendor does not break it.
Result
The firm can follow an enquiry from the advertisement to the signed client.
- One view of every enquiry route.
- Marketing reviews based on outcomes.
- Vendors held to the same reporting standard.
Our advice
When you choose a chat or intake vendor, ask how they pass the campaign source back to you. If they cannot, their leads will always be a blind spot.
Related service: Web analytics.