Which post brought customers?

On Analytics → Business results you see which of your posts led to a lead, a meeting or a deal in your CRM – per post, per channel, per brand and per topic, with the won value.

How a post is linked to a customer

1. 1When a post goes out, its links get a UTM code; utm_content is the post's short id. This is on by default.
2. 2When someone arrives on your website from that link and fills in a form, your CRM stores the page they landed on (and the UTM values).
3. 3Once a day we look at new contacts and deals: a record that carries the post's code or the post's short link is attributed to the post (a lead).
4. 4That contact's (in Pipedrive: that deal's) meetings and deals count for the same post.

Setup

1. 1Connect HubSpot or Pipedrive – see HubSpot and Pipedrive. We only read; nothing is written back to your CRM.
2. 2Open the Analytics page and choose the Business results tab.
3. 3Under Setup and measurement, check that UTM code on every link is switched on.
4. 4If you don't want to wait until tomorrow, click Check now.

• HubSpot: run the HubSpot tracking code or a HubSpot form on your website – it stores where the visitor came from on its own.
• Pipedrive: add a hidden field to your web form for the page address (URL) or the utm_content value.
• Links that already have their own UTM, short links, social profiles and signed (expiring) links are left alone; if the tags would push a post over the network's character limit, the links go out unchanged.

Where you see the results

• Analytics → Business results: totals (Leads, Meetings, Deals, Won value), the Posts by business outcome ranking, breakdowns by channel, brand and topic, CSV export.
• On the post page and in the post details on Analytics: Brought (attributed): – how many leads, meetings and deals the post brought.
• In the monthly report, a Business results (attributed) section when a CRM is connected.