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Account Based Marketing: How to track account activity on your website

The foundation for many account-based marketing metrics is touchpoints data. Whether online or offline, marketers need track account activity at every touch point.

Touch point data tells you in real-time who in each account is engaging with your website. Using this data you can attribute engagement and revenue back to your marketing activities to isolate the highest performing campaign.

Email Click-Through Attribution

Almost all email marketing software allows your to set up email tracking (email open and click-through URL). Sending information to your website can help in defining the customer journey.  Details about the email account, like email address, company, first name  and last name are associate with the website activity.

This technique allows your sales and marketing teams to better understand the needs of your target account.  Even if your account activity is months apart.

Opt-in forms

When a prospect visits your website for the first time, you can assign a unique id saved in a cookie. Based on the unique id you can build a profile over time with the pages visited, time spent on the site and other interaction.

Opt-in forms play an important role in identifying the name email address and other information about the visitor. Implementing user profiles in your website will not only tell you the company that is visiting your website, but also the decision makers that are visiting your website along with their contact info and history.

IP and Device Fingerprint Tracking

Most companies with more than 20 employees has a dedicated IP address for their offices. You can think of this address as the post office address for their internet. Some of them have this address publicly known for others you need to combine metadata from multiple sources to know that a specific IP address is owned by a certain company. You can even track companies that don’t have a static IP address using device fingerprinting.

Device fingerprinting attempts to use aspects of the computer that don’t typically change such as the operating system, browser, etc., and creates a unique “fingerprint” based on that information. Despite what the visitors changes on the surface of the system, the fingerprint remains the same, and identifies the visitor even if their IP address changes.

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Campaign Setup

Setting campaign tracking is really important if you want to measure campaign performance using a 3rd party tool. Using a 3rd party tool to track your campaign performance is important because its allows you to see how different channels (search, social, display, video) perform. The goal here is to see which channel has the most bang for the buck.

After creating a new adwords campaign or ad group make sure you setup the tracking template correctly.  The tracking template appends information about the campaign and the user that had clicked on the ad to the final clickthrough url.  The tracking template can be setup at account, campaign or ad group level.

An example of a tracking template can be found below:

{lpurl}&utm_campaign={campaignid}&utm_term={keyword}&utm_source=adwords-ppc&utm_type={matchtype}&utm_network={network}&utm_creative={creative}&utm_placement={placement}&utm_random={random}&adposition={adposition}

Where {lpurl} is your landing page url and the following are parameters that will be sent to your website. We will cover more about the tracking template in another blogpost.

AdWords Conversion Tracking

Using AdWords conversion tracking you can see how your ad clicks lead to valuable customer activity such as product purchases, app downloads, newsletter signups and more. Depending on the type of conversion you’re tracking, the setup process is different. AdWords helps you to see when your ads lead to conversions from the following source:

Setting up AdWords Conversion tracking can be done following these steps:

AdWords Campaign Attribution

Once you’ve set up conversion tracking, you’ll have access to a handy set of reports about your conversions. Attribution reports show you the paths customers take to complete a conversion and attribute the conversion different ads, clicks, and factors along the way.

Attribution reports can give you detailed information about the paths that lead people to conversions for your business. You can see whether certain keywords assisted conversions that eventually happened through other keywords. This gives you a better sense of your potential customers conversion paths.

AdWords Attribution Reports can be accessed from  “Tools” section and “Attribution” subsection from dropdown.

Remarketing

Remarketing lets you show ads to people who’ve visited your website or used your mobile app. When people leave your website without buying, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices.

Remarketing works by creating an audience of all website visitors, for example, that you can target letter with relevant ads.

Creating an audience can be done by accessing “Shared Library” section and “Audiences” subsection from your AdWords account.

Click on “+ Remarketing List” to add a new remarketing list after the list is created install the tracking code on your website.

Conclusion

In conclusion AdWords offers a lot of tools to track your campaigns. Along this tools is also recommended to have some sort of 3rd party tracking tool to track cross channel campaigns.

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