Tracking All User Touchpoints via UTMs
Automations & Workflows
Challenge
Net Impact stored participant information in Salesforce, but there was no structured way to connect a user’s program participation to the marketing touchpoints that brought them there. While we could see that a person participated in a program, we couldn’t easily determine where they came from or how they progressed through different program touchpoints over time.
Action
I designed and implemented a Salesforce-based UTM tracking system to capture and organize acquisition data at the individual touchpoint level.
- Created a dedicated Salesforce UTM object with one record per user touchpoint, including source, medium, campaign/program, date captured, brand, and contact information.
- Created the required Salesforce fields and configured the object to connect touchpoint data to individual contact records.
- Used the organization’s existing 123Formbuilder–Salesforce connector to map UTM parameters from form submissions into Salesforce.
- Configured the data flow so that when a participant submitted a form containing UTM information, the corresponding touchpoint data could be captured in Salesforce.
- Tested the Salesforce object, field mapping, and data flow to confirm that information was being transferred correctly.
Results
The UTM tracking system was successfully implemented and put into use, giving the organization a structured way to connect marketing acquisition data with individual program participants and their touchpoints.
Instead of simply knowing that someone participated in a program, the organization could now capture information such as which campaign brought them in and when the interaction occurred.