Conversion Tracking

RevSure ensures complete tracking of leads from first visit to opportunity creation across multiple platforms — even in scenarios where cookies or JavaScript are blocked.

Tracking Leads from Web Visits to Opportunity Creation Across Multiple Ad Platforms‍

How does RevSure track leads from web visits to opportunity creation across ad platforms, websites, chat tools, marketing automation platforms (like Marketo), and CRMs (like SFDC), especially when cookies or JavaScript are blocked?

RevSure offers comprehensive tracking and attribution across multiple platforms, ensuring that leads are properly tracked from the initial web visit to opportunity creation, even in scenarios where cookies or JavaScript may be blocked. Here’s an overview of how it works:

Tracking Methods

UTM Campaign Tracking:‍

• RevSure can track leads using UTM parameters from URLs across various platforms such as ad platforms (Facebook Ads, Google Ads, LinkedIn), websites, and email campaigns.
• Marketo Integration: We analyze the URL field within the Website Visit activity data and Marketo-specific URL parameters (such as paid ad campaign IDs).
• If the utm_campaign value matches a paid ad campaign name, no new campaign is created. If not, RevSure creates a campaign even for traffic originating from ad platforms.

Referrer Campaigns:‍

• In the absence of UTM parameters, RevSure creates campaigns based on the page referrer URLs.‍
• Platform-Specific Referrer Tracking:
  • Marketo: Uses the ‘Referrer URL’ field.
  • HubSpot: Uses the hs_referrer field in Web Analytics data.
  • Pardot: Uses the firstReferrerUrl field from Prospects data

Website Campaigns:‍

• Campaigns are created based on the URLs of page visits, providing detailed tracking for lead engagements through RevSure’s tracking pixel.
• Refer to: Detailed documentation on URL-Based Campaign Associations

Chat Integration (Qualified):‍

• RevSure can sync chat data from Qualified.com via Salesforce (SFDC) or integrate directly with Qualified’s APIs to track chat interactions and lead activity.

Splash Pages (Non-branded Domains) and CMS:‍

• Using RevSure’s first-party tracking pixel, traffic from splash pages or CMS (even those not hosted on branded domains) is tracked by capturing the referring domain and UTM data.

Identity Resolution

‍Entity Resolution Framework: RevSure provides a fully configurable entity resolution system to resolve identities across multiple systems, including Lead, Account, and Campaign levels. This ensures that records are deduplicated and linked correctly across platforms such as Marketo, SFDC, and other marketing automation systems.

Refer to: RevSure's Entity Resolution Framework.

Handling Scenarios Where Cookies/JavaScript are Blocked

‍First-Party Cookie Tracking:

• RevSure’s tracking pixel uses first-party cookies, minimizing the impact of third-party cookie blocks (e.g., Apple ITP 2.x). A CNAME setup allows you to load the pixel from your domain, further reducing the chance of cookies being blocked.
• See more here

‍Server-Side Tracking:‍

• In scenarios where JavaScript is blocked, RevSure supports server-side tracking, allowing website developers to send user event data directly from the backend to RevSure.‍

‍Configurable Fingerprinting:‍

• RevSure also employs a configurable fingerprinting mechanism to track anonymous visitors at multiple levels:
  
  • Level 0: IP Address, Location, ISP, Time Zone.
  • Level 1: Level 0 + Device details, OS details.
  • Level 2: Level 1 + Browser details.
    

Handling Tracking Errors and Mistagged UTM Parameters

RevSure performs ID-based association for website activities using marketing automation platforms. If ID parameters are missing, UTM-based fallback rules are applied. These rules can be customized to handle mistagged UTM parameters, ensuring minimal margin of error.

Digital and Offline Engagement Integration

RevSure supports integrating both online and offline engagements to create a unified view of the lead’s journey:‍

• Online Registration Forms: Tracks registrations/attendance via forms using first-party pixel tracking.
• Offline events (such as conferences) are tracked via SSFDC/CRM Campaign/Campaign Member or any other custom object/attribute, or imported Excel/CSV data.
• APIs or webhooks: If you have a system to track event or conference registrations, we can integrate it with the relevant APIs or webhooks.

This data is integrated with website traffic data and other digital sources, creating a single journey per lead that captures both online and offline touchpoints.

Landing Page URL and SFDC Campaign Matching

RevSure achieves this by analyzing URLs and matching the utm_campaign value. If the campaign name matches the SFDC campaign name, the leads are associated with that SFDC campaign.

• We capture these URLs using RevSure’s tracking pixel from the moment of deployment. Additionally, we extract historical URL visits from marketing automation platforms like Marketo, HubSpot, and Pardot.
• Visitors tracked by RevSure’s pixel, along with activity data from your marketing automation platform, are mapped to Leads/Contacts in the CRM through our entity resolution framework.
• If any custom mapping for landing page URLs to SFDC campaigns is implemented, we can ingest that data and map the campaigns accordingly.
• Refer to: URL-Based Campaign Associations

Differentiation Between Organic and Direct Traffic

RevSure classifies traffic into different sources (organic, direct, etc.) and provides full visibility into the lead’s journey. You can find rules for traffic classification and customize them to fit your specific needs.

Refer to: Campaign Channel Classification.

Visibility and Conversion Tracking

RevSure offers complete traceability into lead, contact, account, and opportunity journeys. You can view the reasons traffic was classified under specific channels (e.g., organic search), along with source details like URLs like google.com, bing.com etc., which you can use to slice and dice through the reports.

Refer to: Campaign Channel Classification.