Rules for determining lead sources (with examples)
Creatio analyzes your website visits and identifies the lead sources using the tracking code and landing pages. Tracking results can be obtained from the page of the lead sent to Creatio from your landing page. The results are generated using the data contained in the [Channel] and [Source] on the [History] tab. The [Channel] field displays the lead traffic type, for example, “Social accounts”, and the [Source] field displays the advertising system used, for example, “Twitter”. Use the [Leads] section analytics to obtain the performance indicators for a certain lead channel or source.
Creatio uses the following information to analyze the lead sources:
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UTM marks: “utm_medium” (lead channel) and “utm_source” (lead source);
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Unique identifiers of redirections from Yandex and Google search engines that are added automatically (“gclid” and “yclid”). For example, if you post an advertisement in those search engines.
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Source website (referrer) URL that redirected your customer to your website.
The [Lead channels], [Lead sources] and [Lead source URL] lookup values are used for analysis of the redirection URL and the source website.
Note
If your company already has some tracking rules established for channel classification, sources and used marks, we recommend that you supplement the contents of the lookups mentioned.
Below are the rules used by Creatio to identify the lead source and channel.
Lead channel identification rules
The rules are listed by priority. This means that if rule 1 is satisfied, then rules 2 – 5 will not be checked and so on.
| Priority | Channel identification rule | Case example |
| utm_medium mark | ||
| 1 | If the redirection URL contains the “utm_medium” mark value, the channel will be populated with the value corresponding to that mark(1). | For example, the redirection URL value is “http://site.com/page?utm_medium=social”. In this case, the channel will be populated with the “Social accounts” value. |
| utm_source mark | ||
| 2 | If the redirection URL contains the “utm_source” mark value, the channel will be populated with the found source default value(2). | For example, the redirection URL value is “http://site.com/page?utm_source=creatio”, which means the customer clicked the link in the Creatio bulk email. In this case, the channel will be populated with the “Email” value. |
| Google AdWords/Yandex redirection ID. Direct | ||
| 3 | If the redirection URL obtains the value from Google (“gclid”) or Yandex (“yclid”) redirection, then the “Search-based advertising” will be specified as the lead channel. | For example, if the redirection URL is “http://site.com/?gclid=123xyz” or “http://site.com/?yclid=123456”. |
| Referrer | ||
| 4 | If the redirection URL does not contain UTM mark values, then the source website (referrer) will be analyzed. To do this: a) If the referrer of the found source website is included in the [Lead source URL] lookup (source website sub-domains are also included in the search), then the lead channel will be populated with the site URL value(4); b) If the found referrer is not included in the [Lead source URL] lookup, then the channel will be populated with the “Redirected from other website” value. | For example, the referrer is “mobile.twitter.com”. In this case, the source will be populated with the Twitter” value and the channel – with the “Social account”. |
| Direct traffic | ||
| 5 | If the redirection URL does not contain UTM mark values and the referrer is not identified, then the channel will be populated with the “Direct traffic” value. |
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Lead source identification rules
The rules are listed by priority. This means that if rule 1 is satisfied, then rules 2 – 5 will not be checked and so on.
| Priority | Source identification rule | Case example |
| utm_source mark | ||
| 1 | If the redirection URL contains the “utm_source” mark value, the lead source will be populated with the value corresponding to that mark(3). | For example, the redirection URL value is “http://site.com/page?utm_medium=social&utm_source=linkedin”. In this case, the source will be populated with the “LinkedIn” value. |
| utm_medium mark | ||
| 2 | If the redirection URL contains the “utm_medium” mark value, the lead source will be populated with the “Other source” value. | For example, if the redirection URL value is “http://site.com/page?utm_medium=social”. |
| Google AdWords/Yandex redirection ID. Direct | ||
| 3 | If the redirection URL obtains the value from Google (“gclid”) or Yandex (“yclid”) redirection, then the “Google AdWords” or “Yandex. Direct” will be specified as the lead source accordingly. | For example, if the redirection URL value is “site.com/?gclid=123xyz”, then the source will be populated with the “Google AdWords” value. |
| Referrer | ||
| 4 | If the redirection URL does not contain UTM mark values, then the source website (referrer) will be analyzed. To do this: a) If the referrer of the found source website is included in the [Lead source URL] lookup (source website sub-domains are also included in the search), then the lead source will be populated with the site URL value(4); b) If the found referrer is not included in the [Lead source URL] lookup, then the lead source will be populated with the “Other website” value. | For example, if the source website value is “mobile.twitter.com”, then the lead source will be populated with the “Twitter” value. |
| No source | ||
| 5 | If the redirection URL does not contain UTM mark values and the referrer is not identified, then the lead source will not be specified. |
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Notes:
(1) – the “utm_medium” mark compliance to the Creatio channel is defined in the [Lead channels] lookup. Possible values of the UTM marks for each channel are displayed on the [Lead channel code] tab of the lookup page.
(2) – the default channel for the lead source is defined in the [Lead sources] lookup.
(3) – the “utm_source” mark compliance to the Creatio source is defined in the [Lead sources] lookup. Possible values of the UTM marks for each source are displayed on the [Lead source code] tab of the lookup page.
(4) – the source compliance to the website URL is defined in the [Lead source URL] lookup.
See also
•How the lead source tracking works
•How to set up lead source tracking
•How website event tracking works
•How to set up website event tracking
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