CASE STUDY 5: TRACKING MARKETING CAMPAIGNS ON INBOUND LEADS

Problem Overview

One of our clients was spending consistently on Google Ads but wasn’t seeing the ROI they expected. They weren’t tracking which hours of the day or days of the week produced the best quality leads. After we implemented detailed tracking of lead sources, attribution, and cost per qualified lead by hour and day, we discovered exactly when their campaigns were most effective. By shifting more budget toward the highest-performing times—specifically Mondays and Tuesdays—the client reduced their cost per qualified lead by 30%. Instead of guessing, they now use data to drive ad scheduling and budget allocation across Google and Bing Ads.

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Solution: Tracking Marketing Campaigns on Inbound Leads

Lead tracking isn't just about UTM parameters — it's about understanding when, where, and how your prospects convert. Here's how to set it all up for accurate attribution and smarter ad spend.

A) Capture First Click and Last Click Attribution for All Lead Types

  • Track All Lead Sources: Forms, Chats, SMS, and Calls.
  • Set Up a Custom Cookie: This stores the Landing Page URL and Referring Domain.
  • Embed Hidden Fields: Automatically fill in attribution data on forms, chats, and call logs.
  • First Click Wins: Use first-click attribution as your Lead Source in the CRM.

B) Automate Lead Source Assignment

  • Hidden Fields on All Lead Types: Ensure every form/chat/call submission captures source data.
  • Call Tracking: Use tools like CallTrackingMetrics to append UTM parameters and source data.
  • CRM Integration: As soon as a new lead is created, store the source data captured via the cookie.

C) Use UTM Parameters & GCLID for Deeper Insight

  • Track All UTM & Custom Parameters: Send them through your URLs into the CRM.
  • Capture GCLID/GBRAID/WBRAID: Required for Google/Bing/Facebook offline conversion tracking.
  • Offline Conversion Reporting:: Store IDs in CRM when the lead comes in and when the lead qualifies or closes, automatically upload conversions to ad platforms.

D) Ad Schedule Optimization by Day and Hour

  • Segment Your Data: Break down leads by 3- or 6-hour blocks, or by shifts if using a call center.
  • Track Cost Per Lead by Time: Use Google Ads reports or your CRM to map lead quality to time blocks.
  • Adjust Ad Schedules:: Invest more in high-performing windows and scale back or pause during expensive, low-converting times

E) Use CRM Dashboards for Real-Time Attribution Insights

  • Build a dashboard that shows: Lead Source, Cost per Lead by Day/Hour and Conversion rate by Channel
  • Automate alerts or tasks for leads with missing attribution
  • Export reports for marketing budget reviews

Services We Offer From This Case Study

  • UTM & GCLID Tracking Integration - See more
  • Call Tracking Implementation - See more
  • Offline Conversion Upload Automation - See more

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Denis Zlobin
Had the pleasure to work with John on a number of PPC accounts on Yandex. John has a great sense of marketing globally through excelling locally. Always happy to learn new tools and experiment, while being focused on the results - this puts John way above the average advertiser!
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Lisa Gerren
Working with John has been a pleasure! He has a great attitude and goes above and beyond to get the job done. He is very knowledgeable in the world of SEO and works to continually refine his skills. He definitely owns his position and has an entrepreneurial spirit!
Noble H.
Extensive knowledge of how Google search works on both PPC and SEO ranked pages.

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