In an earlier post last month, I explained how to dynamically pass keyword information into Google Adwords, Yahoo Search Marketing, and Microsoft Ad Center (Using Google Analytics To Track Yahoo & Adcenter Paid Keywords). However, I did not fully example how to set the destination URL so that session data can be passed into the Mongoose Metrics system.

Setting up the destination URL for your paid search campaigns is pretty straight forward. It may seem like a lot of work, but the actual process flows quickly and easily.

For Google Adwords:

First, if you don’t already have it, download the Adwords Editor and open it.  Then select the campaign that you want to track and highlight all of your keywords or ads. With everything highlighted that you wish to track, change the destination URL to the correct string. There is some flexibility within the string as to what you can label each identifier, but for Google Adwords use the following:

http://www.mysite.com/?mm_campaign=a0i4ah0i23t0i20ti2302&keyword={keyword}&utm_source=Google&utm_medium=CPC&utm_campaign=Adwords

The “mm_campaign=” string is your campaign ID which can be found in your account under instructions.

For Microsoft Adcenter:

There is an application currently in beta testing that allows you to change destination URLs in Adcenter via a similar method as Adwords Editor. To get it you either must email or call Adcenter support and ask for the download link.  Once installed, the steps are just like in Adwords. Highlight all of the keywords or ads and add the following string to the end of the destination URL:

http://www.mysite.com?mm_campaign=a0i4ah0i23t0i20ti2302&utm_source=Bing&utm_medium=CPC&utm_campaign=AdCenter&utm_term={keyword}&utm_source=Bing

The “mm_campaign=” string is your campaign ID which can be found in your account under instructions.

For Yahoo Search Marketing:

Yahoo is slightly different from both Adwords and Adcenter, as there is no bulk editor. However, if you have a high spending account you have the bulk upload feature that allows you to upload all your destination URL’s in an Excel spreadsheet. If you are not a big spender you can simply send in your account by emailing support with the same Excel spreadsheet and asking them to upload it. Be careful with this process as you are ‘technically’ only supposed to have one bulk upload per campaign. In either case, download your campaign and simply copy and paste a string like the following into the destination URL column:

http://www.mysite.com?campaign=a0i4ah0i23t0i20ti2302&keyword={OVKEY}&utm_source=YahooSM&utm_medium=CPC&utm_campaign=SearchMarketing

The “mm_campaign=” string is your campaign ID which can be found in your account under instructions.

Setting up destination URL’s for the first time can seem somewhat complicated, but follow the instructions listed above and it should go smoothly. If you have any questions please email or call our support line.

During our visit to AdTech Chicago, Brad Reynolds, Head of Product and Technology Development, was interviewed by WebmasterRadio.fm. This opportunity gave him the chance to explain our call conversion tracking solutions to listeners.

If you would like to hear about our products from Brad please listen to the full interview here.

Mongoose Metrics will be attending Search Marketing Expo East in New York City October 5th - 7th to speak with search engine marketers about phone call tracking and how it can help them increase conversions for their clients. We are looking to forward to networking and talking with potential clients.

If you are attending please feel free to stop by our booth to talk or get more information about our products and services.

For more information on SMX East please visit www.searchmarketingexpo.com/east

For CRM users looking for phone call conversion tracking, Mongoose Metrics enables SugarCRM users to instruct tracking phone calls to automatically generate a new lead.  As a part of the phone call generated lead, all call detail metrics can be saved to the lead record in SugarCRM.  For AccuTrack Session campaigns, in addition to call details, online session metrics such as keyword and visitor IP can be saved to the SugarCRM lead.  This solution enables SugarCRM users to further expand their tracking capabilities by recording all inbound phone calls from a marketing campaign.

Here’s the key phone call data which can be inserted into SugarCRM:

• Caller ID
• Tracking number dialed
• Date/time
• Call duration
• For successful 411 look-ups, incoming caller’s:
  • billing name
  • billing address

For AccuTrack Session campaigns, the following visitor session data is available:

• Organic or PPC keyword
• Visitor IP
• PPC ad ID
• PPC campaign ID
• URL view at the time of the call
• Custom tracking variables

 Integration Strategy

The phone to SugarCRM integration works by building off of Sugar’s built in Web Lead Form Tool.   Using this tool, a Mongoose Metrics phone call can be recorded into SugarCRM as a lead via the simple method below:

1.  Create a modified web to lead web form hosted on your server.
2. After the phone call completes, Mongoose Metrics posts back to your web form the phone call data.
3. JS code on your form’s webpage will read the phone call data contained in the post-back URL and auto-complete the form fields.
4. The form will auto-submit into your SugarCRM application as a web to lead form submission.

Sample Code and Integration Instructions

Below is an example code block of a web form that successfully creates a SugarCRM lead from a phone call.  This is the form  placed on a web page visited by the Mongoose Metrics phone server after each completed phone call.  Full code and detailed instructions can be found here Phone Call To SugarCRM Integration Resource Document (Opens as a PDF).

<script type=”text/javascript”>
// function to read URL parameters
function gup( name )
{
  name = name.replace(/[\[]/,”\\\[”).replace(/[\]]/,”\\\]”);
  var regexS = “[\\?&]”+name+”=([^&#]*)”;
  var regex = new RegExp( regexS );
  var results = regex.exec( window.location.href );
  if( results == null )
    return “”;
  else
    return results[1];
}
</script>
<script type=”text/javascript”>
// define your js variables here from URL parameters
var lastname_param = gup(’lastname’);
var phonework_param = gup(’phonework’);
</script>
<form action=”YOUR_URL” name=”WebToLeadForm” method=”POST” id=”WebToLeadForm”>
<input id=”last_name” name=”last_name” type=”text” value=”">
<input id=”phone_work” name=”phone_work” type=”text” value=”">
<input id=”campaign_id” name=”campaign_id” value=”YOUR_CAMPAIGN_ID” type=”hidden”>
<input id=”assigned_user_id” name=”assigned_user_id” value=”YOUR_USER_ID” type=”hidden”>
<input id=”team_id” name=”team_id” value=”1″ type=”hidden”>
</form>
<script type=”text/javascript”>
// writes your defined js variables to input field value
document.getElementById(’last_name’).value=lastname_param;
document.getElementById(’phone_work’).value=phonework_param;
</script>
<script language=”javascript” type=”text/javascript”>
// auto submits form on load
document.WebToLeadForm.submit();
</script>

Last week, the Mongoose Metrics team traveled to Chicago to talk about AccuTrack SPC and how it provides Internet marketers with a holistic view of incoming phone calls.   We spoke with many attendees in the Internet marketing industry and helped them understand the importance of tracking offline phone conversions.

We really enjoyed our stay in Chicago and look forward to AdTech New York in November. If you met us at Chicago and would like to reconnect, please fill out the ‘Contact Us‘ form on our website. We would be happy to further speak with you.