Tracking original traffic source for long sales cycle

How we managed to get attribution right for this company with a long and complicated sale cycle.

“Systematik prevailed where 2 other agencies failed miserably.
They did the work in a fraction of the time and at a fraction of the cost of the other agencies.
Thanks to them, I can now confidently make critical business decisions based on accurate data. This is absolutely invaluable to our business!”

Adrian Shiel
Co-founder of High-Performing Coach Ltd.

The problems

  • With a very long and complicated funnel, tracking sales original traffic sources was almost impossible using traditional, cookie-based methods.
  • They had no reporting tools and were doing almost everything manually using spreadsheets.
  • They had absolutely no idea which marketing campaigns were generating sales.
  • Using cookies to track long sales cycles is getting more difficult with browsers now having third-party cookie protection.

The solution

We noticed that their CRM (ActiveCampaign) was their main source of truth. Almost every step of the funnel was tracked inside ActiveCampaign. Mostly by using Zapier.

We decided that adding the original traffic source directly to their contact information would only make sense once they complete the first step of their funnel.

We had to add hidden fields to their booking form (ScheduleOnce) to do that. By doing that, we could capture query parameters and send them to ActiveCampaign.

We captured the source, medium, campaign, content, term, gclid, and fbclid. With that information, we could not only know the original source for any buyers but also send the gclid and fbclid information back to the right marketing platform to help the algorithm optimize their campaigns.

The last piece of the puzzle was to send ActiveCampaign data to BigQuery. Once the data was there, we used that data source to build a simple dashboard that would help them visualize their data in a unified way.

The results

They were finally able to understand how each marketing platform performed and confidently change their strategy based on that data. They also saved about 5 hours a month on reporting alone which was a big win as well.

The technical stuff

Attribution report

  • Filters (date range, sales rep, product purchased, source, medium, campaign, content, term)
  • Source
  • Medium
  • Campaign
  • Content
  • Term

Technology used to build the dashboards

  • Google Looker Studio (data visualization)
  • Google BigQuery
  • Google Sheets
  • Google App Scripts
  • ActiveCampaign’s API

High-performing coach main technology stack

  • ActiveCampaign
  • ScheduleOnce
  • Facebook ads
  • Google ads
  • Linkedin ads
  • Google sheets
  • Zoom
  • Leadpages
  • Typeform

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