How HandL UTM Grabber Facilitates First and Last Touch Attribution in WordPress Forms
First and Last Touch Attribution is crucial for understanding the complete customer journey, and HandL UTM Grabber makes it seamless in WordPress forms.
HandL UTM Grabber uses cookies to track both the first and last UTM parameters. This happens even if a visitor leaves and returns later. Marketers can attribute conversions to the right campaigns regardless of the journey length.
When a visitor first lands on a website with UTM parameters in the URL, HandL UTM Grabber captures and stores them in cookies. If the visitor returns via a different campaign with different UTM parameters, it updates the last touch UTM parameters. The first touch UTM parameters remain unchanged.
When a visitor submits a WordPress form, HandL UTM Grabber retrieves both the first and last touch UTM parameters. These parameters are included in the form submission data sent to the website owner via email or webhook.
Example Scenario:
– A visitor arrives from a Facebook campaign with the UTM parameter “first_campaign.”
– The visitor browses but doesn’t submit a form.
– Weeks later, the visitor returns via a Google Ads campaign with the UTM parameter “last_campaign.”
– The visitor submits a form.
In this scenario, HandL UTM Grabber captures “first_campaign” as the first touch and “last_campaign” as the last touch UTM parameter. This data is included in the form submission sent to the website owner. The website owner can then see which campaigns drove the visitor to the website and led to the form submission.
Why First and Last Touch Attribution Matters
Understanding both the first and last touch attribution helps marketers gain a comprehensive view of the customer journey. This dual touchpoint tracking ensures that both the initial contact and the final conversion interaction are attributed correctly. It allows for more accurate performance measurement of various marketing campaigns. This way, marketers can allocate their budget more effectively and focus on strategies that yield the best results.
Further, HandL UTM Grabber’s ability to capture and store UTM parameters over time ensures that no valuable data is lost, even if there are delays between interactions. This feature is especially beneficial for campaigns with longer sales cycles, where multiple touchpoints might be involved before a conversion occurs.
By utilizing this detailed attribution model, your marketing strategies can become more data-driven and focused, ultimately leading to a higher ROI. Businesses can better understand which channels and campaigns are truly effective, providing valuable insights for future marketing efforts.
